Dynamic Marketing Communiqué

Heading into the battlefield? Make sure you have “killer copies” on hand! [Tuesdays: “Write with the Pen of the Masters”]

February 9, 2021

According to American marketing author Philip Kotler, there are 3 stages of marketing.

Marketing 1.0 is where businesses “reach clients’ minds.”

Marketing 2.0 is where companies decide to know more about their target market.

Any ideas on what happens in Marketing 3.0?

In this stage, businesses begin to understand that getting to know their clients is much more than simply finding people who are interested in their products or services.

It’s an understanding that people are living in an “unstable world with economic and ecological problems [that] should be remedied.”

In other words, Marketing 3.0 boils down to these things: Product, Service, and Value.

So… how can you deliver your brand’s best value to your target market?

Of course, one way is through copywriting.

Since one of the goals of copywriting is to persuade your readers to take a particular action that’s helpful for your business, you have to make sure your copies “sell.”

In the words of Philip Kotler:

“You should never go to the battlefield before having won the war on paper. The good news is that you can learn marketing in an hour. The bad news, it takes a lifetime to perfect it.”

One of the frontlines of effective marketing is a well-written copy. If it doesn’t get your readers hooked on what your brand has to offer, it will take a lot more effort to change their minds.

Ready to know more about what you can do to write good copies?

Here are tips to help you get better at your craft!

  1. Be conversational.

    Take a look at these statements:

    “When a contractor picks up a widget, he or she needs to trust that it won’t break. X brand stands up to hard use.”

    “When you pick up a widget, you need to trust that it won’t break. X brand won’t let you down.”

    Which of the 2 versions appeals more to you?

    The second one?

    Though there’s little difference between the sentences, the second version feels more personal because it speaks directly to the readers and evokes a closer connection.

    That’s the power of second-person point of view―“you” and “your.” It makes your readers feel that you want to connect with them and value a relationship with them.

    Writing copies in this manner will give you an edge because it will help your target market feel that your brand is reliable and easy to transact with.

  2. Use quantifiable facts to your brand’s advantage.

    Imagine you’re developing a new marketing strategy for a B2B company and you’re looking at different content platforms.

    As you do that, two businesses give you the following pitches. What will you use in your copy?

    Pitch #1:

    “Content marketing is an important part of today’s market.”

    Pitch #2:

    “Content marketing costs up to 41% less than paid search. In addition, after 3 years, a piece of content will have generated over 300% more leads than paid search.”

    Though the 1st pitch is shorter, the 2nd one is more appealing because it is more informative.

    As you move forward in your copywriting process, take note that facts are convincing because they’re verifiable and concrete.

    However, you also have to be careful because including too many facts can make your copy sound “dry.”

  3. Emphasize ACTION in your copies.

    Conversion is action.

    If you want more people to buy, subscribe, or contact your business for more information, don’t wait until the call-to-action part to bring it up.

    Use action verbs and phrases throughout your copy, and make your reader envision doing or achieving something.

    Some of the effective verbs include:

    • Launch

    • Drive

    • Create

    • Innovate

    • Grow

    • Explore

    Another way to do this is by using the active voice in your copies as much as possible.

    Aside from making the content sound “more active,” an active voice also helps you to save space and words because you’re saying your message in a more straightforward way.

    Capture your audience’s attention through action!

    Paint a vibrant and active picture of your product or service’s features, as well as how it impacts the lives of your target market.

  4. Use a CLEAR call-to-action (CTA).

    No matter how awesome your copy is, it won’t mean anything if it doesn’t clearly tell your readers what to do next.

    You need to have a specific call-to-action that outlines the following step/s you want your target market to take.

    Note: Avoid using vague words like “next” or “continue” in your CTA because they do not clearly state what a single click on a button or link will do.

    Instead, use something along the lines of:

    “Get Your Free Estimate Here”

    “Subscribe To Our Newsletter”

    “Shop New Items Now”

    Get your readers moving by providing them with a greater sense of action! That’s why it’s called a call to action, after all.

Good copywriting contributes in boosting your brand’s sales conversion rates. Apply the tips mentioned above to help you write good marketing content.

However, take note that being able to create effective copies doesn’t happen overnight―it takes a lot of time, effort, and practice to do that.

Remember: Philip Kotler also said that marketing takes a lifetime to perfect.

As you go along your writing career, you’ll learn more styles and techniques that work best for you (as a writer) and your brand.

Besides, copywriting is not a “set-it-and-forget-it-business.” You always have to keep track of your progress and identify what works best in achieving your personal and business goals.

One good reason to keep going?

Though the process of copywriting may be hard, it will always be worth it when you reap the fruits of your hard work―seeing more people convert to your brand’s loyal customers.

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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