How Copywriters Help You Build Your Brand

There’s much debate about what a brand is. But simply put, it sets you apart from the competition. It’s more than a name, logo, or trademark. A brand taps into the psychographics of marketing. In other words, it affects how consumers perceive the benefits and value of your product or service, and can affect whether they’ll buy it.

 

In a sea of millions of websites, a strong brand can elevate your website traffic, rankings, and ad revenue. It also helps build customer loyalty. And good copywriting can help you achieve those goals.

Branding is tied to SEO

For online success users have to be able to find you. A copywriter can research your competition to see what works for them and what you can do better. They’ll help you brainstorm and create fresh, unique content. Most importantly, they know how to research and optimize keywords in content so you get the best search results possible.

 

Case in point: If you Google the term “best green car” you’ll find sites critiquing green cars, articles from news agencies and other consumer sites. Why don’t web pages for the Ford Hybrid, Toyota Prius, or the Honda Civic Hybrid show up in the top results?

 

These companies haven’t created relevant content with optimized keywords that potential customers are likely to use. They rely on users searching their brand names. It’s a missed opportunity.

Good copy sells through storytelling

Consumers are inundated with advertising. It’s on TV, billboards, magazines, websites — you name it. So many people tune out. But, a new approach is gaining popularity. It’s selling your brand through storytelling.

 

Brands such as Dove and BP (Beyond Petroleum) are using it to strike a chord with consumers. Storytelling makes readers believe that you care about the issues they care about. Dove feels the pain of women and girls who think they’re not beautiful. BP understands our concerns about the environment.

 

These companies aren’t just pushing product; they’re empathizing, informing and problem-solving. Dove and BP have taken a chance, using hot button issues and a “less about us, more about you” approach to win consumers over. On the Internet, a good copywriter can help you do the same.

To be a brand, you must be trusted

Any brand exemplifies a level of excellence. You cannot establish one with a substandard product or service. In the 80s and 90s kids aspiring to the NBA trusted Nike to get them there. If they wanted to be like Mike, they had to have the shoes. Today, people trust Blackberrys to organize their lives. They trust VISA because it’s everywhere they want to be. These companies create quality products people feel they can rely on.

 

The best way to build trust online is to provide quality, credible, and relevant content. Most site owners don’t have the time or the skill. Hiring a talented, creative copywriter to pinch-hit will help you accomplish your SEO goals sooner.