Design is about telling a story. It’s a story that — if told well — will engage consumers, build your brand, and sell your products. But it is difficult to produce effective design without first putting your story into words. Which brings us to the topic of copywriting as the third installment in our five-part series on effective marketing projects.

While we often focus on visuals when planning our marketing projects, we should really consider shifting our initial focus to writing good copy. After all, the visual design grabs attention and guides the reader, but it’s the words that usually make the sale. It could even be argued that a really well written headline needs no visuals at all.

When we write ad copy we convey a personality and set a tone. We also set expectations. When potential customers visit your website or skim over your magazine ad, they can’t really size you up as they could had they met you in person. The words you choose and the tone you set when writing ad copy must project and support your brand personality while building trust. It must also remain consistent across all media in order maintain that trust.

Don’t rely on vague statements like, "Dedicated to the very best customer service". Anyone can say that. It doesn’t give your audience any useful information and it doesn’t do anything to build trust or support your unique brand position. Instead, try setting yourself apart with a statement that your competition honestly cannot make. This is key to giving any potential customer a reason to buy from you and not the other guy. Consider the line made famous by Bounty paper towels, "The quicker picker-upper." Clever yes, but also relevant and easy to remember. The message was supported with demonstration of the product doing what it does best — soaking up spills. This tagline, combined with visual support, gave Bounty a huge advantage over their competition.

Should you write your own copy? If you happened to be a smart, talented writer, more power to you! But, don’t write your own copy just to save money. If writing is not your forte, you could very well do more harm than good. Consider hiring a professional writer. In addition to the technical skills a professional writer possesses, you’ll also benefit from the fresh perspective someone outside the company will bring to the assignment.

Words, working in harmony with design, are the foundation of effective marketing communications. Don’t settle for just getting the word out, make a real effort and say it like you mean it!