Why Good Copy Matters

Jenni O’Connor, Director of Kaiku Communications, gives us her advice on why spending a little time on marketing will bring large rewards to start-ups and small business owners

Many of us focus hard on our actual business, taking great care to get the client offering or product mix right; ensuring both quality and service, and working hard to pitch our prices at the right level for our customers and the straightened times we are living in.

However, many firms, especially small ones and start-ups, pay considerably less attention to how they market themselves – the words and images they use to convey who they are and what they do for their customers.

Poor grammar, spelling and design are all real turn-offs

Does this matter? Yes it does. How do you react, when, for example, you see a menu in a restaurant with spelling or grammar mistakes, or (my personal bête noire) a missing or incorrectly placed apostrophe? Or (even worse), an advert which looks as it’s been thrown together in a hurry? Most of us, consciously or otherwise, will perceive that business as sloppy, poor quality, and unwilling to pay the level of attention to detail that we hope they would extend to us, as their customers. In short, it makes us far less likely to spend our hard-earned cash with them, however good we may have heard them to be.

By contrast, if we are presented with a flyer or brochure, or for that matter an email or website, which is well-presented, clearly written, nicely designed and, all in all, a pleasure to look at while telling us what we need to know, the chances are we will automatically feel well-disposed towards the company concerned, and far more likely to trust them with our money.

Do your business a favour – put a little effort into your marketing

So, it may be time to do your business a favour. By spending a little more time, care, love and attention – and probably a few pennies, though it need not cost much at all – on your presentation, you should dramatically improve your bottom line.

Large firms tend to budget for spending at least 15% of turnover on marketing (which may also include market research, advertising and other more costly activities) – but small ones will find that just 3-5% can make a real difference. It will not only help bring in new clients, and probably encourage existing ones to upsell or upgrade; it will also help create the image you want to build a healthy future for your company.

Jenni O’Connor can be contacted at jenni@kaikucomms.co.uk

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