How Copywriting Can Award Contracts
Copywriting is an essential part of any business and construction is no exception. Any writing that helps move your company forward is copywriting. It’s more than advertising copy and social media snips; when it boils down to it, copywriting is pitch emails, tender documents, and project scopes – it’s all of it. You don’t have to hire professional writers to create powerful content, but your team should know the importance behind the words they use. Here are some tips to help your copywriting win you contracts.
Be Authentic
A lot of people try and sound smarter than they are by inflating their vocabulary or using ten words when three would do. They believe they’re impressing you but realistically, they’re coming off robotic and a bit arrogant. There’s enough filters in this world, just be yourself, remember to reflect your brand, your company culture, and get to the point.
Imagine saying aloud what you’re typing to someone in a face-to-face conversation. If you wouldn’t verbalize that sentence or if it doesn’t come naturally to you, don’t say it. You’re writing with the hope that you’ll have a business relationship with this person someday, start things off on an honest note.
Be Consistent
Formatting matters. Don’t listen to anyone who tells you otherwise. Large chunks of content are difficult to break down, and that’s if the recipient has the patience to try. A few formatting tips:
Use headers in your project scopes, and project team portfolios,
Lists and bullet points make information easier to digest,
If you really want something to stand out – bold can be your friend, if you use it sparingly,
and pay attention to alignment. (See what we did there? It’s distracting, isn’t it?)
Templates help maintain consistency as long as they’re used correctly. That means remember to personalize it. Change company names, logos, and contact names keeps your proposals looking professional. A B2B study on email templates from Yelp found that personalizing templates increased the email open rate from 3.33% to 11.43%.
Be Mindful
Anything written into a proposal or portfolio can be used verbatim in any upcoming project meetings, budget reviews, or conversations with owners. Make sure you’re outlining realistic deliverables, managing expectations, and not overpromising and under delivering. If you’re mindful with the words you choose for your scopes it limits confusion down the road.
A good formula to keep in mind is to include: what you’re offering, your timeline, and an answer to the first question you’d think they’d ask. Example: You’re a modular construction company. You’ll erect a four-storey building in 28 days with minimal waste because the bulk of the build happens off site.
Words have weight and you want to ensure your team is accurately representing your company, your work, and your proposal. Understanding how powerful copywriting is and how to properly use it to win contracts and increase brand awareness is the first step. Training your team to become effective writers, or working with an experienced construction copywriter is the second.
If you need help sharing your story, creating captivating pitches, or positioning yourself as in industry leader, connect with Girdie today.