How do I write good marketing copy?

Writing really good marketing copy should be your constant focus. It may be for your website, your latest promotion, a printed advert or your networking script. You won’t always get it right but with a focus on the content, your target audience and your purpose, then the majority of the time your copy will be on the money.

Having ran my own businesses, including a marketing support agency, then I understand the pivotal role of marketing copy in driving business success. A well-crafted message can engage, persuade, and inspire action. The goal is to create effective marketing copy that resonates with your audience.

Understand Your Audience #

Before penning a single word, know your audience inside out. What is the persona of the person you want to engage with your copy? What are their needs, desires, and pain points? Align your message with the audience’s values and expectations. This connection forms the bedrock of all successful marketing endeavours.

Clarity is Key #

Your message should be clear and straightforward. Avoid jargon and complex language. I believe in simplicity and directness – your audience should grasp your message at first glance. Remember, clarity leads to engagement.

Benefits Over Features #

Focus on the benefits your product or service offers, not just its features. Highlight how your offering makes your customer’s life better or solves a problem. This approach shifts the focus to the customer’s perspective, making your copy more relatable and compelling.

Tell a Story #

Humans are hardwired to respond to stories. We encourage weaving narratives into your copy. Share success stories, customer testimonials, or a problem-solution scenario. A story can create an emotional connection, making your brand more memorable.

Call to Action (CTA) #

A powerful CTA is the cornerstone of effective marketing copy. It should be clear, urgent, and enticing, guiding the reader on what to do next. Whether it’s “Contact Us Today” or “Get Your Free Trial,” your CTA should prompt immediate action.

Test and Refine #

Finally, always test different versions of your copy. Learn and make continuous improvement. A/B testing can reveal what resonates best with your audience, allowing you to refine your message for maximum impact.

Writing compelling marketing copy is an art and a science. By understanding your audience, prioritising clarity, focusing on benefits, telling a story, including a strong CTA, and continuously refining your message, you can create copy that not only captures attention but also drives results.

Do you struggle to write good marketing copy? #

Not sure where to start when all you have in front of you is a blank piece of paper?
This checklist will help ensure that you have all the elements required for really good marketing copy

  • Headline
  • Offer
  • Deadline
  • Testimonials
  • Bullets/Lists
  • Personalisation
  • Copy Scribbles covered
  • Guarantee
  • Photo’s or Cartoons
  • Clear single call to action
  • Multiple ways to respond
  • Your logo at the bottom (where it belongs)
  • P.S. Don’t forget the P.S.
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