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How to Write Marketing Copy

https://www.linkedin.com/learning/learning-to-write-marketing-copy/welcome?u=2109516

Introduction

There are many perceptions about writing marketing copy. Individuals that believe that it is boring, dry, and time-consuming. Through further research, marketing copy is another language that must be communicated well. The Wikipedia definition of copywriting is, " the act or occupation of writing the text for advertising or other forms of marketing" (Wikipedia, n.d.). Yet, marketing copy is more than this definition. It is about how businesses speak to their target audience about their business and their products. Ian Lurie's LinkedIn Learning course, "How to Write Marketing Copy", illustrates the fundamentals of writing marketing copy for businesses, the types of copywriting, the importance of copywriting, copywriting for each medium, applications of copywriting, copywriting structure and more. So, what is copywriting, and why we should all gain skills in this?

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Overview of Copywriting

Good copywriting allows consumers to gain and deliver value for the product. Strategy sells, so copywriters must position their copy to the organization's target audiences. Before copywriters write, they must understand the elements of great copywriting. Copywriting are attention grabbers and are creative, which makes it a different language (Lurie, 2014). For copywriting to develop context and attention to the audience, a call to action must be implemented (Lurie, 2014).

For copywriters to write copy, they must understand the different classifications of copywriting. They are classified as collateral, medium, and style (Lurie, 2014). Collateral is how the copy will be shown to the target audience. Marketing tactics such as Brochures, Posters, Product Descriptions, and more. Each one of these collaterals will all be different based on what your organization's target market. The next classification is medium. The medium is where the target audience will reach the marketing copy. Examples of mediums are radio, television, or social media. The style is how the marketing copy is presenting its message. The most common style is the straight shot. This explains the business and its products, why consumers should buy the product, and why the consumer needs it (Lurie, 2014). This will then be followed with a call to action, to emphasize the message the copy is addressing (Lurie, 2014).

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To summarize: copywriters must perform these steps before writing:

1. Select Type

2. Choose Media

3. Choose Styles

4. Write

Writing Copy

Copywriters must plan to ensure that all content in their marketing copy is readable and well organized for the reader. First, you must have specific tools such as storage backups and writing software, to ensure your work saves. Using an editing software, that can assist with your editing and mistakes. Yet, these software's are not enough, copywriters must edit and proofread, to increase readability. Your most important tool for copywriting is your brain (Lurie, 2014). It may sound cliched, but copywriters need time to think and visualize messages emphasized in the marketing copy. Before you start with a rough draft, freewriting is a great technique to use. Start a timer and start writing. Copywriters through this stage, write what comes to their mind. This can be beneficial since there can be ideas in the free writing, used in the writing process (Lurie, 2014).

For the rough draft, you must state the facts about the product to reinforce its great aspects of the product: the quality and the features. Understand the voice of your writing. Most likely copywriters use an active voice since it is straightforward and direct (Lurie, 2014). Having this kind of voice allows viewers to comprehend your content and consider buying into your product if it suits their needs. During this process, having a timer for about a 45-90 minute sprint to write, allows for your brain to take time to think about writing (Lurie, 2014). After the timer stops give yourself a break. Your brain will need a break after the time taken for writing (5-10 minute time break). You then repeat the process. Per each time sprint, make sure you finish at least one chunk of writing for your copy. This makes it easier for you to ensure that all pieces of content of your copy will finish. When you are writing this draft, remember to address the reader. Your goal as copywriters is to communicate with customers about your product (Lurie, 2014).

After completing writing the rough draft, you need to move to polishing the draft. First, get someone else to help you proofread. This is beneficial since they can identify mistakes such as spelling and grammar that you missed. Next, you must edit then proofread. This is where it is important to fix sentences that are passive to an active voice (Lurie, 2014). Marketing copy should be direct and straightforward. You want to persuade your reader, not confuse your reader. You want to avoid negative language such as sarcasm because it can offend your viewers. Avoiding clichés and unnecessary phrases is key to ensure your copy is readable and not misleading to the readers. Ensure that your copy is neutral.

Great headlines are necessary when creating a strong marketing copy. Headlines grab attention and ties the message the copy addresses (Lurie, 2014). You want to avoid making headlines mysterious. It should pass the blank sheet test. This means if you write the headline on a sheet of paper and show it to someone, they should understand what the message is (Lurie, 2014). There are ways to test headlines, to ensure that you use the right headline. Split testing is a common way. You pick 2 headlines and you test them both to see how each performs (Lurie, 2014). Another way is by combining two headlines and take pieces of both to create one headline (Lurie, 2014). Avoid fear-mongering or other scare tactics with headlines. People do not want to show scare towards a product. Consumers want the product to be intriguing.

There are different structures for copywriting depending on the medium. Writing for print is difficult due to when you finish your final material, it is published and can not be further revised. Copywriters need to be careful before they publish their work. Images should be dominant with print to capture the product and the copy's message (Lurie, 2014). It must have a clear call to action, to deliver key messages in the marketing copy. The text layout for print must be no longer than 15-20 words/ line (Lurie, 2014). This is to make sure the reader is not overwhelmed with content. With collateral such as brochures and magazines, make sure to contain include a phone number, email, or web address (Lurie, 2014).

Writing copy online is different than through print. Editing can be done whenever to add clarification amongst the content and the organization's products. Online tends to be skimmed more than print. Making sure that the text has no more than 13 words/line, allows the reader to keep the information (Lurie, 2014). Always use bullets or numbers for lists, to make the copy more scannable to the reader (Lurie, 2014). With writing copy online and with print, both need to pass the blank sheet test, so that your copy is effective (Lurie, 2014).

https://www.brainminetech.com/blog/increasing-sales-directly-linked-online-marketing/

Rewriting Existing Copy

When your co-worker has asked you to proofread or fix their marketing copy, this is where you are rewriting an existing copy. You do not know the subject matter, or the content contained. To get started on this, ask your colleague for context. They were the ones who wrote the copy, they are the experts. This gives better clarification for who is rewriting the copy. As well, read for structure contained in the copy. See if there needs to be changes with the structure. If so, then there will be a focus on the organization of the copy. When editing others work, make sure to read unnecessary words and phrases. These phrases can mislead the content addressed in the copy, which can also mislead the reader. Second, edit it to an active voice. Create a more direct and straightforward tone. Finally, proofread the copy. Make sure that everything makes sense to the reader.

For every piece of collateral, rewriting the existing copy will be different based on what each collateral's features are. With a webpage, people tend to skim content. Deleting unnecessary words is essential to creating a scannable marketing copy (Lurie, 2014). With a product description, you need to make the copy scannable. This is done by increasing clarification of the organization's product (Lurie, 2014). Social media differs since users tend to enjoy images and a visual perspective. Using words and images combine can create a clear message of your organization and product library. Avoid being controversial, since it may offend viewers. This can create a negative impact on the organization and the marketing copy.

Conclusion

Marketing copy is a skill you get, which requires lots of practice. Copywriting is its own language. It showcases a brand through messaging, thought out structure, headlines, flow, and images. Copywriting does not have a "right" way. Each copywriter is different in the way they persuade in their writing. If the copy sells the consumer of the brand and its products, it is a successful marketing copy. It is also subjective, what works for one organization does not work for the other. This is based on each target audience's perspectives.

Through further exploration, McDonalds through its website has many examples of marketing copy. In this case "Not Without Canadian Farmers" is the call to action, which is the key message in this content. This content is straightforward using an active voice to clarify to the reader what this McDonalds' campaign is about. The McDonalds website's content contains other examples of marketing copy. The marketing copy have clear and defined messages and call to actions. This active voice fits McDonald's' because viewers who eat McDonald's are curious about the details of their products.

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References

Lurie, I. (2014, May 30). Learning to Write Marketing Copy. Retrieved from Linkedin Learning: https://www.linkedin.com/learning/learning-to-write-marketing-copy/welcome?u=2109516

Wikipedia. (n.d.). Copywriting. Retrieved from Wikipedia: https://en.wikipedia.org/wiki/Copywriting