Marketing Copywrite
“Marketing is everywhere in our society” (Lurie,2014). It is done by using appealing campaigns to entice consumers into purchasing products from various companies. With the help of proper marketing techniques, businesses can increase their profits overall. Marketing Copywriting is a technique used to advertise and market a company’s product (Lurie, 2014).
Marketing Copywrite Overview
Do you know why the technique marketing copywriting is used in the marketing word? It is used to increase the purchases for people interested in the product (Lurie, 2014). It does not aim to convince those uninterested (Lurie, 2014). This is a very interesting concept, and when implemented properly will enable the company to sell more products (Lurie, 2014). Hopefully, after reading my blog, you will agree with Lurie and me that this type of communication to your customer is the best for your organization.
Marketing copywriting must be planned out, including a “call to action” (Lurie, 2014) from your customer, and include an “attention grabber” (Lurie, 2014). Without these pivotal actions in your marketing copywrite, the customer will lose interest, therefore not buying your product. This “creative visual” (Lurie, 2014), will appeal to your customers increasing their willingness to buy the product. However, there will need to be a balance between the creativity and call to action; without this balance you may lose the sale.
Marketing Copywrite can be presented in multiple different ways, some of my favorites are a brochure, direct marketing, posters, and the medium. A brochure, which can be left behind for others to view (Lurie, 2014); while direct marketing, must have value from the beginning until the end of communication (Lurie, 2014). Posters can also be useful as it is brief yet can be effective and provide plenty of information (Lurie, 2014). While the medium, requires a brief description and is concentrated on the message and “not the environment the audience receives it” (Lurie, 2014). In my experience, I have found posters to be very useful. As they tend to catch the eye of multiple customers, enticing them to ask for additional information that may or may not be on the poster. This usually leads them to purchase the product that is presented on the poster.
Styles are important while using Marketing Copywrite, as you want to be able to appeal and sell to your consumer. Therefore, the advertisements must be made in the correct style, tone, and collateral. Otherwise, the customer may be influenced not to purchase from your company (Lurie, 2014). In my experience this is very important and contributes to making sales. The style and tone must appeal to the audience you are selling to; therefore, you must know your audience. For example, the Marketing Copyright will most likely be different when selling a hair product versus selling a exercise equipment. As they are different types of needs, therefore the tone, style, and collateral must be altered to fit their categories.
Writing the Copy
It is important to prepare your tools prior to writing out the Marketing Copywrite, as well as create a plan before writing (Lurie, 2014). This step will help you move on throughout the process of your writing but will change throughout the duration, which is natural (Lurie, 2014). Plans can differ from every person; however, it is pivotal that you include this stage.
Ensure you always have your first few thoughts on paper, this tool will help you create your writing. To start your writing off successfully, Lurie and I both recommend conducting a “free writing period” (Lurie, 2014). This is when you place all your thoughts on to paper, even if the ideas do not fully relate to the product. Lurie and I both agree this will give a sense of direction and help your Copywrite flourish into a successful advertisement (Lurie, 2014). After you have completed this period, you can officially start your first draft.
While writing your drafts, ensure that there are no distractions around you as you may lose your thoughts (Lurie, 2014). I always ensure my phone is on silent and my door is closed to limit the chances of a distraction. As you begin, your first draft can be produced in your own order preference. This can be a vast number of options including writing the middle first, the end, and then the beginning. I usually follow this structure as I find it works best for me and my writing. Yet, it is up to the writer how they want to begin, instead of following another’s writing procedures (Lurie, 2014). Ensure you find the process that works for you, as this is individual rather than a group effort (Lurie, 2014).
These general rules can help your Marketing Copywrite and help sell the products in the ads (Lurie, 2014). The first few are always “address the reader, the customer is not an algorithm, sarcasm will not work, include a tell me why, and be direct” (Lurie, 2014). Through including these rules into your Copywrite, you will transform the buyers needs into want; influencing them to purchase from your company rather than a competitor (Lurie, 2014).
After the draft is complete, it is time to edit the document. Lurie and I agree that you should have another proofread your work, as they will catch mistakes that you may not (Lurie, 2014). As well prior to proofreading your draft, you should ensure that you are using the least amount of words as possible (Lurie, 2014). I always get at least two other people to proofread my work, as they catch more mistakes than myself. As well, I read over my own work a few times at different points in the day.
However, all this work will be for nothing if the Copywrite does not entice the customer enough to buy (Lurie, 2014). Therefore, you must be able sell the page to the customer (Lurie, 2014). This can be done through numerous techniques; including a fun summary, enticing the customer to ask questions, or providing them a clear and concise platform of information (Lurie, 2014). These are important techniques and enhance you Marketing Copyright. In my experience, it can make the difference between the customer buying your product or the competitors.
Print and online have a very different structure. Each one has its own “requirements and advantages” (Lurie, 2014). For example, context, imagery, and permeance are very important factors while printing Marketing Copywrite campaigns (Lurie, 2014). While online advantages include being “editable, testable, there are multiple channels” (Lurie, 2014). However, you must include some visual criteria to ensure that the reader will continue on (Lurie, 2014).
Rewriting
When looking over others work never rewrite it, instead give suggestions and edit their work, this strategy also saves your self-time (Lurie, 2014). Your main job is to “improve without restructuring” (Lurie, 2014). Ensure you understand their tone throughout the persons copy, as this will help your editing skills (Lurie, 2014). I never rush when looking at a colleague’s work, as I want to provide useful feedback that will enhance their writing.
Different skills and challenges are posed when editing a webpage, a product description, or for social media. A webpage must be edited to include “readability, brevity… while implementing a fun text” (Lurie, 2014) to maintain the reader’s attention. This is important; otherwise the reader may lose interest switching to a different web page.
While the product description “may make or break a company’s performance” (Lurie, 2014). The information provided should persuade by using less text, but not leaving them confused (Lurie, 2014). This can be complicated to achieve; therefore, you should take additional time to ensure it’s clear and concise. While social media copywriting can offend people and can spread fast (Lurie, 2014). Therefore, copywriters must be aware of what they are putting on social media and how it can be perceived. However, through social media copywriting you have the possibility to make edits live (Lurie, 2014). This is a nice feature as information on social media is viewed by a larger span of people increasing the chances of offending someone. In my experience, you should have multiple people check your work prior to posting it on social media.
Conclusion
Marketing Copywriting is all about influencing your customers to buy products. Ensuring their needs becomes a want and enticing them to buy from your company rather than a competitor (Lurie, 2014). However, to have proper Marketing Copywrite, ensure you have a plan prior and a call to action included (Lurie, 2014), as this will increase your sales. An example of this would be Moosejaw’s advertisement when they were selling the Hedgehog by The North Face company. In this email, it included an attention grabber which was a picture of the product. Followed by “15% less adorable than an actual hedgehog but 60% more durable and now 25% off” (Kolowich, 2019, para.23). The add includes a button that directs you to the website labelled as “GET IT” (Kolowich, 2019, para.23), which is the call to action. The add incorporates humor, yet still providing clear and concise information to the customer. All of these techniques help entice the customer to buy the product.
Remember to create a plan and have limited interruptions while writing your first draft, therefore retaining your thoughts (Lurie, 2104). Always edit and have someone proofread your work as you may miss mistakes (Lurie, 2014). Otherwise, they may ask you to proofread their work as well. Be aware that you are editing their work and not rewriting (Lurie, 2014). A marketing copywriter has its advantages, and it can benefit your business.
Until the next post!
Brittany Maw
References:
Lurie, I. (2014, May). Learning to Write Marketing Copy [Video File]. Retrieved from https://www.lynda.com/Business-Online-Marketing-tutorials/Writing-Marketing-Copy/149250-2.html
Kolowich, L. (2019). 14 Copywriting Examples From Business With Incredible Copywriters. Retrieved from https://blog.hubspot.com/marketing/copywriting-examples
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