5 timeless principles for crafting razor-sharp marketing copy

5 timeless principles for crafting razor-sharp marketing copy

5 timeless principles for crafting razor-sharp marketing copy

Nicole Holden

Copywriter

5 Jul 2024

The digital age has transformed communication and the written word is where most comms are happening…think WhatsApp, Snapchat, Text, and Mobile Dictation. From emails to social media, the written word reigns supreme. So for marketing copy to rise above the noise and resonate with its intended audience, it’s got to seriously nail it on delivering strategically and emotionally. 

Sure, creative positioning, personalisation, and defining a tone of voice are crucial. But as a seasoned yet evolving strategic copywriter, I've found that some core principles never go out of style. Here are my top 5 for crafting marketing copy that resonates, regardless of the platform…

1. Headlines and leads that hook and inform

Headlines have to grab attention, so make them specific and benefit-driven (see below). Use an active voice and trigger emotions like ‘What’s in it for me’ (WIIFM) and ‘Fear of Missing Out’ (FOMO). The lead copy that follows the headline builds on the intrigue. Keep them concise (under 8 lines) with strong action-orientated verbs and a conversational tone.


2. AIDA: The user journey to action

The AIDA formula for writing marketing copy is a classic for a reason. It takes your audience on a journey that ends with them taking action:

Attention: Grab their interest with a compelling headline

Interest: Promise a solution to their problem

Desire: Make them crave the benefits of your product/service


3. Defining a USP-driven tone of voice (TOV)

The starting place for any form of communication is truly understanding who your audience is and how to reach them, but alongside this is clearly defining your Unique Selling Proposition (USP) – the one reason a customer should choose you. This clarity shapes your language and tone. Your unique point of view and brand story are what resonate with your audience, so ensure your TOV reflects these and your USP.

Remember however, your brand story should make the customer the hero. Focus on solving their problems and show them how you're the key. 


4. Storytelling: the emotional connection

Storytelling isn’t just a creative copywriting tactic. Stories are woven into the very fabric of our being. They're how we've learned about the past, connected with each other, and made sense of the world. Using this to your advantage in promotional copywriting is what can build better emotional relationships with audiences and establish both a sense of community and strong brand identity.


5. Benefits over features and customer-centric language

Still as important as it always was for strategic copywriting, benefits sell, not just features. Explain how a feature solves a problem and transforms the customer's life.


Speak their language: Knowing your target audiences and writing according to your brand TOV is key, but to resonate with your customers you also need to write how they talk. When you do, they say ‘this product or service‘ is for me. 

Feeling inspired by the power of copy? Reach out here. Our ActionRocket team of brand positioning experts and creative storytellers can craft razor-sharp strategic copy to elevate your digital presence.

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