Well, let’s see if you’re the best candidate to write your own marketing copy.
Read and answer the following questions below:
- Do you know what goes into writing marketing copy?
- Do you like to write marketing copy?
- Does your schedule permit you to write effective marketing copy?
If you’re a marketing manager or business owner who can answer YES to all three of these questions, you’re likely to write your own marketing copy better than a professional.
Why do I say this?
You likely know your product and market thoroughly. And, since you deal with it daily, you’ll do well.
Copywriting is really about how well you know your product and customer. As a manager or business owner, you have a head start if you CAN write.
But if you can’t write well, don’t like to, or simply do not have the time to write results-driven marketing copy, you should most likely outsource to an agency or freelancer.
To your marketing success,
You need first-rate ideas–and the ability to direct a copywriter–when it comes to creating winning marketing copy.
To do this well, however, you will first have to master a few key marketing competencies.
In his book, Ready, Fire, Aim: Zero to $100 Million in No Time Flat (Agora Series), Michael Masterson says “Four Competencies” go into producing good marketing copy. They include knowing:
- The difference between a feature and benefit,
- What a need and a want is,
- How to create a unique selling proposition, and
- How to sell the unique selling proposition for your product or service.
Several advantages will result from learning these above objectives:
- You’ll have an idea about what your customer wants from your product or service.
- You’ll be able to communicate knowledgeably with your copywriter, since you’ll know how to state what you’re trying to achieve.
- You’ll know how successful marketing and advertisement is made.
So begin mastering the “Four Competencies” I have mentioned to you. Then, rest assured knowing that you understand what it takes to compose successful marketing.
To your mastery,
P.S. Get my detailed take on the “Four Competencies” when you click here in the future.
P.S.S. If you’d like to learn Masterson’s “Four Competencies”, click here now.
Yesterday I introduced you to the idea of using the promise-picture-proof-push structure for producing effective marketing copy.
You learned that your promise tells potential customers what’s in it for them, and the picture makes your promise real using mental imagery.
Now I’m going to give you the other two elements: proof and push.
Proof consists of facts or figures used to support your promise and claims. Let’s take a male herbal supplement for example. If the big promise is renewed sexual stamina, reconfirm the big promise of renewed sexual stamina, then state that the supplement contains Yohimbe (known to improve male libido) and then tell him how Yohimbe works in the body.
If you’ve done a good job of including promise-picture-proof elements in your marketing piece, the potential customer may have already decided to buy. As a result, the push becomes natural. But this is the point where you restate your big promise and ask for the sale.
Well there you have it…
When connected together, the 4Ps help potential customers make a buying decision faster. You simply must know how 4Ps work–whether you write marketing copy yourself or you hire someone to write for you.
Your business will be all the better for it.
To your business growth,
P.S. Do you like marketing tips in nibbles? Follow me on Twitter when you click right here.