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The Optimally Relevant Blog

brand strategy


creative services

with Chris Ribaudo

In B2B marketing, (B2C as well), anemic or irrelevant copy content costs you brand awareness, customers, and sales. If your brand awareness, customer engagement, sales opportunities, or closes are lower than you want or expect, low-relevance copy and content could be the culprit.

Low-relevance copy content is a common problem because creating optimally relevant copy takes time, money, effort, and commitment. Here are seven thieves that steal relevance and conversion power from your copy content and, therefore, your marketing and sales efforts.

Lack of understanding of the target audience

Creating copy content that resonates with them becomes easier with a clear understanding of the audience's needs, preferences, and pain points. Conducting thorough audience research and developing buyer personas can help overcome this problem.

Insufficient or outdated data

Copy content relevance relies on accurate and up-to-date information. If the data used to inform content creation is outdated or incomplete, the content may not align with the current needs and interests of the target audience.

Failure to address specific pain points

Effective copywriting content should address the challenges and pain point the target audience faces. If the content fails to address these issues directly or provide valuable solutions, it may not be perceived as relevant.

Lack of personalization

Personalization plays a crucial role in creating relevant content. Generic content that does not speak directly to the audience's specific needs and interests may fail to engage them. Tailoring content to individual preferences and providing customized solutions can improve relevance.

Inconsistent messaging and branding

Copy content that needs to be more consistent in messaging and branding may need to be clarified for the audience and diminish its relevance. Therefore, establishing clear brand guidelines and maintaining consistency across various content channels is essential to ensure a cohesive and relevant content experience.

Limited creativity and differentiation

Creating copy content that stands out and provides a unique perspective can be challenging in competitive markets. However, a lack of imagination and differentiation can lead to generic content that fails to capture the audience's attention or address their needs effectively.

Ignoring feedback and analytics

Feedback from the audience and insights from analytics are valuable resources for assessing content relevance. Failing to listen to audience feedback or analyze performance metrics may disconnect content and audience expectations.

If you suspect low-relevance copy content is stealing from your marketing growth or ROI rates, my Optimally Relevant Copywriting can help you turn things around and get your marketing results going in the right direction.

The importance of branding and marketing cannot be overstated in an ever-evolving and competitive marketplace, where consumers are bombarded with a seemingly endless array of choices. Businesses across industries recognize that establishing and maintaining relevance is essential to capturing the attention and loyalty of their target audience.

The theme of relevance is thrown around quite a bit in marketing and copywriting circles. Here is how I've understood and coached clients about relevance regarding copywriting and content creation.

Defining Relevance

First, how will copywriters, marketing and creative leaders know when the written content developed is genuinely relevant to the customer or audience? I suggest that the message or storytelling content resonates with the intended audiences, aligns with their different levels of needs, and remains meaningful in their lives. Some helpful test questions are: Does the writing create a strong relational and emotional connection between the brand and the target market? Does the copy position the brand as an indispensable, relatable solution and empathetic to their problems or desires?

Prominent marketing strategist and author David Aaker emphasizes the importance of relevance by saying, "In an era of abundance, consumers have the luxury of ignoring what isn't relevant to them." Aaker's comment highlights that relevance is vital in capturing consumer attention and ensuring that the brand remains at the forefront of its decision-making process. So, relevant copywriting is absolutely a priority for business success.

Establishing Relevance through Brand and Customer-Centricity

To achieve relevance, copywriting must be composed within a highly brand and customer-centric approach. It needs to invest in deeply understanding customers' or audiences' preferences, values, motivations, and behaviors. By gaining deep insights into their customers, copywriters and marketers can finely tailor their offerings and marketing efforts to resonate with customers' lives.

Seth Godin made this clear and memorable when he pithily stressed the significance of understanding when he advised, "Don't find customers for your products; find products for your customers." This truism still shows the importance of aligning brand offerings with customer needs rather than trying to convince customers to adapt to existing products or services. Relevance-thinking copywriters must do this.

Relevance as a Source of Competitive Advantage

In today's highly competitive marketplace, copywriters must understand that crafting relevant copy can give businesses a significant competitive advantage. By consistently delivering relevant products and messages to their target market, brands can differentiate themselves from competitors, creating a distinct and compelling value proposition.

Philip Kotler reinforced this idea by noting, "The art of marketing is the art of brand building. If you are not a brand, you are a commodity. Then price is everything, and the low-cost producer is the only winner."

A critical way copywriters help marketers and business leaders is by being ever mindful that, above all else, they are always helping to build a brand or add brand equity through their thinking and writing. This is true whether the project demands transactional or emotive and empathetic creative copy or is intended for B2C or B2B applications.

Relevant copywriting is a strategy that is channel-sensitive but agnostic by nature. Relevant copy helps clients defy commodification and robustly compete against the ubiquitous "price is everything" and "low-cost" messaging daily swirling around consumers.

Relevance and Curiosity in Copywriting

Producing relevant copy requires the copywriter to be curious because it demands ongoing input from listening and learning from the customer and changing marketplace. In addition, creating relevant and converting copy requires you to be adaptable to evolving cultural movements, marketing trends, and shifting consumer expectations to write in a way that keeps the brand fresh, connected, and meaningful to target consumers or audiences.

Again, Aaker eloquently sums it up, "Relevance requires constant adaptation as the market and the consumer are in constant motion."


By embracing relevance, businesses can forge lasting connections, inspire loyalty, and secure a competitive edge in an increasingly dynamic marketplace.

Suppose you want to start using highly relevant copy or upgrade your current copy's relevance for improved outcomes and results. If this is you, my market-tested and proven Optimally Relevant Copy System may be right for you.

In the fast-paced digital landscape, conversion copywriting is a skill that can make all the difference between success and obscurity.

It goes beyond simply crafting words on a page. It's an art form requiring multidisciplinary understanding to create copy that connects, converts, and compels your audience to take action.

So, let's delve into the world of conversion copywriting and explore four ways it can transform your business.

Understanding Conversion Copywriting

At its core, conversion copywriting is the craft of using persuasive language and strategic messaging to inspire action. Whether it's driving website visitors to make a purchase, sign up for a newsletter, or engage with your brand, conversion copywriting is the secret ingredient that sparks the desired response. It combines the power of psychology, storytelling, and a deep understanding of your target audience to create compelling content that resonates and drives conversions.

Connecting with Your Audience

One of the critical strengths of conversion copywriting is its ability to establish a genuine connection with your audience. By truly understanding their pain points, desires, and motivations, you can craft messaging that speaks directly to them. It's about empathizing with their struggles, articulating their aspirations, and presenting your product or service as the solution they've been seeking. Through compelling storytelling and relatable language, conversion copywriting creates an emotional bond that drives action.

The Power of Compelling Calls-to-Action

A crucial element of conversion copywriting is the skillful use of compelling calls-to-action (CTAs). A well-crafted CTA prompts your audience to take the desired action, whether by clicking a button, filling out a form, or purchasing. By using persuasive language, clear instructions, and a sense of urgency, conversion copywriters motivate readers to go from passive observers to active participants. A strong CTA is a guiding beacon, leading your audience toward the next step in their customer journey.

Continuously Testing and Optimizing

Conversion copywriting is an iterative process that requires ongoing testing and optimization. By analyzing data, tracking conversions, and experimenting with different approaches, you can refine your copywriting to maximize its effectiveness. As a result, every piece of content becomes an opportunity for improvement, allowing you to fine-tune your messaging and achieve better results over time.


Conversion copywriting's goal is action, ultimately, to help produce customers and sales. SEO copywriting's goal is to make your brand visible on Google searches.

Conversion copywriting intends to capture attention and fix it on your content page. SEO copywriting, on the other hand, is designed to make your page searchable and visible in the first place.

When customer action, sales, and ROI are top priorities, use optimally relevant conversion copywriting.

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