Marketers need to be awesome writers (or know one) in order to get their message communicated. Whether you are doing traditional marketing like print brochures or direct mail, or online marketing like social media or email marketing, compelling writing is essential.
The good news? Great copywriting has some no-nonsense rules that simply need to be followed:
Write with purpose
To connect with your readers, know who they are and what they want from you.
- Who is your audience – Not just their demographics, but what motivates them? What are their problems?
- What is the purpose of writing? To educate, persuade, sell, entertain, remind, promote? Have a clear purpose and call to action.
- Why do your customers care about the benefits? Know how your solutions solves their problems and makes their lives better. Figure out their pain points and speak to them.
- Be emotional, but rational too. Connect with your readers through insight or describe how your product will make them feel.
Say it with Less
Keep your writing clear, concise, and scannable.
Write at a 5th or 6th grade level, not because your readers are unintelligent, but because it saves them time. Get to the point as quickly as possible.
Use fewer words, especially for the web. The experts say:
- 50% of the words in printed copy, should be online
- 10% of your readers stop reading for every word over 20 in a sentence
- Headlines should be 8 words or less
(There are always exceptions, but you get the idea)
Look at it again tomorrow
Give yourself time to absorb it before everyone else. Then add your final touches.
- Do ideas come to you when you are not at your computer? As you are having a conversation or out for a walk, you may get the perfect idea on how to tweak your writing. Give yourself time to work ideas in.
- Ask someone else to review your content or read it aloud to you. Different eyes and ears will pick up new things. Be open to how it flows or how ideas are perceived by others.
“Now that you are done, you have just begun.” – Any High School English Teacher
P.S. In direct mail, 80% of people read a PS, and 60% of people read a PS before anything else. Did you read this PS?
