Whether you are writing your own marketing copy or hiring a professional copywriter, knowing what makes for effective marketing copy will improve your end results. Follow these steps to create effective copywriting.
Step 1 – Clearly define the goal
Your copy cannot be effective unless you know the goal that you are hoping to achieve. The way that you write will differ depending on if you are trying to increase your brand awareness, create leads, or sell more products or services. Effective copywriting will be the copy that best achieves that goal. If you try to accomplish multiple goals with one piece of copy, it will not accomplish either goal as well as copy that is geared toward accomplishing only a single goal.
Step 2 – Clearly define the medium
There are different methods for writing effective copy depending on the medium in which that copy will be consumed. How you write a brochure is different from how you write a web page which is different from how you write a direct mail package. Therefore, you need to know how your copy is going to be used. You can create marketing campaigns that are used in multiple mediums, or you can use pieces of a master campaign depending on which are most appropriate for that medium. Specifically for Internet marketing, you would write a squeeze page differently from an email, which would be different from a blog, which would be different from a Twitter tweet or a Pinterest pin.
Step 3 – Understand your product and competition
Before you start writing, you need to understand what features and benefits of your product or service, or elements of your brand, you are going to base your marketing campaign upon. Some of the things to consider are what benefits you have that your competitors do not, and what the major concerns or problems of your customers are and how you can help them solve those concerns or problems. Consider what keywords someone trying to solve that problem or concern might search for.
Step 4 – Understand your customer
The final thing to know before you start writing is the customer that you are aiming your marketing at. This will determine everything from what language you use, to the tone of your piece, to the analogies that illustrate your point. Some of the things to consider are age, marital status, sex, and other demographic information. However, you also should consider what activities your customers participate in, and what hobbies they pursue. By slanting the writing toward a specific customer, you will be able to use your words and images to first capture their attention, then to effectively accomplish your goal that you defined in step 1.
The Internet Marketing Academy