LEARNING HOW TO WRITE MARKETING TEXT 3
LEARNING HOW TO WRITE MARKETING TEXT
Learning How To Write Marketing Text
Copywriting is developing phrases that can be deliberate to influence the target market. Copywriters create the phrases and textual content for promotional substances like web sites, touchdown pages, sales letters, billboards, brochures, and emails. Additionally, the reproduction should be visual creative which means that the replica needs to be consist of content and visually creative. Copywriting ought to encompass three things. First, the copy wishes to supply fees concerning go back on time invested. Second, it needs to target niche audiences. Ultimately, it may have an effect on the business enterprise’s logo based on furnished cost. There are 3 styles of marketing copywriting that encompass collateral, medium, and fashion. Collateral refers to all of the media you have to produce to engage in advertising along with write a brochure or similar things. Collateral may be together with a brochure, direct marketing piece, poster, script, one-liner (ex, enterprise playing cards, and social media posts) and product description. Next is a medium that may be a manner of passing the message via structures which include online, print, or radio. The last form of copywriting is style. There’s some positive style for distinctive strategies consisting of coaching, the immediately shot, the laugher, the scare tactic, and the difficult sell. Writing copy for writing an advertising replica the writer wishes to concentrate for some time. Also, a few matters can prevent a copywriter to live awareness together with interruptions, animals, technical problems loss of examples or idea, and burnout. So, it is higher to close the whole thing which could purpose interruptions and set a timer then start writing. After that, it is better to create a plan for writing. Its miles critical to think about your audiences, the collateral, and the style that paintings first-class inside the context. Three things need to be considered for the copywriting plan. First, any notes that display the way to get the target market’s interest. Second, offering a list of collateral, and remaining a list of favor that works for this target audience. Then it’s time to begin unfastened writing. The nice way to get the first sentences down on paper is to set a timer for five or ten minutes without pausing the time and start the writing. Also, it may be a desirable idea to attend to writing first and forget about any grammar and spelling mistakes at this step.
Writing a copy
A writing replica can be broken down into 4 strategic elements. The elements consist of writing, grabbing the eye of the reader, a handshake, and being visually creative. The overall aim is to carry a ‘call to motion’. The principles of the ‘call to motion’ become a point of focus in this video. Ultimately, the intention is to draw clients to you by using, delivering importance, appealing to the intended audience, and providing cost to your customer. As the presenter described the di3erent channels of copywriting, I found out that those are matters that I stumble upon every day. For example, in the course of a recent visit to Mexico, anywhere I went, human beings had been handing out brochures to try to draw me to their excursion. I now apprehend this approach is assessed as ‘copywriting with the aid of collateral’. This means that materials are created to offer statistics with the cause to promote or gift ideas to a meant target market. The opposite two kinds of classifications are medium and style, medium, being the “pipe” that the message goes via and fashion is the manner you supply the message.
Rewriting existing copy
Writing reproduction Lurie explains that earlier than he begins writing replica, he attempts to get rid of all distractions from the room that he’s in to make sure that he does no longer get interrupted. He additionally says that he likes to installation a timer anywhere from 45-90 minutes, where he just writes without a break. previous to writing, he shows which you spend approximately a 1/2 hour making plans ideas and format of your reproduction, also, to do some loose writing to get a few ideas on paper and engage your brain. After those steps, Lurie shows writing the draft. As soon as we get this draft complete, then the time is proper to move returned, edit, improve after which proofread. Ian Lurie prefers to choose his headlines after he writes his reproduction. He begins with the aid of first narrowing the headlines all the way down to among two or three of the great. He emphasizes that regardless of how appropriate your writing is, it isn’t the whole lot. When writing a replica, we ought to attend to the right structure, ensuring that the replica is attractive and intuitive for the client to read. An awesome way to make sure it’s far attractive to the purchaser is with the aid of using the right typography. The copywriter ought to have a look at the duration in their lines and the paragraph intensity, to make it less difficult for the customer to scan the replica. Lurie additionally provided caution of the pitfalls that can come when you are writing replica for social media.
“To have a better copywriting team you have to Organize them, Mentor when needed and advocate the team” (Lurie,2014). Managers need to solve problems and give solutions. “The content should fit the 70/20/10 rule” (Lurie,2014). This rule consists of 70% of standard content, 20% of content should take some chances, 10% should be innovative. The editorial calendar should be used every time for perfection. Brand voices are made effective with lexicon and personas. Managing a brand voice is important because a brand will impact your audiences’ emotional and economic response to you which is crucial.
Conclusively, copywriting is coming up with a message that will influence the reader in the market. When writing a copy, various strategies have to adhere so that the required content is captured. The worst and best tactics are easily explained. Only a strong and creative headline lures the customer to read. After putting down the written message, the copywriter has to go through the content and rewrite to satisfy the desires of the targeted group. Most importantly, its miles essential that you relate to the reader and do now not be offensive or on your messaging. With my future in construction gadget income in mind, most of these copywriting rules might be very beneficial techniques. The strategies found out from Ian Lurie will move an extended manner to make sure that customer interest is attracted to my system-centered reproduction.
Lurie, I. (2014). Learning to Write Marketing Copy. Retrieved from
How to Write Marketing Copy
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
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
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?
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).
To summarize: copywriters must perform these steps before writing:
1. Select Type
2. Choose Media
3. Choose Styles
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
, 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
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
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.
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.
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).
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.
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
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.
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