Learning to Write Marketing Copy

By October 14, 2018 November 27th, 2018 Copywriting, Social Media Marketing

Overview of Marketing Copywriting

Copywriting is the process of writing advertising and promotional materials. When creating copywriting content its good to; create value, strategy, and creativity. Copywriting is an art, it’s the ability to create something that sells. There are three ways to classify copywriting by using collateral, mediums, and style. Collateral is printed material such as a web page, brochures, flyers, or support information for staff. While a medium is creating your copy online or offline and style is the way you go about explaining it to your audience. You can apply any style to any kind of collateral or medium, it just comes down to how you deliver it to your customers. Copywriting can require a lot of time and concentration so when preparing to write make sure there is no distractions or interruptions.

Image source: Kathleen Finlay | Getty Images

 

Writing Copy

When writing copy, make sure the tools you need are within your work space. These tools consist of a clock or timer, snacks or water, laptop or tablet, storage device for backups, and the proper writing software. The software you choose should be user-friendly and have proper editing tools to best fit your copywriting needs. If you decide not to use a laptop, a pen and piece of paper works just fine. Once you’ve got your workplace set up to your standards it’s now time to create a plan. Start to map out the path for your marketing copy. Think about the audience, collateral, and style you are trying to achieve that will work best for what you are selling. You shouldn’t spend too long on this only 20-30 minutes. If you can’t come up with a plan just start writing and expand your efforts from there. From experience, it’s best to unplug whatever you are thinking about that’s irrelevant. Just focus on describing the product to best sell it to the customers. Before writing the first draft start by just free writing and if you get stuck just think about how this product could benefit customers, list the features and go from there.

Now that you have some details continue to write your first draft keeping your goal in mind. Which is to create a copy that grows your business and continues to execute on bringing in sales. There is no proper template for writing copy, but you should follow these basic rules: you should always address the reader and be emotionally connected, worry about quality not quantities, and don’t be subtle, be direct. Provide benefits and resources as to why the product best fits the customer and change the need for the product into a want.

Once the draft is created it’s time to edit and proofread which means re-organizing, re-wording, and check for spelling and grammar errors. It’s also proper to get the marketing copy edited and proofread by someone else prior to public use. The next task needed for a successful writing copy is the headline which is a specific piece of content describing your product or web page. This is the first pitch to your customers, it will justify if they click to view more of your page. The page needs to sell therefore you need to make sure the typography is readable and easy to scan. The content should be laid out in paragraphs of 3-6 lines with images or sub-headers in-between them. This lay out is user-friendly and encourages your audience to engage with the content. Remember to sell the page and keep a clear call to action.

 

Rewriting Existing Copy

Rewriting an existing marketing copy for someone else can be a bad idea. You don’t know the context or subject matter like they do. It’s best to just review over the document and edit for improvements by checking the structure layout, context errors, and spelling errors. After reviewing the document and editing the errors you should now proofread. This goes for rewriting any type of copy whether it’s a product or a web page. When proofreading try to recreate the sentences to shorter versions while emphasizing the subject being acted on. This allows an active voice to be present which engages the reader and doesn’t allow for a cluster of words. It’s much more efficient being direct and clear. You should also continue to check for punctuation, grammar, and misspelling errors when proofreading the finished revised document.  Rewriting an existing copy can take time away from your other tasks but as time goes on you will continue to build on becoming a better copywriter.

Image Source: https://harrisonmann.co.uk/content-marketing-agency/

Conclusion

Overall, copywriting is the content expressed in an advertisement or marketing promotion. It’s the material that speaks to the customer and makes them change that need into a want. Businesses need a content that sells when advertising otherwise the efforts in the copywriting campaign are useless. A marketing copy must show value and creativity that delivers an active voice and readable content. Whether it be a form of collateral online or offline, the style of the copy is what defines the outcome and success that customers engage in. These series of videos can help me with the words I use to attract different customers to my eCommerce store here on Quickensites.com. This can provide me useful tips through advertising on social media to developing attention-grabbing content within my product descriptions.

 

References

Lurie, I. (2014). Learning to Write Marketing Copy. Retrieved from: https://www.lynda.com/Business-Online-Marketing-tutorials/Writing-Marketing-Copy/149250-2.html

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