If you’re in marketing your job is to take marketing that sucks……and make it work:
There’s tons of different ways improve “marketing” :
- Improving street signs in front of a business (get more walk-in traffic).
- Give sales people better tracking tools (followup with potential customers).
- Improving website copy (help people understand why they should buy).
- Buy website ads (get more new people to your website).
- Yadda yadda….
There’s A LOT of different ways to vaguely “improve your marketing.” For this reason, let’s focus our efforts on what gives us the most results for the least effort.
I generally see this as being an improvement in your copy:
As far as I know, good copywriting is the underlying tool that can transform bad marketing into good marketing (I mean…..assuming what you’re offering is great).
We’re going to jump into some examples of how good copywriting has changed around marketing results in different industries.
Website Copywriting Improvement:
They are a hardcore data analytics company run by engineers, which is great. However the original case studies were coming off very dry and unappealing. Too much technical data and no simplification of it caused this.
The basic principle DataStories changed:
People prefer something that’s enjoyable and easy to read. Even if it’s super technical information, you can break it up to be nice and digestible. On the internet you can use text, images, video, interactive graphs…..so use them if they help convey information better!
B2B Sales Email Improvements:
The basic principle these Yelp emails changed:
You know what people hate? Someone just trying to sell them something out of the blue.
You know what people love? When you send them legitimate ways to increase their business.
The new Yelp emails sounded way more personal, AND offered way more great information for the business owner. A double-win.
Brick-n-Mortar Store Street Sign Advertising:
Austin Shoe Hospital
The basic principle these street signs changed:
Not everyone knows what a shoe hospital does, or all the services they perform. So why not just tell people……better yet, why not just SHOW them? In a small amount of space, these signs educate potential customers they could have these services done to their shoes.
Long-form Website Copy Example:
The basic principle AppSumo changed:
A certain amount of people will know exactly what a piece of software does, and buy it on the spot. However a HUGE amount of people probably don’t know what it does, and would like to know how it could help them. In this case, long-form copy that went into reasonable-depth of how to use the product drastically helped.
Powerwashing Business Flyers
The basic principle these powerwashing flyers changed:
These flyers broke out of the generic-looking and non-informative marketing box. They look and sound very personal, and offer a pretty irresistible deal.
More resources if you want to learn more about copywriting:
- What is copywriting?
- How to become a copywriter.
- Writing a copywriting tagline.
- Copywriting courses and books to learn more.