Find Your Voice: Engage Your Audience – Marketing Copy that Works
Magnetic messaging. You know what I’m talking about. The kind that pulls you in…and makes you want to click, buy, call or act. So whether you’re looking to appeal to new consumers or customers – or keep the ones you’ve got – here are some ways to up your “attraction factor” when it comes to writing marketing copy.
Write for a real person
Sure, research has its place. It’s useful in defining and refining your demographic. Using data-driven marketing techniques – leveraging Big Data and Little data – to craft targeted marketing copy that will resonate. But when consumers are labeled and lumped together into an all-encompassing demographic group, it’s easy to forget that – at the end of the day – these same consumers are just regular people, like you and me.
When writing, don’t write for a demographic. Instead, write for a real person. Think of your consumers in human terms. What challenges is 30-year-old Allison facing? What really matters to Boston-born Phillip? What’s a typical day like for Dave and Michelle who recently retired? You get the picture.
When you take consumers out of that “demographic box” and really understand what drives them, your messaging becomes more meaningful. And then something amazing happens. Your writing transforms from generic to more personal, from insincere to authentic. Appeal to the person. Know his/her worries, wants and challenges…and how your product, service, etc. can alleviate them. Your copy will be warmer, richer for it…and your consumers will sense it, too.
Second that emotion
Marketing copy that makes an emotional connection has endless reach. It resonates. It has staying power. It gets clicks and converts.
Some may say, “But I sell to companies, not people.” Wrong. You’re reaching people who happen to work at a particular company. They have real lives. And they respond to emotionality.
So get in touch with your brand’s emotional side…and touch your target on a whole deeper level. Did you know that there are five major motivators of human behavior?
And these are just as relevant to buying behaviors. It’s a simple fact: emotions influence buying. So how do you tap into emotional copywriting? Choose sensory and emotional words – they’re more memorable and persuasive. Then add in some facts to confirm that consumers are making a sound buying decision while appealing to the logical side of the buying brain.
Keep it conversational
Seems simple enough, right? Yet why does so much of marketing communications sound, well, so stiff?
Conversational copy speaks to your consumer as a regular person. It’s not about impressing them by using big words. It’s about putting them at ease. Being relatable. Like chatting with friends at lunch. A few quick tips:
- Skip the high school English rules and learn to love contractions. It’s commonly accepted today and results in a quicker read.
- Unless you’re The Economist (a very well-written mag, by the way), leave the fancy $5 words at the door…and opt for language that’s clear, concrete and simple.
- Skip endless sentences that span for lines. People get lost in long lines of copy. Instead, play with shorter paragraphs and varied sentence lengths (staccato artfully placed works great).
- Read out loud to catch clumsy, cumbersome copy prior to printing.
Everyone loves a good story. And whether you sell lampshades or powerboats, there’s a special side to every product or business that people want to hear about.
Remember, it’s not about you, it’s about them. Your consumer. Know them. Connect with them in a meaningful way. And they will follow.
About Katrina Denk
Possessing over 10 years of experience leading strategic and tactical marketing efforts of some of the area’s most respected businesses, Marketing Director Katrina Denk brings a wide breadth of knowledge to every initiative she oversees. Whether it’s a product launch or a multi-touch email campaign, she understands all the ins and outs of the marketing mix. In her free time, Katrina is an enthusiastic world traveler and animal lover.