Copywriting & Marketing

A few months ago a newly graduated marketing writer approached me looking for additional freelance work. I went to his site and noticed many ‘no-no’s as I call them and when I wrote back with my reject I took a few moments to explain why. He was very grateful that someone had taken the time to treat him with respect and offer some suggestions.

So I thought why not do an article on being a marketing writer for other people who might want to apply here at Winters Productions? So with that all said, let me begin by saying when you’re starting out, it seems an impossible task. But if you’re serious about becoming a marketing writer, then you want to keep these few suggestions in mind.

Write and Write Some More

A marketing writer writes…always. Just like athletes practice every day, then you too should make sure you write every day, even if you do not have a deadline for that day. If you’re looking for a topic, surf around the internet for a bit until something catches your eye. If it’s related to marketing, then it’s even better. And if you’re really serious about being a marketing writer, then why not look into starting your own marketing blog? It’s a great way to get your words – and your name – out there.

Read and Read Some More

Find articles by other marketing writers and read them, but also while you’re reading them take note of their technique and style. See how they handled a particular topic and think about how you might have handled it differently. Also, know your market and keep up with new trends in the industry. All of these things will make you a better marketing writer.

Revise and Revise Some More

Pull out an article you might have written a few days or even weeks ago and go over it with your red pen – ruthlessly. A good marketing writer is his own toughest critic. Don’t let your self-pride keep you from crafting the finest article you can. Your livelihood as a marketing writer depends on you being a good editor as well. It’s been my experience that the truly best writers don’t feel like their the best because they’re always looking for ways to improve their craft (or even every sentence they write).

There are many more things you need to know in order to become a good writer, but if you start out with these few tips then that’s half the battle to being a great marketing writer.

Chances are you know your business inside and out but when it comes to website copywriting you draw a blank. Here are six steps to help you jump start your imagination so you can dive into your website copywriting.

1. Speak to your customer
   Do not focus on yourself. You might be citizen of the year, but to an unknown buyer you don’t count. Instead of raving about being the ‘best,’ all website copywriting should be telling customers how they benefit from your products or services. A good rule of thumb as you try your hand at website copywriting is to imagine possessive pronouns (like ‘we,’ ‘us,’ ‘our’) don’t exist. As you write avoid those words until you get to your call to action. Why? Again, customers don’t care about you. They just want to know what’s in it for them so be sure to use words like ‘you,’ ‘your,’ etc. instead.
2. Understand your customer
   Know what motivates and moves your customer and your website copywriting is halfway done. You can appeal to a broad audience, but also consider additional pages geared to a particular market. For example, maybe you sell office supplies. While it’s perfectly fine and acceptable to target ‘everyone’ consider making a page just for teachers. Another page could be geared to accountants, etc. etc. You can address their specific needs and concerns…and increase your search engine ranking in the process.
3. Lure the customer
   Use headlines and bullet lists. Customers tend to see these before anything else. If they’re catchy enough, then your customers will stick around a bit longer to read the other website copywriting.
4. Keep it simple
   Use short words and short sentences in your website copywriting. Don’t talk down, but at the same time keep it simple. This is advertising, not literature.
5. Set it apart
   What makes your product or service unique? Your website copywriting should emphasize what makes you superior over the competition. That means if you don’t know whom you’re competing against find out first.
6. Call the customer to action
   Always end your website copywriting with a call to action. Many businesses overlook the fact they should ask customers to contact them or buy their goods. So make sure your customer knows what you want them to do next.

If you follow these easy steps and you’ll be well on your way to successful website copywriting. And if it seems too time consuming or difficult there’s also qualified web copywriting companies to handle the task for you.

An advertising copywriter works in a creative partnership with an art director to conceive, develop and produce effective advertisements. Where the art director handles the visual aspects of the ad, the advertising copywriter handles the verbal or written aspects of the ad.

What Does an Advertising Copywriter Do?

Each marketing campaign is different, but the typical duties of advertising copywriter may include:

• Meeting with clients to outline requirements
• Brainstorm concepts
• Generate ideas
• Write clear, persuasive and original copy
• Make presentations
• Amend, revise and redevelop concepts
• Proofread copy
• Keeping up with trends in popular culture
• And much more.

Who Can Be an Advertising Copywriter?

If you can write interestingly and with a fresh eye then you can be an advertising copywriter. If you are a keen observer of people and trends, love different types of media even beyond television and radio, and can write creatively to persuade, then you can become an advertising copywriter.

Where Do Advertising Copywriters Work?

Many advertising copywriters work for an advertising agency. Some work directly for a company that handles their own advertising. Others work for large retail outlets that produce their own specialized advertising needs, such as local grocery stores running ads and sales notices in local newspapers. Advertising copywriters can also work freelance, hiring out their services to businesses on a job-by-job basis.

No matter which avenue you choose, if you apply yourself, you can have a career as an advertising copywriter.

Simple put…a marketing copywriter writes better than you. Yes, you know your business and, yes, you know your customers. Too often though even the best businesses fall into the ‘we, we, we’ trap. What that means is they talk about how great they are and they totally forget about the person that really matters – their customer. This is where a marketing copywriter knows how to communicate with buyers much more effectively.

A Marketing Copywriter Brings it Home

Admittedly, a marketing copywriter is an investment, but when it comes to your advertising budget, it’s a necessary cost that ends up earning you much more. Advertising itself is costly, but in order for you to maximize your return on investment, your marketing copy must be a work of art, just the same as any graphics you use in your marketing materials.

You need to hire a marketing copywriter to effectively hit your target markets. Only then will you hear your phone ringing, see your web-store getting orders and watch your profits soar. That is what a marketing copywriter does for you.

Don’t Waste Your Advertising Dollars

It’s been said over and over again, but with today’s uncertain economy, it has never been truer: don’t waste your marketing money without a marketing copywriter. It’s also true that during the last big recession in the 1980’s, the companies who survived where ones that DIDN’T STOP advertising. So if you’ve been spooked and you’re thinking that advertising today is a waste, think again.

With that said, believe it or not with a professional marketing copywriter you will actually save money. How is this possible? The short answer is you’ll have a promotion that works. It is better for you to spend a few extra dollars in hiring a good marketing copywriter than to pour money into a great looking site or brochure with bad copy.

Too often I’ve seen businesses spend thousands on web design or a brochure design, but then do the copy themselves. They figure they’ll ’save a few bucks’. Then when the phone doesn’t ring, they can’t figure out why. The reason is really elementary – copy matters.

Neglecting your business by foregoing a marketing copywriter is a bit like running a marathon and stopping 100 yards from the finish. How many endorsements would that stopped runner earn if he said he’s ‘close enough’ and doesn’t need to go the extra few steps? When you handle your promotional copy the same way your results will be the same – you won’t won. It’s that simple.

So instead of stopping short of ‘breaking the tape’ make sure you’re hitting your target market and watch your revenues skyrocket by hiring an experienced marketing copywriter.

Ad copywriting doesn’t have to be difficult and when it’s time for you to sit down and kick out your own copy, keep these three simple things in mind.

Write Killer Headlines

Your first step in good ad copywriting should be coming up with some outstanding headlines. People read information on the Internet at breakneck speed and your headlines can provide them with as much information in the shortest time possible. So remember to include those killer headlines in your ad copywriting. Sometimes it’s easier to write your copy and THEN work on your headline.

KISS It

Always keep your ad copywriting straightforward. In other words, follow the KISS method – keep it simple stupid. Now that doesn’t mean you should talk down to your customers, but it does mean you want to avoid long flowery words. Ad copywriting is one place where you can leave the thesaurus at home. Also using short sentences and focus, focus, focus on the benefits of the product or service you’re writing about. Tell the customer what they will get from your ad copywriting in as simple a way as possible.

Know Your Audience

Before you start your ad copywriting make sure you know enough about your products and services so you can tell your customers what it can do for them. Do a little research on who you’re writing to. Are they housewives looking for a better vacuum? Or are they young adults looking to get better grades? Whatever you’re selling, make sure your ad copywriting is geared toward the customer.

To recap, great ad copywriting doesn’t require you to have a doctorate in literature. Just keep these few hints at your fingertips and you’ll soon be kicking out some killer ad copywriting.