The primary goal of writing any ad copy is to increase conversions. Therefore, it is one of the most critical parts of any business and is the secret sauce to generating sales. However, writing marketing copy is challenging.
So this guide seeks to address that challenge. It discusses what a market copy is and provide key tips for writing it. Let’s begin.
What Is a Market Copy?
Market copy refers to words and phrases that attempt to persuade readers to take a specific call to action. A market copy can be written for websites, ads, direct marketing, or even promotional flyers or announcements.
They outline the features of products and services and try to show prospects how they can improve their quality of life.
Market copy differs from standard online content in that its primary goal is persuading readers to take action. Calls to action can include:
- Subscribing to a newsletter
- Buying a product
- Clicking a link
- Visiting a website
- Sharing content
- Sharing their contact information
Why Is Market Copy Important?
It’s essential to understand today’s market conditions to understand the importance of marketing copy. But, first, remember that the modern market is increasingly saturated, and most customers are savvy.
This means that old marketing techniques will no longer work because modern prospects have different priorities.
Today’s consumer cares little for what your company is selling. Instead, they put a great emphasis on the value your product or service can create for them.
Content writing and copywriting may seem similar, but their difference in purpose and goal make them distinct from one another. Content writing focuses on building customer engagement, and it does this by providing relevant information to a search query.
On the other hand, the primary purpose of a market copy is to sell a product or service. Therefore, it focuses on how the product can improve a prospect’s life.
For example, content writing introduces a new product’s features to an audience, while copywriting explains to prospects how these features can serve them.
Key Tips for Writing Marketing Copy
Now that you understand the fundamentals of copywriting, it’s time to define what good market copy is and how to write it. We first must understand how our target audience thinks and what they deem essential.
You could spend all day describing what a product does and still fail to generate a sale. As strange as this may seem to hear, in copywriting, the product doesn’t matter. It’s more about how you sell it to prospects.
Modern customers gravitate toward products and brands that they relate with. Features are factual statements that describe a product’s capabilities and functions. Benefits are statements that show how a product can be helpful to a customer. Try to focus on the latter by following these three tips.
Focus on the Big Promise
Savvy customers are immune to old marketing techniques. Bold claims are old news to them and may even turn them off.
Instead of simply stating what a product can do, try to go the extra mile by describing the positive results your product can yield.
For example, An ad attempts to sell an AI writing software.
Instead of simply enumerating the software’s features, try to state how it can ease the content writing process. You can also tailor this message to address different types of audiences.
If you’re targeting students, focus on how it can make their work easier. If you’re targeting content managers, focus on how it can double content productivity figures.
Elicit an Emotional Response
Remember that prospects gravitate to content that resonates with their values. An effective copywriter knows how to elicit an emotional response from potential clients. Many people forget the specific details of an event, but they are more likely to remember how they felt during the experience.
The same principle holds for a market copy. By creating an emotional connection with your audience, you’re also providing another way to remember your brand and product.
Use a Strong Call to Action
Your call to action is the final piece of your market copy puzzle. It’s the cherry on top that leads directly to a conversion. Once you’ve convinced your target audience of the benefits of your product, you need to give them a way to take action.
A strong call to action is critical in securing a conversion because it helps prospects become customers. Ensure that you have only one call to action and that it is clear, precise, and concise. Don’t be afraid to repeat your call to action throughout your marketing copy because people tend to forget details quickly.
The Bottom Line
Writing marketing copy might seem like a complex task to most beginners, but it’s straightforward. As long as you remember these three key tips, you can focus your efforts on the things that matter most when writing copy.
Remember your big promise, emotional response, and call to action. Don’t forget that it’s not the “what” that generates conversions. It’s the “why.”
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