Copywriting

We specialise in copywriting and content creation that engages, educates, inspires and generates sales for our clients. We use seo content to drive traffic to a website and then copywriting helps a customer connect with the products or services on offer.

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Copywriting Services for your Website

Copywriting to Inspire

Succeeding in the digital marketplace means devising a content marketing effort that drives traffic to your site, increasing engagement and sales. Regular audits and continuous updates will introduce your brand to prospective clients, showcasing your credentials. In the online world, content is king. With industry-leading content strategy services, we can help you grow your profile beyond the limits of traditional marketing.

Regular auditing can make that crucial difference between the success and failure of a content strategy. A professional content audit will consider all of the existing content across your site and online properties, including landing pages, web page structures, blog layouts and essential SEO performance markers. As the essential starting point for any content strategy, an extensive audit can swiftly identify measures to boost your ranking and sales conversions. Overarching this service is a thorough report to help you understand your business’ goals, how to build an audience and the best marketing efforts.

In the world of digital, a strong and actionable keyword strategy forms the cornerstone of any successful digital content creation process. Search Engine Optimisation (SEO) continues to determine which businesses receive the highest ranking position on search engines (including Google, Yahoo! and Bing). Using a range of industry-leading SEO tools, our team of digital strategists and content writers drive marketing campaigns that will generate income for your business. An effective keyword strategy lays the foundations for an engaging online platform, and we can help you get there: it’s what we do.

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Why Choose ProfileTree as Your Copywriting Agency?

The power of content writing is often underestimated amongst leading marketing agencies. Winning and maintaining the attention of your customers requires content that is engaging, informative and digestible. That’s why our unrivalled team of full time content creators excel in crafting beautifully formed pieces that consider the latest and most advanced guidelines around SEO and high-performance keywords. As masters of their craft, ProfileTree’s content writers strive to demonstrate your business’ credentials to the audiences that matter. Limited language means limited sales. So, let our wordsmiths boost your brand with industry-leading content.

A successful content strategy will first seek to identify which type of content is best suited to your business or organisation. Depending on the nature of your business, this content could come in the form of eBooks, social media content, infographics or other forms of video content that you may not have considered.

With content strategies to suit every budget, our digital specialists can handle all of your content requirements or support your own in-house team with training programmes and keyword plans. At ProfileTree, we have made industry-leading content a cornerstone of our brand’s growth. Now, let us do the same for yours.

ProfileTree are proud to offer a bespoke process to each and every one of our clients, which includes an extensive review of business models, as well as industry competitors and targeted customers. Overarching all of this process will be a personalised Content Marketing Strategy, driving traffic and potential customers to your brand.

Copywriting is a specific type of curated text used for advertising and promotion purposes. Engaging and creative copywriting can elevate your brand and define your brand’s voice, in an overly saturated digital world your brand needs to have its own personality for it to stand out online. 

At ProfileTree, our team of copywriters can create quality copywriting content to promote your business. We carve out brand identity and help businesses compete in the online marketplace. But what exactly is copywriting? And why does your business need it? We’ll do our best to explain everything you need to know about copywriting below.

What is copywriting?

Copywriting is the process of creating written content that is used for specific advertising and promotional purposes. The text attempts to grasp the reader’s attention, demand a call to action and engage with audiences. Copywriting involves a lot of audience research and SEO practices (search engine optimization) before creative and edgy text can be created. Copywriting has to speak to audiences and appeal to their needs.

So much of your brand’s identity is placed in text, you can be charming, funny, edgy – whatever your brand voice is, copywriting helps promote it. At ProfileTree, we place value in defining every brand, we are experts in drafting excellent copywriting material and we can help you engage with audiences in new and creative ways. Get in touch with us today to discuss how you can make your brand unique and competitive.

Is copywriting the same as content writing?

In short, no. Copywriting and content writing use similar processes, but they are used for very different purposes. It’s important to know the difference between both in order to achieve your business goals.

Copywriting is drafting text for promotional material, e.g.) scripts for adverts, billboard text, advertising campaigns, promotional emails, etc. It’s text that’s been drafted for the promotion of a particular product, service or event. Copywriting is usually short and impactive compared to content writing, it’s those punchy phrases that stick in your audience’s head or those clever lines in ads that audiences find amusing.

Content writing is providing useful text for audiences, it’s not so much promotional material as opposed to content that’s helpful or informative for audiences. Content writing material is usually things like, instructions, how-to videos, products reviews, informational pages on a website or blog posts etc. content writing is amore subtle form of engaging the audience.

Copywriting and content writing both persuade the reader in some way. Whilst content writing is informative and provides brand value indirectly, copywriting makes a more direct attempt to engage with potential audiences. Both methods achieve different goals, but provide enhanced brand value in different ways.

What does a copywriter do?

A copywriter doesn’t just think of clever lines off the top of their head, they ponder, draft, throw away the piece of paper, pick it back up again and start the cycle again. It’s a strategic process guided by creativity. A copywriter will spend their time brainstorming and creating new ideas for marketing campaigns and business advertisements. A good copywriter will:

Conduct SEO research (Search engine Optimization).

SEO (Search Engine Optimization) is the process of researching current search engine trends and queries that relate to the businesses product/service. This helps the copywriter understand what questions the audiences are asking, what information they are seeking and which keywords they should incorporate into their copywriting material. Having this research will help the copywriter create promotional material that solves audiences problems with the brand’s product/service. Read this blog piece for tips on conducting SEO research.

Research the target audience

A copywriter wants to know and understand the modern problems that the target audience faces, it helps them create promotional material that is synochous with the problems they face – in other words positioning the brand as on their side.

One company that has done this well is Nike, with their campaign “What are girls made of?” It challenges age old stereotypes that position women as weak. Nike understood this cultural stereotype and created copywriting material that inspired and empowered their target audience.

Use correct grammar

Copywriters will have excellent use of grammar skills, even a misplaced comma can completely change the meaning of a sentence. Think of this phrase in an ad, “Let’s eat Grandma!” sounds like granny is on the menu! It should read, “Let’s eat, Grandma!”. A good copywriter shows how text is meant to be understood and read, they make use of grammar correctly and use it in fun and engaging ways.

Draft engaging material

Most importantly, copywriters draft creative and engaging material. They know how to position your brand as an answer to audiences problems and represent the brand identity. Copywriting material may come in the form of:

  • Slogans and taglines
  • Articles
  • Email marketing
  • Blog posts
  • Product descriptions
  • Banner/image advertising
  • Video scripts
  • Radio scripts
  • Social media posts
  • PR statements

Whatever the promotional material is, a good copywriter will adapt it to suit the marketing goal and to attract attention with cleverly written text. If you would like to find out more about what a copywriter can do for you, get in touch with ProfileTree today.

What are the benefits of hiring a copywriter?

Hiring a copywriter comes with a host of benefits for marketing your business. They are creative experts trained in the methods of brand promotion. Some of the benefits you can expect to gain from hiring a copywriter include:

Developing your brands voice

Finding your brand’s voice can be difficult. You know who you are, you know what you do, but putting that into words can be hard. This is where a copywriter comes in, they can take a fresh look at your business, determine your brand values and promote your businesses in such a way that highlights your expertise within the industry. Your brand voice conveys your values to potential customers, so you want to ensure it’s the right tone for your business.

Elevated brand identity

With the creative minds of copywriters, your brand’s unique selling point can be marketed in such a way that sets you completely apart from competition. Galaxy chocolate and their famous, “why have cotton if you can have silk?” comes to mind. In a world of increasing competitors, copywriters can create engaging slogans and taglines that elevate your brand identity and boost your brand’s profile.

A sense of cohesiveness across all promotional material

A good copywriter will draft various pieces of marketing text that compliments one another, ensuring that the same brand voice is intertwined through all of the marketing campaign. This helps create a sense of fluency and consistency within the brand identity. A cohesive brand voice increases brand exposure and helps audiences recognise who you are as a brand.

Wide range of marketing material

Copywriters specialise in creating engaging marketing text. Their talents can be incorporated into a wide range of marketing materials including adverts, scripts, social media posts etc. Hiring a copywriter is a good investment because they can adapt their work more flexibly, and suit a wide range of marketing goals.

Marketing expertise

Of course anyone can brainstorm for a good brand slogan and they will probably come up with something pretty decent, but a successful marketing campaign requires so much more effort than just a few catchy lines. A good copywriter will undertake immense audience and SEO research, their marketing text will incorporate those findings and appeal to the right audiences. One of the major benefits of hiring a copywriter is that you’re getting access to their marketing expertise, it offers a return on investment as opposed to just throwing something to the wall and seeing if it will stick.

What are some copywriting examples?

Copywriting gives advertisers the ability to be clever and engage with audiences in surprising ways. It has the power to reinvent brands and position them as leading competitors in their field. Below are some examples of quality copywriting materials that are of industry standard.

Brooklinen

Brooklinen is a popular bed sheet and linen supplier. Their homepage includes the clever line, “really good sheet”. A fun copywriting tactic that’s a play on words with a well-known phrase, it’s easy to fill in the blanks of what it should be. Although some may have considered it a bold and perhaps risky move, it represents the fun and playful identity of the Brooklinen brand.

Velocity Partners

At times the tone of copywriting material can be blunt and clear. Velocity Partners demonstrate a great example of this in their email subscription request. They actually address the modern problem of ‘crap’ as in junk emails and promise to not be a contributor.
Their clever copywriting material drops the veil of pretend pleasantries and is honest with their marketing intentions of requesting readers email addresses.

Rolls-Royce

Clever copywriting is not just a modern phenomenon, businesses have been utilising it since advertising first began. In 1959 Rolls-Royce took out an ad in the newspaper that promoted their new and quiet vehicle. The line? – “At 60 miles an hour, the loudest noise in this new Rolls-Royce comes from the electric clock”.

The descriptive copywriting really highlights their unique selling point and you can almost place yourself in the car listening to the clock tick. Instead of just describing a product, good copywriting creates an image that audiences can feel.

Should I hire a freelance copywriter or an in-house copywriter?

So you have decided that hiring a copywriter is a good idea, but should you choose to hire a freelance copywriter or recruit for an in-house position? It really depends on your business needs and goals, but it is important to understand what you would be getting out of both positions.

Freelance copywriter

A self-employed, freelance copywriter is someone hired to complete a copywriting project or task on behalf of your business. Hiring a freelance copywriter is beneficial if you are wanting to select a certain style of copywriting, they also usually tend to be highly experienced in different industries so you have the opportunity to select one that suits your business’s industry best.

Freelance copywriters are also reliant on payment after completion of the job, so you don’t have to constantly check in on their progress. You can also keep marketing costs down as you’re only paying for a one off project as opposed to a yearly salary that would be dedicated to an in-house copywriter.

There are some of the disadvantages of hiring a freelance copywriter though, it could be that you wish to hire them again but they are booked up and unable to take you on as a client. They also tend to be quite expensive as they charge a daily rate. Also, if you have hired a freelance copywriter to work on one project, they will only work on the project that they are hired for. If you have multiple marketing projects, make sure you have hired a freelance copywriter who is prepared to cover it all.

In-house copywriter

An in-house copywriter is someone who has been hired as an employee and works solely as a copywriter for your brand. This is beneficial in that you can have a consistent output of copywriting content and you can request reworks of drafts more efficiently and conveniently.

You can also track the progress of a copywriting project and if something that’s more of a priority comes up, you can ask your copywriter to divert their attention there. An in-house copywriter is a reliable and consistent personnel to have in your business and within your marketing department.

There are some things to consider though before you hire an in-house copywriter. There is a considerable increase in cost, in comparison to hiring a freelance copywriter for a one off project. If you hire an in-house copywriter you have to pay their wages, sick-pay, holiday pay etc. so it’s worth considering if your business can hire another employee.

It may also be worth considering the future of your business, is it going in a different direction or into a new market? You need to hire a copywriter with a versatile skill set and ensure that they can keep pace with changes in the business.

There is a lot to think about when choosing a copywriter, but most importantly you should select someone who fits your business values, needs and goals. Read more about freelance vs in-house copywriting in this blog piece or alternatively give us a call and we can chat about it.

Tips for copywriting for business

At ProfileTree, we are experts in creating quality copywriting material. We are passionate about delving into different brands in various industries and drafting bespoke promotional text that is unique for each business.

Copywriting is an essential tool for attracting customers, it spreads brand awareness and is an opportunity to create a strong brand identity. Read some of our tips below in order to start copywriting great material for your business.

Write for your audience, not for yourself

It’s important to create content that speaks to your target audience, you should perform in depth research on your audience demographics and understand what life is like for them. Who are they? what‘s their age, gender, location etc?. This information will help you adapt material that speaks to your audience. Think of adverts for boy’s children’ toys, they use words like “ultimate or action” this type of language resonates with the target audience and aligns with their current interests and hobbies. It’s important to know your audience so scopywrite material can resonate with them.

Do your SEO research

SEO – Search Engine Optimization is the process of researching popular keywords that are associated with the business and their product/service. It is crucial for copywriters to undertake this process as they need to know the current trends and queries that are being performed on search engines. Copywriters can use their bank of researched keywords and incorporate them into their copywriting material.

What are you copywriting for?

This may seem like an obvious point, but you should always keep in mind what you’re creating copywriting content for. Is it a radio advert, an online banner ad, or landing page? Each piece of material requires different lengths, style and content of information and you need to ensure you are not overloading audiences with information. Check out this blog piece on copywriting for a landing page.

Attention, Attention!

With so much online content, copywriting material needs to demand the readers immediate attention. Headlines, subheadings and the first line of text should peak curiosity and invite the reader to find out more. Introductory material can include anything from outlandish statements to brave quotes and big claims, it’s the hook for reeling in your audience.

Action verbs as opposed to descriptive adjectives also tend to work better for demanding readers attention, but the most important thing to remember, when creating copywriting material, is to ask yourself, “So what? Why would this interest anyone?” It might be a brutal process but it will help you to create copyright material that is attention worthy.

Have fun with it

Copywriting is an opportunity to be really creative with your brand. There aren’t many rules to it which means you can have fun, be wacky and show off your brand’s humour and tone. Think of Skittles and their campaign, “Taste the rainbow”. You obviously can’t taste the rainbow but a pack of skittles will get you close to it. Skittles and their copywriters had fun with creating bizarre statements and it has resulted in light hearted entertainment for audiences.

Call to action

What is the objective for investing in copywriting? Ultimately it should promote brand awareness and increase sales, it has to offer a return on investment. Copywriting material should include a Call To Action, something that triggers the audiences into completing an action that profits the business in some way. These could be phrases like;

  • Buy now for 10% discount.
  • Click here to subscribe.
  • Sign this petition to save animals.

Whatever the ‘call to action’ is, it should be phrased in such a way that is appealing and clear to audiences. A dedicated button or link should also provide easy navigation and encouragement for the call to action.

Just think about it deeply. Then forget it, and an idea will jump up in your face.

One of the most frustrating things for copywriters is writer’s block, ideas float to the surface but none seem to materialise and strike gold. In the words of Don Draper – “Just think about it deeply. Then forget about it, and an idea will jump in your face.” Sometimes all you need to do is take a step back and review it later with a fresh pair of eyes.

Copyrighting requires ongoing practice and learning, it’s never something that you truly know, because audiences values and opinions are constantly changing too. The best thing you can is to keep practising, read tips and seek advice. At ProfileTree, we are passionate about helping businesses compete online, check out our complete guide to copywriting or our blunt tips for copywriting that make a big difference.

Local Copywriting Business NI

At ProfileTree, we help local businesses carve out an online brand identity. Our team of copywriting experts can help market your business and create a brand voice that reflects your mission and values. We have helped businesses, in many different industries, succeed with their marketing goals.

We continue to raise the industry standard for local copywriting in Northern Ireland and we are also proud to serve our international clients. If you would like to hear how ProfileTree can assist your business with industry standard copywriting expertise, get in touch today.

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