You may think writing advertising slogans and ideating for “fresh” campaigns and “unique” perspectives are a walk in the park- We are here to tell you that it’s not! Writing compelling copy is just the tip of the iceberg, when it comes to generating leads, creating value and building a brand’s image. Here’s a countdown of a few mistakes that we think you should avoid as a copywriter:
#5 Copying Copy
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“There is no such thing as a new idea. It is impossible. We simply take a lot of old ideas and put them into a sort of mental kaleidoscope. We give them a turn and they make new and curious combinations. We keep on turning and making new combinations indefinitely; but they are the same old pieces of colored glass that have been in use through all the ages.” – Mark Twain, American Writer, Humorist, Entrepreneur, Publisher, Lecturer | Source GoodReads.com: Mark Twain’s Own Autobiography: The Chapters from the North American Review
While we understand that the potential for a completely new idea can never be underestimated, we also examine this quote by Mark Twain, like we do new briefs for brands that need a fresh perspective. There is a fine line between ripping off someone’s idea and feeling inspired by an idea. The same applies to copywriting services in India and across the world. Plagiarism is a big no-no. Copying communication that was made for another brand, product or service does not work and this, unfortunately, isn’t one-size-fits-all. Feel inspired but always seek to inspire, and the only way to do so is to connect with the audience. The relationship you build with your words should feel genuine. To truly set your brand apart, it’s best to communicate in an authentic manner that seamlessly suits your brand and sounds unique to it.
#4 No Brand Tone Of Voice = Confusion
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Set standards for your brand’s tone of voice and communication and stick to it. Consistency is key in building a relationship with your audience, while every platform requires its own style of communication, it’s important to have an underlying thread connecting all communication channels to the brand in question. Set a new tone of voice for your brand, every year, and follow it through to build trust with your target audience. Research the industry as per your brand, take a page from competition brands, and see how you can create a differentiator in your communication for your brand. Always stick to the standards you’ve set for your brand.
#3 Assuming Copywriting Is A Form Of Artistic Self-Expression
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In response to someone asking if they do “trademark-related work”, a young copywriter once said, “No, I’m just a glorified salesman”- (A moment of silence for every copywriter who was ever asked what they do for a living). Unlike writing a novel or journaling, copywriting is never done for the writer, themselves. While there’s immense job satisfaction in seeing your words and thoughts come alive with a big brand name next to it, copywriting is without fail, only, and only from the brand’s perspective. Every word isn’t just decided as per the copywriter’s whims and fancies, but of how effectively it can appeal to and convert the audience. It is very important to note that when it comes to copywriting, always remember to craft your words as the brand, not as you talking to the world.
#2 Forgetting To Optimize Your Brand’s Communication
Image Source: Search Engine Land
You could be handling the best brand in the world, and have written some of the wittiest taglines and punned at a whole new level, but in the end, it won’t matter if the audience’s search keywords aren’t present in your copy. Not knowing how Search Engine Optimization (SEO) works, could lead to your brand becoming invisible in cyberspace. One more thing: How your text works on one platform, may not be the case for another. For example, when writing for a mobile-based application by mobile app developers in Mumbai, try to use fewer words for more impact, but don’t forget to include the keywords that work for a Mumbai-based audience. Geo-targeted communication is meant to appeal to the sensibilities of a specific type of people, because let’s face it, people are all not the same.
#1 Forgetting To ‘Copy Check’
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The process of copywriting begins with an idea and ends with a copy check. Whether you are in a content marketing agency in Gurgaon or Mumbai or Bengaluru, most copywriters will work tirelessly to ensure their communication is striking all the right chords, and spend hours creating a draft to share with their brand’s team. However, all of that effort goes in vain, should the client and/or audience spot a typo. A good copywriter always checks whatever copy and content they send out to anyone, at every stage of its development. So, the copy or content you write needs to be checked for grammar, typos, search keywords, flow, etc., both after writing and, once it’s married with its design. Quality checks and proofreading are a part of the process.
If you are looking for content writing services in Delhi or Mumbai or anywhere in India, you are in the right place! Leave us a message here and let’s talk! Thank you for reading, in case you have any copywriting insights to share, please add your comments below, we look forward to hearing from you!
