Writing effective marketing copy

Writing effective marketing copy for your business is the same whether you are producing a direct mail piece, advertorial, advertisement, an email or copy for your website. At MarketingFile we understand how important it is to send the right message through the right channel so we've put together some key points for your next copy challenge.

1. Every starts with a plan

Plan your approach to achieve your objectives - what are your objectives and how can these be achieved? Who are you targeting - customers, prospects or both? Remember the copy for each will be slightly different.

2. What channels will you use?

Your target audience and objectives will determine the channels to use, remember to use a mix of channels to widen your reach. Use a range of direct marketing channels and create "noise" around your campaign by placing targeted advertising in relevant online or printed channels for brand recognition.

3. Benefits vs features

Rather than writing all the features of your product or service, promote the benefits of using it to the reader, letting them see how it can improve either their personal life or business environment. This is also the opportunity to highlight your USP's and how you are unique in the market, this could be your pricing, quality of service or expert knowledge.

4. Manageable chunks

Write your copy in bite-size chunks, keeping it to a couple of sentences for each part making it easy to read and navigate through the page. It will take time and effort in ensuring your copy is short and to the point to achieve your objectives, however it will be worth it.

5. Testimonials

Ask satisfied customers for a testimonial on your products or services, prospect customers reply on feedback of existing customers as a trustworthy source. If you work with well-known brands it's a good opportunity to mention to this as well.

6. Call to actions

In your copy make sure you give clear call to actions for what you want them to do next, it should encourage them to respond so give them plenty of channels to be able to reach you - email, phone, website and postal address. Alternatively let them know you'll be in touch with them in the next few days (remember to actually do this!)

7. Keep it appealing

When targeting consumer or businesses use "you" and "your" fora direct approach, and keep it free of jargon, you know what you mean but make sure they do too. Remember to make the look and feel of the piece attractive to the reader whilst reflecting your brand.

8. Style of language

This depends on who you are targeting. Use tone of voice to convey your appropriate style to your audience, this may be professional and business orientated or friendly and chatty for a more impersonal approach.

9. Finally check and then check again

The most important stage of writing marketing copy is proof reading and checking it flows, reads how you intend it to, has no spelling mistakes or poor grammar and check all contact details are correct.

We hope you have found these tips helpful for your next copy writing challenge!