16 Copywriting Tips to Improve Your Marketing
To help SMB marketers keep the hair on their heads, we compiled some general copywriting tips that will improve your advertising and other digital and print marketing materials.
1. Evoke feelings According to research, mirror neurons in the brain activate when people observe something happening and then transfer some of the feeling to you or your products. This works best when you speak to a feeling that is already there versus forcing one on your viewers. For example, when advertisers are selling beer, they often try to call up our memories of good times with friends over beer. This is the basis for the Miller Time concept that began in the 1970s and was recently re-launched to target millennial drinkers.
2. Set the bar high Put the time and energy into developing a compelling argument or hire someone who can. The success of your marketing depends on it. As David Ogilvy, the founder of Ogilvy & Mather, said: "Don't bunt. Aim out of the ball park. Aim for the company of immortals." This Nike "find your greatness" ad from 2012 delivers.
3. Do the research You can't write effective copy unless you know who you are writing for (the demographics), how the consumers think and what these people need. What are their web surfing behaviors, purchasing habits and informational needs? Which features are most important to them? The audience should determine the type of content produced. Answers to these kinds of questions requires research so you can best serve the audience.