Many businesses stare at a blank page, stumped by the challenge of crafting compelling copy to entice their audience. Enter the world of marketing copy. Words are the major pillars of any promotional material, and figuring out how to make them effective can be the thin line between mediocrity and success. This article looks at generating marketing copy that converts, highlighting tips for starting, common tools, potential pitfalls, and ways to gain small, continuous victories.
Understanding Marketing Copy
Before we dive into the deep end, we should take a moment to understand what marketing copy is precisely. It’s basically text that businesses use to convince or persuade their audience to take a specific action – purchase, sign up, download…anything really. Sounds simple, right? But it’s easier said than done. Because let’s be honest – there’s nothing worse than a poorly-written marketing copy that leaves people feeling bored, confused, or worse…annoyed.
There are a few golden rules to follow when creating copy that converts. Be clear, be concise and focus on benefits. People want to know what’s in it for them, so make this your focal point when writing. Place the most relevant information first, and don’t bury the lead. Your readers won’t wait around. Have I mentioned how important avoiding jargon is? People aren’t going to buy what they can’t understand.
The Power of Emotional Appeal
The best marketing copy taps into the emotions of the audience. Why does this matter? Because people don’t buy products or services; they buy the feelings those products or services give them. We’ve all done it – bought something because it made us feel good, or made us imagine a better version of ourselves. So, when writing your copy, seek to connect with your audience on a human level.
There are many ways to incorporate emotional appeal into your copy. Use narratives and stories, for example. People love a good story – it’s a surefire way to engage their emotions. Similarly, words that convey warmth, comfort, safety, or excitement can hit the right emotional chords with your audience.
Incorporating Keywords
So, anyone who’s ever written for the web knows that SEO is king. This means that your marketing copy isn’t just for your audience, but also for search engines. By incorporating keywords into your copy, you give it a better chance of being found by your target audience. But here’s where it gets tricky: keyword stuffing can do more harm than good. Remember that your copy is for humans first, and search engines second.
There are plenty of tools to help with keyword research. Google Keyword Planner, Ahrefs, and SEMrush, to name a few. These tools can help you identify relevant, high-traffic keywords to incorporate into your copy.
Importance of Testing
Marketing copy is not something to set and forget. To get the best out of it, you need to regularly test its effectiveness. Here’s a better way to say that – Don’t be afraid to play around with your copy! Changes as small as a call-to-action tweak, a headline modification, or even a punctuation amendment, can lead to surprising improvements.
For testing, you may use A/B testing tools. They allow you to compare two versions of your copy to see which one performs better. Heaps of online tools offer this service, and honestly, it’s an investment worth making.
Frequently Asked Questions
How long should marketing copy be?
There’s no one-size-fits-all answer here. The length of your copy should be determined by your audience, context, and goals. Your objective is to convey your message effectively, and that can be done in a few lines or a few pages.
Is there a formula for writing great marketing copy?
Although there are recommended structures and best practices, there’s no magic formula to create persuasive marketing copy. Each business and audience is unique, so what works for one might not work for another. It takes practice, testing, and refining.
How often should I update my marketing copy?
Regularly! Market trends, customer preferences, and business goals change. To stay relevant and effective, it’s important to revise and update your marketing copy accordingly.
Wrapping Up
To cap it all, remember that the work of generating marketing copy that converts is not a sprint, but a marathon. It’s an art that requires a deep understanding of your audience, a knack for creative writing and a constant practice. The tips discussed herein form a great starting point but, to be fair, there’s a lot more to learn (and un-learn) about marketing copy.
One thing I’ve learned the hard way is to never underestimate the power of proofreading. The last thing you want is a typo undermining the credibility of your copy (and your brand). So, yeah…that kind of backfired. So ensure not just the content but also its presentation is on point. And remember, the aim is to create copy that resonates with your audience and encourages them to take action.
