Writing Marketing Copy

Language, and the understanding of how to create, focus, and target it towards an audience, is vital. How often do misunderstandings and unsolved business deals arise because someone does not interpret correctly a communication from another? 

‘Watch your language’ – is a comment often heard by children when they are out of line.  Yet it’s a truism I was conscious of recently as I lectured a group of foreign students from a very different culture. It was not a question of their understanding of the English language. It was how I had to vary meaning in my references to explain concepts to them – in order to communicate clearly, to a different culture, with different societal thinking patterns.

So if language and reference affect us on a personal level, it may also follow that misinterpretation can exist in marketing and business communication skills – because of how we use language.

Therefore, language, the context and the use of words, differs, depending on:

• the audience
• the brief you are addressing
• the outcome you want to achieve. 

For example, if you were writing a romantic novel, you wouldn’t use the language necessary to create tension in that of a heavy crime story.

Likewise, in business, the language one needs to draw upon to convey a marketing concept creatively in your branding is not the language necessary to communicate clear messages across departments, or in that of content marketing.

So when writing marketing copy, sometimes the language is just not right to grab audience attention.

Yet creative language is often a difficult medium to tap into. However, awareness and understanding of how to generate and form language, from a creative point of view, is possible.

I believe creativity is inherent within all of us, sometimes dormant and lost for various reasons, but it can be evoked. It requires an understanding of how to tap into your personal creative resources, and how to focus on the desired outcome, so to bring you to the place of creating clear and compelling messages …for the audience in question.

Creativity in language can be learned. Inspiration to develop writing voice can be ignited. Understanding of our creative sources can be invigorated.

This is possible and can be achieved through right-brain/left-brain writing techniques and innovative exercises. It’s almost like finding out how to get out of your own way, so that your inherent self can come to the fore, to create and express ideas, using creative language to write quality marketing copy.

It’s a skill that once tapped into, can be nurtured and developed.

With the expectation of being able to communicate across a wide area within the corporate environment, strong writing skills in writing marketing copy and business writing is fast becoming an essential and expected talent. It is no longer the case that companies depend solely on advertising agencies to produce ideas and content. It is expected that varying grades of professionals need to bring these skill into the mix.

The ability to create language that targets an audience and produces compelling marketing copy will ensure you stand out from the crowd. It’s a skill to enhance your skills.

Do you want to learn the secrets of writing marketing copy?

Irene Graham facilitates a Writing for Marketing Course, tailored towards group and individual requirements. The course, which is exercise based, incorporates right-brain/left-brain exercises and innovate writing techniques. The course is delivered in-person or online – and scheduled to suit international participants.

To learn more click HERE

To get in touch with Irene to discuss writing marketing copy for your business, click HERE

Sin a bhfuil anois. (that’s it for now)

Irene G.
Founder
The Creative Writer’s Workshop
The Memoir Writing Club

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