Average copywriting will get the job done, and you might generate a lead or two. But truly great copy captures attention and keeps people talking about your business long after the initial interaction.
Don’t settle for bland, forgettable content. You need copy that excites, resonates and leaves a lasting impression on your audience.
Keep reading to learn how to write good copy that draws in customers and builds long-term engagement. We’ll explore key topics, including:
• What Is Copywriting in Marketing?
• What Makes Good Copywriting?
• The 4 P’s of Copywriting
• Why Great Copy Matters for Businesses
• 12 Copywriting Tips To Consider in Your Marketing Strategy
• Winning Copywriting Examples (and Why They’re Great)
What Is Copywriting in Marketing?
Copywriting is the art of stringing words together to drive action. In marketing and advertising, good copywriting is key to acquiring and retaining customers.
If you want people to fill out a survey, click on an ad or make a purchase, you need to woo readers with great copywriting that prompts them to do a quick Google search or consistently visit your brand’s social accounts.
So, now that you know the answer to “What is copywriting in marketing?” sounds easy enough, right? Not quite.
Unlike a blog such as this that can dive into details to make a case, copywriting for marketing has to pack a punch with a few words. This is why, in addition to having writing skills, copywriters must also understand what makes people tick to move them down the sales funnel.
Headspace’s landing page is a brilliant example of how to consider feelings in your copywriting:
Source: Headspace
The mindfulness app Headspace uses minimal yet impactful copy on its landing page. This approach places the reader at the forefront, quickly listing three benefits you (the audience) will gain from using the app.
By zeroing in on what potential users care about, the copy successfully conveys the app’s value.
In the next sections, we will discuss the basics of copywriting, including benefits, characteristics and copywriting techniques, so you can learn how to write good copy, too.
Basics of Copywriting: What Makes Copywriting Good?
When prospects land on your website, you only have 10 seconds to convince them to stay. This means that starting from the Hero text — the copy below the headline — copywriters must be able to make a strong first impression with their words.
Here’s what makes copywriting memorable:
✓ Clear and Concise: Good copy is easy to understand and gets straight to the point, avoiding jargon and hyperbole.
✓ Compelling: It makes the reader feel something and triggers them to take action, whether purchasing, filling out a form or subscribing to a newsletter.
✓ Targeted Towards a Specific Audience: Your target audience anchors your copy’s tone, messaging and voice.
✓ Relevant: Good copy is relevant to the audience’s needs and should offer a solution or fulfill a desire.
✓ Grammatically Correct: Not to be overlooked; good copy is free of grammatical errors and typos.
✓ Well-Researched: Thorough research ensures that your copy is accurate and up-to-date and that any claims in the copy are backed by solid evidence.
✓ Creative: Skilled copywriters can make even the driest topics interesting. This means using clever wordplay, visually appealing imagery and imaginative language.
The 4 P’s of Copywriting
Some copywriters use the 4Ps of Copywriting for a more structured approach. This framework, developed by advertising expert Michael Masterson, ensures that copy addresses key elements needed to engage and persuade readers effectively.
The four Ps are:
1. Promise
Your copy needs a strong promise to capture and keep your audience’s attention. This promise should do more than just hook your readers — it should accurately diagnose the readers’ pressing problem, speak to a solution and address the top benefit.
Essentially, it answers the crucial question: “What’s in it for me?”
Make sure to weave your promise throughout your copy and consistently remind readers of the value they’ll gain to reinforce why they should stay engaged and choose your brand.
2. Picture
Next, paint a picture of what life could be like once readers have your solution. Build an emotional connection by using vivid language and powerful visual imagery that speaks to the transformational results they can expect.
This is where you tap into your audience’s emotions and desires, showing them how your product or service can improve their lives.
Think about ads for fitness programs that promise to help you achieve your health and wellness goals. These commercials often showcase people who have transformed their lives, showing them enjoying activities like running marathons or playing with their kids.
This visual proof of improvement highlights the program’s effectiveness and keeps viewers motivated to take action.
3. Prove
Now, it’s time to back up your promise with proof. Use data, statistics, testimonials and other forms of social proof to build credibility and trust with your audience. People are more likely to believe in the effectiveness of your solution when they see evidence from real customers or reputable sources.
Building upon the fitness program example, the commercial may also feature before and after photos of satisfied customers or share success stories from people who have achieved their fitness goals through the program. This proof effectively convinces potential customers that your product or service can deliver on its promise.
4. Push
Finally, you need to give readers a clear call to action (CTA) to motivate them to take action. This CTA should be compelling and easy to follow so that readers feel confident about taking the next step.
In our earlier example, the push could be a limited-time offer for a discounted membership or a free trial session. These offers motivate potential customers to take action now rather than later, increasing the chances of conversion.
Why Great Copy Matters for Businesses
Copywriting for marketing is the backbone of every high-converting website, ad, landing page and other promotional material. Here’s why:
1. Persuades Customers To Take Action
Effective copywriting has the power to persuade people to take action. Whether purchasing, signing up for a service or simply clicking a button, great copy can guide readers toward the desired outcome.
When done well, it can tap into people’s emotions and convince them they need what you offer.
2. Builds Your Company’s Image
Your copy shapes your company’s image by showcasing your brand’s values, personality and professionalism. If your website has poor copy and grammar, it undermines your credibility and suggests you don’t care about quality.
On the other hand, well-crafted copy reinforces your brand’s strengths and presents a professional, trustworthy image.
3. Forms and Emotional Bond With Audience
Your audience always evaluates if you’re the right fit for their needs. They dig deeper to learn more about you, and this is where your brand story plays a key role.
A well-crafted brand story connects with your audience by addressing their concerns, hopes and dreams, helping them feel understood and confident that you’re the right choice.
4. Gives You an Edge Over Competitors
Today, consumers have endless options. To win them over, you must communicate how you solve their problems and the value you bring to their lives. With effective copy, your brand can avoid being seen as just another company trying to make a sale.
5. Boosts Organic Rankings on Google
Google rewards pages that provide relevant, valuable information. Crafting high-quality copy that includes relevant keywords and useful information can improve your website’s search engine rankings. This means more potential customers will find you organically through online searches.
6. Maximizes Your Digital Marketing ROI
Facebook Ads and Google AdWords costs are increasing due to more advertisers competing for space. The relevancy of your content plays a significant role in these costs, as both platforms use a “Quality Score” and “Relevancy Score” to measure how well ads deliver what they promise.
Higher scores lead to better ad visibility, resulting in more clicks and a lower Cost Per Click (CPC) for your advertising budget.
Up Next: Learn how to write good copy with tried-and-tested copywriting techniques.
12 Copywriting Tips To Consider in Your Marketing Strategy
Now that you understand the importance of good copy, let’s explore proven copywriting techniques to refine your marketing strategy. These copywriting tips will help you create compelling content that grabs attention, engages readers and drives action.
Tip #1: Know Your Audience
Understand who you’re writing for. You can’t write good copy without knowing your target audience. Take the time to research and understand your market — their wants, needs, pain points and interests. This will help you tailor your language, tone and messaging to resonate with them.
Tip #2: Use a Conversational Tone
Write as if you’re talking directly to your reader. A conversational tone makes your writing more relatable and engaging. Avoid jargon or formal language that may come across as robotic or impersonal.
Tip #3: Keep It Short But Sweet
People have short attention spans, especially online. Keep your sentences and paragraphs concise by trimming unnecessary verb phrases, avoiding vague nouns and using precise language. Break up long blocks of text with bullet points or lists to make your copy more digestible.
Tip #4: Highlight Benefits
Rather than focusing on features, highlight the benefits of your product or service. People are more likely to be interested in how something can benefit them than in its technical specifications.
Tip #5: Use Powerful Words
Certain words hold more weight and evoke stronger emotions than others. Incorporate strong, persuasive language into your writing, such as “free,” “limited time,” “guaranteed,” “proven” and “exclusive.” Just be careful not to overuse them, as it can be insincere or pushy.
Tip #6: Tell a Story
Humans are wired to respond to stories. Use storytelling techniques when copywriting for marketing to captivate and connect with your audience on an emotional level. This will make writing marketing copy more memorable and impactful.
Tip #7: Add a Strong Call to Action
Always include a CTA at the end of your copy. Whether it’s making a purchase, signing up for a newsletter or contacting you for more information, give your readers a specific direction on what to do next.
Tip #8: Use Powerful Headlines
Your headline is often the first thing a reader sees, so it needs to pack a punch. Use strong language, keywords and numbers in your headlines to grab attention and entice readers to continue reading.
Tip #9: Utilize Social Proof
People are more likely to trust and believe in your product or service if they see others have had positive experiences. Use customer testimonials, reviews and case studies to showcase social proof and build credibility.
Tip #10: Use Visuals To Enhance Your Writing
Incorporating visuals such as photos, videos or infographics can enhance the appeal and memorability of your content. Visuals also help break up large chunks of text and represent your message visually.
Tip #11: Be Authentic
Authenticity is key to building trust with your audience. Avoid using exaggerated claims or false promises in your writing. Instead, be honest and genuine in your messaging to establish credibility and foster a connection with readers.
Tip #12: Test and Revise
Always test different versions of your copy to see what works best. A/B testing various headlines, calls to action or content formats can reveal what resonates most with your audience. Use the insights you gain to revise and refine your copy for better performance and engagement.
Winning Copywriting Examples (and Why They’re Great)
If you’re unsure how to transform your copywriting strategy, looking at examples of successful copy can be a great source of inspiration. Here are five examples of amazing copywriting strategies and why they’re effective:
Dollar Shave Club
Razors can be quite pricey, particularly disposable ones, which means you’re wasting money. Dollar Shave Club’s copywriting strategy aims to tap into this mindset.
They creatively combine wordplay and visuals to hook their audience and encourage them to reconsider their shaving choices.
Source: Ads of the World
DropBox
Silencing notifications can boost productivity, but it’s challenging if it cuts off team communication. Dropbox taps into this frustration to highlight its business goals on it’s “About Us” page.
Source: DropBox
By acknowledging their audience’s pain points, Dropbox positions itself as the ideal productivity tool that seamlessly integrates into busy workflows without causing interruptions.
KLM
Honesty is the best policy, and Dutch airline KLM nails it with its transparent copywriting strategy. In their campaign promoting responsible flying, KLM flaunts their green efforts and admits there’s room to grow.
Source: KLM
This honest approach makes them a hit with eco-minded travelers and shows they’re serious about making a difference, something many brands shy away from.
Now that you know the basics of copywriting, do you feel equipped to craft compelling content on your own? If not, don’t worry! Whether writing marketing copy for social media ads or landing pages, a digital marketing agency has the expertise to craft persuasive, high-impact copy that boosts your brand’s message and drives real results.
Nail Your Copywriting Strategies and Drive Actions With Thrive
With everything you’ve learned in this article, you could start crafting compelling copy that grabs attention and drives action. If you want to ensure your copy is as effective as possible, partnering with a digital marketing agency like Thrive can elevate your efforts.
We create targeted, high-impact copywriting strategies that capture your audience’s attention and drive meaningful actions.
Whether writing marketing copy for pay-per-click campaigns, developing a strategic content plan or optimizing your SEO to increase search visibility, our tailored approach meets your unique business needs and goals.
Transform your insights into persuasive, results-driven copy — talk to our content marketing experts today.
