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Steps to Writing Great Marketing Copy

Want to boost the effectiveness of your marketing? Techniques like 1:1 personalization, trigger-based delivery, and multi-channel marketing are a great foundation. But even these won’t amount to much if they aren’t paired with something equally important. That’s good marketing copy.
Here are some fundamental principles of writing great copy that will help your message command attention:
• Be imaginative. It’s easy to say the same thing in the same way all the time. Break out of the mold. Look for unconventional ways to present your message.
• Be a salesman. Cute and clever doesn’t get you anywhere by itself. Your copy still has to motivate recipients to take action. Be creative, but also be clear. Sell benefits. Give an overt call to action.
• Put the customer front and center. Make the customer the center of the message. Talk about their problems, their challenges, and their bottlenecks. Let them identify with the message, then talk about how your products and services make life better.
• Build trust. Part of building a brand and gaining repeat customers is establishing loyalty and trust. Represent your products in a way that is accurate, helpful, and maintains your customers’ confidence.
• Hire a professional editor. Make sure your copy meets professional standards. Someone who is “good at grammar” isn’t sufficient. When it comes to marketing, there are rules for punctuation, capitalization, and usage that only professionals know. Make sure you are using them.
Of course, there are other elements to great print marketing, as well. Good layout. Interesting graphics. Compelling offer. But great copy ties it all together.
© 2013 The Foley Group

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