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Creating Concrete Copywriting

23 July, 2021

As a business owner it’s more than likely you’re an expert or professional in your industry, and this is something to be proud of, of course. However, as a business owner, you often can become a copywriter by default. Say you’re a doctor who owns a private practice, and you are handling all of the business’s advertisements and branding efforts on your own. Well, that makes you a copywriter, because you are the one writing all of that content.

The catch here though is that as an expert in the medical field you rightfully want others to know you’re an expert and that you’re well educated because you want them to feel safe and comfortable coming to your practice. Because of this, it’s common for business owners to channel their expertise into their copywriting by using abstract and complex language, BUT your prospective patients are not experts in the medical field. So, what you’re really doing here is making it difficult for your prospects to connect with your business’s advertisements and branding and in turn, this makes it difficult for them to recall them later on when they’re looking for a new doctor. Instead, you want to utilize concrete statements that the majority of people will understand, connect with, in some cases be able to visualize, and then remember later on. If you’d like to learn more about this concept and read about a study done by a psychologist on the concept then check out this great article!

Copywriting is no easy feat. Many people struggle to bring words to life and create emotion and connections with nothing but letters. It’s common for business owners to overlook the fact that a large portion of creating advertisements depends heavily on the copy and without substantial copy, the response from consumers will always be underwhelming. Here at Vibrant Brands, our copywriters have years upon years of experience. They have the ability to take on the voice of any business, so to create copy that is specific to both the business and its target market. They understand the correct ratio of concrete and abstract language and can form it together in such a way that piques the emotions and memories of consumers. Let us take the reins on your copywriting whether it be for advertisements, branding, website creation, et cetera.


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