Five reasons to work with an equestrian and rural copywriter
Let’s kick off with a question – do you know what a copywriter actually does? When I meet new people (something that I’ve been doing a LOT of recently, but I’ll get to that in my next blog!), the conversation normally turns to what I do for a living. When I reply that I’m a copywriter, most people either aren’t too sure what that is, or they think it’s to do with intellectual property copyrights! A quick explanation that ‘I write words’ is normally sufficient to get everyone back on track. Plus, I’ve never been asked to copyright a song or a poem so it’s safe to say no one has left my company convinced that’s what I’m an expert in. I am, however, an expert equestrian and rural copywriter.
So… what does an equestrian and rural copywriter actually do?
Put simply, I write words – which are also known as ‘copy’ – for businesses and media outlets. Those words might be for website pages, marketing emails, magazine articles, social media captions or for product packaging, a leaflet, or a brochure. But given that most of us learn to write at primary school, what value does a copywriter add? Here are the top five reasons equestrian, rural and fieldsports brands work with me
1. I simplify complex ideas
As a business owner you know exactly what you offer customers, how it works and why they should buy from you. But how easy is it to describe that all to someone new? A good copywriter can take anything idea, no matter how complex, and put into words which are easily understood by the intended audience. That might mean stripping out jargon or just editing product information down to the ‘need to knows’.
2. I make things sound funny, interesting or clever
Think about all the products and service you use in a day. Not all of them are interesting, glamourous or exciting, but the brands which make them still need to market them to ensure they generate sales. So, sometimes my job is to jazz up relatively dull stuff and make it sound exciting. And that links neatly to point number three…
3. I share the benefits as well as the features
Do you know the difference between a feature and a benefit? A feature is something which sets a product apart from similar items on the market, for example a cross-country boot with carbon fibre inserts. A benefit refers to how that feature helps a person, group of people or, in this case, an animal. The carbon fibre insert will protect a horse’s tendon should it strike into itself. That is a clear benefit for the horse wearing the boots and it’s going to help persuade the owner to buy them.
4. I compel the reader to carry on reading
Did you know that it’s very rare for someone to read all the way down to the bottom of a website page? Or for them to finish a marketing email or pay much attention to a social media caption? But a good copywriter knows all the tricks of the trade to keep someone’s attention. From using titles with puns and alliteration to varying the length of sentences and using bullet points and subheadings, there are lots of ways to make someone carry on reading.
5. I compel the reader to take action
Is it enough to get someone to read a whole email? Or all the way to the bottom of a web page? The answer is no – you want the reader to feel compelled to do something afterwards. To take a closer look at your products, to sign up for your rewards scheme or to book tickets to your event. Inserting a clear and persuasive call to action in any marketing copy is key, and I’m good at that too.
Come on over and say hello
If you’ve been looking for a copywriter with equestrian and rural expertise, why not get in touch? I’m happy to sit down for a virtual coffee and see how my services can help your business grow and prosper. Just use the contact page to drop me a line.