In the digital age, marketing copy has evolved into a versatile and crucial tool for businesses to connect with their audience. From text and images to videos, the internet has broadened the scope and significance of marketing copy. This article explores the dynamic landscape of marketing copy, emphasising its various forms and offering practical tips for creating compelling content.
Understanding Marketing Copy
Definition: Marketing copy comprises any text, video, or images designed to engage and connect with customers or potential customers, ultimately prompting a specific action.
In the past, marketing copy was distinct from content marketing, focusing on eliciting particular customer actions. However, with the proliferation of the internet, the boundaries between the two have blurred. Marketing copy now encompasses diverse forms, including adverts, blogs, emails, websites, social media posts, videos, case studies, white papers, and infographics.
Top Tips for Crafting Compelling Marketing Copy
Tailor Your Approach:
• Acknowledge that there is no one-size-fits-all solution for marketing copy.
• Customise your copy based on the content type, audience, platform, and purpose.
• Example: Adjusting the tone and style for Twitter versus a company website.
Consider Short or Long-Form Content:
• Recognise that both short-form and long-form content have their place.
• Choose the format based on audience preferences and engagement patterns.
• Example: Assessing whether the audience prefers concise information on social media or in-depth articles.
Use Customer-Centric Language:
• Prioritise understanding your audience’s needs.
• Employ customer-centric language that focuses on problem solving.
• Example: Opting for “Exclusive information delivered to your inbox” over “Get updates when and where you want them.”
Insight: A word change from ‘Buy Diamonds’ to ‘Search Diamonds’ significantly increased customer engagement.
Prioritise Clarity:
• Provide clear information that addresses customer queries. • Ensure your copy aligns with your objectives, guiding customers toward desired actions.
• Example: Crafting clear calls to action and purposeful content. Tip: Utilise descriptive writing, metaphors, and analogies to enhance understanding without sacrificing clarity.
Maintain Brand Consistency:
• Align your copy with your established brand image.
• Reflect your brand’s tone and style, ensuring consistency across various platforms.
• Example: Adapting content to match a jokey and streetwise brand image.
Caution: Be mindful not to offend or cross boundaries, especially on social media.
• Write for Your Purpose:
• Tailor your copy to serve its intended purpose.
• Balance creating urgency with the overall goal of the content. • Example: Adjusting the tone based on whether the goal is immediate action or relationship-building.
Crafting compelling marketing copy requires a nuanced understanding of the diverse forms it can take and a commitment to tailoring content to specific contexts. By embracing customisation, prioritising customer-centric language, ensuring clarity, maintaining brand consistency, and writing with purpose, businesses can create marketing copy that resonates with their audience, fosters engagement, and drives meaningful actions.