Toronto Copywriter

“Content is King”.

You’ve heard it a hundred times before. It’s become our marketing mantra. And I couldn’t be happier about it. As a copywriter in Toronto, I can tell you that this hasn’t always been the phrase on the minds of business professionals and entrepreneurs I’ve worked with. It’s one thing for you to know you need copy but it’s entirely another to be invested in the content you use to promote your business.

Copywriting and Content Writing

Traditionally, copy referred to the persuasive and convincing language used to make a sale. Today, it isn’t quite so cut and dry. Copywriting is used to get readers to take a specific action, which could be opting in to your email newsletter, filling in an inquiry form, or calling your store for more information. Similar yet different, content is said to be the text used to attract, engage, inform, educate, solve problems – and eventually, get the business of your target audience.

The Best of Both Worlds

If you’re a Toronto copywriter who’s up to date, in the know and on the brink of new developments, you know that these two beasts have united to create one new powerhouse. I’m not necessarily saying they’re the same, but in most cases they work best together. No matter the medium, in order for it to thrive, your writing needs elements of copywriting and content marketing.

Copywriting Best Practices

So what is it that makes copywriting such an art? What copywriting techniques made famous by David Ogilvy, Claude Hopkins and William Bernbach produce great results?

Here are a few that I make a point of using in the copy I write – no matter what it is:

• Headlines! This is my favourite tool and I cannot emphasize it enough. When it comes to marketing your business, essay or book-style writing with an endless number of paragraphs that flow from one to the other just doesn’t work. Your customers want to skim your content, not read it. Engaging and descriptive headlines make your copy visually appealing, inviting and easy to navigate.
• Clarity. As writers, sometimes our cleverness gets the best of us. What we think is an ingenious collection of words often leads to audience confusion. Clever isn’t always better, which is why I’m a copywriter in Toronto who emphasizes succinct and powerful language instead.
• Core message. Good copy has an underlying “big idea”. It’s your main objective, it’s what you want your audience to take away with them, and it’s the critical element that brings your copy to life and gives it purpose.
• Research. I’m a huge believer in the educational component of my job. If I’m the Toronto copywriter you’ve entrusted with your project, it’s my responsibility to learn about your business, to understand your product or service, and to research the heck out of your industry and competitors. Only then will I have done the necessary preparation to produce my best work.
• Excitement. It could be what you consider to be the driest of topics, but the copy doesn’t have to be. By using personality, imagery, reader-friendly formatting, short paragraphs, and clear language, I make sure your audience sticks around.

 

Let’s talk about it.

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