our copywriting services
Too much marketing copy is soulless. Laden with industry jargon, promotional pleas and unclear ideas, the biggest problem with this soulless kind of copywriting is the absence of personality. Good copywriting, whether for ads, email marketing, or websites, needs not only a clear takeaway message but a clear brand personality—giving readers a true sense of who you are.
We pride ourselves at Inspire Agency on our ability to write clear, concise and impactful copy that radiates a brand’s personality and purpose. That’s because we don’t write by rote. We take the time to inquire and learn as much as we can about you and comparator companies (we don’t call them competitors).
Only once we’ve identified the personality and purposes that sets you apart, we infuse that knowledge into a strategic roadmap, so that we can create copy that inspires your key audiences and authentically moves them to engage with your brand. That’s the Inspire Way.
Advertisements need to quickly capture someone’s attention and then hit the reader with a memorable message. That starts, again, with inquiry. We do our homework so we become knowledgeable about your product or service. Even if 99% of that knowledge doesn’t end up in the ad, it’s critical to have a full understanding of what we’re trying to help you sell.
That required homework also includes competitors’ advertisements and their success, or lack thereof. Finally, we undertake consumer research to understand how potential buyers or clients think about your kind of product or service, the language they use—not what the industry insiders use—to discuss that subject, the attributes important to them, and what promise would be most likely to make them buy your brand.
Once that knowledge base is built, we can consider how to position your product or service in the marketplace, what kind of brand image we want to impress upon buyers or clients, and finally, as advertising great David Ogilvy said, “What’s the big idea?” Recognizing a big idea, Ogilvy wrote, starts with five questions:
- Did it make me gasp when I first saw it?
- Do I wish I had thought of it myself?
- Is it unique?
- Does it fit the strategy to perfection?
- Could it be used for 30 years?
Only then can you make your product or service the “hero” of your advertising and achieve the “positively good” feeling that you want potential clients and consumers to feel about you and your offerings.
In a world of texts and chat apps, social media, and traditional marketing channels like TV and radio, is it worth it to send another email among the deluge to the clients and consumers you want to reach? Absolutely yes. Here are some email marketing statistics compiled by our partner, HubSpot:
- Email ROI is an impressive $36 for every $1 spent.
- 77% of marketers have seen an increase in email engagement over the last 12 months.
- Email marketing revenue is estimated to reach almost 11 billion by the end of 2023. (Statista, 2021)
- 37% of brands are increasing their email budget, and just 1.3% are making cuts. (Litmus, 2021)
Email marketing isn’t only an option—it’s essential. That means you can’t afford to throw together uninspiring copy to blast out without personalization, subscriber segmentation or automation campaigns, which are all must-have strategies.
We write email subject lines that engage curiosity, leading to higher open rates. We make sure to include personalization in your email campaigns, attracting readers and would-be subscribers by demonstrating that they’re not a nameless, faceless person on an Excel sheet—keeping them subscribed.
We can undertake subscriber segmentation, adapting your copy depending on the audience so that recipients are getting the value they need when the email is delivered. For instance, the same email can be written for two audiences: a more casual tone and simplified concepts for the public and reporters, but an authoritative tone with detailed concepts for investors and industry specialists.
Ever visit a company website and find yourself confused about what exactly it is they do? Keeping visitors on your website requires clear, concise, upfront messages that hook people with the promise of how your services or products solve their problems.
Once again, this comes back to knowing who you are. We then take that intel and help give your brand a soul so that your web copy shines with your personality and with clarity of purpose.
We’re also experts at search engine optimization (SEO), knowing how to research the keywords that your key audiences use to look for the products and services. We strategically embed these keywords throughout your site without overstuffing and running afoul of the ranking algorithms used by Google, Bing, Duck Duck Go, Dogpile and other search engines.
Along with back linking within your site, linking to other reputable sources, and having other sites linking back to your own, we can boost your rankings on search engines so that people searching for your products or services find your site faster.