Overview of Marketing Copywriting
Marketing Copywriting is a collaboration of creativity, strategy and captivation of an audience to promote a product (goods or service) offered by any company and take the form of many mediums- online, print and radio. Products are strategically promoted to potential customers as to why they need what the company is offering and how the products can be beneficial to them.
As much as Marketing Copywriting is an art, there is much planning and strategizing to ensure that there is sufficient and accurate promotion of the products. Elements of exceptional copywriting grabs the attention of potential customers, shares exactly what is being offered while providing the benefits to a niche audience. Copywriting is not focused on direct sales but creating buzz about what the company is offering so that others will be attracted to their products.
Writing Copy
While promotion of the product and captivating customers is the primary objective, there is much planning and dedication that goes into writing. Organizing tools and plan creation ensures that there is focus on the task at hand while limiting distractions. There are no rules on writing as every copywriter has different styles, the goal is to get the ideas down in the early stages. Parameters can be established with what is acceptable or not, what style the writer is trying to achieve all while compiling thoughts and information on the product.
After the information and ideas have been compiled it is time to enhance the draft followed by editing and proofreading. Once completed, requesting for help with editing and proofreading once again will limit the chance of errors. Through this process a headline is to be constructed, one that will grab the attention of customers and inform them clearly of the product being offered. If there is trouble coming up with a headline there are many formulas that writers can take advantage of as well as test out through many means (eg. Google consumer survey).
Attracting readers can be achieved through providing a clear picture of what the customer can expect from the company and their call of action.
Text layout for the different mediums is to be structured, each has its own guidelines for paragraphs, lines and spacing. It is very important for copywriters to write, edit, proofread and prepare layouts of all writing.
Rewriting Existing Copy
When it comes to rewriting existing copy because a request has been made to rewrite someone else’s work, one is to do so in an editorial fashion avoiding restructuring. If clarity is needed asking for the desired context will ensure that the style, collateral and structure is achieving the desired outcome. Grammar can be revitalized, ensuring that active voice is achieved while avoiding passive voice and proofreading for any errors.
Product descriptions can either make or break the sale, ensuring that there is clarity prevents confusion amongst customers.
Conclusion
I have unfortunately dealt with writers block- not knowing where I am going with a project only because I was pushing too hard and ran out of steam. I have taken many ideas from the LinkedIn Learning video (see link below) and started setting my alarm for every 2 hours, whether to stretch my legs, grab another coffee or pet my fur babies who patiently await me.
There is much planning and work that goes into copywriting, from understanding the vision that a company has of their product and how it is to be portrayed through print, online or media. The sale is not the immediate goal of the copywriter, captivating an audience and creating attention is and this is achieved through organization and knowing the product that is to be promoted.
To learn more on the topic of Learning to write marketing copy, view this LinkedIn Learning video!
Reference Section (including the LinkedIn Learning).
Learning to Write Marketing Copy – www.linkedin.com/learning/learning-to-write-marketing-copy/managing-brand-voice?u=2109516
More content is coming, be sure to check back often, Peace & Love xxA
Amanda-Lynn McIntyre 