Reading about writing is sort of like eating about cooking. They’re connected activities, but there’s a little more to it than tossing ingredients together and pulling out a lasagna. There are steps to creating strong content.
First and foremost [and we can’t stress this enough] great content begins with great input. A talented copywriter may be able to build and expand on even small details, but give that same writer plenty of resources and background and they can work wonders. At helium, we’ve gotten pretty skilled at asking the right questions to gather the kind of insight that inspires writers, and we also make it a point to keep clients engaged in ongoing communication since sometimes ideas take time to mature.
Effective copywriting also has to consider style or tone. That’s because the way something is said is often just as – if not more – important than what is said. Very straight-laced, precise, almost academic language appeals to a different audience than content that has a humorous slant. Likewise, if there is an emotion an audience should feel when reading content, the choice of words and the length and flow of content matter tremendously.
One of the most challenging aspects of creating excellent content is authenticity. There’s a big difference between a product that is truly innovative and one that simply comes in a new color. It is why diamonds are described as “exquisite” and rhinestones are simply “sparkly.” It can be easy to get attached to a specific word, but that doesn’t mean it is the right fit for every brand. When we create content for our clients we want them to be the best versions of themselves, while still remaining true to what their product, service, or offering actually is. In the long run, this closes more sales by attracting the right kinds of customers and prospects in the first place.