How to write copy that sells

During a recent meeting with a client I was reviewing some of their marketing literature. They were already aware that their leaflets weren’t working i.e. not ¬†having the desired effect on their target audience. So I started asking them some questions:

  • Who is your target audience?
  • Where are they/how old are they/which other brands are they engaging with?
  • What is your call to action?
  • What are the 5 key points you’re trying to get across?
  • Are the pictures you are using appropriate for your target audience?
  • What’s your distribution strategy for these leaflets?

As it turned out the this client’s previous marketing agency hadn’t asked them any of these questions which is why, 3 years later, they were having to rewrite them all over again.¬†Whether it’s for newsletters, direct mail campaigns, leaflets, brochures, social media content, blogs, case studies, annual reports you need to think about these key marketing objectives before you start writing. It does seem to me also that many companies both large and small write copy that’s all ‘me, me, me’. This is what I do, sell, produce, make, provide. The most successful brands turn the whole situation around and make it all about the customer and manage to do so in a funny and entertaining way that engages the audience from the get-go. Brands such as Ben & Jerry’s, Pret and Innocent are prime examples.

If you would like to chat about how Bees Knees Marketing can help with your copywriting and marketing communications please give us a call on 0777 9299860