Struggling to write good copy? Follow the ‘5 Cs’

At the root of any successful business or organisation is its message. It’s what defines its purpose and who it’s for. Once you’ve established your message, the writing can begin. I’ve been told that everyone wants to be sold to but even if you can be sold to, it doesn’t mean you want to be sold to. Understanding your target audience is crucial. Writing good copy will lay a solid foundation on which to build your message and connect with the right people. A pushy, scattergun approach to marketing just won’t cut it and will only end in mediocre results.

Running through all good marketing copy are the ‘5 Cs’ – communication, context, clarity, consistency and call to action. Good copy can be just that but only when all of these elements are present, so let’s take a deep dive into what each of these actually mean:

Communication

It’s a noisy world out there with lots of similar businesses and organisations trying to get themselves heard in any way they can. The best thing you can do is switch off from everyone else and focus in on what it is that makes you, you. It’s all about what and how you communicate.

Once you’ve established your key message, it’s time to capture the words that reflect you and resonate with your people. Carve out a space to call your own that invites them in, encouraging them to become invested in your world. This can be via a combination of different mediums – website, social media, brochures, etc. Embracing various forms of communication, be it written or spoken, will help you make connections, and incorporating eye-catching imagery can add another layer to your copy.

Context

A golden rule of marketing copy is that the reader should always be at the centre of your writing. Put yourself in their shoes to fully understand why it will benefit them. By getting to the bottom of why you’re writing something will mean your ideal audience will be able to relate to it. 

Context is essentially the who, what, where and why of your business or organisation – and it’ll be at least one of these factors that attracts people in the first place. Is this the first time they’ve found you or are they a repeat visitor? Are they just having a nosey at the moment or are they ready to complete the end goal? Whether the copy is written for audiences old or new, those just keeping an eye on you to figure you out, or people ready to buy/donate/register, putting the context at the forefront is what will make those all-important conversions.

Clarity

When it comes to marketing copy, there’s no room for confusion. In overcrowded markets, it’s vital that you stand out. Say no to industry jargon and yes to simple language.

People want clear, logical and succinct wording that’s not only easy to follow but a pleasure to read too. Simplicity always wins over complexity so don’t make this harder than it needs to be.

Don’t worry about stating the obvious. If people see their values reflected right back at them, you’re well on your way to bringing them into the fold, so be sure to clarify, clarify and clarify some more. Don’t just allude to the benefits of your business or organisation, say it loud and say it proud until you’re well and truly heard. Good copy should always answer more questions than it raises, otherwise your audience will switch off and turn their attention elsewhere.

Consistency 

Putting thought, time and effort into writing high quality, meaningful marketing copy will ensure it keeps working hard well after it’s published. Not only that, it can be reworked and repurposed for use across different mediums. The key here is to find your signature style that clearly expresses your values, inspires loyalty and makes you instantly recognisable and, most importantly, trusted. When someone picks up your brochure, you want the penny to drop that they’ve had a mooch on your website and already follow you on Instagram.

There’s no one fits all marketing approach. You’ll most likely have a website, at least one social media platform, printed materials such as brochures and maybe even an email newsletter. Each one will show a slightly different version of your brand, business or organisation but all need to maintain a consistent tone of voice and distinctive visual style that’s easily identifiable. Getting into a muddle can be mistaken for inauthenticity and if that bond of trust is broken, it can be difficult to repair. Good marketing copy isn’t about ad hoc campaigns or quick fixes, it’s about forging an identity that’s cherished by the very people it was created for.

Call to action

Once the first four Cs have worked their magic, it’s time to take the next step. No one wants to go it alone so it’s up to you to show them the way and guide them on the journey you wish them to take.

From newsletter sign-up to donating money or buying a product, make sure your calls to action are crystal clear.

If you’re struggling to put your words on the page, we can help you. From clarifying your values and establishing your tone of voice, to writing, editing and proofreading, along with everything in between, we’ll bring your products, services, campaigns or cause to life.

Fancy a chat about getting your ‘5 Cs’ in order? Get in touch.

Posted by Laura