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October 18, 2021

Cultivating Copy – Why Words Matter

The written word is a powerful thing. It can tell stories, communicate ideas and convey emotion – persuading, compelling and intriguing a reader. 

That’s why good copywriting is key to the success of your business. When done correctly it effectively enhances a marketing strategy, targets a desired audience and extends the reach of your business.

Why You Should Care About Copy

Anyone can write. It’s easy to open up a word document and begin typing – but creating considered copy that achieves what it needs to is a little more difficult. 

Using words to sell a product or idea is nothing new or novel. It is believed that advertising copywriting has existed since the late fifteenth century, and can be seen in the countless pamphlets, newspapers and advertorial prints of subsequent periods. 

Now – words can be seen everywhere. From physical posters, leaflets and magazines through to digital web copy, social posts and beyond, it’s clear that writing is a successful sales tool of any business.

The secret to great copywriting relies on a specific set of skills and tools relating to foundational aspects of your business, such as audience and brand identity. Knowing how to establish the right tone and style of writing is essential, so we’ve put together a quick list of our top 4 tips to crafting compelling copy:

Know Your Audience

Is your business clinical and professional, or fun and formal? Consider who your business’s current and target audience is, pick a fitting tone of voice and write accordingly. 

Understand Format

What style of writing works for a snappy social post may not be as appropriate for a longer article or feature in a printed publication. Before putting pen to paper (or fingers to keyboard), research the platform you are writing for and consider first, what it is you want to achieve from that piece of writing and second, who the audience of that platform is.  

Consider Tone

Tone usually refers to the mood implied by word choice. It is useful to consider what you want your words to do – is it selling something, or is it telling a story?

Sales copy should be concise and straight the point with a call-to-action, whereas longer feature pieces can afford to be longer and more informative.


Missing apostrophes, incorrect capitalisation and spelling errors are just a few examples of what can be missed without proofreading. 

Proofreading (also known as copy checking) is an essential part of the writing process but can be difficult. It is worth checking the work at a later date with refreshed eyes, and taking advantage of word processing spelling and grammar tools.

Get in Touch

We’ve years of experience providing engaging, eloquent and effective copy for a wide variety of clients from all different industries.

From press releases and blog posts, through to technical guides, web copy and more – we can help.

For more information or to enquire about any of our service, please get in touch with our team on 01138 444 111 or email us at

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