7 Copywriting Tips for Marketing Professionals

Reaching out to the customers who can be loyal to you for years is not an easy thing and, no matter how much money you allocate to your advertising spending, you really need to have the patience to build a genuine clientele. You need to come up with unique branding and advertising strategies for each product or service you offer and that’s where copywriting comes into play. Advertising copywriting is something that requires brainstorming, language fluency, and a creative mind that can come up with some magical words that can directly impact the minds and hearts of the readers.

As David Ogilvy rightly put it, “The consumer isn’t a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything.”

You need to make sure that your copy has a logical, conventional, and reasonable approach, with some exceptional and creative insight that influences people to think about the product or service you are talking about.

Morton Salt "3-D" Billboard, 1960's

Image via Flickr by Roadsidepictures You need to ask yourself what your audience expects from your copy. A reputed online marketing platform, Marketing Sherpa, has conducted this poll and the results are interesting.  

Irrespective of the nature of your business, you cannot survive without effective and content-driven advertising strategy. Before writing copy, you need to learn some copywriting basics to get some idea about what copywriting actually is and how it plays an important part in your advertising strategy.

Here, we have specified 7 copywriting tips that will help you to write copy that your possible clients can relate to and that can attract them to buy your products and services.

1. Make copy that is visually appealing

When you want to change the perspective of the audience you are dealing with, you need to ensure that your copy is visually appealing and attractive enough to get people’s attention. There are many fiasco’s out there that you may have seen due to dull and unattractive copies that audiences couldn’t connect with.

Use fonts, textures, and colors in a manner that seems rich and gets attention from people. To ensure that, once your copy is written, ask your office employees to look at it. Ask them whether they would sit and read similar copies in the future or not. Their honest reviews will help you to understand this better.

Always remember that you are writing copy for the audience who might be interested in what you offer. Their involvement is very important and you will not be able to get it until your copy has that appeal. To engage them, make sure that you make the right copy that looks eye-catching and tempting.

You can even write a creative script to add into a video to keep readers engaged and make them feel connected to the brand. Here, Tagove live chat has used well-written, engaging script, which has laid a good foundation for their successful video. Always remember that without the correct foundation, the rest of the video creation process is in vain.

2. Convey your product’s positive aspects and features

Your potential customers are interested in what you offer. Don’t make the mistake of not mentioning product information at any cost. It will make a huge impact on the buying decisions of the people. The product’s USP (Unique Selling Proportion) should be highlighted properly to make them realize what you are offering.

There will be something in your product or service that your rival does not offer and all you need to do is to highlight that in your advertising copy. Ensuring that your audience hears what you want to convey and in what manner, you have already won half the battle.

3. Communicate with your audience in a storytelling form

Don’t write copy in a liner manner. To engage your customers, you need to be a storyteller that can interest them. There is something called emotionality and it should be touched with your copy. If you’ve watched ads in audio or video formats, you must have felt that you were more connected to the copies that had that emotional appeal, rather than the ones with linear or informative descriptions. It is a challenge for any copywriter to come up with a story that can directly touch the hearts of the audience and, if it happens, you are a winner, for sure.

Copywriting can make you more creative, and by adding a story to the copywriting, you can trigger your prospects’ emotions to engage with your brand.  

When the audience is emotionally attached, it is easy for you to convince them to buy your products or services. Be creative and make sure that you have a story in the advertising you create.

4. Make the tone of the copy simple, yet effective

You must have heard that beauty lies in simplicity, so when you sit down to write copy for your product or service, make sure that you write simple, yet effective, copy that can be understood by your target audience without any hassles or difficulties. You need to change the way you think and always come up with something that can give a reader an easy explanation.

The best strategy is to come up with shorter sentences that can convey the story in an effective manner. Nowadays, users use smart phones and are always in a hurry. It will be better if you come up with straightforward and easy sentences that they can understand.

5. Keep in mind the medium while writing copy

You cannot write one copy for multiple advertising mediums. Sometimes it may click in multiple mediums, but not all the time. Hence, you need to make sure that you keep in mind the medium of advertising while writing the copy. For example, when you are making a print ad, you will not have the luxury of showing things live like you would in a video advertisement.

You need to make sure that you differentiate the strengths and limitations of all the advertising mediums, keep a list to track them, and post it at your table in the office. There are various advertising campaigns that have failed due to neglecting this one simple thing. Make sure that you don’t miss this.

6. Make sure that you have a call for action for the audience

So, you have demonstrated everything in your copy and your audience understands everything, too. Now what? Well, many copywriters make the mistake of forgetting the call for action and it can damage your copy and your business to a great extent. Miss this and all your hard work will be in vain. The audience will want this since they have already developed an interest in your product or service. If they don’t find a call-for-action in the copy, they will feel vulnerable and confused. Next time, they will not see or read your advertising with the same enthusiasm and passion.  

Some of the best examples of calls for action are illustrated and can help you to write a copy for various mediums. It will surely help you to understand how to write a call for action section in your copy.

7- Make your headline more catchy and direct

When it comes to headlines, you need to be a bit creative while writing them. It is a case of “the first impression is the last impression” and you need to make sure that you win the game from the start.

Just Google some powerful and strong copywriting examples and you will see that the headlines of these ads are perfect and turn the audience on in a second. It is a proven fact that if your headline is not catchy and appealing, a user will not read the whole copy and it is totally your loss.

You need to come up with a headline that is simple, yet effective and meaningful.

The Bottom Line:

Copywriting is a medium by which you are communicating with your potential buyers who can be converted into your loyal customers. In a nutshell, ensure that your message is simple, yet effective and can direct the audience in the manner that you desire. And always remember to check the grammar when the copy is ready.

About the author

Jennifer Ross

Jennifer Ross is a client strategist at CopyPress and a graduate of the University of South Florida majoring in Marketing and Management. She is addicted to fitness and enjoys visiting the North Carolina mountains.