With a desired product, normally comes a competitive market. Creative copywriting can help enhance your branded product communication in which makes your product standout in a crowded market; such has been the case for my ongoing corporate clients.
While copywriting provides words, creative copywriting provides both words and ideas that increases the commercial impact of communications. Below are 3 ways on how creative copywriting makes that impact:
- Strategic thinking as the input, creative copywriting as the output
Creative copywriting is more than getting information in. It's also about getting information
out - in an interesting way. It's not just about writing, but also about thinking. Why is the
product unique? How is it different from similar products in the market? Who is the target
audience? The creative copywriter never stops interrogating the brief, the account manager
or the client to discover that USP (unique selling point), because whatever differentiates the
website content, product packaging and ads, boils down to the product. Similar to a good
craftsman, a creative copywriter respects and follows the procedure of strategic input and
creative output, to craft the most engaging writing of the product for the target audience. It's definitely customized writing!
- Wording alignment with the product, strategy and marketing departments
While each department serves its function for a brand, it is important for product, strategy
and marketing to reach consensus on the product description. The creative copywriter
works with product, strategy and marketing to compose the most fitting and engaging
descriptions for a product's features. In addition, the created product description normally
helps with visualization of the product webpage design, among others. Snappy wording that
is interesting to read, helping the target audience learn more about the main features of a
product, triggering the action of purchasing.
- Speaks to the target audience, creates value, makes the brand desirable
Customers buy products that fulfill their lifestyle, and a branded product adds quality to a
purchase. With a good brief and sufficient materials from the client team, a creative
copywriter can thus articulate words that speaks to the target audience, incorporating their
lifestyle. From product name to product slogan, from product description to product application, the target audience will find the writing enjoyable, informative and fulfilling to their needs.
So there you have it, creative copywriting inspires to read and has a voice that makes a brand stand up and stand out. Nonetheless, it's more than being good with the written words, it's also about being original with an idea and tapping into people's hearts and heads. It's about heaving a headline that makes people look twice and a copy that makes people want to read end to end. Ending with a quote from Leo Burnett: "Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read." Thus is the fundamental to a good creative copy.