Dynamic Marketing Communiqué

A secret to eFFFective copies: Find out how this marketing guru philosophized good copywriting! [Tuesdays: “Write with the Pen of the Masters”]

February 16, 2021

Ever heard the term, “service marketing?”

According to the American Marketing Association:

“Service marketing is an organizational function and a set of processes for identifying or creating, communicating, and delivering value to customers and for managing customer relationships in a way that benefits the organization and stakeholders.”

Keywords: Communicating… Delivering value… customer relationships…

There are a few more things you need to know about this type of marketing.


American marketing author Philip Kotler has something to say about it!

According to Kotler, there are 3 things you have to keep in mind in terms of service marketing―3 F’s, particularly.

  • Fast
  • Flexible
  • Friendly

Let’s use these concepts in the context of copywriting.

As a writer, how can you apply these characteristics in creating effective copies for your brand?

  1. Be FAST.

    In the copywriting world, being fast is related to another “F”―Focus.

    When you focus on accomplishing a certain task, chances are you’re more likely to finish your work faster because you’re not distracted.

    However, there will be times when your attention shifts due to unexpected changes in your environment. Let’s say you’re in the process of writing an ad copy for your brand. Suddenly, a commotion outside your house or office causes you to stop working and look outside the window.

    The next thing you know, you’re back in front of your desk, staring at the computer screen, and trying to regain your focus.

    Do you think it’s easy to rebuild your momentum after it was lost?

    Not all the time!

    This can take 10 to 20 minutes or more, depending on how willing your mind is to get back to work.

    In copywriting, this is a big NO-NO—but we don’t mean that just because you lose focus, you won’t be able to produce good copy. What we mean is having a steady focus will help you accomplish more tasks in a single day.

    Every ticking of the clock is precious. If you’re not quick to address your target market’s needs and demands through your copy, your competitors might do the job for you!

    You don’t want that, right?

    Here are some tips to help you focus on your copywriting process:

    • Create an “interruption-free” environment for a set period of time.

      Close other computer tabs that can cause distractions as you write your drafts.

      Put your phone on silent mode.

    When you minimize possible distractions, you’ll be able to focus more. As a result, you’ll be able to write faster. However, remind yourself that the effectiveness of your copy shouldn’t be compromised because of speed!


    Copywriting involves a lot of creativity and flexibility.

    Since one of your jobs as a writer is to convey your brand’s voice and identity through words, you have to learn to translate any complex topic and jargon into compelling and attention-grabbing copies.

    Once you’ve mastered the art of writing effective content, chances are you’ll get more readers hooked on your message.

    When that happens, you’re one step closer towards getting them to act on your call-to-action (CTA)!

    More than writing copy, you also need to have basic knowledge about researching, interviewing subjects, brainstorming, meeting with other writers or clients, developing a creative strategy, or proofreading other written content.

    If you’re pursuing a career in this field, make sure you’re ready for these kinds of scenarios.

    Just like the saying goes: “Expect the unexpected!”

    … and use every moment as an opportunity to learn something new about your craft.


    Who says you can’t make friends through your marketing copies?

    You definitely can, by making your pieces conversational!

    In good and effective copywriting, simple and conversational content is better.

    Talk to your target market the way you would talk to a friend… but still maintaining a respectful tone, of course.

    Show them how serious you are about providing solutions to their problems.

    The more your readers feel that you are speaking to them in a more personal manner, the more they will feel a genuine attachment to your brand.

    They might also act on that connection and avail your products or services.

    Your customers could even spread positive feedback about your business if they are satisfied with your offers. We know how effective and beneficial word-of-mouth (WOM) is for businesses.

    Talk about having satisfied customers chiming in to help you market your brand… for FREE!

    So remember, always strive to be “friendly” in your copies.

    Don’t just treat your customers as “customers.” Treat them like you would a friend or family member.

    Besides, they play a crucial part in your business’ success. Without them, your brand won’t continue to thrive in the market.

Good copywriting is powerful. It is one of the most critical elements of marketing and advertising.

It’s one of the factors that contributes to a positive change in your business―whether in brand awareness, sales conversion rates, engagement rates, etc.

You also have to take note that in copywriting, the process of creating content is as important as the final output.

Before you “get in the zone,” make sure both your mind and body are prepared to work on the task and adjust to unexpected changes in schedules, client demands, etc.

Fast. Flexible. Friendly.

Keep Philip Kotler’s 3F’s in mind!

Not only will these characteristics help in achieving your business goals, but it will also contribute to helping you get better at your craft as a copywriter.

About The Dynamic Marketing Communiqué’s
“Tuesdays: Write with the Pen of the Masters”

Who doesn’t find content writing to be a skill that requires a lot of practice and effort?

In fact, many people may even find copywriting very intimidating.

However, you can be a good writer as long as you have the right tools. You won’t always get things right the first time, but with enough time and practice, you’ll get the hang of it!

When you write a copy for any brand or for your company, your aim is to make an impact and…

…to get people to remember.

Getting people to remember means getting consumers to buy your product or to avail of your service.

And when you get your content to deliver the results you want, THAT is a great copy!

Every Tuesday, we publish content based on tips and insights from the masters of content writing, copywriting, and storytelling.

Become more familiar with ways to write great copy that helps you gain ROI from your efforts, drive profitability, and achieve your business goals.

Learn time-tested tactics that better capture the attention of your target audience, and maximize the benefits of great copywriting.

Hope you found this week’s insights interesting and helpful.

Stay tuned for next Tuesday’s “Write with the Pen of the Masters!”


Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
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