At Wray Ward, we spend the better part of our days getting to know our targets — their challenges, their interests and what matters to them. Before we can ever speak to these complex individuals, we have to understand what makes them tick. And striking the right chord is harder than it looks, no matter how simple the language.

That’s what separates great copywriting from all the rest. Great copywriting isn’t just beautiful art — it gets results. And effective copywriters are skilled wordsmiths and brand voice keepers whose language speaks to disparate audiences in an authentic way.

Mastering these fundamentals won’t turn you into the next Ed McCabe, but it can go a long way toward elevating your brand, whether or not you’re the one coming up with the words.

Great copywriting is:

1. Relevant.

Think about where your target is on their journey. What problem do you want to solve for them? How can you get their attention? For example, the guy building a high-end home doesn’t want to hear why your building material is easy to use. He wants the best, even if it takes twice as long to install. But hey — if it’s also easy to use, that’s great!

Good copywriters understand how to frame the benefits that matter most to the audience. They also understand how to craft calls to action built to inspire action. If your target is yearning for an unforgettable vacation, don’t tell them to learn more. Invite them to book their stay.

Remember, copywriting isn’t art for art’s sake. People hire us to get results.

2. Distinctive.

1988 marked the birth of an iconic slogan: Nike’s “Just Do It,” which was originally rejected by Nike co-founder Phil Knight. But more than two decades later, the line lives on. How many times have you thought, “I can’t do yoga today because the traffic is terrible,” or “I can’t play golf because it’s raining,” or “I can’t go for a run because I’m tired?” Just Do It isn’t catchy. It’s honest. It’s relatable. It’s memorable. And to this day, it’s different from everything else on the market.

“Different” is key. That’s why, when we looked at the competitive work for incomparably beautiful, one-of-a-kind Palmetto Bluff, we started by plotting everyone else’s messaging. In doing so, we landed on our client's sweet spot, squarely at the intersection of interesting people and interesting place.

It isn’t just any old coastal destination — it's Palmetto Bluff.