When it comes to creating brand messaging — whether it’s from scratch for a brand-new company or ongoing content for an existing one — copywriting and messaging are an artform. If you are writing content for a brand, our team has learned a lot of lessons along the way that can help you create the most impactful brand messaging possible. Keep reading to learn five mistakes to avoid as you sit down to write for your brand.
Mistake 1: Talking only about yourself.
While it may feel counterintuitive to not center your brand and/or your products and services are you write content for your website, emails or social media platforms, it’s important to remember that people are seeking an answer to their problem. You are much more likely to connect with your audience by talking about them, their problem and the journey they are on.
You are a guide helping your audience solve their problems.
You want to meet them as a guide who can help them find the solution to their problem, which is you and your products or services! (I learned a lot about this from StoryBrand in a workshop I attended years ago.) It’s easy to fall into talking about your brand and what you offer. After all, you know them extremely well. However, audiences will stop and listen when they can relate to what you are saying — and what is more relatable than what they know and are interested in most (themselves)?
Make sure in your copywriting and brand messaging, you are addressing things like:
- The problem your audience is encountering
- What motivates your audience to seek out help
- What it would feel like for your audience to find a solution to their problem
Mistake 2: Not thinking about the medium where the writing will live.
It’s vital when writing content to think about where this specific content will live. It feels obvious to say it, but the platform and/or medium where you content will live determines what (or how much) you say. The medium also impacts the structure of your content.
Knowing where your messaging will live will change how and what you say.
For example, a Facebook post promoting an upcoming event will be different than an email about the event. A video created to unveil a new product will require something different than a new page on your website devoted to the product.
The place where the messaging will live impacts the kind of content written.
Mistake 3: Forgetting to give the next step.
In order to continue the conversation with your audience, you have to give people a clear next step to take. And you need to say it in direct language. This is often called the CTA or call to action.
For example:
- Sign up for my newsletter.
- Comment “Mojo” for a link.
- Click here to learn more.
- RSVP for the event.
- Add to cart.
Make sure as you create your website, post on social media, send an email, write a script for an upcoming video, etc. to tell people what you want them to do next. Help them take the next step with your brand by explaining in clear, simple language what they should do next.
Don’t leave people wondering what to do — make sure your messaging always includes a clear next step or CTA.
Mistake 4: Always playing it safe.
It’s really important to have fun with your brand. Just like people, your brand has personality and you need to experiment with leaning into its various facets. Audiences are much more likely to connect with your brand when you let its personality shine through. Don’t be afraid to experiment with how you talk about your products and services, your story and your customers. Brands grow as they stretch in new directions, including messaging, so take a step out of your box and experiment with how best to let your brand personality shine.
Mistake 5: Not leaving time to edit.
I’ve written this multiple times, but it bears repeating: Editing is where the magic happens! When it comes to writing content for your brand, a first draft is only the starting point. Stepping away and coming back to edit (and sometimes rewrite) will make your messaging much stronger, to the point and impactful.
When you leave time to edit, you have time to:
- Root out the passive voice
- Sub in more exciting words and action-packed verbs
- Make copy more SEO friendly
- Cut the fluff — extra words, sentences and paragraphs? Be gone!
- Polish until the writing sings.
- Find the places where you focus too much on the brand and not enough on the audience.
- Let other people read the writing and tell you what they think.
Leave time for editing so your messaging can be as strong as possible.
Let’s Talk More about Messaging and Copywriting
Looking for more help with your messaging and brand communication strategy? We’ve written a lot more about these topics:
- 5 Secrets to Great Copywriting for Your Website, Email Marketing, and Social Media
- Why Your Business Needs a Communications Plan
- Copy Editing Isn’t One Size Fits All
- Customer Service Brand Building: Why Creating an Unforgettable Customer Journey Matters
Create the Ultimate Messaging with the J.O. Team
Around J.O., we talk a lot about the mojo we bring to the table for clients. Not only does our team have decades of experience writing, strategizing and marketing companies and brands, but we’re incredibly strategic and purposeful in how we create and execute our work. We’ve been a cornerstone of creativity in Fort Worth for 26 years and counting. To talk about how we can create messaging or publicity for your brand, reach out to us here on our website or call our office today at 817-335-0100.
