Words Matter: Why Good Copywriting Is Essential to Connecting with Customers’ Hearts and Minds


Words. They’re all around us—sometimes more than we notice. 

Think about it:

You ordered a pair of jeans online last night. Not sure of the fit, you read the description before deciding on the right size. (Thanks to a copywriter.)


Your favorite ad during the Super Bowl? It all started with a concept and a script. (Once again, brought to you by a copywriter.)


You read a handful of blogs every day. Believe it or not, many established influencers work with ghostwriters (aka copywriters) who generate the content (i.e., posts) for them.

There’s a hidden world to everything you read—behind the scenes—where the magic happens. Writers who come up with everything from catchy brand slogans to Forbes articles to speeches for everyone from public figures to politicians. 

What exactly is copywriting? It’s the act (and art) of creating text for the purpose of advertising and marketing. The product, called copy, is written content that increases brand awareness and connects with audiences, with the goal of moving someone to action.

Those of us who write take our craft seriously—because words matter. They make us think, they inspire us and they influence our behavior.

With this in mind, developing cohesive and memorable content should be part of every organization’s marketing strategy—in fact, it’s an essential part of the foundation of good marketing. Why? Strong content:

  • Tells your story, which strengthens that connection between brand + consumer
    We know the marketplace is crowded and competitive. Really reaching your audience is more important than ever. Copy that’s authentic and genuine should capture your brand’s unique story—why and how the organization got its start, how you help people and why they love you, what you do better/differently than your peers. As a result, your brand feels familiar and approachable, and people are inclined to choose it.

  • Ensures your message is intentional and consistent, telling customers what you want them to know and what they need to know
    Ultimately, a company wants to protect the message—and, in turn, your reputation. Establishing a set of key messages that guide all communications ensures you’re doing just that:

    • Having a clear voice that’s appropriate for your brand, industry and audience 

    • Being thoughtful about points of difference that set you apart

    • Thinking through and being deliberate about what you’re sharing

  • Can and should be repurposed, allowing you to get a lot from a little
    Clever companies “lift and shift” their collateral, using it across multiple channels for maximum bang for your buck. For example, a front-page article can also be shared through social media (from Instagram to LinkedIn), posted on the company’s website and included in its newsletter. What’s more, a powerful quote, stat or image from the article can be incorporated into proposals, success stories and other marketing pieces.

  • Can result in improved SEO
    The first page of Google receives nearly 92 percent of all web traffic. Experienced copywriters identify specific keywords and phrases to boost a company’s SEO and find ways to weave them into a website, blog, social media posts and various collateral. Using terms that are relevant to particular search queries—in tandem with other SEO-friendly factors—will contribute to increased brand visibility on the web.   

Successful companies put out really compelling copy across all channels. Recognizing the effect that content marketing has on an organization’s visibility and image, here are the three most important things to keep in mind as you put pen to paper for your brand:

  1. Identify your particular audience. The first step is knowing your actual (not perceived) audience and establishing whom you’re intending to reach. This is typically based on analytics, and shouldn’t be anecdotal. In other words, don’t assume millennials are your number one customer, as data may show otherwise and reveal your big base is really shoppers in their 40s.

  2. Then, speak their language. Different messages and mediums resonate with different people. Use language that’s appropriate for—and will speak to—your specific customer. Similarly, select platforms that 1) you know your audience frequently uses and 2) complement your brand.    

  3. Focus on what makes your brand unique. A whole lot of self-discovery (and honesty) is the first step towards developing copy that’s authentic to your brand. Participate in a focused exercise that examines what your core messages are—key points of difference, what customers want to know and what you want customers to know. Use this as the baseline and guide when building out copy across multiple channels.

Let’s get started. Our team of expert copywriters has used the power of words to catapult hundreds of brands—large and small, across industries, from startups to Fortune 100 companies. We’d love to help yours. Approach us at hello@approachmarketing.com.