Dynamic Marketing Communiqué

Your current state manifests in your writing… but how can you write well regardless of how you feel? [Tuesdays: “Write with the Pen of the Masters”]

December 21, 2021

Imagine getting an email that said:

“Meet you tonight.. can organize av gc for the class?”

You’ll probably think this email is spam, from a scammer, or that it’s a phishing email designed to get your sensitive information.

However, when you check the email address where the message came from, you realize it was from a professor who has multiple degrees… including a PhD in English!

Definitely not what you expected, right?

According to authors Kenneth Roman and Joel Raphaelson in the book, “Writing That Works,” you are what you write. Your personality, emotional state, and mental state are revealed through the sentences you compose. 

So in our example above about the professor who has a PhD in English… 

Perhaps the professor was in a hurry while writing that email and didn’t bother to follow the conventional rules of grammar. In this case, the professor’s current state manifested in his or her writing. 

Here’s another example:

If you’re in a good mood while writing, your copy will have a comprehensive and friendly tone. Your readers will enjoy reading it. On the contrary, if you’re in a bad mood or you’re not feeling well while writing, the copy you create will most likely sound clipped and monotonous, discouraging your target market from reading more.

These scenarios show that as a copywriter, your current disposition manifests in your writing. 

Roman and Raphaelson also added that whenever you write, people judge you through your writing. If you’re a good writer, readers will see you as credible and reliable. If you’re not that good at writing, people will often think of you as unprofessional, ignorant, and sloppy. 

Thus, you have to make sure your writing effectively communicates your message, whether it be through your copies or work emails.

Here are a few things to keep in mind to achieve the kind of writing that works:

  1. Be clear and direct.

Some people don’t have much time to sit down and read huge blocks of texts in the emails or copies that you write. 

For example: While an intern may have the time and capacity to read every sentence in a newsletter, a company manager or president will most likely just read the first part of the copy and judge from there if they’re going to continue reading or not.

(Take note that company managers or presidents are busy people so it’s important that you take their time into consideration whenever you write copies or emails directed to them.) 

So, spark intrigue, get straight to the point, and say what you mean to say without dilly-dallying. This will help save your readers’ time and allow for instant understanding of your message.

  1. Mind your spelling and grammar.

Spelling and grammar are two of the most important aspects in writing. These show your competence and influence readers’ impressions about you and your copies. 

Stick to the standard English grammar and make sure to observe conventions of proper spelling and punctuation

While not all readers may notice your accidental use of it’s instead of its when referring to the possessive form of it, those who notice that error and treat that as a big deal might get turned off or uninterested to continue reading your copy. 

That’s a BIG NO-NO in the copywriting industry! 

Having frequent grammatical or spelling errors in your writing will definitely flaw your reputation as a writer. That’s why you always have to make sure your grammar and spelling is at par with the standards. 

You may also ask someone to double check or proofread your copies to ensure there are no missed errors once you publish them. 

  1. Express your point of view persuasively.

Most written works express a point of view. However, not all of them are persuasive, meaning they don’t actually convince readers to believe an idea or act on a call-to-action. 

If you’re in the copywriting industry, you’ll agree that most of the content you write should be persuasive. After all, copywriting is the act of writing text for the purpose of advertising or marketing a certain product or service… and without persuasion, you won’t effectively promote a brand.

One of the ways to effectively persuade your readers to act on your call-to-action? 

Emphasize the features and benefits of your offerings through written words! Make your target market visualize how your products or services can solve their pain points and make their lives more convenient. 

You may also appeal to your readers’ emotions by talking about something they can relate to.  

Once readers feel your genuine determination and commitment to serve them through good quality products or services, they’ll be more compelled to transact with your brand or act on your call-to-action. 

According to Roman and Raphaelson, being an excellent writer allows you to not only save time for yourself, but also save time for others. 

By being clear and direct in your messaging, minding your spelling and grammar, and expressing your view points persuasively, you’ll communicate your message effectively and work on things that truly matter in your career. 

Be professional! Don’t make your readers think you’re a scammer who wants to hack sensitive information from them or trick them into buying a useless product.

By improving your writing skills, you’re letting your target market know through your written works that they can trust you and your brand. This will compel them to be a loyal customer and even refer your brand to their peers.

Apply the copywriting tips above and see how these will help you achieve the kind of writing that works!

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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