The Art of Writing Compelling Marketing Copy
Writing compelling marketing copy that can successfully encourage your target audience to buy a product is no easy feat. Given the number of competitors out there, you need every copywriting trick at your disposal to make an impact. So, how can you create marketing copy that captures the attention of your audience and persuades them to make a purchase? Read on as we discuss some of the best copywriting techniques you can employ to create copy that sells.
Choose a You-Centric Structure
Brands often tend to talk about themselves in their marketing copy. This me-centric approach can be a mistake. The CEO of MECLABS Institute, Flint McGlaughin, demonstrates this distinction with a great example where he compares two headlines:
- Simplifying Medicare for You
- We’re here to help
The first headline performed 638% better than the second one! Another headline, “Get the Ferguson Updates You Want, When You Want Them” performed 120 times better compared to “Exclusive Product And Event Information Delivered Right To Your Inbox!”
In both cases, the headline that had a you-centric structure fared far better. The key takeaway: Focus on the customer. Let them be in control.
Focus on One Thing
When you are trying to write compelling marketing copy, you need to focus on one aspect and then communicate that. For instance, if you want to highlight the benefits of your product , then keep this as the central focus of your marketing copy. If you intend to educate how your product or service works, then you can take a different approach.
Remember, most users have a limited attention span. If you give them too much to read, they will skip ahead to the next thing they see on their screens. So, keep your copy uncluttered and focus on one big idea instead of several.
Opt for Short Sentences
Readability is essential for great marketing copy. You don’t want to ramble and lose track of the main idea. Writing short, snappy sentences that impress is the key to this. Your audience is looking to exert a minimal amount of effort to get the information they are looking for. You can also break your sentences into two parts. Let’s take a look at how Apple does it:
Example 1: “So much more than before. And so much less, too.”
Example 2: “Delightfully capable. Surprisingly affordable.”
Both headlines are short, clear, and persuasive. That’s the formula you want to aim for too.
Add In the Details
Details showcase your authority and help establish the product’s credibility. They also offer more clarity on what the prospect can expect if they opt for the product. Claude Hopkins’ marketing campaign for Schlitz beer is a classic example of this approach. Most beer companies would advertise their beer as pure. However, there was no explanation available as to why it was pure.
When Hopkins learned about the process Schlitz used to make the beer pure, he integrated these facts into the company’s marketing campaign. Interestingly, there was nothing new in what Schlitz was doing here. Every brewing company used the same process. However, Schlitz was the first one to actually use such facts for advertising purposes. It worked and Schlitz Brewing Company became the number one beer in a span of six months.
Optimize Your Call to Action
You have made all that effort to write great marketing copy. You can’t afford to lose out now because of a poor Call-to-Action (CTA). A good CTA is carefully worded and invites the user to take action on their own terms. For example, suppose you are creating marketing copy for selling automobiles. You can opt for two options:
- Buy your dream car
- Find your dream car
The first CTA assumes that the prospect already knows what car he wants to buy. It may force the prospect to opt-out instead because he is not ready yet. Conversely, the second CTA invites the prospect to explore your car collection and make a decision accordingly.
According to research, your CTA shouldn’t ask too much of a prospect. For example, marketers tested two CTAs, “Sign in and Order a Sample” and “Request a Free Copy.”
The second example saw a 132% increase in the clickthrough rate. Once again, this difference is because of what the CTAs require the prospect to do. Prospects don’t like to sign in unless they are completely sold on the product. Moreover, the idea of ordering a sample indicates a purchase of some sort.
In comparison, the second CTA replaces the word “order” with “request.” It also highlights that you’re getting a free copy. There’s a clear incentive here and very little effort is required to avail of it.
Wrapping It Up
A good marketing copy needs to be attention-grabbing, informative, and easy to read. You should also add a CTA that is cognizant of the user’s intent and the stage they’re at in the buying process. Finally, we recommend that you get your copy proofread by a professional. Nothing kills your credibility like a spelling mistake or a grammatical error.
Reach out to Edit911 today if you are looking for expert proofreading services that can clean things up for you!