Building Decisions, Word by Word
Writing should slip down easily, except for those parts you want the reader to maybe consider something in more detail. Or, take a pause to allow an idea to crystallise. Such as, just how language can guide the attention of a reader. Are you noticing?
We know people who know how to write. Who can get into the minds of an audience, and create a sequence of cognition and mental imagery leading to a decision to find out more. Who know how to encourage readers to engage with new concepts, using language so that the novel idea seems to have arisen spontaneously in the mind of the reader. Ultimately, well-crafted copy can guide someone to buy something they may never have even considered previously.
Integrating Language Into Your Overall Solution
The text we require also needs to dovetail with a number of technical demands. While primarily existing for the reader, it has to satisfy the criteria of search engines and work seamlessly with pay-per-click ads and anything that will help the site rank high.
Copywriting is a core tool in branding. Language creates impressions, and impressions make feelings, and it’s thanks to feelings that people make decisions, not least about what they will spend their money on. Get all those ducks lined up in a row, and audiences will feel more likely to respond to what we do with words of their own, in the form of Tweets praising what they’ve bought, and emails recommending what we do to friends, family, and colleagues. All of that, with just 26 letters of the alphabet.