Marketing writing is quite literally everywhere these days, especially online, and no one can escape it.
If you’ve ever scanned the product copy on a bottle of shampoo, read a how-to article on a company blog, or checked out the text on a social media ad, you’ve been exposed to marketing writing.
But there’s a huge difference between great marketing writing that resonates with an audience and writing that’s completely forgettable because the talent behind it just wasn’t up to snuff.
That said, a freelancer with a knack for the written word can be a godsend to digital-age companies.
What Kind of Writing Do You Do in Marketing
Effective marketing writing that really stands out in all the ways it needs to is an art that Ws Database takes time, practice, and ability to master. Here are some tips every marketer should keep in mind as they work on mastering marketing copy.
1. Know your target
Successful marketing writing makes an impact on the reader.
But before you can accomplish that, you need to know that reader.
Who are they, and what is their life like? What do they fear, love, and hope for? Where does your brand fit into that picture?
Every content marketing plan needs a clear target. When you have a specified target audience, you can personalize and optimize your content to appeal to that specific group. Using your personas is a great way to find a target.
2. Don’t overcomplicate things
Very few people actually read every word of the marketing content they consume.
They skim it for what they need first. Then they might give it more attention.
Always keep your content simple, organized, and scannable so this is easy to do.
When it comes to writing, less is more. Overly complicated writing filled with fluff words distracts readers from the point. Keeping it simple is the best approach.
Choose active voice over passive voice
In writing, there are two types of voices you can use to tell your stories – active voice and passive voice.
In active voice, subjects perform actions. (“Sandy ate the hamburger.”)
With passive voice, actions happen to subjects. (“The hamburger was eaten by Sandy.”)
Active voice is much more powerful and concise.
When you write, you should strive to make your voice active. That means avoiding sentences where things happen to people (The hamburger was eaten by Sally) and using Fax Marketing language where subjects perform actions (Sally ate the hamburger).