Learning to Write a Marketing Copy

Introduction

           In this LinkedIn Learning Video, Ian Lurie builds an understanding of marketing copywriting, as well as some helpful guidelines to be successful. He presents these by giving an overview into copywriting, how to write, and rewriting an existing copy, with the end goal of marketing copy to result in a sale. Now let’s dive right in and learn some tips and tricks on how to write better marketing copy! 

Overview of Marketing Copywriting

           This video starts with the basic definition which is defined as “writing copy for advertising or marketing” (2020.) Copywriting isn’t about convincing someone to buy a product but delivering value in a message through persuasion and strategy. Your word choices are going to be the main feature that is going to entice the reader to continue reading. With this being the first encounter, the customer will have, it is ideal that the writer creates a visual to grab the readers attention. There are three types of marketing copywriting: 

• Collateral: Brochures, posters, or scripts. Something you can physically hold 
• Medium: Online, print or radio
• Style: Teaching, straight-shooting and hard sell 

Now that we have discussed what marketing copy is, a few tips to keep in the back of your mind is to avoid distractions. Put away your cellphone, lock yourself away in a room, and stay on track of what you are trying to accomplish in that sit-down writing session. You don’t want to sit down and then have multiple distractions, keeping you from completing your task! 

Writing a Copy

           Let’s start by assembling some tips you will need to write marketing copy. Make sure that if you are working on a computer that you have a way for it to be backed up, an example could be a UBS or cloud. If you have decided to use a pen and paper, no problem! Whichever style works best for you! Just remember to have a timer beside you before you start, so it can indicate breaks. Once you have all of this gathered, you’ll need to take 30 minutes and make a plan. Take some notes that seem important. These are based on the chosen demographic, collateral and styles you think are going to work best for your target audience.        

           After you have the plan in place, freewriting can begin. Don’t focus on the format, quality or even spelling, just write to prepare yourself for the first draft. Get the main ideas and structure down. Set a goal for each hour of writing and focus on that goal for the time being. 

           There are a couple of general rules to keep in mind while writing copy. First, be sure to address the reader by using “you” and “your”, not “one” or “ones”. Copy that addresses the reader is more successful than just a generalized statement. Secondly, make sure that your tone is easily interpreted. Many of us make the mistake of saying something, that comes off sarcastic or unclearly to a reader. Don’t make the consumer feel off when they are reading your copy. (Lurie, 2014) 

           Now that the first draft is complete, let’s get a fresh pair of eyes onto that draft. This way they can catch any mistakes that you may not have caught. An active voice is also another great tool. 

           Lastly, when you are ready to get your copy printed, there are a few things to keep in mind. Once it is printed, there is no going back, so it is extremely important to make sure you have carefully edited and refined your copy. Structuring your copy for print is somewhat different than print. Make sure that you are aware of the different forms such as a phone, tablet or computer screen. 

Rewriting an Existing Copy

           One day you are going to be asked to edit someone else’s copy. Either a friend or a co-worker, but re-writing it may be a bad idea as it may be timely. You also won’t be in the same context as another person. After gaining an understanding of the writer’s style, context and structure you can do some basic editing for grammar errors, or a mistake that they might not have caught onto like we previously talked about. 

           When managing a copywriting team, it is very important to be organized. Since you are in charge, you are accountable for deadlines. It is also very important your leadership style is not degrading but ensures that your team is staying motivated and meeting the deadlines. Remember, do not overload your team and allow mistakes to happen. The only way they are going to learn is by making mistakes (Lurie, 2014)! 

Conclusion 

How can this relate to a business? 

When a company is looking to expand an aspect of their business they need to look at three different components that could help improve business. The three components are.

• Get to know your target prospect. 
• Know the collateral that works best for you 
• Which style is going to appeal best to your customers 

References:

(2020). Retrieved January 8, 2020, from Linkedin.com website: https://www.linkedin.com/learning/learning-to-write-marketing-copy/welcome?u=2109516