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The Second Life of Marketing Copy
April 30, 2009
Getting your Web site's marketing copy just right takes time, effort and money. "But before you amortize your investment," says Rick Sloboda of Webcopyplus, "consider how those carefully crafted words can work for your business in other places." By repurposing your content, he argues, you can:
- Reinforce your brand identity
- Establish consistent messaging
- Increase customer recognition
He recommends various channels for repurposed copy. Here are a few:
- Press releases. Your "about us" page should have a concise, well-written description of your company; why not borrow or adapt this paragraph for the "about us" section of a press release?
- Professional networks. There's no need to write a new bio every time you join an online network like Facebook or LinkedIn if you have a polished backgrounder at your site.
- Business cards. "On the back," advises Sloboda, "feature your 'mission' or 'services.' This will set you apart from the many business people whose cards say nothing about what they do."
The Po!nt: According to Sloboda, you have compelling reasons "to repurpose your website marketing copy so it works overtime for your company, online and offline."
Source: Article submitted by Rick Sloboda of Webcopyplus.
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While I agree with a consistent branding message, I would warn against putting your mission, vision, or anything else on the back of your business card. I worked for an organization that did that and it was the most frustrating thing they did. You do not realize how many times you use the back of your business card to write something down when sharing it with someone. When you put text there, you have no where else to put additional information - cell number, office hours, etc. I would recommend against it personally.