Copywriting with purpose

 

Writing effective copy is not as easy as it may seem — oh, hello ChatGPT. It takes time to get it right. It’s not merely a matter of stringing together paragraphs, sentences, or words; it’s about conveying a specific message to a particular audience. To achieve this, you must have a clear understanding of why you’re writing and who you’re writing for. Without a clear purpose, your writing will lack direction and fail to engage your intended audience. Therefore, copywriting with purpose is mandatory.

 

Before you can write anything, you need to understand what it is that your client wants to achieve.

 

 

In any type of writing, be it for advertising, persuasion, or informative purposes, it’s crucial to have a clear and defined purpose for each piece of content. Whether you’re crafting persuasive or informative pieces — such as ads, brochures or press releases —, your writing should aim to serve a specific goal. By clearly identifying your purpose, you can ensure that your writing is focused and relevant to your intended audience, ultimately increasing the effectiveness of your message.

 

Setting out goals

At Grammatik, we understand the importance of clearly defining objectives with our clients, regardless of the scope or scale of the project. By establishing a clear purpose and specific goals, we ensure that all communication pieces are aligned and working towards the same overarching objective.

For example, when launching a new product, we could be writing an email campaign aimed at persuading existing clients to try the new offering, while also crafting a press release to inform the public about the new features and maximise media coverage. Despite the varying formats involved, our team remains focused on the defined purpose, ultimately delivering content that best serves the intended objective.

 

SMART Objectives

When setting objectives, it’s essential to make them SMART (Specific, Measurable, Achievable, Relevant, and Time-Bound). By doing so, you create a clear and concise goal that can be easily measured and evaluated to determine success.

Do we want to increase website traffic? Generate new leads? Increase web enquiries? Knowing what action, emotion, or thought you want your reader to have will help shape your message. Remember, effective copywriting has the power to influence behavior, and by aligning your objectives with the SMART criteria, you can create content that has a measurable impact.

When you know what you want to achieve, you can tailor your message to the reader’s needs and produce copy that has a positive impact on their behavior.

 

 

Avoid vague statements

One important tip when defining objectives is to avoid vague statements. For example, when a client says they want to “raise awareness,” it’s essential to clarify and dig deeper. What exactly do they want to generate awareness of, for whom, and what is the end goal?

By enquiring more and seeking clarification, we can create a more specific and measurable objective. Instead of simply “raising awareness,” we could aim to increase brand recognition among a specific target audience by a certain percentage, within a defined timeframe. This approach enables us to create a more targeted strategy, which is more likely to achieve the desired outcome.

 

Purpose is a foundational element of content creation that should be established before the writing process even begins. The purpose of the content will not only shape the message but also impact the format and delivery of the final product.

By clearly defining the purpose, we can determine the most appropriate tone, language, and style to use when crafting the content. Ultimately, by establishing the purpose upfront, we can ensure that every aspect of the writing process is aligned with the desired outcome, resulting in a more effective and impactful final product.

If you’re looking for examples of purposeful copywriting, we invite you to visit our work page. There, you’ll find a collection of writing samples that demonstrate our commitment to creating content that’s aligned with our clients’ objectives and resonates with their target audience.

 

Our Work