- by Tammy Hobar
Years ago when I left college I was hell bent on making a difference and changing the world – so I sought employment in the non-profit sector and landed a great job working at a food bank collecting food for agencies that fight hunger. Over the years I wore many hats – one of which was writing bulletin announcements requesting food donations for soup kitchens, shelters and emergency pantries. Notice I said pantRies – with an “r” in it? In my youthful inexperience, I rushed through the project without proofreading my letters, and completely missed the absence of the letter “r” in the word “pantries”. Yes indeed, I sent 200 churches a note requesting donations for emergency panties.
Fast forward 20 years later – and I’m copy writing websites and blogs for some great clients. On the docket one particular day was writing SEO optimized copy for a custom bar page on the website of a highly regarded cabinetry company with Mennonite roots. Moving at the speed of light, I eloquently wrote a complete blog post all about their beautiful and handcrafted custom bras. Thankfully, the lesson from my emergency panty days remained fresh in my mind. I caught my error in the proofreading stage, saving myself from what could have been a VERY embarrassing mistake that would have the google robots scratching their virtual heads, and our client wondering about my personal integrity.
Funny as these stories are, they are a testament to the power of the written word and how it can impact your marketing. Literally everything you write leaves an impression on your audience – whether it’s published in a print magazine, on a website, or on your social media pages. Your marketing copy is a powerful thing – and carefully crafted copy that speaks to our audience, properly brands your company and helps you rank in search is one of your best marketing tools. We advise our clients to spend time ensuring that their copy is working for them on every level, and we work to strategically analyze and improve it to ensure that it delivers exactly the right message for every medium.
Luckily my copywriting errors were not earthshattering and all ended well. The pastors and sweet church ladies found my panties note funny – and the bras copy never made a live appearance on the company website. I’ve learned to slow down, check my work, and treat every copy writing task as if it was the most important. Good copywriting can make or break your marketing campaigns – and it deserves mindful thinking and careful attention to achieve your intended goals.
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Denise Grothouse is the Founder and President of Perfect Six, a Marketing and Brand Management Firm.
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