The quality and focus on writing persuasive, impactful copy appears to have diminished. In subscription marketing campaigns, for instance, copywriting seems relegated to a secondary priority despite its pivotal role in reaching and engaging target audiences.
As the marketing world increasingly pivots toward digital channels, the focus on speed and scale sometimes overshadows the foundational principles of effective communication. However, whether the message appears in print or digital formats, the rules of impactful, emotive copywriting remain consistent. Both channels serve as gateways to engage customers emotionally and drive action.
The digital shift: losing sight of basics
As digital marketing dominates, with print taking a backseat, some marketers have seemingly abandoned tried-and-trusted methods for crafting compelling messages. A print headline or a subject line in an email campaign, for example, should follow the same principles: grabbing attention, sparking interest, product explanation and leading the customer toward engagement. Yet, the fast-paced nature of digital often prioritises volume over quality.
Consider how often email subject lines genuinely captivate your attention. In many cases, they fail to entice readers and compel them to open the message. Even worse, campaigns can be riddled with broken links or misdirected calls-to-action, further undermining their effectiveness. These issues stem from a reactive approach to digital communications, prioritising speed and frequency over thoughtful execution.
Digital platforms also present challenges unique to the medium. For example, social media algorithms reward engagement, often pushing brands to prioritise quantity over quality. This creates a treadmill effect, where marketers feel pressured to produce more content faster, sometimes at the expense of clear, compelling messaging.
Marketers should pause and evaluate whether their communications truly resonate with audiences or simply contribute to the noise. A well-crafted piece of copy can significantly impact customer perception and behaviour, but achieving this requires focus, skill, and intention.
Digital should not mean sloppy copy
In digital marketing, the core principles of copywriting remain unchanged. Whether crafting email campaigns, social media posts, or web banners, the goal is to connect with the audience and inspire action. However, the digital space introduces unique challenges and opportunities.
For example, digital campaigns often require concise messaging due to shorter attention spans and space constraints. Yet, this brevity must not come at the expense of clarity or impact. Every word counts, making it crucial to focus on language that is both meaningful and persuasive.
Additionally, digital channels provide instant feedback on campaign performance, enabling real-time adjustments. This dynamic environment allows marketers to test and iterate on copy more quickly than ever before. However, the temptation to prioritise speed over quality can lead to missed opportunities for deeper engagement.
Marketers should also consider the unique strengths of different digital platforms. For instance, email campaigns require compelling subject lines and personalised content, while social media posts may benefit from conversational tones and strong visual pairings. Tailoring copy to the strengths of each platform ensures maximum effectiveness.
The role of copywriters
A recurring challenge is the misalignment of roles in the copywriting process. In some organisations, the responsibility for writing marketing copy is assigned to editorial teams or junior staff without specialised training. This approach often leads to less effective messaging that misses the mark in driving customer engagement and conversions.
Editorial writers excel at creating content for magazines, blogs, or websites. Their work informs, entertains, or educates audiences. However, marketing copy has a different purpose: to persuade, evoke emotion, and drive action. These goals require a distinct set of skills. For example, marketing copy often relies on strategic repetition, emotional appeals, and actionable language — elements that editorial teams may be less comfortable using.
Furthermore, delegating copywriting to junior staff can undervalue the expertise needed to craft persuasive messages. Effective copywriting requires a deep understanding of the audience, the product, and the nuances of persuasive language. Investing in professional copywriters or training staff to develop these skills is essential for creating impactful marketing materials.
Editorial and marketing teams: a collaborative approach
While editorial teams may not always be suited for writing sales copy, their expertise can complement marketing efforts in other ways. For example, advertorials — editorial-style content designed to promote a product or service — can bridge the gap between informative and persuasive writing. Similarly, editorial teams can contribute to planning marketing strategies, ensuring campaigns align with broader brand narratives and values.
However, a clear distinction should remain between editorial content and marketing copy. The latter demands a focused approach that prioritises persuasion and action above all else. A seamless collaboration between editorial and marketing teams can ensure campaigns are both creative and strategically aligned.
What makes good copy?
Good copywriting combines creativity, psychology, and strategy. A skilled copywriter knows how to:
1. Engage the audience
- Use direct language and inclusive pronouns like ‘you’ to make readers feel seen and involved.
- Write with a conversational tone to create an approachable and relatable read.
2. Highlight benefits
- Focus on the value your product or service offers.
- Show readers how it improves their lives or solves their specific problems, prioritising their needs over features.
3. Evoke emotion
- Use storytelling, vivid imagery, or scenarios to tap into readers’ emotions, whether it’s hope, excitement, or relief.
- Frame messages around desires and aspirations.
4. Drive action
- Incorporate strong, actionable CTAs that are clear and urgent, guiding readers to take the next step confidently.
- Make it easy for readers to follow through — whether it’s clicking, signing up, or purchasing.
Supporting strategies for exceptional copy:
- Answer objections: Anticipate doubts and pre-emptively address them. Provide answers to potential questions to build trust and remove hesitation.
- Show credibility: Incorporate testimonials, awards, or statistics to validate your claims. People trust others’ experiences.
5. Clarity is key
- Write simply and concisely. Avoid jargon or overly technical language unless it’s essential for the audience.
- Use formatting tools like bullet points, headers, and white space to make the copy easily scannable.
Final touch: tailoring the tone:
- Match the tone to the audience’s expectations (eg. professional for B2B, playful for lifestyle brands).
- Respect the reader’s intelligence — be persuasive without being pushy.
Good copy isn’t just about selling; it’s about creating a connection that builds trust and encourages engagement. These strategies ensure the message resonates while meeting both the audience’s and the business’s goals.
The case for long-form copy
In the digital age, there is a common misconception that shorter is always better. While brevity is valuable, especially for platforms like social media, long-form copy can often outperform shorter formats when used strategically.
Long-form copy allows marketers to dive deeper into the benefits of a product or service, addressing potential objections and providing detailed information. This is particularly effective for high-ticket items or complex offerings, where consumers need more reassurance before making a purchase decision.
Studies have repeatedly shown that long-form landing pages, emails, and articles tend to convert better than shorter alternatives. The key is to ensure the content remains engaging, well-structured, and focused on the reader’s needs throughout.
The importance of testing
In marketing, A/B testing is a well-established practice for optimising data segmentation and offers. However, testing copy is equally important. Small adjustments to headlines, subject lines, or CTAs can have a significant impact on campaign performance.
For marketers with limited time and resources, focusing on the most critical components of communication — such as email subject lines, print headlines, or opening paragraphs — can yield valuable insights. Testing different variations allows teams to identify what resonates most with their audience and refine their approach accordingly.
Digital tools make it easier than ever to test copy across multiple channels. Metrics like open rates, click-through rates, and conversion rates provide valuable feedback, enabling marketers to continuously improve their messaging.
Reviving the art of copywriting
To elevate the role of copywriting in marketing strategies, organisations must prioritise it as a critical component of their campaigns. Here are actionable steps to improve copywriting efforts:
1. Allocate time and resources: Treat copywriting as a strategic priority, not an afterthought. Dedicate time and budget to developing high-quality messages.
2. Hire or train specialists: Invest in professional copywriters or provide training for existing staff to develop their skills in persuasive communication.
3. Collaborate strategically: While editorial teams can provide valuable insights, marketing copy should be created by specialists with a deep understanding of the audience and campaign goals.
4. Test and refine: Continuously test different variations of copy to identify what works best for your audience. Focus on high-impact elements such as headlines and CTAs.
5. Embrace long-form copy: Don’t shy away from longer messages when appropriate. Well-written, detailed copy often outperforms shorter text by providing the depth needed to persuade and convert.
6. Focus on emotional appeal: Use language that resonates with the audience’s values, needs, and aspirations. Make them feel understood and motivated to act.
7. Maintain consistency across channels: Ensure that messaging aligns with the brand voice and strategy, regardless of the medium. Print, digital, and social campaigns should reinforce each other.
8. Encourage feedback: Gather input from customers to understand how your messaging is perceived. This feedback can inform future copywriting efforts.
The art of successful and profitable copy
Copywriting is far from a lost art, but it does require renewed attention and respect in today’s marketing landscape. As organisations strive to connect with audiences across an ever-expanding array of channels, the power of well-crafted words remains a cornerstone of effective communication.
By prioritising copywriting as a strategic discipline and investing in the necessary resources and expertise, marketers can create messages that inspire, educate, and drive action. In doing so, they can build stronger connections with their customers and achieve their business goals more effectively.
This article was first published in InPublishing magazine. If you would like to be added to the free mailing list to receive the magazine, please register here.
