Digitalks #07. Copywriting for Marketers
Why compelling copy is the backbone of successful marketing campaigns
Digitalks is a virtual brown bag lunch meeting by Breadnbeyond’s Digital Marketing team where all valuable information, feedback, ideas, seminars, and training sessions are shared.
Gone are days when marketing was all about strong sales pitches that attempt to push the product or service onto the prospect — and it “doesn’t take no for an answer.”
In today’s digital age, consistent, engaging, and high-quality copywriting impacts the audience more than any other technique.
Not only does solid writing make your campaign less hard-selling, it also helps you carry your own unique, identifiable voice, tone, and style across your channels.
As a copywriter at Breadnbeyond, Damar shared her go-to practices when it comes to writing content for marketing campaigns.
Copywriting vs. Content writing
Copywriting → for sales, one-directional CTA, to increase conversion
Content writing → for engagement, multi-directional CTA, to build brand loyalty.
Copywriting is the strategy of creating persuasive copy for marketing and sales with the goal of generating more conversions.
The formula of copywriting
The AIDA formula is one of the most popular when we talk copywriting formulas.
It’s the concept that shows how advertising and marketing communications can capture prospects' attention.
Attraction. Capture your audience’s attention through a compelling headline, video, or image.
Interest. Build on their curiosity, driving their interest enough to keep them reading.
Desire. Stir their desire through emotional language about the benefits of your product or service
Action. Tell them what to do next.
Elements of great copywriting
- Persuasion
- Jargon-free
- Grammatically sound
- Strong CTAs
- SEO-friendly
- Audience awareness
- A clear understanding of the offering
Dropping the ball: Some common mistakes
- Too formal, stiff, formal
- Too long copy
- Too hard-selling
- Overuse of the same language
- Rush the editing and proofreading process
What to do?
- Understand the audience and talk like a friend
- Cut off all crappy, unnecessary phrases
- Use stats and studies to increase the credibility
- Try to vary words by reading more
Copywriting tools
Essential ones
- Google Drive
- Grammarly
- Thesaurus
- Capitalize My Title
- Yoast SEO
- The Idioms
To spice it up
- Jasper
- Headline Analyzer
- Unsuck It
- Rhyme Zone
- AnswerThePublic
- Subject Line Tester
Breadnbeyond has useful resources that can help you hone your social media marketing skills. You can subscribe here to get free e-books!
