This week we’re wrapping up an SEO copywriting project. It’s been quite a ride. One consultant is handling messaging and another did the key word analysis. What’s interesting to us here on the writing end is the disconnect between the two groups of words. The way people describe the product we’re writing about is a trademarked term we can't use in our content. Yet both the messaging team and the SEO team want their terms included in the copy.
Bridging the gap
The messaging language is the easiest, because it’s pretty much how we’d describe the product. But the search terms (one of which conveniently involves a competitors trademarked name we certainly can’t use in our copy) are a little more cut-and-dried. Meshing the two into copy that doesn’t feel over-written takes some skill. Never mind making it all sound like the voice of the owners.
It’s times like this it makes sense to spend money on a vendor like us. We know how to work with the messaging folks and the search folks to come to an agreement on what words (descriptive or key) make the most sense to include, and which we can leave out. We’re adept at working toward the ultimate goal – more business for the client – while keeping egos and expertise in mind.
And since we are firm believers that voice is a huge part of persuasion, we listen keenly to our client about how they want the copy to feel and sound. And then we put all these words and feedback into the hopper with a dash or two of our own Word Factory seasoning and voilà! Copy that meets the needs of everyone at the table.
Even when – and maybe even particularly when – budgets are tight, spending a little more to go with a copywriter who knows how to deliver copy that gets results. You’ll pay for fewer cycles and in the end the business generated by their work will more than pay for their services.
Contact me if you'd like to learn more!