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  • Sam Schofield

How great copy can fundamentally improve your company

The written word is used in every aspect of business function. From recruitment to sales, marketing to reports, PR to internal communications, exceptional copywriting has the potential to drive fundamental improvements across the board.


Your business cannot sell a product or service without copy and the words you choose and the way they're assembled can be the difference between closing a single sale or a thousand. But the written word is more than just about sales. A single, badly written memo from the MD/CEO can destroy confidence in a business, from the staff through to customers, suppliers to stakeholders.


In this blog, we'll look at several business functions and how working with a professional copywriter is the quickest, most cost efficient way to drive improvements.


Recruitment: attracting top talent with compelling messaging

Great copy plays a vital role in the recruitment process. Crafted job descriptions, engaging career pages, and persuasive outreach emails can capture the attention of talented candidates, communicate your company culture, and entice them to apply. By effectively showcasing your brand's values and unique selling points, you can attract high-quality candidates and significantly improve your recruitment efforts. We explored the impact of great copywriting on recruitment in more detail in our last blog: attracting talent with top tier copy.


Sales: persuasive copy to convert leads into customers

When it comes to sales, great copy has the power to influence purchasing decisions. From compelling sales scripts and persuasive product descriptions to attention-grabbing emails, persuasive copywriting can create a compelling offer with a sense of urgency and establishing trust, ultimately converting those leads into loyal customers. By refining your sales copy, you can enhance your sales team's effectiveness and drive revenue growth.


Marketing: captivating audiences and boosting engagement

Advertisements, social media content, and landing pages, to name just a few marketing channels, rely heavily on great copy to captivate audiences. The right combination of persuasive language, storytelling, and audience-centric messaging can grab attention, evoke emotions, and drive engagement. Great copy enables you to effectively communicate your brand's value proposition, differentiate yourself from competitors, and connect with your target market.


Reports and financial updates: communicating complexity with clarity

When it comes to reports and financial updates, clear and concise copy is essential. It can be the difference between adding millions or even billions to a company's value when they publish their annual report or sending the share price into the doldrums. Complex data and numbers need to be presented in a way that is easily understood by stakeholders. Great copywriting can transform dry and technical information into engaging narratives that communicate key insights, trends, and business performance effectively, creating reports that are informative and engaging.


PR: shaping public perceptions

Public relations and brand communication rely heavily on the power of words. Great copy helps shape public perception, builds brand reputation, and fosters trust among stakeholders. Whether it's crafting press releases, thought leadership articles, or website content, compelling copy can effectively convey your brand's message, showcase your expertise, and engage the media and your target audience. Exceptional PR professionals are often (but not always) also exceptional writers, so choosing the right individual or agency to work with is essential.


Internal communications: inspiring and informing your team

Effective internal communication is crucial for a thriving business. Memos, company newsletters, and updates from leadership require clear and engaging copy to inspire and inform teams. Great copywriting can convey company values, share important updates, and motivate employees to drive towards shared goals. By utilising persuasive and empathetic language, you can foster a positive company culture and boost employee engagement.


Great copywriting transcends individual business functions, delivering quick and cost-efficient improvements across the board. From attracting top talent and converting leads into customers to captivating audiences, communicating complex information, shaping perceptions, and inspiring teams, the power of great copy is truly transformative. By investing in high-quality copywriting, you will boost the potential of your business.


Contact Schofield Communications today and harness the hidden power of great copy for your business.

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