8 Tips to Perfect Your Marketing Copywriting

marketing copywriting

8 Tips to Perfect Your Marketing Copywriting

What is marketing copywriting?

Copywriting in marketing is focused on creating promotional texts that generate sales, such as sales letters, ads, emails, and product descriptions, with the goal of persuading interested shoppers to make a purchase. Good marketing copywriting is clear, concise, and written in a way that speaks directly to the target audience, highlighting the product benefits and addressing any objections or concerns.

Key to effective marketing copywriting

The fundamental element of successful marketing copywriting is to understand the target audience and to write in a manner that directly addresses their needs and desires. Here are 8 tips that together result in convincing texts that sell:

  1. Identifying the target audience: Understand who the target audience is, their pain points, and factors driving their purchasing decisions. This helps to create more personalized content with relevant messaging in the right tone that resonates on a meaningful level, fostering stronger customer relationships.
  2. Understanding the product or service: Know the key features and benefits of what you sell, and how it solves the problems of the target audience.
  3. Focusing on the advantages: Write about the benefits of the product rather than just its features, and highlight how it can improve the lives of those who will buy it.
  4. Appealing to emotions: However impressive a list of a product’s benefits is, sometimes it’s not enough to convince a person to make a purchase. Marketing copywriting should appeal to emotions because human decision-making is often influenced by our emotional responses. While rational thinking plays a role, studies show that emotions, instincts, and intuitions significantly impact the choices we make.
  5. Telling a story: Effective marketing copywriting employs storytelling as a tool to engage and retain a person’s attention. It also possesses a natural capacity to evoke emotions. This narrative should depict a character progressing from one point to another through some problems to a positive outcome, fostering relatability and showcasing the product or service as a solution to parallel challenges. High-quality content prompts potential customers to acknowledge their need for a solution and effectively convinces them that your offer is the optimal choice.
  6. Creating a clear call-to-action: Encourage the potential customer to take a specific action, such as making a purchase, and make it easy for them to do so.
  7. Writing in a clear and concise manner: Use simple, easy-to-understand language that gets straight to the point and avoids jargon or technical terms.
  8. Testing and optimizing: Regularly test and refine the copy to ensure that it is as effective as possible and continues to drive conversions.

By following these key principles, marketers can create copy that resonates with the potential customers and drives results.

Examples of marketing copywriting

  1. Sales letters: Long-form letters that are designed to persuade the reader to make a purchase.
  2. Advertisements: Short-form copy that appears in print, online, or in other media, with the goal of promoting a product or service.
  3. Email marketing: Copy used in emails sent to subscribers,  informing them about fresh arrivals or offering discounts and promo codes.
  4. Product descriptions: Brief summaries of the key features and benefits.
  5. Landing pages: Stand-alone pages that are designed to convert visitors into customers, often by promoting a specific product or service.
  6. Social media posts: Short-form copy used in social media to promote products, services, or other offers.
  7. Case studies: In-depth look at how a product or service has helped real customers solve a problem or achieve a goal.
  8. How-to guides: Step-by-step instructions on how to use a product or service to achieve a specific outcome.

By using these various forms of marketing copywriting, brands can reach consumers through multiple channels and drive conversions. High-quality marketing copywriting is only one aspect of a properly executed campaign. Creating an effective media mix without overspending money is another challenging task that can be addressed by utilizing advanced analytics tools. In a previous blog post we compared three advanced AI-based tools for marketing planning and management. Take a look at them and choose your solution. And if you are working on the promotional campaign for a new product or market, you can get a free validation of your GTM strategy by giving answers to 7 questions in our chat bot. You will see if your allocated budget is enough for successful strategy execution and get a media mix optimized for your industry.

Is your marketing budget enough to drive the target number of new customers? Our chat bot will analyze your answers, make calculations and generate a report in 5 minutes

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Case study

We will look at how two fitness influencers promote their exercise courses for posture improvement and see how different messaging is used to advertise similar products. To grab attention they both post interesting facts about the human body and point out some common mistakes most people make when choosing clothes or footware. They employ storytelling to engage customers on an emotional level and demonstrate their students’ results to showcase their courses. But they target different pain points that aim to prompt purchasing decisions thus attracting various segments of clients.

  • One has a little kid and builds her promotion around her personal story of post-pregnancy recovery, emphasizing a long-term perspective and outcomes that enable sustained well-being. She shows fitness as a lifestyle that helps her to spend quality time with her family and properly enjoy it.
  • The other focuses on personal development, self-care and success that her posture coaching career brought into her life. She shows fitness as an integral element of a successful person’s life. She also collaborated with a prominent and well trusted influencer not only to demonstrate the effectiveness of her program, but also to build trust and boost her brand awareness among people who share similar values.


Marketing copywriting is an effective tool to convince shoppers that your brand is the best choice. It’s not simply a text that tells people to buy from you, even though it should include a clear call to action. Marketing copywriting combines a deep understanding of the product’s benefits, your target audience and their pain points. As a result it uses simple and concise language to persuade customers to choose your offer to satisfy their needs.