Word That Stick, Sounds That Stay

Written by Olivia Dwi Tanoto

The Power of Words: Why Copywriting Matters for Your Brand 

When you think about what makes a brand stand out, visuals often come to mind first—think strong logos, sleek designs, or attractive packaging. Those do grab attention. But here’s the real deal: visuals may attract the eye, yet words are what build the connection. That’s exactly why copywriting matters.  

As Conturae explains, effective copywriting is the backbone of marketing and advertising because it transforms simple messages into persuasive content that drives audiences to take action (Conturae, 2023). 

Copywriting Makes Your Brand Human 

Every brand has something to say, but not every brand knows how to say it. Copywriting gives your business a personality—whether it’s playful, inspiring, bold, or professional. Just like you can recognize a friend’s voice in a crowded room, great copy makes your audience instantly recognize your brand across different platforms. Branding expert Mike Vollman explains that the right words transform a business from just “selling products” into a brand that people remember and feel connected to (Vollman, 2025). 

Clear Copy Builds Attention and Trust 

Imagine scrolling through endless ads. The ones that stop you usually don’t use complicated sentences. They speak clearly, show the benefit right away, and feel easy to understand. A study published in the Online Journal of Language found that straightforward, benefit-focused copy was more effective in drawing attention compared to complicated or jargon-heavy messages (Online Journal of Language, 2025). 

But clarity alone isn’t enough. Even the clearest message loses impact if it’s inconsistent across channels. Clear copy ensures your audience immediately understands what’s in it for them, reducing confusion and increasing their confidence in your product or service. For example, consider this product copy: “Charge your phone 50% faster, Brand A keeps you connected without waiting.” This works because it is short, directly highlights the key benefit, and is easy to understand. Readers instantly know the main advantage (“charge 50% faster”) and the result they will get (“stay connected without waiting”), demonstrating the power of clear, benefit-focused language. 

Good copy also needs consistency. When your emails, website, and social media all use the same tone of voice, your audience feels like they know you. Familiarity builds trust, and trust drives loyalty. According to Scullin Content Marketing, brands that practice consistent messaging across platforms see engagement increase by 30 percent and conversions by 20 percent (Scullin Content Marketing, 2025). 

Words Spark Emotions and Drive Decisions 

Research in consumer psychology shows that people often buy based on emotion and only justify their choice with logic afterward. This explains why slogans like Nike’s “Just Do It” resonate more strongly than a simple product feature. A report from Brilliantio highlights that emotional triggers are one of the strongest factors behind consumer decision-making, and copywriting plays a key role in evoking those emotions (Brilliantio, 2023). 

It’s not just global brands. In Indonesia, iconic taglines also show the power of copywriting in shaping culture. Indomie’s “Indomie Seleraku” makes the brand feel personal and tied to everyday taste. Aqua’s “Ada Aqua?” has gone beyond advertising to become a common phrase in daily conversations. Meanwhile, Gojek’s “Pasti Ada Jalan”, carries optimism and positions the brand as a problem-solver in people’s lives. Teh Botol Sosro’s “Apapun makanannya, minumnya Teh Botol Sosro” works because it is simple, memorable, and universal, linking the drink to any dining occasion and embedding it into the habit of enjoying meals. These short yet powerful phrases are forms of copywriting that prove how words can go beyond selling products, they build emotional connections and cultural relevance. 

Copywriting Is Strategic, Not Just Creative 

The biggest misconception is that copywriting is only about clever words. In reality, it is both creative and strategic. It requires understanding your audience, knowing what motivates them, and aligning every piece of communication with your brand’s values. As noted by Mike Vollman, this strategic approach is what allows iconic campaigns like Apple’s “Think Different” to go beyond advertising and become part of culture. The “Think Different” campaign shows how strategic copywriting can reinforce Apple’s identity, position its products as tools for innovators, and unify branding, products, and services into one purposeful experience. 

When Messages Truly Resonate 

Copywriting is more than words on a page. It is your brand’s voice, story, and promise combined. The right words create connection, spark emotion, and inspire action. Whether it’s a headline that makes someone stop scrolling, an email subject line that gets opened, or a call-to-action that drives a sale, copywriting ensures your brand doesn’t just speak—it resonates. 

And sometimes, resonance isn’t limited to words alone, it can even be carried through a tune or a familiar melody that lingers in people’s minds. That’s why copywriting often works hand in hand with sound, because when words and melody come together, the message doesn’t just get read or heard, it gets remembered. 

References 

• Vollman, M. (2025). Why Copywriting Is Vital for Great Branding. mikevollman.com 

• Online Journal of Language (2025). Persuasive Language Strategies in Online Advertisements. online-journal.unja.ac.id 

• Scullin Content Marketing (2025). Why Copywriting Is Important. scullincontentmarketing.com 

• Brilliantio (2023). Why Copywriting Matters. brilliantio.com 

• Conturae. (2024). The Power of Copywriting in Advertising.  https://conturae.com/blog/the-power-of-copywriting-in-advertising