Make sure your copy supports your organisation’s goals (How to be your own copywriter)

Your copy needs to address your audience’s questions, but it also needs to serve your organisation.

Your copy is there to communicate what you do and who you are, so consider how well the copy supports your goals.

Your goals might be:

• Drive more enquiries online (and get fewer phone calls)
• Change the perception of your organisation
• Reach a new type of customer
• Communicate new services / product ranges
• Recruit recent graduates

By simply listing your organisation’s goals, you can evaluate your copy against these criteria.

This way, you’re more likely to have copy that does more than simply describe what you do.