Like a great salesperson, marketing copy must move your audience to action. This is the case regardless of channel—direct mail, email, in-store or exterior signage, or social media. Not a writer? That’s okay! These simple tricks can get you started. Let’s take a look at five copywriting principles that will get your audience’s attention and motivate them to act:
Get creative. Keep your copy straightforward, but try to break out of the “same old, same old.” This is an excellent use of ChatGPT. Put your headline into the AI generator and ask for creative options. For example, instead of this: “Tired of Mowing Your Lawn? Let Us Help!” ChatGPT might suggest something like this: “Ditch the Mower—Enjoy a Lush Lawn without the Work!”
Put on your sales hat. Marketing copy needs to do more than entertain. It must motivate people to take the next step. Understand your audience’s pain points and position your product as the answer (such as hiring you so they can spend more time with family during the mowing season). Include a clear call to action.
Make it about them. Focus on solving problems rather than simply providing a list of product features. Talk about your customer’s issues, challenges, and bottlenecks. Let recipients identify with the message, then discuss how your products and services are the solution.
Build trust. Part of building a brand and gaining repeat customers is establishing trust. Represent your products in a way that is accurate, helpful, and maintains your customers’ confidence. Include badges, icons, and customer testimonials where possible.
Copyedit and proofread. Always use a second set of eyes to ensure your copy meets professional standards. When possible, engage a professional. Regarding marketing, there are rules for punctuation, capitalization, and usage that only professionals know.
Once you have compelling copy, you can add it to the rest of your marketing toolbox, including great design, engaging graphics, and a compelling offer. Put it all together, and you have a marketing story that packs a powerful punch.
