When thinking about your personal branding, it’s easy to push copywriting to the backburner.

You might begin building a go-to-market strategy with your personal branding assets in mind…

And head straight for logos, colors, fonts, photography, and all the fun visual assets that we know and love…

While visual assets are a critical part of personal branding… having strong copy is an equally important investment.

Here are the top reasons why copywriting is critical to personal branding.

1. Showcase your brand’s authority through copy

First off, the purpose of content is to provide a benefit to your customers. It’s important to share content that shows you are an expert in your field. Whether it’s blogs, articles, or case studies, your copy needs to position you as an authority.

Second, give examples of the work you’re doing. Relatable examples and projects will allow you to showcase the work you’re doing in the industry. This will help your potential clients connect their need or pain point with your service. 

Lastly, hone in on your niche. Give specific and relevant examples of what you’re seeing in the industry. Are there any prevalent trends? Or repeated questions your customers are asking? Give your readers the inside scoop on what’s going on!

2. Share your business’ personality with branded copy

You wouldn’t make friends with someone who has a subpar personality. Similarly, your customers won’t engage with a brand that lacks a personality. You don’t have to be ultra-witty or insightful, but you need to be authentic.

So you should make an effort to be memorable. You can establish your branded copy by using certain words/ phrases (like KFC’s finger lickin’ good). Or perhaps develop recurring content (throwback Thursday). 

Above all, you need to show the human characteristics of your brand. Let them know there’s a person behind the copy that sees, hears, and relates to them.

3. Connect with your target audience and drive engagement through the copy

In addition to showing your personality, your copy needs to connect with your audience. Speak their language and show that you know what they need. And more importantly, that you’re the one that can deliver it. 

As your customers read your copy, they should internally be screaming “YES” with each line. Research your customers, write with words that they use, and always use a consistent tone. 

Connecting with your target audience through copy is also important. Not only will it encourage them to return, but also to share with friends. What better way to draw in your ideal customer than through their inner circle?

4. Value-drive and inspire customers to take action

Lastly, be intentional with the copy and content that you produce. There’s too much meaningless content on the internet, don’t fall into this camp. When it comes to copy and content, quality far outweighs quantity. Be sure to provide relevant information that shows you can support your clients!

In the same realm, it’s equally important to be transparent. Fluff has a time and a place but most of the time, it’s not in your copy. Give the facts, answer the frequently asked questions, and always be honest.

Your copy also needs to have a clear call to action. Drive your customers to take action after reading your valuable content. Don’t leave them wondering what’s next.

5. Create consistency across your personal brand

Your tone and voice should match your visuals. Consistency will help create customer loyalty and set you up for long-term success.

Establishing a clear set of brand guidelines is key when it comes to copywriting. Many large companies develop brand guidelines to use internally and with agency partners. Yet, smaller businesses can also benefit from these. Brand guidelines will ensure a consistent tone and voice across your marketing materials.

And there you have it. There are the top reasons why copywriting is a non-negotiable component of your personal branding strategy. 

Looking for someone to partner with on your brand strategy and copywriting? I know someone.

Hi, I’m Lindsay Ivancic. I’m a Columbus-based copywriter (with clients across the country) and would love to meet you. I write copy for a number of industries including financial services, wellness, healthcare, and coaching. Please take a look and my services and contact me to get started.