![]() Provide value in the form of a return on time invested. Aim for people who, if they start to read, will always finish. Appeal to just the right niche audience, not every single potential reader on the Internet. The customer behavior has changed a bit, and merely stating your USP isn't enough anymore. Some people call this the unique selling proposition or USP. It needs to be worthy of attention to those who may never buy but will spread the word. To successfully communicate that call to action, copywriting has to do three things. The layout, yes, even in a letter, can have a profound effect on the message. In all of those cases, your copy is both content and visual creative. Marketing copy generally has to fit into a larger piece of creative: a web page, a print piece, or a letter. And that handshake can be a bit sweaty and limp, or it can be warm and firm. Marketing copy is often the first thing a customer encounters or the reminder after a sales call. Marketing copy must sell the page by grabbing the reader's attention and making the reader want to continue. You know those essays you wrote in high school? This is not that. But if you stop here, you're missing some of the critical nuances you must understand to be good at it. Copywriting that really supports the call to action is four things wrapped into one. But all copywriting has that call to action. A call to action could be buy, vote, or fasten your seatbelt. You communicate that outcome with a call to action. Regardless, you have a good outcome in mind, and you're writing copy to achieve that outcome. Selling may mean getting customers to buy, getting voters to vote, or getting people to agree with my cause. Even if someone else dictates the plan, you'll still need to understand and adjust as needed. You must be able to plan what you're going to write, the tone you want to use, and other overarching requirements. This kind of copywriting is also a heck of a lot easier to write. And those people are the ones who will most value what you have to offer. But it's most persuasive to those who want to respond. So understand that great marketing copywriting is persuasive. Great marketing delivers value to people when they most need it, period. First, marketing doesn't mean selling to people who don't want your product. I need to expand on that just a little bit. According to Wikipedia, copywriting is writing copy for the purpose of advertising or marketing. ![]()
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