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How can you write better marketing copy?

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Marketing copy is the text that persuades your audience to take action, whether it's buying your product, signing up for your newsletter, or sharing your content. Writing better marketing copy can boost your conversions, credibility, and brand awareness. But how can you improve your skills and craft compelling messages that resonate with your target market? Here are some tips to help you write better marketing copy.

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1 Know your audience

The first step to writing better marketing copy is to understand who you are writing for. You need to research your ideal customer, their needs, pain points, goals, and preferences. You can use surveys, interviews, analytics, and customer feedback to gather insights. Then, create buyer personas that represent your different segments and tailor your copy to each one. Use their language, tone, and style, and address their specific problems and solutions.

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Simi Arora

Build Brand & Grow Revenue with High-ticket Sales | Linkedin Lead Generation through value-driven content & scalable systems. ??Reach out for Agency + Consulting Services
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In my experience, finding your VALUE proposition as your product/service and aligning it with your audience’s needs is fundamental to writing a great copy because when you are able to inspire people for transformation through your marketing, you can develop a long term business that’s customer centric.

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2 Write a clear and catchy headline

Your headline is the most important part of your marketing copy, as it determines whether your audience will read on or not. You need to write a headline that grabs attention, sparks curiosity, and conveys value. Use power words, numbers, questions, or emotional triggers to make your headline stand out. Also, make sure your headline is clear and relevant to your offer and audience. Avoid vague, generic, or misleading headlines that can confuse or disappoint your readers.

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3 Focus on benefits, not features

Your marketing copy should not just list the features of your product or service, but explain how they benefit your audience. Features are the characteristics or attributes of your offer, while benefits are the outcomes or results that your audience can achieve or experience. Benefits answer the question: What's in it for me? To write better marketing copy, you need to highlight the benefits that matter most to your audience and show them how your offer can solve their problems, fulfill their desires, or improve their situation.

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4 Use storytelling and emotion

One of the best ways to write better marketing copy is to use storytelling and emotion . Storytelling is the art of using narratives, anecdotes, or examples to illustrate your message and connect with your audience. Emotion is the feeling that you evoke in your audience through your words, tone, and imagery. Storytelling and emotion can make your marketing copy more engaging, memorable, and persuasive. You can use storytelling and emotion to show your audience how your offer can transform their lives, appeal to their values, or inspire them to take action.

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Deep Sharma

Content Designer at BT Group, UK
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When I'm writing a copy, I always have one common goal in mind: Writing for humans in the language of humans, and what better way to make anyone understand something than by telling a story? Aaron Sorkin, an accomplished screenwriter, is a great advocate for writing the way people talk. When I'm writing something, I think about its flow, its narration, and how the structure of the writing sits on the core thesis. I go back to check if there's more cognitive load than I want my audience to handle.? I think all of it has to be done with a strong will to be empathic with your audience, understand their pains, and tell a story that can give a vision on how to solve a problem.

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Angelina Spiropoulos

Real Estate Agent | The Masters Division at Nest Seekers International
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From wedding toasts, to job interviews, to sales pitches and beyond, we encounter storytelling everywhere. One thing is for certain, storytelling is an essential art and capability that can not only help you create an experience for others, but to do that while connecting with them. We strive for connection and community in a sector that can easily feel so sterile and cold. When that sense of connection and community is cultivated, an experience is created. As a result, the context of the story is digested in a way that is unforgettable, because you didn't just hear it, you felt it and were part of it. You don't forget the story, it's message, or who told it - because you will always remember the way it made you feel.

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Neal Sivadas

LinkedIn Top Voice | Product Strategy at TikTok | Gen Z Expert
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People throw out the word "authentic marketing." To me, authenticity to appealing to humanity. It's the relatable or mundane part of life. The self-awareness. For example, if you're writing copy about the new ipadPro, you can talk all you want about "next gen." But if you want something more human, how about talking about what Apple will do if you spill coffee on your laptop." That's the human aspect you need to appeal to.

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??Brian Larry

Founder
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Ah, the magical duo of storytelling and emotion, the dynamic duo of marketing success! With storytelling, you're not just weaving words, you're painting a vivid picture that captures the hearts and minds of your audience. And when you sprinkle in emotion, well, it's like adding a dash of enchantment to your copy. Suddenly, your words dance, your sentences sing, and your message resonates deep within the souls of your readers. So, embrace the power of storytelling and emotion, and watch as your marketing copy becomes a captivating tale that your audience can't resist.

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5 Write with clarity and simplicity

Another tip to write better marketing copy is to write with clarity and simplicity. Clarity means that your marketing copy is easy to understand, follow, and act on. Simplicity means that your marketing copy is concise, direct, and free of jargon, fluff, or unnecessary words. To write with clarity and simplicity, you need to use short sentences and paragraphs, active voice, simple words, and clear transitions. You also need to proofread and edit your marketing copy to eliminate errors, typos, or inconsistencies.

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6 Test and optimize your marketing copy

The final tip to write better marketing copy is to test and optimize your marketing copy. Testing means that you measure the performance of your marketing copy against your goals, such as clicks, conversions, or shares. Optimizing means that you make changes to your marketing copy based on the results of your testing, such as changing the headline, the call to action, or the layout. Testing and optimizing your marketing copy can help you improve your results, learn from your audience, and refine your skills.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you write better marketing copy?

1

2

3

4

5

6

7

1 Know your audience

2 Write a clear and catchy headline

3 Focus on benefits, not features

4 Use storytelling and emotion

5 Write with clarity and simplicity

6 Test and optimize your marketing copy

7 Here’s what else to consider

Marketing

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How can you write better marketing copy?

1

2

3

4

5

6

7

1 Know your audience

2 Write a clear and catchy headline

3 Focus on benefits, not features

4 Use storytelling and emotion

5 Write with clarity and simplicity

6 Test and optimize your marketing copy

7 Here’s what else to consider

Marketing

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