There are countless articles aimed at helping marketers improve their writing chops. They talk about understanding the audience. They urge marketers to lead with benefits rather than product features. They tell you to stick to the point, lose the jargon, and adopt an authentic tone. Follow their advice, they claim, and you’re just five or ten steps away from creating compelling, effective content. Seems easy enough, right?
Of course, those writers aren’t wrong. Good copy is critical to winning prospects and keeping clients engaged. But how many of those “Top Ten Tips” really explain why copywriting matters in the first place — and why it’s so important to get it right?
The fact is that writing impacts everything from recruitment to revenue. Words lead your audience through your story and guide them on their journeys. Good copywriting meets each reader precisely where they are — with just the right information to facilitate understanding, connection, and action.
With that in mind, here are some tips to help you leverage your words and unlock the potential in your story.
This seems self-explanatory — and yet some marketers misinterpret the importance of understanding their audiences. It’s not about studying them to learn what to sell them. Instead, it’s about being aware of their entire experience — and then showing up with the right message to help them along.
Sometimes you’re writing to a person who’s collecting data for a senior decision-maker. Other times you’re addressing the decision-makers themselves. It’s the same story, but it’s your job to know how different people need to hear it. There’s a time and a place for features and specs — but they should always point to an emotional benefit. Good copywriting addresses what people care about most: How does this help me? Why should I care?
Some businesspeople confuse perfect grammar, insider jargon, and unnecessary wordiness with professionalism and expertise. Their marketing copy ends up reading like a bad cover letter. Too much formality can be interpreted as pretentious and uninviting. Good copy strikes a balance — so that audiences can relate and engage.
Who would show up to a blind date with an engagement ring? Unfortunately, that’s what happens when businesses try to force a dozen bullet points into a banner ad. Each touchpoint is a step in the customer journey. Show up with an enticing promise, share only as much detail as absolutely necessary, and then make it clear how the reader can engage further.
There’s always one person in every workplace that wants to tell everyone a little too much about their weekend or their upcoming elective procedure. Good copywriting gives readers just enough information to want to take the next step — and to explore your story and your brand for themselves. That’s the kind of authentic engagement that leads to deeper connections.
Copywriting is about meeting the right people at the right point with the right message. It’s about selectively sharing information, quickly piquing interest — and ultimately driving inspiration among your audience.
If this Brand Therapy session has sparked your curiosity, then why not drop us a line? Get to know more about the MasonBaronet approach to messaging, and let’s talk about crafting a strategy, a story, and a plan to help make your business and your brand even better.