Overview of Marketing Copywriting
Marketing copywriting is a method used in the business world to create a compelling piece of writing. Ideally, this writing is persuasive and can be written to either promote a business by advertising, or by selling a product or service to individuals. The term writing copy is usually associated with a marketing purpose in mind using techniques to make the reader engrossed by creating an idea in their head that they need to take action by getting them to learn more about the product, or by having them purchase it. Ian Lurie, the Founder and CEO of a marketing agency, created a video to not only show off his expertise on the subject but to give viewers a chance to succeed themselves. Ian went into thorough and great detail about what writing marketing copy is, and how you can also be successful at it by following a particular and precise structure. Ian went through three main topics and a conclusion, starting from “Overview of Marketing Copywriting, Writing Copy, and Rewriting Existing Copy” (Lurie, I. 2014). In the Overview, Ian went into detail about what explicitly copywriting is, and what elements should be incorporated when writing it. Some of the key takeaways from Ian were about the overall cohesiveness having each piece fit together. “Great writing, and great structure works” (Lurie, I. 2014). If your writing is clear, creative and concise, you will have a better target audience reacting to your product. Ian also spoke about what Copywrite needs to incorporate so that the audience feels obligated to stay, by delivering value on their time and creating a significance with the buyer and the product. It is useful to get into the technique of a product description so you can clearly describe what you are selling, while also taking the time to learn which classification your product fits into which will give your product and page more substance and viewers.
Writing Copy
So, once you have selected your chosen writing type, media and style preference, it is time to begin writing your copy. With any good prep, you need a timer and some notes about your audience that way; you can gauge what will and what will not work with who is trying to buy your product or service. It is always best to start any copy with some free-writing, not worrying about any grammar issues, and other various distractions avoiding all interruptions is critical as this will help you to maintain an excellent first draft. Ian had a bunch of rules and suggestions he believes is critical to every good article written, some general rules are; you should address your reader with “you, and your, customers are not an algorithm, quality over quantity, and sarcasm translated through words does not always work” (Lurie, I. 2014). In the writing copy section, this is where Lurie wants you to get most of your writing done; this is the part where you follow the general rules and the tips provided when writing your first draft, headlines, the use of proper spacing and paragraph length, and figuring out whether your writing for online or offline copy and seeing the disadvantages and advantages of both. Make sure to avoid fear mongering and using mysterious headlines to receive better results, and always remember, “marketing copy with a so-so headline will sell more products than no headline at all” (Lurie, I. 2014).
Rewriting Existing Copy
Rewriting copy is probably the most challenging part to master, you need to be careful with each aspect regardless if it is a web-letter, product description, brochure, web-page or social media platform. Rewriting marketing copy entirely from scratch is a bad idea, commonly you do not know the subject matter or context of the copy and your time is valuable, so the key to rewriting existing copy is improving without restructure. If your rewriting copy that is too cluttered or has many grammatical issues then you know where to start, the key idea is to remember which type of copy you are restructuring as they are all unique. Social Media copy is where you need to be a bit more careful due to it being spread fast through multiple different formats and how easy it is to offend people. Make sure just to “relax, it is a casual environment” (Lurie, I. 2014). If you follow the simple Social Media rules you will have an easier time, “enjoy what you are writing, try not to be offensive, keep your messages brief, and lastly it is always a good idea to pair your words with images;” using a relevant imagine will cause your post to outperform than it usually would have. (Lurie, I. 2014).
Conclusion
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References
References
Lurie, I. (2014) Learning to Write Marketing Copy, LinkedIn. https://www.linkedin.com/learning/learning-to-write-marketing-copy/welcome?u=2109516
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