We cannot deny the importance of photography on a website. The photo, the image, the visual representation, is the first thing that every user will see. But will it keep their attention and interest? Will they return to our space again?
It depends on the WORDS.
Careful word choice for a successful brand
Without a doubt, the most important thing for a copywriter is to be aware of the meaning of the words he uses. The selection of appropriate words is not only about the keywords, which are absolutely mandatory, nor about whether the text sounds boring and overly informative. The considerations are not only in style and grammar, but also in careful selection .
This means answering the following questions:
In commercial terms
– is the information we provide up-to-date and accurate?
– is the “melody” of the text pleasant, is it easy to digest, or is it “dry to swallow”?
– does the overall text evoke feelings in the reader that would make them an active customer?
– is the word significant – does it carry weight, would it help users in any way?
In a moral aspect
– does the expression sound ambiguous, could it be misunderstood?
– does it take into account the specifics of the given target group of potential users – does it take into account their national priorities, values, mentality, beliefs and interests? Would the expression offend anyone?
Truth and relevance matter.
“"A word spoken – a stone thrown"
This popular saying reflects taking responsibility for one's word. For example, when it comes to quality copywriting services, the principle of topicality is one of the most essential, especially when it comes to innovative technologies, fashion, or any other area where things quickly pass away and are replaced by new ones. Even if all the rules listed above are followed and the text convinces of its correctness, if it reflects morally outdated events or data due to the lack of prior fact-checking, then it has no meaning.
Copywriting agencies are definitely responsible for the written word. That’s why businesses need to be honest about their intentions and even fears regarding consumer perceptions and demand, as well as what’s the latest that needs to be shared, and immediately. If the photo is the most current, but the text doesn’t match the latest version of the topic, then the article is doomed to failure.
The importance of moral considerations
“"A bad wound heals - a bad word is not forgotten"
Another proverb that concerns responsibility, this time in terms of morality. This is the most delicate thing in any conversation, article, interview, news review or any form of text presentation. Even if we sell a lot with a perfectly working advertising text, if we touch, even unintentionally, someone's personality, national culture, religion or other peculiarity of the reader, all the beauty of the advertisement evaporates. Moreover – irrevocably.
“"Before you say anything, count to ten."
Haste and haste are not good advisors. The good news is that nowadays the Internet provides the opportunity to check our text message in dozens of ways, passing it through different “sieves”.
“"When you have nothing to say, say nothing."
In the field of copywriting, this Arabic proverb does not call for silence, but for saying only what truly matters to potential users.
- “It is one thing to talk a lot, it is another to say anything.” – Sophocles
