Why Words Still Matter

I recently read that in the last 20 years, the average amount of time a person can focus on any one thing dropped from 2.5 minutes to 45 seconds. As attention spans decrease, it should come as no surprise to anyone that the popularity of visual content has naturally increased, with images and videos becoming key tools for grabbing attention quickly. So you’d be forgiven for assuming writing has taken a back seat to its flashier partner…but in that you’d be mistaken.

The fact is, words still play a critical role in marketing and communication. While images definitely capture attention, words are what persuade, inform, and ultimately drive action. The right copywriting can guide your audience to the next step, build trust, and convey complex ideas in ways that visuals rarely achieve on their own. And when you have only seconds to engage, good writing can help cut through the noise and make a lasting impression in a very short amount of time.

Of course, it’s not just about getting words on a page. If that were the case, any one of us could sit down and write the perfect email campaign, social media caption, video script, or blog post. It’s also about getting the right words crafted by experienced writers who understand your brand, your specific project needs, and your audience. This is where professional copywriters come in, transforming content from bare minimum functional to hugely impactful.

Great copywriting can help you…

Create a cohesive brand voice

Your brand voice isn’t just about tone — it’s also about the personality that comes through every interaction. Skilled copywriters can develop and maintain this voice across platforms, ensuring every word consistently reflects who you are. Without it, your brand risks sounding fragmented, which weakens audience trust and connection.

Drive engagement and conversions

Great copywriting goes beyond filling space; it drives action. Copy that resonates with your target audience encourages them to click, buy, or subscribe. Professional copywriters know how to blend persuasive techniques with engaging storytelling, creating content that motivates readers to take the next step.

Maximize SEO and discoverability

Being found online is just as important as having compelling content. SEO-focused copywriters ensure that your content is optimized for search engines without sacrificing quality. This means your audience can find you more easily, expanding your reach and increasing your visibility.

Build credibility and authority

Effective copy positions your brand as an industry leader. Well-researched, thoughtful, and professionally written content demonstrates expertise, builds trust, and establishes authority in your industry or field. This strengthens your credibility with your audience, leading to long-term loyalty.

A word about AI

Before I go any further, I want to quickly address AI-powered writing tools like Chat GPT and AI-enhanced word processing platforms. I think there is a time and a place for AI when it comes to copywriting: when you’re creating rough draft outlines, looking for short form inspiration (taglines, titles, etc), and performing basic spelling and punctuation checks. Otherwise, I think AI is a very poor replacement for skilled human writers.

AI lacks nuance and creativity

These tools rely on patterns, often resulting in content that feels generic, shallow, and formulaic.

AI is inconsistent

AI-generated content frequently needs a LOT of editing to come anywhere close to professional standards. It’s prone to errors, awkward phrasing, and outright lies (aka AI hallucinations).

Bottom line: while AI writing tools can assist with certain tasks, relying on it entirely for your copywriting needs can lead to more work in the long run. It’s a tool — not a substitute for the thoughtful, personalized content human writers provide.

What comes next?

By now, I hope it’s becoming clear why good copy is critical to your bottom line and why AI writing tools might not be the miracle solution to all your copywriting needs. So where does that leave you? Well, if you want content that drives results, builds trust, and represents your brand in the best possible light, you need a skilled copywriter.

If you don’t have writers on staff, there are many options out there to help you find and hire the right professional(s). But if you’re looking for a flexible, streamlined solution to access experienced copywriters (and more), you may want to consider Sheer Havoc Flow.

Flow gives you access to vetted, expert copywriters who understand your industry, your brand, and how to deliver content that converts. It also adapts to your needs…whether you’re looking for ongoing content support or help with a single project, Flow offers the flexibility to scale as your requirements change — without the long-term commitment. Of course, Flow isn’t just about copywriting. If you’re also looking for design services, Flow can seamlessly combine both.

Whatever path you choose, I cannot stress enough the importance of investing in a high-quality copywriter. After all, words are at the foundation of how you build strong relationships with your audience and drive results that matter.