31 Aug 2012

Copywriting Important To Selling

Continuing to educate myself is very important to me. After college, many graduates think, “Awesome! I don’t have to study anymore.” Couldn’t be further from the truth if you want to be successful. So, I receive many articles in my inbox and read many more through the Internet and industry websites. This morning an article was in my inbox that I found really well written on a topic that is close to my heart.

Copywriting is a lost art. During the days of Mad Men, there were dedicated copywriting departments that focused on the craft. Junior to senior copywriters along with Department Heads comprised the departments to create compelling copy for use in all marketing channels that include print advertising, press releases, outdoor, direct mail, (today we would have to include online and web in here too) etc.  Fast-forward to today and the copywriting discipline has shrunken significantly. While large advertising and marketing agencies still employ copywriters, there definitely aren’t as many. This is an enormous blow to the advertising and marketing industry not because of the lost revenue, but because poor copywriting don’t make advertising campaigns as effective. Firms have started to bring the copywriting trade in house and usually place the responsibility on a junior employee who isn’t trained in the profession. Who can blame them? The poor economy has made us all cut back on vital positions that can significantly affect our bottom lines. Unfortunately, this trend has led to poorly written advertising, which is inconsistent with companies’ communication strategies to their markets.

The good news is: (in this particular article available here), the author addresses how to correctly write copy to sell your product or service. As an advertising and marketing firm, I couldn’t agree more on most of his points. He addresses research, brand discovery and writing to your audience as some of the key points to successfully writing copy. These are all very important points.

Research is vital in any marketing or advertising campaign. One needs to understand, know and experience the product; it’s brand and target audience. This is what most clients do not understand. Interviewing your client base can uncover insights that can be the difference between a successful business and a failure. Brand discovery is also a key facet for your copywriting. Is the copy you are writing correctly communicating the brand image you have spent so much time and effort on? Speaking to you audience is also vital in the process. People tend to think that their way of thinking is the correct way. Not all people think like you. Great copywriting needs to speak to you audience and their behaviors, beliefs and concerns.

Take a look at the article. It can really help improve your skills….And KEEP READING!


Adam is a graduate of Colorado State University (bachelor’s degree in marketing), and he has experience on both the client and agency side of the marketing world. These experiences led him to come up with a unique, more efficient business model, which he’s incorporated into Encite Marketing. Adam sets the strategic direction for all Encite projects, developing integrated marketing campaigns that bring results. He takes a consultative approach with clients, educating them about how the process works, and keeping them in the loop about end goals, steps, and tasks.