In the realm of digital marketing, where every click and every view counts, it’s tempting to pour dollars into ad spend, hoping for rapid fire success. Yet, there’s an often overlooked weapon that wields unimaginable power: the humble pen (aka keyboard).

"People, at the end of the day, are human beings that want to be entertained, engaged, and listened to. We need to create work that draws on this; connecting to people on a human level. The most effective work makes people feel something, not just think something." — Tony Miller, incoming DMA Board Chair

The Power of Persuasive Copy
Words have the power to inspire, evoke emotions, and influence decisions. In digital marketing, content is king. Engaging, well-crafted content can turn a casual browser into a loyal brand advocate, outperforming the most aggressive ad campaigns.

Ads can raise awareness, but it’s content that builds trust. In the Information Age, consumers seek transparency and value authenticity above all. A blog that solves a problem, a case study that showcases real-world success, or an insightful article can establish a brand as a thought leader, creating a level of trust that no ad spend can achieve.

By using keywords effectively, understanding user purchase intent, and creating valuable resources, you can drive traffic to your website that doesn't just land and bounce, but really captures the needs and desires of your target consumer. Unlike ads that compete for fleeting attention, top-notch content pulls in traffic organically, providing a long-term ROI that ad spends simply can’t match.

Every marketer dreams of their campaign going viral, but breaking the internet doesn't necessarily translate to loyal customers or a long term uplift in sales. Incorporating a strong content strategy does not mean abandoning ad spend altogether, but rather finding a synergy between the two for maximum impact.

Here’s some tips from our expert copywriting tutor, Tim Tucker, to leverage in your next content-led digital marketing campaign:

1. Get to know your customer (and their audience)

• Start by researching the industry. Who are the major players, and where does your client's organisation fit in?
• Review all relevant content produced, including website pages, reports, documents, brochures, press, video and social channels. Go one step further and interview stakeholders, to get a view of the organisation from those working at the coal face. Look at competitors' content too. You'll get vital insights from seeing how others approach the same challenges you face as a copywriter.
• Get to know your prospectice reader. You need to understand as much as possible about your target reader. Look for research and data, customer demographics, personas, or any other form of audience insight. Read it all.
• Talk to prospects and customers. If that's not possible, check out the conversations they have on bulletin boards, social media or wherever they hang out online. You're looking for what motivates your target reader. What problems do they face that's relevant to your proposition? What are their hopes and aspirations?
• Read about the key elements of human behaviour and decision making. Here are some excellent books to get you started:
• Influence, New and Expanded: The Psychology of Persuasion, by Robert B Cialdini PhD
• Made to Stick: Why some ideas take hold and others come unstuck, by Chip Heath (Author), Dan Heath (Author) Format: Kindle Edition
• Nudge, by Richard H. Thaler (Author)

2. Develop your craft

You’re a creative craftsperson. Take pride in your work and develop your artisanship. If you want to develop your skills and knowledge, nothing beats training. We are confident ours are the best copywriting courses in the UK. The digital marketing landscape changes constantly. Successful copywriters keep up to date with best practice for:

• Websites and landing pages
• Email communications
• Search Engine Optimisation
• Pay Per Click search advertising
• Social media
• Blogging and online articles
• Digital advertising

3. Read, A LOT.

• Read the trade press in the industry you're writing for, as well as the broader marketing industry.
• Keep track of books, articles, blog posts, and anything else relevant. Sign up to email newsletters and follow social accounts.
• Develop a daily reading habit. You'll get ideas and inspiration from the good work others are doing, and learn what to avoid from the bad.

4. Practise copywriting

As Ann Handley says in her book Everybody Writes: "Writing well is part habit, part knowledge of some fundamental rules, and part giving a damn."

• Develop the habit and the commitment by writing regularly.
• Write every day. If you don't have any writing work, then write a private journal, or a public blog about your hobby or passion.
• A sure way to improve your writing is to do it regularly. Keep those creativity muscles in shape!

5. Track results

Don't forget the definition of copywriting: "Delivering words that Inform, Inspire or Persuade readers to Act, Behave or Think differently." Successful copywriters monitor the measurable impact of their efforts, always looking for tangible results. Learn to track all necessary data and analytics to help you optimise your copy for better outcomes.

As discussed in the DMA's 2024 Value of Measurement Report released last week, In Peter Field’s ‘The Cost of Dull’ research he goes as far as to prove the fact that “dull ads are 6.1 times more ineffective at growing market share than interesting ones — those that spike emotions and deliver fame. To match the effectiveness of more interesting ads the industry has to pay an average of £9.2M extra in paid media each year.”

In the digital marketing chess game with ads fighting for a moment’s notice, well-crafted content stands out, delivering lasting impact and deeper connections with audiences. Embrace the power of the pen — or the keyboard.