Have you ever been to a website and thought, That copy is written for someone with a higher IQ than I have? Or have you received an email from someone in your network that was hard to understand? If so, no worries.
These are problems that can be fixed with a little practice and some basic tips. Writing effective marketing copy (aka “copy”) isn’t easy—especially if you’re inexperienced or don’t have much time on your hands—but it’s something we all need to do if we want our businesses to thrive online.
And it doesn’t have to be overwhelming; this guide will walk you through each step of the process from start to finish so that by the end of this post, you’ll feel comfortable drafting and editing your own marketing copy like a pro!
Be Relevant
Your message should always be relevant to your audience. If you’re going to send an email, make sure that it’s something they would want or need at the right time.
For example, if someone just purchased from you, don’t send them another coupon code unless they request it (in which case you’ll get a better response rate).
If someone visits your website for the first time, consider sending them some content so they can learn more about your business or product and follow up with them later with an offer for something specific to their needs. Or, If you are a BigCommerce store owner and some visitors have abandoned their carts without completing their purchase, use a BigCommerce app and send them BigCommerce abandoned cart emails to recover lost sales!
Personalize Everything
Personalize emails by inserting each recipient’s name into the body of the email so that people feel like they’re receiving something special from you and are not just part of a large list being sent random information every day.
This helps build trust between your readers/customers by making them feel appreciated as individuals rather than just as numbers on a spreadsheet somewhere in cyberspace!
Be Concise
Concise copy is effective and easy to read. That’s why it should be your goal from the beginning of the process, not an afterthought.
Your readers don’t have a lot of time or patience for long-winded explanations, so keep it short: use short sentences, words, and paragraphs; bullet points are your friends! Be direct and to the point—but not too blunt (see “The Golden Rule” below).
Don’t use jargon or industry-specific language that your readers don’t understand. For example, avoid using the words “utilize,” “remedial,” and “amortize.” Instead, use more common words like “use,” “fix,” and “pay off.”
Be Consistent
Being consistent is important for a lot of reasons. It helps you stay on brand, it makes your messaging more cohesive, and it prevents you from having to reinvent the wheel every time you send out a new email or blog post.
The best way to ensure consistency across all channels is by using templates that are easy to edit and update as needed. You should also review each piece of content before it goes out, so that everything stays up-to-date.
When it comes to consistency, there are two types of brands: those who use templates and those who don’t. If you haven’t set up any kind of template system for your brand yet, then this might be the right time to start.
Be Clear
It’s important to be clear about what you’re writing about. Use simple language, short sentences and paragraphs, and avoid jargon at all costs. Bullet points make your content easier to read and digest—think of them as the natural break points in a conversation between two people (or more).
In addition to being clear about your message, you need to create an emotional connection with your audience. That’s where storytelling comes into play!
Stories are a part of our human nature. We’ve been telling each other stories since the beginning of time, and we still do today. Even if you’re not a writer by trade, chances are you’ve told someone a story at some point in your life. Stories have the ability to communicate complex ideas in an easy-to-understand way, which is why they’re so effective for creating emotional connections with your audience.
Create An Outline
If you’re going to be writing a lot of copy, an outline is essential. It helps you organize your thoughts and stay on topic. You’ll avoid rambling and repeating yourself, which can make your content less engaging for the reader. You’ll also keep the reader’s attention by keeping things interesting!
The outline also makes it easier to write faster. You’ll know what you want to say before you start typing, and that will help you keep your momentum going.
Edit and Proofread
Proofreading is a critical part of the copywriting process, but it’s also the step that most people forget about. After you’ve written your email marketing copy, it’s time to proofread and edit your work.
You may be tempted to skip this step because you’re eager to get started with A/B testing or sending out your campaign, but don’t make that mistake! Your readers will thank you later if they find an error in their inbox rather than being distracted by it while they read your message.
Here are some tips for ensuring that everything is perfect before sending out your email marketing campaign:
- Read through your entire message out loud (printing it first if necessary). This will help ensure that there are no spelling errors and help catch any grammatical mistakes as well. If possible, have someone else read the message back to make sure there aren’t any miscommunications between what was intended versus how it comes across in writing.
- Check for clarity, conciseness and consistency throughout every paragraph—and look at each sentence individually as well. Is each sentence structured properly? Are all words spelled correctly? Do sentences flow smoothly from one thought into another (no abrupt stops or starts)? Does all information appear relevant? Does one sentence contradict another? Should something be removed altogether? These are all questions worth asking when proofreading. Also consider whether there are any points where additional explanation would benefit readers who aren’t familiar with certain terminology used within these emails; adding explanatory links can go a long way towards making sure everyone understands what’s being said!
After reading this guide, you’ll be able to write effective marketing copy.
You’ll understand the importance of being relevant, concise, consistent and clear. You’ll also be able to edit and proofread your copy.
It’s important to remember that the best type of marketing copy is one that isn’t written at all; it’s really just a conversation with your audience. Whether you’re using email, writing on your website, or crafting a Facebook ad, you need to understand what they want to hear from you and how they want to be spoken to.
Once you know this in-depth information about your readership, there are various ways that you can bring these insights into play when creating content for them—such as by telling stories or using writer subtleties like similes and metaphors. Boing Boing