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Copywriting is Poetry

March 3, 2023 Adam Website Design

The words you choose for your advertisement or website copy are important. Bear in mind who your target audience is. It’s easy to throw words together and get the point of your business across, but specially-crafting your language to truly connect with your audience can make a big difference.

In the example below, think about the target audience of your business or organization. Which tone would have more impact for your clientele?

“Our products are curated from the finest local artisans.”


“You’ll fall in love with our selection of hand-picked local artisan goods.”

Both work, but each will have a stronger impact based on the demographics of your audience. Your words paint the portrait of your business’s or organization’s personality – be sure you choose accordingly.

How do you want your organization to be perceived?

Many people believe that professional-sounding copy needs to be formal and stoic. For some organizations, that is true – more traditional, formal wording is appropriate and their clientele expect it! For others, a light-hearted approach is going to resonate much better.

Think of the difference in how an animal daycare would speak to their clients versus how a renowned law firm might speak.

Acme Animal Daycare

(Formal) “Acme Animal Daycare is the premier animal hostel and groomer in the Pacific Northwest.”

(Fun) “At Acme Animal Daycare, we give a hoot about your fur babies!”

XYZ Law Firm

(Formal) “ XYZ Law Firm is committed to quality, our core values, and pursuing justice for our clients.”

(Fun) “Don’t get left, holding the bill. We’ll fight for your rights at XYZ Law Firm.”

Final Thoughts

Take time to think about what you are saying in your ad, handouts, collateral, or website. Choose words that will have maximum impact on your market’s target audience.

When it comes to the words you choose, remember the mantra “less is more.” It is a misconception many people hold that, in order to fully convey their company’s message, you need to write a very thorough overview. Consumers are less likely to spend time reading through a large paragraph of text than they used to be. Which means that it is imperative that you capture their attention as well as convey your message as efficiently and effectively as possible.

If you are struggling with choosing the right words for your campaign or project, let Gecko Designs help! Our staff of copywriters can customize your message to maximize your company’s impact on the market.

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Rachel Van Brocklin 5 months ago
Gecko Designs is one of the best vendors I've ever hired and worked with in more than 15 years of education and advocacy communications. The work of our nonprofit organization is complex, and they have done exceptional work to help us make what we do clear to a broader external audience. Everyone we've worked with on their team has brought focus, expertise, intelligence, and fun to our work together. I look forward to many more projects with Gecko in the future!
Matt Ludin 5 months ago
Working with Gecko in managing our site (Yellowstone Forever) has been an incredibly positive experience. They have offered and implemented countless solutions and updates to our site. And provide training so that we may also implement site changes internally. They have always provided quality, professional service and in a timely manner. Couldn’t be happier.
Donald Briggs 3 months ago
Because the service we received greatly exceeded our expectations; I wish more stars could be added to this Gecko review. When our firm, Briggs Architecture, relocated to Missoula in 2016, our website and brand did not reflect the desired image. Gecko listened to us, understood our mission, and helped us breakdown what seemed to be an insurmountable problem into manageable pieces and then brought it all together creatively. Gabe, Melissa, Kate and the whole Gecko team continue to update our website and manage our Google presence. They are very professional and fun to work with and I am more than happy to refer Gecko as the best provider with whom we've worked.
Karen Poplawski 5 months ago
Melissa, Gabe and the entire Gecko team are supportive, efficient, and reliable. They are easy to reach and always approach each request with professionalism. Their partnership is highly valuable.
Erin Fitzgerald 11 months ago
We were so happy to find Gecko Designs at Yellowstone Forever when looking for a new company to take over management and design of our nonprofit website! They understood the intricacies of working with nonprofits and jumped right in to help us ensure our site was up to date. They are quick to come to the table to solutions and ideas, and bring the creative mindset we were looking for!