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Copywriting and Its Effect on Your Marketing

Copywriting in marketing terms is the process of writing material for marketing purposes. This could be to raise awareness, promote a product/service, remind about a current sales promotion etc. It is a process used for all marketing materials, both digital and traditional. Put simply, it is a crucial marketing tool that can greatly effect the levels of interaction your materials receive.

Copywriting is an important component in marketing. Use of the correct language, styles, terminology etc has a huge effect on an individual’s decision to get in touch and/or purchase.

In this post we will look into this further. Writing large lists detailing everything is sure to bore your readers. There needs to be a balance where you give the reader enough valuable information but leave them wanting more.

Copywriting and Content Writing

First, it is important to distinguish between copywriting and content writing. While copywriting is specifically for marketing materials and getting readers to take action, content writing is writing to inform readers about certain topics/news with a much softer/hidden call to action. Copywriting will include text on marketing materials such as email HTMLs, leaflets, posters etc.

On the other hand, blogs on company websites are the prime example of content writing. They can both overlap and in many instances do, however they are very different marketing elements. Essentially, they are both very similar and they can both contain calls to action. However, their core purposes are different.

Different Types and Methodology of Copywriting

Copywriting is not the same across the board, regardless of the marketing method being deployed. For example, if you see an advert on a bus driving past you or on a billboard, there will be very little written text. They know you only have a split second to see this type of advert so there is greater emphasis on visual design. However, for a leaflet, you would spend more time looking through and interacting. Therefore, there is more written text in leaflets.

Email HTMLs are a mix of both. There is not an overemphasis on either design or copywriting as leaning too much to one side will not have the desired effect. There will either be too much going on that doesn’t explain enough or there will be so much text that it is just boring. The purpose of an email is to allow for a brief overview which entices recipients to navigate to a website/holding page. Here they engage with the full content version of said information.

Therefore, it is crucial to gain both an understanding of the type of marketing you are undertaking and the most effective forms of copywriting that will compliment it best.

Researching Before you Write

Before you write anything, you need to understand what it is you are writing about. When you market to your prospects, the information needs to be correct, current and above all, relevant. Providing incorrect information will not only harm your reputation but can also come under misrepresentation. If you write for any of your clients in different industries, ensure that you understand the industry. The last thing you want is to harm your clients as this will also harm you down the road.

Good research also allows you to write higher quality content. When you understand more about your subject matter, you can provide more valuable facts, figures, tips etc. If you write for your clients, the more you understand about the products/services they are marketing will allow you to write better material. This can lead to more interaction rates with recipients as you present the benefits effectively with strong calls to action. It can also help you reduce any waffle that may be included to up the word count. The emphasis should be on quality, not quantity!

Language Appropriate for Industry

When you market to your prospects, the language you use is crucial. Any and all language in marketing materials must suit the industry you are marketing to. For example, the professional services industry such as legal services is very formal. The language that needs to be on their marketing should also be formal. Legal services are highly important services so a casual, informal approach may give off the impression that the company is not serious. That’s not exactly who you want looking after your legal department!

Alternatively, for a consumer targeted campaign, if your company sells toys, games etc, the language can be more playful. It can present the benefits of the game using more informal language as this is more likely to appeal to those wanting to purchase the game/toy. It will suit the game more and create the excitement of wanting to play it.

We would also recommend to initially avoid usage of industry ‘jargon’. Not everyone may have an in-depth knowledge of abbreviations, key words and synonyms. If you feel you require these, always include a brief description alongside.

Correct use of language reinforces that you understand what it is you are marketing/talking about. This will make an individual more confident about getting in touch with you as you show you know your stuff.

Don’t Overload

With marketing, you only have a few seconds to grab your audience’s attention. If you undertake email marketing for example and your HTML is just full of text, response rates will be low. It must immediately grab the attention of the reader and if all they see is text, this will not excite them. The text should be written so that it presents the main benefits, with strong calls to action throughout that encourage the reader to get in touch. This is of course partnered with highly attractive visuals as well.

There are exceptions to this rule of course. Direct mail for example especially leaflets will have more information inside. However, it still needs to be written in an engaging way and not just a boring and lengthy list that readers will see as a chore. Through effective copywriting, readers enjoy learning about your products and company. It is written in a way that will leave them either wanting more, or in a position where they have enough confidence in your company to take it to the next stage.

Calls To Action

One of the main goals of your marketing is to increase your brand awareness and sales. You want to present your products/services in a manner that creates buzz and present the benefits so people want to buy. However, copywriting effectively includes calls to action throughout the marketing. The writing could be fantastic but if there is no call to action, people will not feel any urgency to get in touch. Response rates may suffer as a result.

To prevent this from happening, buttons saying phrases such as ‘call us today’, or ‘view the full sale here’ will encourage people to follow through onto your website. Once on your website, they can read further and learn more about your business. Alternatively, if they are in a position to do so, they may buy there and then.


Copywriting is crucial for marketing materials. If you do not have a copywriter in house, consider outsourcing to a marketing company such as Impact Marketing. Our in house team have years of marketing experience. As we undertake marketing activities for a wide range of clients, we can design and write your marketing materials to have maximum effect. We understand how to present your business effectively, that will entice an individual into wanting to find out more.

Get in touch today and a member of the team will be happy to discuss your marketing requirements further.

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