How to write good marketing copy - 10 best practices

Post by
Sarah Lee

Marketing copy is essential for any business, as it is the first impression a customer has of a product or service. However, if the ad copy is poorly written, it can result in lost sales and money. Bad ad copy can be due to poor grammar, incorrect information, or simply being uninteresting to potential buyers. As a business owner, it is important to ensure that your marketing materials are well-written and error- free, in order to avoid losing potential customers.The best way to write good marketing copy is to know your audience. Write in a way that speaks to them, without being too personal. Keep in mind that people are typically on the internet for one of two reasons; either they're looking for something or they're bored. So, in a good copy you want to talk about what they want and why they should buy your product. To be able to advocate for your product you need to know how to write a good marketing copy that will appeal to your specific type of customer. There are many ways you can go about writing good marketing copy, but here are a ten tips for getting started:


Write in the vernacular of your target audience

The first thing you must do when producing a marketing copy, writing copy, facebook ad copy or a sales email copy or text is establish your tone. Are you going for a professional or formal tone? A friendly or casual tone? An authoritative tone? It's important to know who the audience is so you can write in their vernacular. To get your point across, you must use words that people will understand. If you're writing to a group of people who are all college educated, then using words like "dude" or "cool" will probably not be the best way to get your point across.


Use the power of storytelling to convey your message

Storytelling is a powerful tool for conveying messages. A good marketing copy should tell a wholesome story and create a need for the product being advertised.  It is easy to get bored of reading about the same thing repeatedly, but when you tell a story that has meaning, people will be more inclined to listen and relate. However, writing fiction is not suggested; tell a story that's relevant to the product or service you're trying to sell in your market copy. Be unique and authentic at the same time to attract customers.


Use engaging headlines that are descriptive and easy to understand

Marketing copywriting is the art of writing promotional content for a product, service, or company. It can take many forms including sales copy, editorial copy, and website content. Marketers should use persuasive language to encourage readers to buy products or services. Marketing copywriters are responsible for coming up with an engaging headline that captures the reader's attention and makes them want to read more. The headline is the first thing a reader sees on a marketing copy, so it needs to be descriptive and easy to understand. It should also make the reader curious enough to click on the article or blog post link. Effective marketing copies appeal to readers' emotions and grab their attention. They also make it easier for readers to find what they're looking for on a website, which can lead to increased traffic.


Always be honest with your customer about the value you offer them, but don't exaggerate or mislead them

Effective marketing copy is written with the goal of appealing to readers' emotions and grabbing their attention. A well-written marketing copy will also make it easier for readers to find what they're looking for on a website, which can lead to increased traffic. Do not give the customer misleading information just to attract traffic as eventually this will lead to negative results. A good way to start writing effective marketing copy is by establishing your tone and purpose. If you want people to buy your product, for example, you might want to write an article about the benefits of purchasing it.


Give your customer a reason to buy your product

The importance of good marketing copy cannot be overstated. What is the point of having a great product if nobody buys it? You can have the best marketing team and spend millions on advertising, but if your product and the message you're sending out there isn't selling, you're going to go bankrupt. That's why it's so important to give your customer a reason to buy your product. Establish a need for the product that compels the customer to make the purchase.


Use the word "you" in your copy to personalise it for the reader

To write an effective market copy, you need to establish a connection with the customer. It's all about understanding your audience and making sure to personalise your copy for them. First, you need to figure out what your audience wants and needs. You can do this by talking with them one-on-one or using surveys etc. The best practice is to address the customer directly. Make them feel like they are part of the conversation and valued.


Provide an example of how someone might use your product or service or share a story about how you helped them with their problem

Many people think they can't write. They think that they're not good at it and they give up before they start. But writing is a skill like any other and you can improve at it with the right tips and the right attitude. Writing a narrative will help customers connect with the product and understand its benefits and needs.

Use images and videos

Images and videos can be extremely effective in marketing as they help grab attention and attract customers but they must be used correctly. They should be high quality and relevant to the product or service being marketed. Additionally, they should be used sparingly so as not to overwhelm the reader or viewer. A good ad copy must contain images to provide a break from all the text but should not take away from the product.

Use numbers and statistics

Use numbers and statistics in your marketing copy to back up your claims. This will make your claims more believable and help to persuade your readers. For example, if you are claiming that your product is the best on the market, you can back up this claim with statistics about how often it is purchased or used. If you are promoting a sale, include figures about how much money people can save. Numerical evidence impacts readers greatly and convinces them about the success of the product. A good ad copy should contain relevant statistics as they take less space and convey the benefits of the product. 

Use a sales copy service to generate a good ad copy

Copywriting is an essential skill for any marketer. However, writing a good marketing copy can be tricky as it needs to be persuasive, informative and attention grabbing all at the same time. Luckily, there are a few handy tools that can help you create a good ad copy. AIDA (Attention, Interest, Desire, Action) and QUEST (Qualify, Understand, Educate, Stimulate, and Transition ) are two such tools. AIDA is a simple four-step process that can help you create attention-grabbing headlines and body copy. QUEST is a more detailed five-step process that can help you come up with persuasive arguments and solutions to customer objections. Both of these tools are free to use, so why not give them a try?

Final Thoughts

Marketing a product plays a vital role in its successful sales and therefore generating a good marketing copy is a priority for many businesses. To generate a good marketing copy, you need to be aware of both your audience and your product. The market copy should have attractive headlines to lure in the customer and the ad should narrate a story that compels the customer to buy the product. Use personalised tone and narrate statistics as customer’s find numerical evidence more convincing.

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