Expand Your Copy Not Your Word Count
When most people hire a copy or content writer, they are hiring them to write a specific amount of words about a particular topic. And while this is all well and good, I want you to understand the difference between hiring someone to write you a specific amount of words and hiring someone to write you the words needed to convey your message effectively.
If youâre paying someone money to produce content for you, then you obviously want to feel like youâre getting your money's worth, but what you need to realise is that sometimes less is more, and you really should be choosing value over quantity.
Why Value Over Quantity?
Some of the most impactful stories, blogs, quotes, catchphrases and business slogans, donât rely on a word count, the value is in the words they use and sometimes the ones they donât use.
If your message can be said in less words, then say it in less words.
If you are the one writing your copy, do your research and find better words to use. Ones with multiple meanings, or relatable words - that hit home. You will find that your ideas will be received by your audience significantly better this way.
But donât mistake this - for using âfancyâ words. The best copy is that which is both easily understood by its audience and is expressed in a powerful way.
Remember your audience is reading your copy for a reason. Maybe itâs to solve their problem or offer them new knowledge. Whatever the case may be, chances are they donât want to scroll through âfluffâ or nonsense, to find what theyâre looking for.
Not to say that that is what your copy is, just that if you are only adding words to fill up a page, then you seriously need to rethink your writing strategy.
Have you ever tried to look up a recipe online and you have to scroll through someoneâs whole life story just to find it⦠itâs annoying, irrelevant, and a very quick way to lose your audienceâs interest.
With that in mind, understand that people in general can be impatient, especially nowadays where they have all of the answers they need at their fingertips.
So know that if youâre not adding value or giving them the answers they need, then your audience will leave and find another website that does.
It really is that simple.
Why Copywriting is Important
What many people donât understand about having good copy is that when done correctly, you can express thousands of words of information, in as little as 500 words or less.
Ever heard of a picture paints a thousand words. Good copy can do the same thing.
Most writers who are unfamiliar with the power of copywriting, or the ones who âmayâ take advantage because you donât know better, could simply write 500 words on said topic and be done with it. So you still get your content, but it doesnât pack the same punch.
What you as a business owner should be seeking isnât 500 filler words, you should be asking for 500 meaningful and to the point words, that perfectly explain your needs and topic, in a way that suits your targeted audience.
Not just 500 words⦠But 1000 words, crafted and refined back into 500 words.
Not every writer out there is capable or willing to do this, especially if youâre working with a freelancer or an agency. So be sure to check their standards and values first. Ask them up front, you are allowed to ask, after all youâre the client. And should their values not align with yours - move on, find a writer who does, thereâs lots out there, myself included.
Your business is the most important thing to you, so you need someone who is willing to put the time and effort in to helping you succeed.
Maybe youâve worked with an agency before, but you saw no change in your audience engagement or your brand awareness. They probably didnât do this on purpose, but with the number of different companies they take on, chances are your work may have gotten lost in the crowd.
This is why big successful businesses hire a dedicated in-house copywriter - to ensure that their needs are front of the line and can be adjusted and analysed according, in real time, to the latest trends and needs of their business and audience.
SEO and Your Word Count
SEO (Search Engine Optimisation) relies on a larger word count to pull from and enhance your searchability online. So you will still need a decent number of words when it comes to blogs and website content, to allow the algorithms to do their thing.
However, your social media, adverts, marketing and slogans donât. So make them powerful, inspiring and simple.
Thatâs it.
If you can write for the system and your audience successfully, by expanding your copy with impactful words, then you will see a dramatic difference in how your audience respond and grow.
Until next time,
Happy Writing!
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