Write Marketing Copy to drive sales


Marketing and copywriting are part of the same process. Typically the marketing brief defines the core messages and after this the copywriting process focuses on wordsmithing.

However, most businesses do not employ a professional copywriter so the two activities go together. This is not a problem once you take time to think about what is going into the piece before the writing process begins.

Here are some marketing tips to develop your copywriting brief:

  1. Jump straight in on a persuasive, clearly-defined benefit. Make sure “it does what it says on the tin”. Use descriptive language economically by prioritising strong, descriptive verbs in favour of adverbs.
  2. The classic marketing approach is to create a need – and have the product fulfill that need. Unlike the Dettol no-touch handwash, make sure the need is legitimate. Customers are intelligent.
  3. If there is a USP already defined on your company website, focus in on this. Easy!
  4. Nutribullet does this brilliantly. Associate the product with an idea or emotion. Strange how we feel healthier after watching those infomercials. The feeling of being healthy becomes the goal. It can also work in reverse, when the product aims to solve a problem and provide relief to a negative feeling. Senokot’s happy morning after shot shows how this is done.
  5. Show how popular the product is and quantify this with numbers. No!No! use millions of customers as their core message. It shows the product is mainstream. Updating the number of customers regularly shows a consistent pattern of success, and therefore evidence of value to the customer.
  6. Use a case study or testimonial: A really good B2B case study quantifies the value of the product or solution to the end customer in a tangible form. This could be revenue, ratings, inbound links or customer service KPIs. The important thing is that it is measurable and easy to reference back to the product or solution. Potential customers are also interested in installation details, lead time, pricing and the overall professionalism when they are assessing value for money.
  7. Endorse the product with a well-respected, relevant personality. This does not need to be a TV personality. It may be worth checking with your industry association to see who might be available to fill that role. Bring it into the discussion if you are considering an event sponsorship deal. Allow the person testing your services to share their experience in their own words, and always get permission before quoting them.
  8. Create a “pen picture”. This involves creating characters who have a scenario where the product can benefit them greatly.  This process helps to pin down a complex message and it’s particularly useful in explainer videos.
  9. Compare your product to the competition. In simple terms, show how your product or service outperforms the competition in terms of value. Use percentages to quantify this. The telecoms and energy sectors do this very well. Find an example you like.
  10. New product/feature announcement. Early innovators itch to handle new launches first. Speak directly to them – they are influencers. Allow their word of mouth, social media and blog posts to diffuse and amplify your message.
  11. Highlight a Guarantee. Guarantees build trust. There have been many business books written about the speed of trust. A sincere guarantee can remove inertia and mobilise a customer to take out their wallet.
  12. Show a strong offer with the price, a product image or images and where to buy. Don’t leave the customer in the dark. If the offer is compelling, don’t direct the customer to a list of distributors. Geotarget your message to make their journey as short as possible.
  13. Use the word Free in your content. This may involve highlighting special features and characteristics of your after sales process. Littlewood’s USP is Free Shipping. You get the total price upfront with no extra research needed. It sounds appealing and it saves the user time.

You can view an example of my copywriting in this case study.

If you would like to read examples of my copywriting, please get in touch.

Hotel Wi-Fi creates measurable increase in positive online reviews

The Best Western Academy Plaza hotel, located close to O’Connell street in Dublin is one of the few hotels who saw Wi-Fi as a critical service since as far back as 2003.

“If you have a service interruption, hotels can manage without water or power but not Wi-Fi!” said hotel manager, Peter Collins.  Their management team created a strategy to ensure their guests always enjoy a quality WiFi experience.

“Our Wi-Fi equipment is always replaced before it becomes 5 years old,” confirmed Peter and for years, they have upgraded a fifth of the network annually.

In spite of this careful ongoing maintenance programme, Wi-Fi capacity and security were growing concerns for the Best Western hotel. They took painstaking steps to implement a controlled pilot in 2015 however the solution tested didn’t make the grade.

“We carried out a small scale pilot on the head-end. That system couldn’t cope with our Wi-Fi traffic volumes,” reported Peter. “It was back to the drawing board to find a new provider.”

The Best Western team researched the options extensively, after which they rolled out a ProWinet secure Wi-Fi solution from http://www.prowinet.com in May 2016 and saw immediate benefits.

“We were looking for a solid, working backbone. The ProWinet Wi-Fi solution had the capacity to meet our demands. This meant users were consistently getting excellent connection quality and speed – fast enough for all tasks, streaming, Skype calls, email and browsing. We also got coverage in former blind spots for the first time and have started to get some compliments from guests on the consistency of the service.”

The benefits for this Best Western Hotel include better visibility and faster response times. “We can now see the system health at a quick glance. The “traffic light” control panel shows if all systems are go. If we need to change settings or refresh, we know exactly where to go – no need to worry if it was a system issue or a device issue like before.”

The service immediately created a net increase in positive online reviews. “In the first 2 months, we saw an increase in positive reviews of our hotel, with no increase in negative reviews. The Wi-Fi is the only thing we changed in that time.”

As a 300-bedroom hotel with significant tour operator clientele, reviews are a core metric for the Best Western hotel. “Every hotel is different. For some hotels, repeat business is the goal. For us it’s all about referral business. That increase in positive online reviews will directly help our business.”

Peters’ team also chose the ProWinet solution for its strong security features. “The wireless knowledge delivered by the ProWinet team is excellent and for us, guest security is paramount. Hacking is already a concern for corporate users and it’s going to be a bigger concern for all users as time goes on. It’s nice to know we’ve ticked that box and that we are very well covered”.

He also confirmed the ProWinet quotation process was simple and easy to navigate, without unnecessary technical jargon. “The pricing was fair and easy to understand. We now better manage the kit we already had and complimented it with a correctly set up and managed system maximising ROI.”

The rollout was also pain free. Peter describes ProWinet staff as professional and courteous and the installation as seamless. “They came in every hour as needed, even overnight.”

In order to prevent disruption to guests, ProWinet kept WiFi live in the lobby, public areas and conference rooms at all times. Where new equipment was introduced the transfer took just a few minutes.

While it’s clear the Wi-Fi investment will pay for itself relatively fast, the Best Western team also see the benefit of the powerful Wi-Fi analytics data from the ProWinet cloud application.

“We can now see that we have approximately 7,000 new users monthly with daily usage of between 700 and 800. We simply didn’t have these statistics until ProWinet WiFi was installed.”

Peter also confirmed he hoped to use the information captured at login to profile users for marketing purposes. “We can send targeted messages. Prior to this we only had information for the registered lead guest and no contact information for tours and groups. Now we have contact details for all users that register regardless of information captured at traditional front desk check-in.”

The Best Western team are also considering a custom landing page for users after they log in, for upselling and providing guest information. Peter shared, “It could be anything from Cocktail of the week to future booking offers.”

Cocktail with free Wi-Fi, anyone..?

Case study interview and copywriting by Paula Kinch http://www.useful.ie