Words do most of the selling online. A photo catches the eye, but the caption tells people what it is, why they should care and what to do next. Some Ghanaian job adverts for digital marketers ask directly for copywriting and for keeping a brand consistent, and almost every marketing role depends on it. If you can write short, clear, friendly words, you will always be useful.
The shape of a selling message
Most good posts follow a simple pattern:
- Hook. The first line, which people see before tapping "more". Lead with the benefit or a question. "Dry, cracked heels this harmattan?" beats "Good morning everyone".
- Detail. What it is, the price in cedis, sizes, delivery days. Answer the questions people would otherwise send in a message.
- Proof. A reason to trust: "made by our women's group in Tamale" or a short customer comment shared with permission.
- Call to action. Exactly what to do next. "Send 'BUTTER' on WhatsApp to 024 000 0000 and pay with MoMo."
Keep sentences short. Write for someone reading on a small screen, maybe in their second or third language. Read your post aloud; if you run out of breath, cut it.
Brand voice
A brand voice is the personality in the words. A youth church event might sound lively and warm. A microfinance company should sound calm and trustworthy. Write down three words for the voice, such as "friendly, honest, local", and check every post against them. Consistency helps people recognise the business, even before they see the logo.