{"id":30654,"date":"2019-02-20T11:52:43","date_gmt":"2019-02-20T17:52:43","guid":{"rendered":"https:\/\/www.crowdspring.com\/blog\/?p=30654"},"modified":"2026-01-18T13:29:29","modified_gmt":"2026-01-18T19:29:29","slug":"marketing-copy-tips","status":"publish","type":"post","link":"https:\/\/www.crowdspring.com\/blog\/marketing-copy-tips\/","title":{"rendered":"How to Write Compelling Marketing Copy: 7 Tips for Writing Content That Gets Results"},"content":{"rendered":"

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Writing is tricky, especially when it’s part of a comprehensive marketing plan for a business<\/a>.<\/p>\n

You must choose the right words to convey your unique message to your audience.<\/p>\n

And that’s only half the battle.<\/p>\n

There’s also the question of context.<\/p>\n

Where and how will you communicate? And what is your goal?<\/p>\n

Novels are not novellas. And content marketing<\/a> is not copywriting.<\/p>\n

As Perry Robin, a writer for the content marketing experts at Brafton, explains<\/a>:<\/p>\n

Writing marketing copy is a unique, specialized task.<\/span>
\n<\/span>
\n<\/span>It shouldn\u2019t be confused with newswriting, sending an email to a colleague, \u00a0RFP copy or the many other types of writing a business may need to use.<\/span>
\n<\/span>
\n<\/span>Although marketing copy draws on elements from all of the above (and much, much more), it\u2019s a distinct, powerful and unique entity that has a specific purpose and set of goals.<\/span><\/p><\/blockquote>\n

The goal of marketing copy is to convert.<\/p>\n

Compelling marketing copy is the key to gaining subscribers, clients, or customers.\u00a0<\/span><\/p>\n

But just because you’re great at writing blog content, technical descriptions, or FAQs does not mean you’re a great copywriter.<\/p>\n

Fortunately, copywriting is a skill that can be learned<\/a>.<\/p>\n

I’ve heard it claimed that copy is not written so much as constructed. <\/span><\/p>\n

Like a model airplane. But, with words. <\/span><\/p>\n

And sure, there are formulas that you can follow to write strong marketing or sales copy. (More about that below.) But there’s more to copywriting<\/a> than a handful of formulas.<\/span><\/p>\n

Here are 7 tips to help fill in the blanks of what makes copywriting great. Read on to learn how\u00a0to write marketing copy that combines art and marketing psychology<\/a> – copy that will engage your audience and motivate them to convert.<\/span><\/p>\n

Tip #1 Keep it short, snappy, and easy to read.<\/h2>\n

\"\"<\/p>\n

This first tip is important.<\/p>\n

People are busy. They lead fast-paced lives. And a million things are vying for their attention.<\/p>\n

As a result, people don’t\u00a0read<\/em> marketing copy. They scan<\/em>.<\/p>\n

In 1997 the Nielsen Norman Group revealed that 79% of users they tested scanned web pages rather than reading them<\/a>. Since then, our online lives have only gotten busier as we’re bombarded daily with personal messages, cat gifs, marketing messages, viral videos<\/a>, and political messages… You get the idea.<\/p>\n

This is why people scan – they don’t have time to do anything else. And wordiness is the enemy.<\/p>\n

Eddie Shleyner, content marketer, copywriter, and founder of VeryGoodCopy.com, asserts<\/a>:<\/p>\n

Brevity and clarity will ensure that your message is digestible, which is important if you want your words to be read and understood with ease.<\/p><\/blockquote>\n

You need to get to the point to write good copy. Fast.<\/p>\n

And with fewer words to communicate your message, the words you choose become more important.<\/p>\n

Edit ruthlessly.<\/p>\n

And find more concise ways to communicate your point. For example, AI copywriting tools<\/a> like Hubspot<\/a> can help you write better copy.<\/p>\n

Tip #2 Write in the active voice.<\/h2>\n

Don’t worry – I’m not gonna get all grammar-y on you.\u00a0 Well… not too<\/em> grammar-y.<\/p>\n

Here’s what you need to know. Passive voice is fussier and harder to read than active voice.<\/p>\n

See for yourself:<\/p>\n

Passive:<\/strong> “The product was bought by the customer.”<\/em><\/p>\n

Active:<\/strong>\u00a0“The customer bought the product.”<\/em><\/p>\n

Both statements are grammatically correct. However, the passive statement de-emphasizes the subject (the customer) in favor of the object (the product).<\/p>\n

When you’re writing marketing copy, are you trying to connect with the customer or the product?<\/p>\n

Writing in an active voice (emphasizing the subject – aka your potential customer) increases the likelihood that the audience reading it will relate to the content. When readers can imagine themselves in your words, that resonance is a powerful tool of persuasion.<\/p>\n

And writing in active voice is always more concise than its passive version. So, it helps to keep your writing shorter, snappier, and easier to read. Sound familiar?<\/p>\n

So, always review your copy to ensure you’re writing in an active voice that will quickly and directly resonate with your readers.<\/p>\n

Tip #3 Make it about your audience.<\/h2>\n

We already touched on the importance of connecting with your audience in our last section about writing in an active voice. But that’s just a piece of a much bigger puzzle.<\/p>\n

Your readers are people. And people like to hear about themselves. You should always keep this in mind as you write your copy.<\/p>\n

In practice, this means viewing every piece of information you share through the lens of your audience.<\/span><\/p>\n