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How to Write Marketing Copy That Kicks Ass

Want to learn how to write marketing copy that not only kicks ass but helps your business grow?

Fabulous, because that’s what we’re talking about today.

Before we dive in, I want to warn you that writing awesome marketing copy is really hard. Even if you’re a decent writer, it’s hard. If you’re a small business owner, it’s even worse. It’s so difficult to be objective about the business you’ve started, nurtured, and grown.

You’re going to need to practice. A lot. And that’s OK. Were you an awesome snowboarder on day one? Were you whipping up the best chocolate chip cookies in the world the first time you baked them from scratch? Were you tying your shoelaces in three seconds the first time your mom showed you how to do it?

No, no, and no.

So don’t worry, you’ll get there.

For now, here are my tips on how to write marketing copy that kicks ass:

Focus on the client

This is the number one rule for writing marketing copy. Always focus on what your clients care about. The truth is, they don’t really care who you are or what you do. They only care about how you can help them.

To do this, you need to know what your clients’ biggest challenges are. Then you need to tie their challenges to how you solve them, and you need to explain why you solve them better than anyone else.

Write in plain English

Read your marketing copy out loud. Does it sound natural? Does it sound like something you’d actually say in a real-life, face-to-face conversation? Does it include big SAT words, clichés, or jargon?


You are truly kick ass. High five!

But if you answer yes, get out your big pink eraser.

Now rewrite everything in its simplest form. But don’t do it just because I say so. Do it because studies back up this approach. Writers who use simple language are seen as smarter and more impressive.

You’ll know you hit your mark if your grandma can understand it. Or a fifth grader.

Keep it short

Say what you need to say and move on. You don’t have to fill up white space to make your point. You don’t have to repeat yourself either. If you write in plain English, people will get it.

Tug at emotions

People who feel something are people who take action. Get me excited about the possibilities. Make me feel like I will miss out if I don’t do something now. Tap into the anger I might be holding onto.

To elicit my emotions, choose your words carefully as you write. This is the perfect time to dust off your Thesaurus, become BFFs with action words, and put on your creativity hat.

Just look at some of the fabulous synonyms for the verb “find”: unearth, uncover, locate, discover. So much more fun than “find.”

Get feedback

Run your marketing copy by people you trust and who know how awesome you and your brand are. Their outside perspective can be really valuable and help you write even stronger marketing copy.

And now you know how to write marketing copy that will help your business grow. If you need help during the “practice” stage, give us a shout and we’ll whip up some truly awesome marketing copy for you.

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