Responds to Study which Reveals the Importance of Copywriting to a Company

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Leading online promotion company,, have responded to research that reveals the importance of tone in company copywriting.

Content plays an important part in selling a brand and well written copy can influence a customer’s decision to use your business.

Research conducted by brand language consultancy, The Writer, has revealed the tone of a company’s copywriting can affect a customer’s perception of a brand.

The research blind tested 2000 consumers with writing samples from three airline companies and three retailers as well an invented sample for each scenario and gathered their reactions to a series of customer service issues.

For the airline companies, they asked the consumers their reaction to a cancelled flight, purely based on the company’s email copy and refund instructions. The invented sample received the best results because it lacked any jargon and was the only email to offer an apology. It also fared better because it had a personal edge, with words like ‘we’ and ‘you’ rather than ‘passenger’.

The retailers test used the situation of applying for a loyalty card and studied the impact of language. They asked consumers which card they would be most inclined to apply for based on the writing. The invented sample faired the best again, because it sacrificed clarity for personality and the consumers warmed to the invented brand’s personality.

Ben Austin, Managing Director at, one of the UK’s leading SEO suppliers, has responded to the news with interest:

“This research reveals just how important quality copywriting can be in business and how it strongly affects people’s perception of a brand. It is important to talk to customers in everyday language rather than baffling them with jargon and sales pitch. Content plays an important part in selling a brand and well written copy can influence a customer’s decision to use your business. Quality content also has a big part to play in SEO, which is why we have a team of professional in-house copywriters writing website content, press releases and blogs for our clients.” specialists are continuing to watch this research with interest. is based in Chelmsford, Essex with the aim of bringing effective yet affordable online marketing services to companies from all industries and backgrounds. The company offers a huge range of services including search engine optimisation, Pay Per Click account management, social media marketing and reputation management.

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