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.
Overview of Marketing Copywriting
This video starts with the basic definition which is defined as “writing copy for advertising or marketing” (2020. 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
Writing a Copy
Lurie highlights that you need to spend 30 minutes to formulate a plan of what you are writing, which will change many times so don’t stress over the little details. Collateral is the best to use in this step.
After you have the plan in place, freewriting can begin. Don’t focus on the format, just write whatever comes to your head.
Rewriting an Existing Copy
The most important information from Lurie on editing and rewriting a marketing copy is to improve with minimal adjustments. The main points for editing are:
- Read for redundant words
- Edit to active voice
- Proofread
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
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