Following on from my last Re-View post on imagery, I thought it would make sense to go on to look at the importance of copywriting for SMEs. Alongside imagery, good copywriting helps to sell products and services, by establishing a unique positioning relative to their competition. Whether a business wants to be known for value for money, high quality service delivery, innovation or anything else, the importance of relevant and evocative selling messages cannot be overstated.
Did you know that Nike’s ‘Just do it’ slogan is now 25 years old? For me, it still remains a powerful expression of what the brand means to people. I also like persil’s ‘Dirt is good’ which has moved Persil from an indistinct cleaning product that to a facilitator of messy fun for kids.
Over the last five years, I’ve probably spent around a quarter of my project time with clients working on word-based ideas. Why? Because, for me, that’s where the ideas are. Sometimes, that information ‘gem’ is hidden in notes from a client meeting. Sometimes, it’s a piece of information from a client’s website that should have had more significance. Whatever the source, SMEs can use the power of words to carve out a unique and interesting positioning that sells.
Oh, and if you’re wondering what the ultimate value is for businesses in creating powerful taglines and descriptive copy, then consider this. A few years ago, I created the identity for Personal Career Management, which, at the time was a small career advice consultancy. I needed a ‘hook’ or idea starter to describe the effect of the company’s services on its clients and to act as a measure for the design work. To do this, I wrote the strapline ‘Love Monday Mornings’. The company subsequently reached an agreement with Reed Recruitment, allowing them to use the strapline, in return for a significant fee.
Make sure that you take advantage of the power of words for the benefit of your business. Commission a professional copywriter to create engaging copy that describes what your business does, what it believes in and what it can do for customers. Its value to your business could be immense.