Marketing copywriting is writing marketing materials, such as advertisements, brochures, branding and sales letters, to persuade the reader to take a specific action, such as making a purchase or signing up for a service. It is a type of persuasive writing that uses words and phrases to sell products or services to potential customers. Marketing copywriting aims to grab the reader’s attention and convince them to take a specific action (such as buying a product or signing up for a mailing list) by highlighting the benefits of the item or service being offered and addressing any potential objections or concerns the reader may have.
When did marketing copywriting start?
The origins of marketing copywriting can be traced back to the early days of advertising when businesses would place ads in newspapers and other print media to promote their products and services. As advertising has evolved, so has marketing copywriting. With the advent of the internet and the rise of digital marketing, marketing copywriting has become a vital component of online advertising, with businesses using websites, social media, and email marketing to reach their target audiences. Despite the many changes in the field of advertising, the fundamental principles of marketing copywriting have remained largely unchanged. Whether it’s a print ad, a television commercial, or a website banner, the goal of marketing copywriting is always to persuade the reader or viewer to take a specific action.
When does a business need marketing copywriting?
A business may need marketing copywriting in a variety of situations. Some examples include:
- When creating advertisements: Marketing copywriting is essential for writing effective advertisements, whether they are for print, television, radio, or online.
- When developing sales materials: Marketing copywriting can be used to create sales materials such as brochures, flyers, and sales letters that are designed to persuade potential customers to make a purchase.
- When building a website: Marketing copywriting is important for writing website content that is compelling and persuasive. This includes writing product descriptions, landing pages, and calls to action.
- When creating email marketing campaigns: Marketing copywriting is used to write effective email marketing campaigns that convert subscribers into customers.
- When creating social media posts: Marketing copywriting can be used to craft compelling social media posts that engage followers and drive traffic to a website or other online presence.
- Exceptional SEO content writing and blogs: a copywriter that knows their marketing will write professional-level blog posts and content articles that speak to the overarching SEO strategy.
Overall, marketing copywriting is a valuable tool for any business that is looking to promote its products or services to potential customers.
When do you know if you need marketing copywriting?
You may want to consider using marketing copywriting if:
- You have a product or service that you want to promote to potential customers: Marketing copywriting can be used to create advertisements, sales materials, and website content that highlights the benefits of your product or service and persuades readers to take a specific action, such as making a purchase.
- You want to increase brand awareness or reach a new audience: Marketing copywriting can be used to create content that helps to build your brand and reach a new audience through advertising, social media, and email marketing campaigns.
- You have low conversion rates: If you are not seeing a high number of conversions from your marketing efforts (e.g. sales, sign-ups, etc.), marketing copywriting can help you to create more compelling and persuasive content that is better able to convert readers into customers.
- You want to improve customer engagement: Marketing copywriting can be used to create content that is more engaging and likely to resonate with your target audience. This can help to build customer loyalty and increase the likelihood of repeat business.
Overall, if you want to promote your business and persuade potential customers to take a specific action, marketing copywriting can be a valuable tool to help you achieve your goals.
What can go wrong with marketing copywriting?
There are several things that can go wrong with marketing copywriting:
- Lack of clarity: If the message is not clear and concise, it can be difficult for readers to understand what the business is offering and what action they should take.
- Lack of relevance: If the content is not relevant to the target audience, it is unlikely to be effective in persuading them to take a specific action.
- Lack of credibility: If the content is not credible or trustworthy, readers may not believe what the business is saying and may not be convinced to take the desired action.
- Lack of originality: If the content is not original or unique, it may not stand out and may not be effective in grabbing the attention of the reader.
- Lack of emotion: If the content does not appeal to the emotions of the reader, it may not be effective in persuading them to take action. We’ve all read dry, dull copy and immediately forgotten it! But it’s the content that appeals to our emotions that stays with us.
Overall, it is important for marketing copywriting to be clear, relevant, credible, original, and emotionally appealing in order to be effective in persuading readers to take the desired action.
What to look for when engaging marketing copywriting
When engaging a marketing copywriter, there are a few key things you should look for to ensure you are working with a professional who can effectively communicate your message and drive results for your business. Here are some things to consider:
- Experience and expertise: Look for a copywriter who has experience and expertise in writing for marketing and advertising. They should be able to craft compelling copy that resonates with your target audience and effectively promotes your product or service.
- Strong writing skills: A marketing copywriter should have excellent writing skills, including grammar, punctuation, and clarity. They should be able to write in a variety of styles and tones to fit your brand and target audience.
- Creative thinking: A good marketing copywriter should have a creative mind and be able to come up with fresh, original ideas for promoting your business.
- Attention to detail: A marketing copywriter should be detail-oriented and able to proofread their own work to ensure accuracy and consistency.
- Ability to meet deadlines: Marketing campaigns often have tight deadlines, so it’s important to work with a copywriter who can deliver high-quality work on time.
- Good communication skills: A marketing copywriter should be able to communicate effectively with you and your team to ensure that they understand your business and what you are looking to achieve with your marketing efforts.
- Background in marketing: Sounds obvious, but a great marketing copywriter will actually know a thing or two about marketing and not just be a writer. I’ve worked as marketing managers for a number of organisations, so I have a strong background in traditional and digital marketing meaning that I can easily slot into clients’ marketing strategy, understanding their goals and objectives.