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Attractive, striking graphic design will only get you so far in the marketing world. It may grab the attention, but unless the copywriting of the material is up to scratch then it won’t keep that attention for very long.
Whether it is print design, electronic design or web design, for example, is irrelevant. Good copywriting will be used to sustain the attention that the design has taken a hold of and to nurture the interest of the reader. Conversely, bad copywriting will put the reader right off and lower conversions as they throw that leaflet in to the bin, no matter how well designed the leaflet may be.
So clearly it is a crucial aspect.
Whenever you are in contact with your customers, every move you take will be developing your image in their eyes - your copy is no different. Strong copywriting can help to establish a trusting relationship between you and your customers, showing them that they can rely on you and your service through strong, professional communication.
It has been proven that an attractive headline can help to increase the direct response received - we all love a great offer, right? So stick it in front of your customers in an appealing way that can't be ignored and it's a no-brainer that you're going to receive more response!
With effective copywriting, you can maximise the creative graphic design and show your potential customers the need for them to take action and use your service. You've already got their attention - your audience is sat waiting for your next move - so now keep them hooked and show them what you can do, how you can do it and why it will benefit them so much.
As Jeffrey Zeldman once said, “Design in the absence of content is not design, it’s decoration”. Indeed, the reader simply sees a flyer, a website or a brochure promoting your business. They don’t see the graphic design and copy as separate items, so the graphic designer and the copywriter will need to work together to balance the act.
Thus it is not to detract from the importance of the creative graphic designer in any way and, indeed, to gain success is to strike this balance of aesthetics along with effective copywriting.
If you’re interested in honing your copywriting skills and increasing conversion rates, take a look through Andy Maslen’s fantastic Write To Sell: The Ultimate Guide to Great Copywriting
