7 STEPS FOR WRITING AN EFFECTIVE MARKETING PIECE

7 STEPS FOR WRITING AN EFFECTIVE MARKETING PIECE

Business leaders across the internet would admit that copywriting is the most central and vital skill. People who have made millions on the internet could tell you that copywriting is more important than their product, lead generation process, email campaigns, and SEO success. Copywriting is even more critical than their investors and joint venture partners.

Good copywriting is the foundation, which started it all in the first place. The big flashy events take center stage once the ball is rolling, but that wouldn't exist without great copywriting starting the process. Good copy is your silent salesman that doesn't need a retirement plan.

Here are seven stages for writing an effective marketing piece.

1.??Avatar: Define the person who will be reading your copy. That is your Audience Avatar. Keep this Avatar handy as all your future copy will be targeting him.

2.??Problem and its Pain: Describe your Avatar's problem that your product will solve, and most importantly, what pain your avatar will be suffering until it is solved.

3.??Illustrate and Focus on the Problem: Emphasize the consequences (which are the opposite of your product's benefits) of what will occur if that problem remains unsolved.

4.??Tell How Your Product Solved the Problem: Tell the story of how your Avatar solved his problem by applying your solution. Use a real-life example (if available) or a storybook-like character.

5.??Results Testimony: Have a satisfied customer explain how your product delivered him from the pain of having that problem. If available, use an existing account or testimonial to illustrate the benefits of your product.

6.??What You Are Selling: Tell them precisely what your product is and how it's put into action. Don't dwell on the deliverables or the cool tech (which as technicians, we all tend to do) but on the benefits of using this product.

7.??Call to Action: Tell your customer what to do next. Kick them in the backside to get them out of "research mode" and into "buying mode." CTA - Call-to-Action. Call them to action.

?About the author:

Kevin Corrigan is a 30-year veteran copywriter with a history as a business turnaround specialist.?Currently, he is a Marketing Director at a solar lead generation agency as well as a freelance copywriter. He can be reached at https://CopywritingForBusiness.net.

The approach in this article is based on the teaching of Ray Edwards, a true giant and mentor in the advertising/copywriting world. While the approach is a few years old, it is time-tested and it still holds its value in this rapidly changing digital world.