The voice of the brand, the bell

The image, the "impression" people are left with after hearing this voice out, is what they will remember about your business. Copywriting comes immediately after having a strategy. What is the purpose - what is the idea that will sell?

What exactly is copywriting?

Copywriting is the art and science of writing copy (words used on web pages, ads, promotional materials, etc.) that sells a product or service and convinces the audience to take action. In many ways, it’s like hiring a spokesman that will reach the minds of the public. A sales team contacts customers one at a time; a copywriter reaches all of them at once through billboards, magazine ads, sales letters, blog posts, and more.

The relationship between copywriters and designers is often considered… "incentive" we might say. Writers tend to consider the words are the important part of any marketing asset, while designers think “Who’s gonna read that? It’s the design that matters!”

Truth is, copywriters and designers are two sides of the same coin.

But what comes first, design work or copy?

Yes, an age-old question. How can a writer know what to write or how much room there is for copy, until a designer designs something? Also, how can a designer begin anything when they lack content? It’s the chicken or the egg. It is a notorious back-and-forth process, when one tries to move aside for another while they move too, so both could be getting nowhere.


In the beginning was the Word

We recognise people by their tone of voice or their usual vocabulary. It is the same when it comes to brands. Brands are perceived just like people - with different characteristics and the memory of how they made you feel. Depending on the purpose, the message needs a different form to serve it best.

For content marketing assets, like downloadable ebooks or printed sheets, content would likely come first since these assets are heavily content-based. With a landing page, however, design greatly impacts the audience’s experience. In this case, the final product can be stronger if the designer creates wireframes first.

So, have you noticed what really comes first? The concept!

Really, before either writer or designer can start anything, a concept for the project should be agreed upon. It’s relevant to remember that writers should never simply write down words and cliches, and designers shouldn’t just make things pretty. 

Think about the goal of the creative material. What’s the story? What’s the message? What would the audience care about and how can you bring that to life? However it is done, a concept is how you’ll create a strong final asset.

The Perfect Solution

Grabbing the consumer’s attention isn’t enough - you have to keep that attention for at least a few seconds. This is where your benefits come into play or a product description that sets your offer apart from the others.

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