In an ideal world, you'd have a professional copywriter to write all your marketing copy right?
But often that's not the case.
A social media manager, for instance, may be writing captions every day, or maybe someone's asked you to take over the business newsletter.
Not everyone is a trained content writer, but most people in marketing and business will have to write marketing copy at some point.
Here are 3 ways to write better marketing copy, straight from our highly qualified, Australian copywriting team.
Who? Our All In Creative team of content creators includes 5+ copywriters who have spent years writing for SEO, creative ads and marketing (and even creative writing projects with published authors in our ranks!).
Being concise increases your impact and improves comprehension.
We were tempted to leave it at that - but being concise doesn't mean NOT writing. It means being to the point and not wasting your reader's time with fluff and unnecessary words.
You'd think writing less would make it easier, but it takes practice.
Mark Twain said it best, 'I didn't have time to write a short letter, so I wrote a long one instead'.
Even as professional copywriters, we have to edit and cut down our writing after the first draft.
When you edit and proofread your copy, continually ask yourself, 'is there a better way to say this with fewer words?'
Be ruthless. Less is more - and that's all we'll say about that!
Be persuasive. If you want people to buy what you're selling, you must also believe what you're writing.
Hedging language is the trap that will undermine the persuasiveness of your content.
Hedging language uses words to create a sense of vagueness, leaving room for other possibilities. This is considered good practice in some settings like academic writing, but is a big no-no for marketing copy.
Hedging words include: 'can', 'could', 'possibly', 'likely', 'may', 'often', 'sometimes', 'usually'.
Tell people what you know without apology. Ditch the qualifiers and tell them what your product or service will do.
If we were using hedging language, we'd say 'hedging language can make your writing less impactful', but really, 'hedging language will make your writing less impactful'.
Want an extra kick in your call to action?
Don't ask people to do something, ask them to be something.
I may not want to donate blood, but I want to be a hero. I may not want to give up hours of my time to volunteer at a local charity, but I want to be a change-maker. I don't want to add another thing to my cart, but I want to be a bargain-savvy shopper.
Reframe actions into identities and supercharge your impact.
Be a smart writer.
With chat GPT and helpful tips like these - who needs us anyway?
Just kidding.
There is a place for AI content writing, and merit in DIY copywriting, but there's always a need for real-life human copywriters - especially when it comes to marketing copy.
But the amount of copywriting involved in running and marketing a business is astronomical. Unless you have budget to burn, bringing in a fair dinkum, qualified Australian copywriter every time you need copy is impractical.
So when should you get a professional writer on your side?
Finding an avenue for outsourcing your copywriting is like navigating a minefield. Never mind Chat GPT and overseas workers. Once you find your way past those, you still need to find someone good.
At All In Creative, we can confidently say our writers are the best. With journalists and published authors in our ranks (and more years of experience than we'll admit to because it shows our age...), we'll help you find the right words.
Drop us a line and have your copy converting in no time.
