Introduction to Writing Marketing Copy

“If it doesn’t sell, it’s not creative.”

– David Ogilvy

In his video “Learning to Write Marketing Copy,” Ian Laurie (2014) explains what marketing copywriting is, while guiding the viewer on his process when writing. Laurie explains that marketing copy is the first product that a customer buys, paying with their time. This means that good copy writing needs to deliver the audience value. How do you offer value?

• Provide a clear call to action
• Appeal to the right niche audience by using appropriate collateral, medium and style
• Deliver significance

Writing Copy

According to Laurie, preparation plays a significant role prior to writing marketing copy. Laurie (2014) explains the importance of organization in order to remain focused throughout the writing process. This includes getting rid of potential distractions and creating a plan in preparation to writing. He articulates that the plan should include thoughts about collateral and style that appeal to the audience.

Rewriting Existing Copy

When rewriting an existing copy, Laurie (2014) stated that the goal is to improve without restructuring. The rewritten copy should be similar in structure when compared to the original but edited looking for unnecessary words and spelling/grammar errors. He reiterates that before getting started, ask the author for context and read the existing copy to understand structure. It is important because context means everything when writing copy, as each niche audience will react differently to different styles/mediums.

Conclusion

Ian Laurie (2014) believes that many different factors go into writing marketing copy, even before the actual writing commends. He believes that in order to successfully write copy, preparation, organizing and planning must be complete. Since marketing copy is the first product a customer buys (with their time) there needs to be significance delivered and value provided, in order to have a successful first relationship with the audience.

What will I implement into my writing Process

• Prepare – take 30 minutes to think about the audience and list styles/collateral that will/won’t work
• Remove potential distractions before beginning – turn off phone prior to writing
• Provide a clear call to action that delivers significance to the audience to enhance value

Your ideas

What did you take from Ian Laurie’s video? Did i leave any topics or ideas out? Please feel free to add to the conversation without hesitation.

Photo credit, Sales Force