Why Good Copy Matters Now More Than Ever

• May 11, 2020
• Brianna Crawford
• 1 comment

The coronavirus pandemic has upended our daily lives and altered nearly every aspect of the business landscape. Employees have had to juggle full-time work while also stepping into the roles of teacher and round-the-clock caregiver at home. Organizations have had to quickly adapt to changing market conditions and a new global reality. And marketers have had to quickly pivot, rethinking and redesigning planned campaigns and communication strategies.

As social distancing has become the new norm, marketing teams can no longer rely on face-to-face meetings and events to bring in new leads and stay connected with customers. At the same time, organizations in a wide variety of industries are feeling the economic impact of COVID-19. Mindsets have shifted and many B2B technology buyers are taking a harder look at their budgets and increasingly scrutinizing spend. Coupled with the amount of noise in the digital marketing landscape—after all, most of our inboxes have been flooded with COVID-related emails by now—it’s become increasingly difficult for marketers to break through to drive engagement, conversions and, ultimately, sales.

So, where does this leave marketers? People are craving authenticity and personal connection more than ever before, but how do you create that connection given all of the barriers we now face?

The answer is through better copywriting.

How to Write Copy That Connects and Converts

Right now, the written word is really all we have in our marketing toolbox to communicate and connect with our prospects and customers. Your buyers, just like you, are also working from home, homeschooling, and balancing family life. One thing they aren’t doing is spending a single minute on content that doesn’t engage them personally or serve them professionally. Unless your copy really speaks to and hits the mark with your audience, they won’t think twice about deleting it or just ignoring it altogether.

And while most marketers today can agree on the value of high-quality content—after all, 64 percent of B2B marketers outsource their writing to an outside expert—what exactly makes copy “sticky?” Here are a few copywriting tips you can start implementing right now to create content that engages and resonates with your audience:

1. Think like Mr. Rogers.
   Be a helper. As best-selling author and marketing strategist Jay Baer notes, “Smart marketing is about help, not hype.” Let this spirit shine through in your writing. Don’t be the proverbial used car salesperson who aggressively pitches their product to anybody that steps on the lot. This is a great, all-the-time rule to live by, but it’s even more important now. There is a post-COVID future, and people will remember which brands were there for them during these trying times.
   
   
2. Tone is everything.
   Be sensitive, but don’t be timid. It’s okay to acknowledge coronavirus or even create coronavirus-centered content—if it’s relevant and helpful—but don’t use the pandemic as a marketing opportunity and don’t fear monger. It turns people off and your audience may well attach those negative associations to your brand. People are anxious enough right now and they’re consuming plenty of not-so-awesome news coverage. Let your brand be a light. Remember, there is power in positivity.
   
   
3. Write like you talk.
   Marketing should be a conversation, not a monologue. And your writing should reflect that. In today’s environment, building and maintaining trust is paramount for every organization—and the key to creating a real connection with your audience. But you can’t build trust when you sound like a stuffy corporate drone. No matter your industry, audience, or product, authenticity always wins.
   
   
4. Break the rules.
   Prioritize readability over the hard-and-fast grammar rules you learned in school. Yes, write like you talk—but then be relentless in your editing. More is less. Short choppy sentences are great. Starting sentences with “but” and “because” works too. Good copy isn’t showy or flashy, but simple and to the point. People are busier than ever right now. Write in a way that is consumable and gets your message across without overwhelming the reader.
   
   
5. Move from “we” to “you.”
   Avoid language with an inward orientation and instead put the focus on your reader. “You” is one of the most powerful, persuasive words marketers can use. It allows readers to envision themselves using your products or services. Emphasize the benefits of your product—both functional and emotional—over its features. Of course, technical capabilities are important and need to be communicated in certain types of assets—particularly when it comes to more technical industries and audiences—but they shouldn’t be your opener.

Content Marketing in the Age of Coronavirus

While these copywriting techniques have always been valuable in creating engaging, high-impact marketing copy, they’ve become even more important in the age of COVID-19. Great copy engages and builds a personal connection with your audience, and that connection is the key to boosting conversions and revenue. In fact, one study found that when customers feel connected to brands, 57 percent will increase their spending with that brand and 76 percent will buy from them over a competitor. Any marketing campaign or program is only as good as the copy behind it, and with a thoughtful, carefully crafted approach to copywriting, you can create content that commands attention and inspires action.