My copywriting services are designed to get results: grab people’s attention and nudge them into taking action. Professional copywriting is of huge benefit to your digital marketing.
Persuasive copywriting services to engage your target audience
Every business has a set of objectives to which their marketing communication should be contributing. It could be increasing brand awareness, generating high-quality leads, retaining new customers. My creative, focused, persuasive copywriting services play a big part in this: encouraging an audience to take some kind of action whether it’s to buy, recommend, apply for a job, supply goods or invest money.
You’re likely to need strong SEO copywriting for web pages, social media posts or articles for a professional audience; maybe you’re seeking copywriting services for presentations, flyers or video scripts. Whether digital or traditional marketing, my copywriting services are designed to help you engage your audience however you target them.
That’s what I do; I write copy for clients in different sectors, each with varying goals to achieve. Apart from being able to write persuasively and coherently, copywriting calls for an orderly mind and a clear understanding of what my clients want to achieve. Which is where my experience and skill with content creation comes into play.
Copywriting services for different objectives
I write very different pieces of copy depending on what my clients need to achieve. Most of my work concerns digital content: email campaigns, website content, blogs, articles, ‘press’ releases and social media posts. Some of my clients also need presentations and scripts, brochures, exhibition materials, etc. So long as I know what the client wants to achieve, and who I’m writing for, I can write the copy they need.
Generally, copy is advertising-focused. The tone will alter according to the product or brand and the nature of your goal but, basically, you’re ‘selling’ something even if it’s a free service or readily available information.
From a marketing point of view, the ultimate desired action is to get people to buy or at least recommend a service or product. Encouraging people to this point is rarely instant unless there’s already some kind of relationship in place (eg. they’ve bought from you before). Otherwise, it’s a ‘journey’ involving a variety of steps before attempting to convert someone into a buyer. For example, reading a blog or review, exploring a website, visiting a shop, maybe exchanging an email. All this persuading and influencing is largely down to the skill of the copywriter. Graphic design, a good performing website and, of course, great products and services, are must-haves too.
What do you need copy to do for you?
Essentially copy needs to work to a good brief so it has a purpose; a point to it. Even a dry old academic study aims to provide you with the necessary information to go do something else.
Parachute Communication copywriting services can help you do all or any of the following:
- Improve sales on a new product – maybe one that other companies are also selling.
- Introduce a new audience to a revamped service.
- Inform and educate your customer base, busting a few myths along the way.
- Make a boring subject…less boring.
- Use humour to encourage take-up of a vital but much ignored service.
- Present something so it resonates with an audience on a deeper level.
- Raise awareness of a brand and its values – especially one that’s changed beyond all recognition.
Good copywriters use many different ways of writing to achieve a client’s goal. I often need to grasp complicated data and information, and present it in a way that engages both a technical and non technical audience. Sometimes I need to use story-telling as a means of conveying key messages.
SEO copywriting services
Having a solid online presence is vital for every business which is why ‘SEO copywriting’ is so Important. Basically, it’s writing copy that ranks higher in search engine results pages (SERPs) because it delivers engaging, relevant information to users.
Good SEO copywriting balances search engine algorithms with the human need for clear, informative, and engaging content, helping websites attract relevant organic traffic. Staying abreast of how keywords work, and using them to attract your audience, is a key skill. You also need to work from great content and understand what kind of action you want to persuade your reader to take. Typical copywriting skills in fact.
The Parachute Communication matrix
1. Content strategy
No.1 for me is having a content strategy in place because it provides a framework for my copywriting services.
A content strategy ensures consistency in messaging and engaging the target audience, while building authority and reputation. With a well-defined strategy, copywriting becomes more purposeful, addressing customer needs and pain points on every piece of communication: web pages, social media, blogs and articles, presentations, flyers, email campaigns, etc.
The idea is for individual product and service messages and information to reach your target audience as part of a bigger, joined up communication plan that presents a consistent and therefore recognisable image at all times.
No content strategy? Don’t worry, I can fix that.
2. The copywriting brief
As well as the overall content plan, copywriters need a brief for each individual project. ChatGPT definitely needs a brief – AI is clever not clairvoyant. For example:
- What type of communication is planned: flyer, presentation script, blog, landing page…?
- Who is the target audience?
- What goals do we need to achieve?
- What’s the tone of voice?
3. The target audience
Once I know what I writing and why, I have to style my copy according to the target audience. Are we selling reliable, efficient accountancy services to small business owners, deep tissue massage to sports people or trying to persuade home-owners to sell their house through a specific estate agent? Or is the topic very technical for an equally technical (and busy) bunch of professionals?
These are all very different people needing very different treatment and to whom language and tone is going to make all the difference. Some of my clients have multiple audiences – consumers / end users, the trade (eg suppliers), internal customers and employees, investors. In some cases the same content is relevant, just presented in different ways. In some cases I need to use jargon and lots of detail, for others it’s straightforward SEO copywriting.
4. The choice of channel
Your content strategy dictates what you write about and how best to reach your audience. Your chosen channels (or ‘media’) will then influences how best to communicate your content. For example the style I use for web pages is different from blogs, articles and emails. I take the theme ‘social’ seriously on platforms like Facebook, X and LinkedIn but I still need to be nuanced with the tone: conversational and informal or ‘boss it’ with acceptable slang?
Naturally I’m writing copy for humans but it’s important to remember that SEO is run by algorithms. A balance is important, therefore, between targeting people while helping search engines make an informed decision about whether your business is worthy of their attention.
Finally, there are principles I follow for print (glossy brochure or A5 flyer), exhibition panels (snappy copy to attract people walking by), presentations (sleepy audience sitting far from the screen?) or podcast script (think audio-book level interesting).
Who do I write for?
My copywriting services work across many different industry sectors. For example: afterschool tuition, process-mappers, sheet metalworkers, accountants, solicitors, builders, TV make-up courses, property services, garden furniture retailers, managed IT service providers, web developers, design agency, transport services, karate club, software developers, HR, organisational design, business coach, geomatic surveyors, removal firm, dentist, seafood suppliers, background qualification checkers, factoring services, chamber of commerce, SEO agency, financial services…
The reason I write successfully for so many different sectors is because the client is the expert in their business, what they want to say and to whom. My understand of content means I identify the essence of a business, drawing out all the nuggets and relevant stories. Then, I write the copy that reflects this essence, using a range of employee and customer stories to illustrate and demonstrate my client’s key messages.
You need professional copywriting services
Copywriting is a creative task that needs a fair amount of thought and planning. Ultimately there’s no substitute for being good with language. How many times have you read something and thought ‘oh do get on with it!’? Or, had to go back over something several times to understand what was being said.
Parachute Communication copywriting services are designed to deliver the following for my clients:
- Suit different industry sectors
- Meet varying objectives
- Work across digital and trad marketing activity
Your communication pieces deserve a professional copywriting service. Sometimes you just need a steer on what and how to get something across to prompt action. Other times you need a skilled writer to do the job for you. I can do both – let’s talk.
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Call me on: 07702 204642
or email: open@parachutecommunication.co.uk