Effective Ad Copy

4 Ways Copy Creeps into Your Business

Written by Ashwin Satyanarayana for Gaebler Ventures

Everything being done to keep your business afloat has an element of copy in it simply because at every level of your business, you will need to communicate. If that's true, shouldn't it be honed to perfection? Look at how copy creeps into your business:

Did you know that copywriting is an inherent part of your marketing that everything you in your business has copy creeping into it?

Did you know that every plaque, every memo, every email to your vendors and customers speaks volumes about how you do your business? Look at four important ways copy creeps into various aspects of your business:

External communication - Advertising, marketing and other communications

This is, by far, the most important part in our business with regards to communication. Every single email or other forms of communication that goes out of your office to all of your stakeholders - be it customers, suppliers and vendors, creditors and shareholders - will make a difference in the overall perception your business gains from each of the parties being communicated to. Copy isn't just for advertisements; it should also be a part of your emails, letters to shareholders, communications with suppliers, vendors and to the government officials (if any). No matter when and whom you choose to communicate, your company's voice is reflected in this communication.


A brand is a promise; a perception formed among all those associated with your business. The strength of the brand lies in its ability to connect with customers. How do you think that happens in the real world out there? Brands rely heavily on the written word and visual elements that trigger customers' emotions. Brand recall is fuelled by powerful copy and that's another unavoidable reason copy is ubiquitous and unavoidable for your business.


Thoughts lead to feelings and feelings lead to words; words lead to action, while action leads to habits. Habits, finally, define a character. Although this holds good for individuals, companies have more or less a similar path and results. Businesses place an emphasis on words, in the above equation, and companies have a character too -- something larger than just bottom lines and customer service. This character leads to good will in brands and helps forge long-term success.

Internal Communication

It's not always about how your business communicates with external parties like customers, suppliers and vendors. How your business communicates or facilitates communication within and across business functions is important too. Memos, emails, meetings, reports and many other forms of internal communication exist and copy has way of creeping in here too. In fact, it must be dragged in to be implemented. Proper Internal communication helps build a better place to work in for your employees, brings about clarity in communication and all of this leads to better customer service, more business, and more profits.

Ash has an undergraduate degree in engineering and an MBA from Ohio University. Today he is a corporate trainer, business coach and a freelance writer.

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