Marketing like a pro: Copywriting

By Megan Trimble

Great product, check. Inspiring photography, check. Straightforward, factual and bland description of the product or offer with specifications and features stated in long monotone sentence without mention of reasons to buy or enquire… you can do better!


You may not be Shakespeare, or the next poet who didn’t know it, but you CAN inspire your customers with the words that you say or write. If you want to make those sales flow in that bit quicker, pass on the passion of your company, and create an emotional connection between people and your products, you need to seek the wordsmith inside.


What’s the point?

We get it, there are 101 demands on you right now, and is writing something a bit ‘fluffy’ really going to make a difference?

In the first instance, it’s not fluffy. It’s crafting effective sales strategies to progress your customer journey quicker, whilst also enhancing the value of spend they might be willing to impart on your company.

Secondly, as the adage goes, “the key is in not spending time, but in investing it”. You wouldn’t scrimp on research and development time, or sales training, so don’t fumble at the last hurdle with the words you choose to represent your products and services.


Benefits, not features

Compare these two approaches to selling a basic biro pen:

  1. Replaceable lid. Refillable ink cartridge. Stainless-steel nib. Transparent plastic casing. Rollerball application.
  2. Sleek and modern design that contours perfectly to your writing style. An adaptable stainless-steel nib, specially fitted with a flexible rollerball applicator, glides effortlessly along the page with every stroke and flourish, reducing hand cramp and giving you more control over lettering.

Both statements talk about the same product that you are trying to sell, yet only one of them enhances the information to make the reader feel more engaged in the product and to visualise it as part of their lives. A large part of this difference is focusing on the benefits to the consumer, rather than the features.

For example; the stainless-steel nib is initially pointed out factually, that the pen contains one. In the second example, the nib is touted as one which aids the writing itself, making it appear easier to write with and therefore more helpful for everyday use.

This may be a small example but approaching any copywriting opportunities with this ‘benefits first’ mindset, it can transform your writing further.


Content marketing vs Copywriting

These two terms may sound quite similar, and probably you have seen them being used interchangeably, but from a traditional marketing front, these two are very distinct things.

Writing content is a way to engage with customers by providing free written material that attracts them to your company and generally tells a story that goes beyond just the product or service at the heart of it.

On the other hand, copywriting is action led. This is where the specifics of a product or service are described to convince a prospective customer to subscribe to an email list, sign up for more information, or even make a purchase, dependent on where in the customer journey the material appears.

As such, they must be treated differently so that they can achieve their respective goals and purpose.

However, content void of copywriting lacks any drive for the consumer. We would all love it if a great piece of content, whether that’s a blog, podcast, or email, naturally convinced someone to buy products based on its stylish design and witty commentary, but in reality, customers need that extra step to tell them what to do if you want to make the sale. This is where we add motivation.

But equally, a focus purely on copywriting can become dull very easily, and content techniques are required to ensure readers stay hooked to read more. Making the material enjoyable should be the main aim of whatever you write, nobody wants to be advertised to explicitly in ‘salesy’ speak.

Getting the balance just right is a tricky process that requires much practice, but over time, it’s easier to spot brilliant marketing pieces that work for businesses to attract, convert, and sell to their customers.


Top Tip

Our top tip for reaching copywriting perfection is to continually test and learn. Always try out new styles and techniques in your material and look for feedback. Whether that is in direct sales from a new piece of advertising, actual commentary from customers through feedback loops, or doing some A/B testing ahead of marketing campaign launches.


For more information on building meaningful relationships with your target audience through your messaging and copywriting, contact Custard.