SMBs must give sufficient attention to marketing copy

Tuesday 4 December 2012


Small and medium-sized businesses (SMBs) need to ensure the copy used on their websites and in marketing campaigns is well thought-out, it has been claimed.

Bernadette Schwerdt, head of the Australian School of Copywriting, claimed that clear and effective communication is "key" to winning business.

As such, she told the Morning Herald that it is important to choose words wisely.

Ms Schwerdt said that many SMB owners fail to spend enough time planning their content strategy, and many continue to put writing tasks off for as long as they can.

She explained that customers make instantaneous, often subconscious assessments when they read the words on a website or in newsletters.

As such, SMBs risk making a poor first impression unless they get the content right, she suggested.

Consumers are interested in knowing how a product or service will make their life easier, richer, happier or healthier, Ms Schwerdt told the news provider.

She claimed that writing is a skill, and one that not everyone has naturally.

As such, some people need to work on their content, and others may need to delegate writing tasks to somebody else.

Posted by Jenny Arthur