Copywriting & Marketing

What is an interactive copywriter? Simply put: an interactive copywriter is someone who can take bland copy and turn it into something that not only engages the reader, but animates them into taking action (meaning buying your products or services).

Job Description of the Interactive Copywriter

You might see this listed in an interactive copywriter wanted ad: interactive copywriter wanted to create vibrant copy, heighten brand awareness, and optimize search engine rankings as part of a growing creative team. It doesn’t matter if they’re looking for someone to produce copy for web pages, brochures, postcards or sales letters; they need someone who can inspire people to part with their hard earned cash.

New Marketing Tools

An interactive copywriter needs to not only pull in the customer with words, he also needs to be familiar with the many new marketing concepts such as:

• Online advertising
• Digital marketing
• Viral communications
• Guerrilla advertising

All of these are just a few things an interactive copywriter has to master in order to lure those customers in.

For example, viral marketing requires the interactive copywriter to use pre-existing social networks to increase brand awareness. That type of writing will be more informal – certainly not the high school English rules that were drummed into your head.

Guerrilla advertising works especially good for the small business owner who cannot afford more traditional – and expensive – advertising such as print ads and TV spots. Instead, the interactive copywriter needs to adapt to that businesses unique marketing plan and know ways to execute it.

In short, the interactive copywriter has to be aware of what’s going on in the marketplace and be savvy enough to use that knowledge to help him in his copywriting. Only then will the interactive copywriter be successful in hooking those customers in for businesses like yours.

Creative copywriting is different from dry technical writing and your business will benefit from it. Despite what you were taught in your writing classes, when it comes to advertising, creative copywriting is possible.

Break the Rules

We’ve all been taught the basics. Don’t use sentence fragments. Don’t start a sentence with a conjunction. Always use the active voice. Don’t split infinitives and so on and so on. However with creative copywriting feel free to break the rules. Not only will it make your copy more readable to your customers, but it’s fun as well.

It’s Story Time!

People love stories. So tell them one. Your business is special and unique. Tell your customers why. Add an amusing anecdote to your creative copywriting and it’ll be sure to hook the reader in and let them know exactly why your business or product can benefit their lives.

The Right Word

It’s estimated that advertising messages can succeeded in eight seconds so make sure your creative copywriting homes in on the right words you need to get your message across. Again – and it can’t be emphasized enough – make sure you use the words that describe the benefits your business or product can offer and not simply the features. The write word will ensure your copy makes you glisten. Always remember the best thing to do when you’re writing creative copywriting: get creative!

Brochure Copy That Hits The Target

Your business relies on skilled writing and that’s particularly true with your brochure copy. If you’re spending a lot of money on design, printing and postage then keep in mind that words sell you, too. It’s always better to hire a professional copywriter for brochure copy, but if you do resolve to publish your own brochure copy, there are a few matters you want to keep in mind.

The Cover Tells It All

The first thing your customers see when they see your brochure is the cover. Many brochure copy writers often feature the company’s name or product name here rather than the concept that distinguishes your company or product from the competition. This is the perfect place to let your client know what he stands to gain by reading the great brochure copy inside while also pulling him in with your originality.

It’s always advisable to use short compelling words here too, rather than composing a paragraph. Think of a novel with an engaging cover. You encounter a few words and an alluring photo; not a whole synopsis of the book. Brochure copy should be set about this way also.

Headlines Enhance Brochure Copy

When you’re writing brochure copy, don’t forget that your headlines are just as important as the rest. People are in such a hurry these days that they may not take the time to study the rest. They may, however, read the headlines alternatively to get the information they want. So make a point to write headlines which really stand out while being descriptive.

Always Go For Benefits And Not Features

Poorly written brochure copy concentrates on features. Yes, people want to know what something does or how something works. But they make their purchasing determination based on, “What’s it for me?”

For example, let’s assume you sell tires. Knowing the tires are steel belted (feature) is important to inform. Nevertheless, what will make people buy these tires is the belief of security (benefit) and knowing that they are protecting themselves and/or their loved ones. Your brochure copy needs to focus on the benefits to your customer just as much, if not more than, the features. So sell the features through the benefits; not the other way around.

You Must Be A Credible Expert

When your client sees one of your brochures, the first thing they should observe is a professional design. Once they’re pulled in and set forth to read the brochure copy, it should tell them exactly why they should trust you. Your brochure should constitute your credibility through testimonials, case studies or independent test results just to name a few examples. Publish these in your brochure copy and you’ll hit the mark. In fact, some marketing experts and analysts have pronounced that customers are 80% more likely to hire a company when they have shining testimonials above any other kind of brochure copy.

So keep in mind, brochure copy should fascinate the reader and motivate them to action. If you wish to make sure your brochure copy accomplish this, it should provide useable information, a call out to the reader’s emotions and be something beyond plain advertising hype.

Creative writing and copy writing might seem like two incongruous things, but there is a way to combine the two and be a creative copywriter. People tend to associate creative writing with storytelling and copy writing as dry business-oriented writing. However, there’s no obstacle for a good writer to combine the two and become a creative copywriter.

Tell a Story

If you want to be a creative copywriter, tell a story. Good stories allow you to connect with your readers on a different level than just simply passing on merchandising information. Share an anecdote on how your product benefitted someone. Spin a yarn about the origin of the company and how it grew successful. It’s easy to tell tales and still be a good creative copywriter.

Get Emotional

One of the best ways a creative copywriter can grab their customer’s attention is to use analogies, real life scenarios and true case studies to appeal to their emotions. People feel things and when they can relate to what you’re selling, they’re most likely to buy.

Add Drama

While it’s okay to lighten up every once in a while in your writing, adding a bit of drama can be an effective technique for the creative copywriter. For example, use words such as ‘exciting,’ ‘determined’ and ‘entrusted’ to describe your products or serves in a more dramatic way. A creative copywriter will use them and more.

Remember too, a good copywriter uses customer testimonials to tell the story, to efficiently use emotions and add a bit drama to their copy. Writing doesn’t have to be dull if you only include a little bit of sizzle into your work.

Are you just starting out copywriting articles and feel a little overwhelmed? Whether you’re writing for a website or a magazine, there are a few guidelines you should consider. Follow these simple rules and you’ll find copywriting articles isn’t as daunting a task as you thought.

Find Your Angle

Copywriting articles should start out with a list of a few key points you want to cover. These points should be related to the topic of the article. Also, you’ll often find that these points can be turned into your headlines, which will increase the visibility and readability of your articles.

First Draft

Write one or two paragraphs expanding on the details of your key points and explain them succinctly but concisely. Use a few facts to back up your ideas and maybe some statistics or related quotes. Copywriting articles need not be rocket science, but you do need to start with a good foundation and the first draft will do that.

Bring It Home

Your final paragraph should wrap it up and show your reader how the information will benefit them. When copywriting articles you should always let them customer know how they will benefit and, if appropriate, it should issue a call to action – stating what you want them to do next.

Edit and Polish

When copywriting articles, cut out unnecessary words and anything that doesn’t communicate your message. Don’t let your ego stand in your way – if there’s a passage that you’re particularly fond of and yet it doesn’t add anything to the article, then don’t hesitate to get rid of it. Put it aside and maybe you’ll find another time to use it, but you always want to make sure that when copywriting articles, they are the best you can do.

Follow these few simple tips and when you’re copywriting articles, and you’ll find you can finish quicker each and create better copy every time.