Create Marketing Copy That Sells

The Association of Strategic Marketing
June 6, 2012 — 1,654 views  
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Effective marketing copy can make a significant difference in your business operations. An organization that masters copywriting can deliver an accurate, succinct message that may help increase its client base.

Follow these steps to develop productive marketing copywriting for your company.

Consider your audience

Marketing materials can be created for specific purposes, and knowing your audience is a great place to start when developing marketing copy. Doing so allows you to cater to clients' needs, which will provide tremendous value to your organization.

Be sure to use language that your audience will respond to appropriately. Taking the time necessary to consider what phrases and words your target audience will understand increases the effectiveness of your marketing.

For example, a law firm with attorneys who specialize in a certain field might want to use marketing that targets a niche group of potential clients. These people, however, may know little about the legal system and its specific terminology, and lawyers who use basic, simple legal terms might find that those messages draw the most support.

Use a direct voice

Marketing copywriting encompasses many steps, as you will try to persuade audience members to use your goods or services. Often, a direct, honest approach will help you attract consumers, and may allow you to develop long-term partnerships with them.

Avoiding fluff - unnecessary content that provides no value to your marketing materials - may deliver several benefits to your efforts. Include only the information you feel a client needs to know to reduce the risk of including fluff. Limiting a message can be difficult, and several rounds of revisions could be necessary to develop a voice best suited to your clientele.

However, doing so allows you to best reflect your organization's goods or services. With a direct message, your company can speak for itself, and consumers can make informed decisions based on the facts you present.

Encourage clients to get involved

Finishing marketing copywriting with a statement that encourages them to take action is a great way to attract an audience. Whether it's asking people to check out a website, make a phone call or visit a local retailer, you can get your audience to become involved with your company in this fashion.

Use these steps wisely, as they provide you with an opportunity to create high-quality marketing materials for your organization. 

The Association of Strategic Marketing