What can a Marketing Copywriter do for your brand?
There is no doubt that strategic, well-structured copy is an essential and vital tool in any successful marketing campaign. Copywriting breathes life and personality into your brand. So too, professional marketing copywriters deliver on-target, positive messaging that has the power to engage and elevate your brand’s image and appeal in any marketplace.
What is the role of copywriting in content marketing?
Copywriting is creating persuasive marketing and promotional content to increase brand awareness, and to drive people to take action.
This action might be:
- to make a purchase or sign up for a trial
- respond to a special promotional offer or discount
- download a document/checklist
- click on a link to request more information
- schedule a call or book a live demonstration or watch a video
Copywriters today are marketing savvy on any platform …
In the days before the rapid emergence of digital and social media platforms, an experienced marketing copywriter’s focus was on creating advertising copy to appear across traditional media channels (TV, radio, print).
Copywriters also generated the written content in sales promotion materials for local businesses, direct mail, retail catalogues and sales letters for a multitude of products and services.
However, the seismic shift from traditional to online media dominance quickly led to a booming demand for copywriters who were content marketing savvy.
Most marketing content (copy) today is written by professional marketing copywriters who can generate content across traditional media, online and social media platforms, industry specific reports, and in emails (EDMs).
Marketing copywriters sell products through storytelling …
Copywriting is best suited to creative people who can craft stories around a brand or product. Marketing copywriters have the skill to craft words that establish a unique positioning for a product or service and promote a point of difference with competitors.
They create powerful content that sells products, inspires trust in audiences and builds levels of engagement and ultimately sales.
In addition to excellent writing skills, content copywriters must bring strong creativity to the table, along with a very clear understanding of marketing principles and the psychology of persuasion.
What is the power of emotional messaging in marketing copywriting?
Using emotional triggers in advertising copy has proven to be a very successful technique. A Social Media Today report showed that 31% of advertisers noted significant profit gains from employing emotional campaigns compared to 16% of advertisers who reported the same gains using rational campaigns.
Well-crafted copywriting using strong emotions directly affects the buying patterns of a target audience and can produce outstanding results.
According to a recent study from HubSpot, the most shared ads relied on emotional content, including happiness, belonging, instant gratification, and values.
What are the 9 best emotional triggers?
Some of the common triggers used in advertising to create emotional engagement include:
- Instant gratification: Consumers expect this today. Whether it is a discount for buying now, or instant access to an eBook or learning platform, don’t keep your audience waiting or you will lose them!
- Happiness: Advertising often depicts pictures of happy, smiling people enjoying a product or service. Coca Cola and McDonald’s have done this very effectively in many of their campaigns over the years with one notable campaign being the introduction of Happy Meals and wonder and excitement on the face of children.
- Fear: Fear is one of the most effective emotional triggers. Fear campaigns have been used very successfully over the years. The Grim Reaper ads of the 80s were used to drive awareness and education around AIDS and HIV transmission. More recently, the Stop Smoking campaigns have used fear as a driving force to raise awareness of the dangers of smoking.
- Trust: This is one of the single most used emotions in selling campaigns. Being visible creates credibility and builds trust with an audience. Offering money back guarantees and free trials to reduce risk are some of the most common tactics used for businesses ranging from software licenses to gym memberships and weight loss programs.
- Sadness: This has been used effectively in many campaigns ranging from climate change, wildlife conservation, and famine eradication programs. “Shock and awe” are also common traits of this kind of campaign. The purpose behind sadness and shock in campaigns is to create empathy and compassion to drive an action.
- Anger: Commonly, anger is used in political advertising or advertising to drive change. For example, the recent Black Lives Matter campaigns. This is often combined with frustration and can be a very powerful motivator when used cleverly.
- Belonging: It is human nature to have a desire to belong to a group or community. Being part of a team to achieve something collectively is another powerful way to sell things like memberships to organisations.
- Guilt: One of the most powerful human emotions is guilt. Guilt has been used effectively over the years in a number of campaigns for not for profits such as Save the Children, World Vision child sponsorship programs, and more recently in the fundraisers for the Australian Bushfires of 2019/20.
- Value: These days, value-based advertising is one of the hottest marketing trends. Any consumer likes to feel that they have been given a “good deal,” whether saving or getting more features and tools. The big thing with value-based campaigns is that people will remember the way you made them feel during the process and a good experience brings enormous value to a brand.
As a starting point for emotional-based campaigns, it is important to understand your consumers’ mindset and their buying triggers. Marketing copywriters will have a good understanding of consumer psychology and the emotional triggers that will resonate with your audience to drive an action.
Where do I start with drafting my own marketing copy?
We know that creating good copy takes time, skill and consistency. But when sitting down with that blank writing pad or empty computer screen, where do you begin?
- Start by understanding the key focus word or phrase for your article. This will not only help your SEO ranking on your website, but will also help your content be indexed correctly when someone searches for your product or service.
- Understand the purpose of the communication and the value this brings to the consumer. All too often, people write about what they want to write about, not necessarily what the consumer is searching for. So be very clear on your purpose and who you are writing for.
- Highlight the main features/key selling points and offer supporting evidence. This might be a case study or testimonial, as this builds trust and credibility. Why say it yourself when a client testimonial can do the selling for you!
- Remember to include a very specific call to action (CTA). Tell the reader what you want them to do next. For example, read more, download now, subscribe here, buy now. The more explicit the CTA, the more likely you are to gain conversion.
- Remember to run a spell check and grammar check before hitting “publish” and create an attention-grabbing headline, and don’t forget to use images! Visual engagement is an important tactic to “stop the scroll” on social media platforms these days.
Creating compelling copy requires a lot of time and skill and one key element not to be overlooked is CONSISTENCY! That’s why so many businesses outsource their content marketing writing as they have access to a pool of specialist marketing copywriters who can create copy consistently.
Don’t want to do it yourself? So, how do you brief a marketing copywriter?
Like anything creative, the output is only as good as the briefing. A good marketing copywriter should have a thorough briefing process before even putting pen to paper or fingers to the keyboard. Without spending time on the briefing process, it becomes very difficult to plan and create successful content.
Here are 10 key considerations that make up part of an effective copywriting writing brief:
- Description: Briefly describe the product or service you are selling. What does this product or service do for the customer?
- Features: What are the key features of your product or service?
- Benefits: What benefits do these features bring to your customer? What problems or needs do they solve? What is the most important benefit?
- Price: What is the suggested cost and how does it compare with competitors’?
- Target market: Consider things such as income, education, job, gender, age, interests, hobbies. Ask yourself: Who are your ideal buyers?
- Your competitors: Who are they? Are they better or worse than your product/service? What do you do differently?
- What is your offer? What are you offering to prospects? What value does it bring to them? How are you helping them?
- Objections: Why would someone NOT want your product?
- CTA: What do you want prospects to do when they see your content? Buy now? Visit your website? Request information or a demo?
- Legal Copy Points: If your claims are backed up by data, what information or legal copy must be included? What details cannot be said or promised?
Our marketing copywriters are market specialists
At Content Box, our team of content marketing copywriters are not “off-the-rack” freelancers, as they have expertise in digital response triggers like SEO, Metatags and Keywords. This means their entire focus is on creating engaging content that will trigger positive reactions and sales from select target audiences. Our team has developed a detailed client Q&A brief to ensure we cover all information needed to build a successful Content Marketing Strategy for you.
As consumers today are less motivated by general-appeal content, our copywriters are adept in generating niche market content. Content that tells your story, builds trust, and educates your audience – improving levels of engagement and ultimately conversion. Each of our marketing copywriters is devoted to writing authoritatively on a specific consumer or business sector ranging from package health, aged care and NDIS through to travel, cyber security, insurance, logistics and distribution, marketing services, and many more.
From social media posts, blog copy, eBooks, email marketing campaigns, video scripts, or website content, our Content Box team can develop thoroughly researched, cleverly crafted content. Whether to position you as the industry expert or to market your brand to any target audience, our team can create compelling content that is bespoke to your brand.
We also can repurpose your written content into video content, podcasts, and eBooks, ensuring you maximise your content investment. We make it easy – by doing it all for you!
Contact us today to learn more about our content marketing copywriting services.