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John Foley Jr.

Smart Marketing Insights

By John Foley Jr.

About John

John Foley Jr. is the CEO of interlinkONE and Grow Socially. John and his team help printers get on a strong path to marketing success. Their approach includes software solutions, consulting, Website development, marketing audits, and strategic marketing plans. interlinkONE’s software solutions for the print industry include their marketing automation platform, MAX, and ilinkONE V8. Learn more about MAX: Marketing Automation. Executed. by visiting, John at, and his companies at and

10 Tips to Craft Compelling Copy for Great Content

Copy is one of the most persuasive tools your business has. You can have the best product on the market, but when it comes to selling it, you won't get far without good copy. Customers buy because you communicate your product or services benefits to them. Customers trust you because you build an authentic relationship based on your brand's personality and values.

Whether online, in print, or on packaging, copy is the tool you should use to achieve those aims. So how can you make your copy work for you? Follow these top 10 tips.

1. Know Your Aim

Before you put pen to paper or fingers to keyboard, know exactly what you want your copy to achieve. Whether you want to sell a product or get more Facebook likes, get that crystal clear before you start.

2. Know Your Audience
To write great copy, you need to know who you're writing to. Who is your audience and what do they want? What problem are you solving? Get your ideal customer clear in your mind and write directly to them.

3. Know Your Unique Selling Proposition
If you're not clear on why customers should choose you over the competition, your copy will be fuzzy. To sell something, you need to get very clear on what you are selling and why exactly customers should choose you.

4. Make the Headline Matter

Your headline is your one chance to grab their attention and hold it long enough to persuade them to read on. Craft those few words with all the care and attention you can give them.

5. Resist the Bells and Whistles
Humor and quirkiness are great in moderation, if your brand's tone can carry it well. But resist the urge to lose yourself in how delightful and clever your copy is. Your message will get lost in all the written pyrotechnics, and you'll risk losing the sale.

6. Keep It Concise
Good copy says what it wants to say with minimum fuss. You can write compelling copy that makes your brand personality shine without too much verbiage. It takes discipline and stringent editing, but the result will be copy with laser beam focus.

7. Sell the Sizzle
There's a marketing adage “sell the sizzle not the sausage.” In other words, people buy benefits, not features, so focus on benefits. For example, if you're selling decking, don't focus on the type of wood, focus on the lazy summer evenings sipping drinks on the deck.

8. Keep It Interesting
Your copy should never be boring or dry. Whether your tone is formal or conversational, quirky or traditional, always take the extra time to choose and polish your words for a unique end result.

9. Be Unapologetic

Good copy should be bold. You don't have to resort to hyperbole, but neither should you whisper your message. Simply let your enthusiasm for what you're selling shine through.

10. Remember Your Call to Action

Good copy without a strong call to action is like a starter that doesn't have a main course to follow. Your copy should leave your customers in no doubt as to their next action.

Good copy is one of your business' best friends. Get to know it and get familiar with how it works, and it will serve you well.

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