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COPY WRITING TECHNIQUES-1

0121 Ways to Write More Compelling Marketing Copy

If you’ve ever googled something and immediately scrolled through anything with an “ad” tag without stopping, it probably means the copywriters need to up their game. Alternatively—and I do this constantly—if you’re walking down the street and and see some posters and do a double-take? Bravo, copywriter.
Tubi advertisement
The most recent stop-and-stare that made me do a double-take. Snaps for tubi.
Copywriting is hard—take it from someone who is desperately trying to get better at it! It can make or break an advertising campaign. That’s why I compiled these 21 tips to help you write more compelling and successful marketing copy.
Let’s get started!
1. Define your target audience
First things first, decide who you’re selling to. Get specific. If the prospects for your offering run the gamut, choose a subsection to target an audience more specifically. College students will react differently to marketing copy than family-focused suburban residents, for instance.
2. Choose an objective
What do you want this marketing copy to compel someone to do? Do you want them to go to a website to make a purchase? Do you want them to sign up for more information? Or go into a physical location? Decide what you want out of your advertisement or marketing copy before you even start writing.
marketing copy example from Mailchimp
This Mailchimp copy encourages the visitor to choose their plan and sign up now.
3. Create urgency
When you’re writing compelling copy, an easy tactic is to increase urgency. Anything from “don’t miss out!” to “order now to have flowers delivered by Mother’s Day.” You’ll hear a lot of these on the radio, and let’s not forget that those commercials and other video scripts need compelling marketing copy, too.
4. Back it up with data
When it comes to copy, stats are incredibly compelling. People love to know if 57% of their peers hate this kind of avocados—they must know, WHAT KIND?! It’s very clickbaity, but sometimes you gotta do what gets the clicks.
marketing copy from Billie homepage
This is actually from Billie’s homepage, which touts razors made specifically for the way women shave. It’s a fact: We’ve got more surface area, and all razors are not created equally.
5. Leverage customer reviews
This has been suggested before as a great technique for persuasive ad copy—which sounds a lot like compelling copy, right?! This is one of my favorite moves when it comes to copywriting tips, because it takes so little effort. You can use existing reviews from your customer base to compel more people to convert.
marketing copy example from SEMrush
6. Keep it simple
Make it scannable; this is important. We are constantly getting hit with tons of information at all times—and as someone who loves to read (I watch TV with the subtitles on), even I miss 50% of the words around me. A big paragraph isn’t welcoming to the eye. Break out your copy into bite-sized pieces to make it more digestible for your audience.
7. Use active voice
Using active is something I’m trying to be more conscious of. Let’s try that again.
I try to use active voice.
Way more concise and powerful, right? It’s punchy and less is way more.
8. Pick your adjectives wisely
“‘Tis the season! Get all your back-to-school supplies here.”
“Inhale the smell of freshly sharpened pencils and brand-new composition books. We have all the goodness of back-to-school here.”
You tell me, which one makes you want to head to your closest office supply store?
9. Focus on your customers
While you can brag about your business, a different tactic is to focus on your customer when you’re writing compelling copy. Talk about what problems you’ll solve for them, how you’ll take away stressors, or make life easier.
customer-focused marketing copy from Postmates
This Postmates OOH campaign (OOH meaning out of home) focused on all the reasons why people love to order food online, instead of talking to a human. They get it.
10. Grab attention
There are a lot of different ways to grab attention through design, but you can also stop people in their tracks with some eye-catching marketing copywriting (see tubi reference). Lean into the shock-and-awe factor with this tactic.
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marketing copy Corvette example
Sorry, Volvo, but this copy does it for me—shock and awe and admiration.
11. Build interest
Copy should always be interesting, plain and simple. Don’t put useless words on the paper, people! And there are many different ways to make it interesting. That said, write a lot of copy and cross out all the words you find uninteresting or detracting from your story. Create intrigue.
marketing copy Zappos example
Timothy Goodman had a collection with Zappos, specifically hightops. Instead of splashing images of shoes all over their ads, the copy told a better story. It makes my inner angsty teen want to go straight to the store to check them out.
12. Don’t pander
People know when they’re being sold. No one likes the sickly sweet sales person who compliments every pair of shoes you try even though you KNOW they make you look like you have clown feet.
13. Empathize with agitation
Online marketing is hard.
WordStream makes it easy.
WordStream logo with tagline
Simple, to the point, we’re here to help you with online advertising because we know it’s complicated and confusing—especially for non-marketers. If you can distill the way you’re solving problems and making life easier for your customers, that’s a copywriting win.
14. Provide a solution
It’s one thing to be empathetic, but don’t stop short of showing how your business can solve a problem. You don’t need to be too wordy to get there because hard problems sometimes require simple solutions. You have your customers’ backs.
marketing copy example from The Hustle
The Hustle’s email exists to make your life easier, like most daily morning newsletters. I love the use of the dictionary definition here.
15. Use analogies
I often use analogies to explain complicated ideas simply—it’s my go-to tactic. If your offering is something that the average person wouldn’t know much about, relate it to something they would know about. Alternatively, you can use analogies to increase empathy. There’s a reason people still say, “easy as pie.”
marketing copy example from Heinz
PSA: There is nothing easy about baking a pie.
16. Be funny
People are far more likely to remember what a joke you made than a brand slogan. And who doesn’t love to make their audience laugh? Jokes are so important!
marketing copy example w/joke
This ad is a personal favorite, especially because I drove around in a minivan throughout college; it did carry the most people to and from the bars (you’re welcome, Villanova students).
17. Choose a CTA
Earlier, I said that you need to set a goal before writing your marketing copy. Sometimes, it’s helpful to go one step further and choose a CTA to set the tone for your copy, too.
Take this example from Spotify.
CTA example
This is copy on Spotify’s website. It’s direct and urgent: Your fans are waiting for you. We’ll help you. Let’s do this. This whole section has one cohesive message, driven by the CTA.
18. Be wary of profanity
This is simple: Refrain from using obscene language in your copy unless you’re certain it will resonate with your audience. Partly because you’ll have difficulty getting through any digital filters, print makes it something you can’t take back, and it’s likely that you’ll offend more people than you end up enticing for your product.
KFC
This PSA went out from KFC after they catastrophically ran out of chicken in their fried chicken establishments. A kind sentiment that worked out—this time. But I’d pass on the “FCK.”
19. Be clear
One of my own pet peeves is when I see a well-designed ad with compelling marketing copy … but I just cannot figure out what they’re actually trying to sell me. Worse, they’ll use words like “Get X for as low as $5.99!” (you’ll pay more), “Receive up to 10 free sessions!” (you’ll get less), or just not caption anything at all.
marketing copy example with Wayfair
I had to include the Twitter commentary in this example. It’s too good.
20. Don’t be bland
It is so important to let the personality of your brand shine through in copywriting. An easy way to do that is to think about the most common thing leadership (or management or any employees) say the most to describe your business. A word of warning to the CEOs out there: Let your copywriters have a longer leash to show off the business’s flair. No one wants to be bored by your brand.
21. Trust your gut
You know and love your brand. When it comes to marketing, you already have words and phrases living in your brain that are good representations of that brand. Trust that. You’ll know when you write something that doesn’t sound—well, good. You’ll also know something is on point when you write it—something will just click.
Remember, test all of your marketing copy
Remember to test, test, test. Copy testing becomes harder with print advertising, but anything digital (Google Ads, Facebook, Twitter, you name it) should be A/B tested. You’ll see what resonates the most with your audience and be able to move forward with that marketing copy.
02

5 Amazing Copywriting Techniques to Develop Your Business in 2020

Photo credit: Pexels.com
Are you familiar with the phrase: Content is king? If yes. You need to understand that your copy remains one of the most effective levers for acquiring qualified traffic: it can generate more than 3 times leads than others while costing 62% less.
Writing your copy has to meet specific rules and standards, which help differentiate your pages and capture the attention of readers. So, what content to write? And how do you get them to be indexed by search engine robots and then read by your prospects? The following are 5 Amazing copywriting techniques to develop your business in 2020 to make your copy effective!
1. Build Your Copywriting Based On Clear Objectives
Three-quarters of marketers recognize the effectiveness of amazing copy. But it must still be well suited to the challenges of their business.
For your copy to be efficient, it must first meet your objectives. Before you start writing (or mandate a copywriting agency to do it for you), ask yourself the question: what are you looking to do with this copy? What are the goals of your copy to your business?
However, an amazing copy will make it possible to achieve all of these objectives, or at least a large part (creating traffic leads to generating leads, all thanks to greater visibility, for the purpose of nurturing, then sales, and many more.). But you can set more specific goals based on the needs of your business and your area of ​​activity, for example:



  • Attract readers who will spend maximum time on your pages,
  • Increase your conversion rate,
  • Create a foundation of trust to develop your online integrity,
  • Have a copy to rely on social networks to keep your accounts alive,
  • Support your prospects throughout the Inbound marketing conversion tunnel;
  • Build customer loyalty.

  • If you work with copywriting agency or freelance copywriters, make sure they are all briefed on the goals you are trying to achieve. The implementation of an editorial agreement will help you to streamline production at all levels.
    2. Identify Your Readers
    This is, without a doubt, the crucial technique, the one that gives meaning to your copy: you don’t write for yourself, but your readers. Identifying your targets allows you to choose the right subjects and the right keywords, find the right tone and the right style, then deploy the relevant arguments.
    Because we do not write in the same way for members of generation such as 15–35 years or seniors, for sellers or buyers, for men or women. For this purpose, you need to base your copy on personality, typical profiles of your customers, designed according to:



  • From the age group,
  • Sex,
  • From the socio-professional category,
  • The level of studies,
  • Political affiliations,
  • The level of knowledge of the subject,
  • The type of information sought on the internet and many more.

  • With these personalities in view, your copy will be more easily adapted to your prospects and customers. You will be able to amazing copy that really interests them. Because, in a marketing approach, one never starts from the advantages of its products and services, but rather from the needs of consumers.
    3. Optimizing Your Copy for Search Engines
    The search engines are the main focus of your copywriting techniques, alongside social networks. The Search channel, in fact, supplies around 62% of organic traffic generated by copywriting.
    In other words, it is essential to adopt an SEO approach in the context of your copywriting; the combination of the two is the key to good positioning. This approach involves a selection of keywords in line with your field of activity and with the needs of your targets — popular keywords, not too competitive, corresponding to relevant queries that form the basis of your copy. For example, you can make use of tools such as the Keyword Planner from Google AdWords, Google Trends, or even professional solutions like SEMrush or Keyword Tool.
    The idea is to write copy structured for both readers and search engine robots — without which your pages will not be indexed. And therefore, to place these keywords in the Html tags of your copy.
    However, the keywords alone are no longer enough to ensure the effectiveness of your natural referencing. Other levers must be taken into account. First, you need to work on the environment around keywords, that is to say, subscribe to a semantic approach (secondary keywords, synonyms, associated searches, etc.).
    Then, it is essential to take into account the evolution of uses and to adapt to it: impact of voice search on the queries to work on, choice of long-tail and specific keywords with a view to local referencing, etc. Finally, the length of your copy is important, too, because Google likes quality with lengthy, thorough text.
    4. Creating High-Value Copy
    According to LinkedIn, your readers attach great importance to the usefulness of your copy. Not only do they like to do their research before coming into contact with a service provider at 57% in B2B, but they are also 81% to trust the information read on a blog. 61% of them have already purchased a product or service after reading an article, and 80% rely on the authenticity of the content to make a decision.
    From another perspective, the production that results from your copy must resolutely be oriented towards readers. It is pointless to want to stuff keywords and to prefer technical SEO at the expense of the quality of your copy. In this sense, good copy is that which provides useful information to readers, in compliance with the 80/20 rule: maximum 20% of promotional texts for 80% of the informative and objective copy.
    5. Remember, Your Copy Is Online
    In other words, it should not be forgotten that your copy is intended for readers who read on a computer or mobile. And who is usually in a hurry to put their finger on the main information, so that they can quickly move on.
    Consequence, copywriting online differs from print content in that it requires a clear editorial style, precise ideas, an efficient structure, and an assertive educational approach. In connection with these global requirements, Internet content must be:



  • Topped with a short and catchy headline;
  • Writing using an adapted vocabulary: simple for general copy, more expert for specific copy;
  • Structured in an inverted pyramid: the most important information at the beginning, the most precise then.

  • You don’t have to wait any longer. Apply these 5 Amazing copywriting techniques to develop your business in 2020, and you’ll surely be grateful you did.
    03

    Direct Mail Copywriting Tips

    Direct mail lets you communicate one-on-one with potential clients.
    Direct mail lets you communicate one-on-one with potential clients.
    Michael Blann/Photodisc/Getty Images
    A business can measure the public's response to a direct mail marketing campaign almost immediately. If you send out 2,000 direct mail pieces about your product or service and receive 200 responses, your campaign has a 10 percent response rate. This compares with other marketing methods in which the results are measured in sales over a period of weeks. Regardless of the approach you use -- online, email, phone, fax or snail mail -- tried-and-true direct mail copywriting tips and techniques can attract potential customers and get them to respond.
    Personalize It
    Successful direct mail copywriters prefer an informal, conversational writing style, according to Don Bly, author of "The Copywriter's Handbook." Use copy that engages the reader personally. This can be accomplished by speaking to the reader as though he were in the same room as you, and with software programs that personalize each letter on your mailing list.
    Make an Impact
    The first sentence of your direct mail piece should be the most important one you write. It should hook the reader and set the tone for the rest of the piece. This sentence -- which can also be your headline -- determines if your audience will continue reading about your product.
    Keep Things Exciting
    Draw up a list of action words and phrases that excite and incite your reader -- such as "You're a winner!" -- and include these in your direct mail piece. Words such as "announcing," "exclusive," "challenge" and "compare" also draw readers in and let them know you believe in your product. Offering something for free is another good way to pique the reader's interest.
    Ask Provocative Questions
    Startling statistics that support the need for your product -- or even quoting something outrageous -- can make your target audience want to read the entire letter, according to Bly. Include provocative questions to arouse the reader's curiosity. These are usually effective when they speak directly to the reader.
    Offer a Solution
    Your product should address your reader's needs, and your copy should enforce the solution you offer. A straightforward presentation of your product's benefits can motivate the audience. Repeat phrases throughout the direct mail piece to reinforce the solution.
    About the Author
    Elle Smith has been an advertising professional for more than 25 years. Her work for ABC, CBS and Sony Pictures Television has appeared on radio, on air, in print and outdoors. In addition, Smith has more than 20 years experience in marketing, graphic arts, commercial photography and print production, and is a licensed real estate agent with property management certification in California.
    Photo Credits


  • Michael Blann/Photodisc/Getty Images
  • bibliography-iconicon for annotation tool Cite this Article Choose Citation Style MLA APA Chicago (B)
    Smith, Elle. "Direct Mail Copywriting Tips." Small Business - Chron.com, http://smallbusiness.chron.com/direct-mail-copywriting-tips-41503.html. Accessed 28 January 2020.
    Smith, Elle. (n.d.). Direct Mail Copywriting Tips. Small Business - Chron.com. Retrieved from http://smallbusiness.chron.com/direct-mail-copywriting-tips-41503.html
    Smith, Elle. "Direct Mail Copywriting Tips" accessed January 28, 2020. http://smallbusiness.chron.com/direct-mail-copywriting-tips-41503.html
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