“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.
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.
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.
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:
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