Instructions on best practices for creating marketing copy

1. Andrea Harrison,
Content Marketing Writer
WELCOME!

2. Copy Writing: It's About You, Not I or
We!

Guidelines On Writing Content
to Attract Your Targeted
Audience

3. Seven Components to Effective
Copywriting

Lose The Ego

Know Your Audience

Think Like the Customer

Be Compelling

Get Your Customers to Act

Break up Copy for Easy
Reading

Build and Maintain Credibility

4. Lose the Ego

It's Not About How Wonderful Your Company
Is.

It's Not About How Great Your Products and
Services Are.

Your Product or Service is Far Less Important
Than its Ability to Fulfill Your Customer's
Needs.

W.I.I.F.M.

5. Know Your Audience

Gender

Age

Ethnicity

Family Status

Income

Occupation

Interests

6. Think Like Your Customer

What AreTheir Pain Points?

How WillYour Product or Service MeetTheir Needs?

7. Be Compelling

Start with a Question or Catchy Headline to Engage

Be Empathetic; Personalize

Indicate Benefits to the Customer

ConversationalTone with Simple Language—No Jargon

Write in Second Person (“You”)

Be Clear and to the Point

Don't Overthink; Let it Flow

8. Get Your Customers to Act/Build Trust

Include a Call to Action Button

Communicate a Special Offer

Share Information

Raise Awareness

Invite to Subscribe toYour Newsletter or Attend an Event

9. Lay Out of Copy—Break up for Easy
Reading

Bold Subtitles

Hyperlinks

White Space

Imagery

Don't Overdo—Create a balance

Test it Out on Colleagues and Mentors

10. Build and Maintain Credibility

Copy Edit to Perfection

Be Honest—Don't Make Outrageous ClaimsYou Can't Support
with Evidence

Keep Relevant with FreshTopics and New Promotions that
Appeal toYour Audience

11. Example of Ineffective Copy

12. Example of Effective Copy