We know this might sound like an argument with an (allegedly) sensitive girlfriend but – it’s not what you say, it’s how you say it.

Copywriting is the art of crafting words, tone, pace and vocabulary that attracts your audience’s attention and sustains it (rather than violently shaking them and scaring them off).

When we think about writing for a brand or business we often think ‘must! tell! customer! that! we! have things! they! NEED! TO! BUY!’. Whilst this thing isn’t wrong, it’s not how your customers like being spoken to. Getting your audience’s attention is a lot more complex than this.

To the untrained eye, copywriting might sound like legal jargon or something that we could all have a crack at if we had a spare hour in the day. What it really is, is the craft of speaking to an audience that is looking for you and saying “hey! over here, we have exactly what you need and we made it just for you!” in waaaaay less obvious language.

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Effective copywriting often involves a deep understanding of the target audience, the product or service being marketed, and the desired outcome.

Future Proof takes a human-first approach to writing copy that matches the medium, speaks to the audience and injects all your brands’ personality into easy-to-read content.

The goal of copywriting is to persuade and influence the reader or audience to take a specific action (think buying a product, signing up for a service, or clicking on a link).

Gone are the days of barking about low prices, clearance sales and fear-mongering tactics of the 1950s ad market. Today, our copywriters work with you to build a brand tone of voice and language style that feels just right for your audience.

A skilled copywriter (ahem) can make a significant impact on your business’s success, by crafting compelling messages that resonate with your target audience.

Copywriting is one of the building blocks of branding and strategy that acts like a very subtle but powerful glue.

First and foremost, behind any great campaign, there is always a solid strategy.

Copywriting can look like many things. Traditionally, it was adverts and billboards. Nowadays, brand need to live, breathe and speak just like humans, to humans.


Breaking down copywriting and strategy for your brand

Copywriting go-to guide.

  • First, we help you figure out what your brand is really trying to do – and then we make a plan for it.

This is called your Brand Strategy.

  • Secondly, we establish your brand messaging and audience appeals.

This is called your Word Bank.

  • Thirdly, we define how you speak and what you sound like.

This is called your Tone of Voice.

  • Lastly, we make time for snacks and coffee.

This is called Having Fun.

FPA WEBSITE - Copywriting Pullquote section

We're here to build 21st century brands.

We're also here to share knowledge to business owners, because there's room for everyone at the top. Ready to learn something new? Want more info on a marketing tool, tactic or territory. Get your notepad ready, we're about to deep dive into these topics and much more.