Marketing writing is quite literally everywhere these days, especially online, and no one can escape it.
If you’ve ever scanned the product copy on a bottle of shampoo, read a how-to article on a company blog, or checked out the text on a social media ad, you’ve been exposed to marketing writing.
But there’s a huge difference between great marketing writing that resonates with an audience and writing that’s completely forgettable because the talent behind it just wasn’t up to snuff.
That said, a freelancer with a knack for the written word can be a godsend to digital-age companies.
5. Make it urgent
Successful marketing writers know that you want to entice people to act now, not later, because later might be too late.
Create urgency by letting readers know they don’t have forever to take action on a deal or opportunity, so they do what you want them to do right now.
Marketing is all about convincing audiences to take action now. Building a sense of urgency, like limited-time offers or limited stock, helps drive people toward action. When your content is urgent, it has a better chance of getting conversions.
6. Paint pictures with adjectives
People respond to writing that speaks to their senses and paints pictures they can see, hear, taste, and smell in their imaginations.
The key to doing this is using adjectives wisely and effectively in your copy.
Your adjectives are the descriptive words you use in writing. The more adjectives you use, the more detail you add to your writing. Pick adjectives that align with your brand messaging and that fit the tone of the piece you are writing.
7. Be sincere
People have heard it all when it comes to marketing content, so they can smell a cold sales pitch a mile away.
But a good marketing writer knows how to make them forget they’re being sold to by being honest, sincere, and genuine.
Insincere marketing comes off as flat and impersonal. To appeal to your audiences, you need to focus on sincerity. Genuinely appeal to your customers and offer valuable content that they want, like informational blogs and educational videos, instead of sales pitches.
8. Set clear goals for your copy
Before you sit down to compose your marketing writing, you need to be crystal clear on what you want it to accomplish.
After reading this copy, do you want your customer to visit a location, follow you on Instagram, complete a purchase, or do something else entirely?
Every piece of copy you write should have a clear goal. Do you want readers to take action? Learn something about your industry? Gain details on a specific product? Having an end goal in mind gives you something to measure success by.
There’s something oddly clarifying about stopping before you write and asking yourself, “What would be a win here?” Sometimes it’s not all that flashy—a download, a quick website visit, or maybe just a glimmer of brand awareness planting itself in a reader’s head for later. But skipping this tiny moment of reflection is how you end up with copy that sort of meanders—it’s pleasant, maybe, but doesn’t actually go anywhere. If your goal is a mini-conversion like a newsletter sign-up rather than a big sale, you’ll write very differently, and your results usually prove it.
9. Use social proof to your advantage
Like statistics and facts, social proof is an incredibly powerful thing in marketing.
Knowing others have made the same choice helps a customer feel confident about a purchase or other decision.
So don’t be afraid to leverage customer reviews and testimonials in your marketing writing.
Social proof, or the opinions of others, is an incredibly powerful marketing tool. When you can leverage social proof like testimonials or reviews, you can drive more sales. It also helps you improve your brand’s reputation online.
10. Demand a reader’s attention
Great advertising copy snaps people out of endless scroll mode to take a closer look.
So master the art of creating content that catches a reader’s eye and demands their immediate attention via snappy headlines, sleek designs, and more.
Catching the eye of your readers helps you stand out from the crowd. Things like catchy headlines, great graphics, and stylish editing can help you demand the attention of your readers and improve your content viewership.
11. Know when to use humor
Anyone with a gift for conversation and socializing knows that humor can be the ultimate icebreaker when used wisely.
Humor endears people to you and makes them want to hear more of what you have to say, so don’t be afraid to weave it into your marketing writing when it makes sense.
Not all writing needs to be facts on top of facts. Adding humor and a sense of personality helps your writing appeal to more audiences. It also helps you create a bond and a connection with audiences that flat, boring writing can’t achieve.
But, before you reach for the jokes, consider your audience’s lived experience. Humor that feels effortless with one group can fall flat—or worse, offend—with another. If you’re in B2B tech or something equally straight-laced, even a playful analogy can surprise readers in a good way, so you don’t have to go full stand-up. There’s no formula, just a bit of empathy and a willingness to cut a gag if that little editor voice in your head gets uneasy. It’s really as much about knowing what not to say as what you do include.
12. Watch your language
Although there are occasional exceptions when it comes to using profanity or questionable language in your copy, it’s typically best to err on the side of caution.
Not only does profanity turn many people off, but it can trigger digital filters that could keep your content from reaching its full potential when it comes to reach.
Being humorous and personal doesn’t mean crossing boundaries. You still want your brand’s writing to be approachable to all audiences. Avoiding swear words and controversial language is important to maintaining the integrity of your marketing content.
13. Avoid saying the same old thing
Great marketing content that inspires people to take action stands out.
It sparkles and sings instead of rehashing the same old cliches people have already heard over and over.
Creativity also helps marketing writing shine. Thinking outside the box and coming up with new ideas helps you avoid saying the same old thing that other companies have said. Doing competitive research can help you find gaps in content that you can fill.
So be creative and effervescent, not bland.
14. Generate interest
Effective marketing copy never simply exists just for the sake of existing.
It generates interest by entertaining, educating, or inspiring.
It piques people’s curiosity with dynamic language, unique takes, and snappy narratives that flow smoothly.
Great writing keeps you coming back line after line. You want readers to read articles and watch videos through to the end. By filling your writing with new information and entertaining content, you can generate more interest.
15. Solve a pressing problem
Successful marketing writing doesn’t really sell products.
It actually sells people solutions to problems they have. It also helps them picture how incredible life could be without having to worry about those problems anymore.
Try making that the focus of your writing, and see what happens.
When someone searches for content online, they usually want to solve a problem. The more content you create that addresses problems and answers questions, the more interaction you’ll get from audiences.
16. Include a call to action
Don’t make the mistake of crafting a wonderful piece of writing and then leaving people hanging as far as what you want them to do next.
If you want people to do something specific, you need to tell them so in so many words.
So always include a clear, concise call to action (CTA) in your content.
A call-to-action, or CTA, is the next step you provide for readers. It tells them what to do after reading. CTAs like “Learn More”, “Order Now”, or “Contact Us”, guide readers toward conversion actions that match your content goals.
17. Clarify your message
Have you ever stumbled across a really sleek ad or well-written piece of marketing content that also left you confused as to what they were actually trying to sell you?
If so, you know how frustrating it is. So don’t leave people guessing like that. Be crystal clear with your copy.
Marketing writing should never leave readers scratching their heads. The core message you want to communicate should always be front and center. Are you selling something? Informing new audiences? You should know what the message is as you write.
18. Go with your gut
The more marketing experience you get under your belt, the sharper your instincts will ultimately become.
Trust those instincts, and put them to work for you when composing your marketing writing.
Beginners in marketing writing might find themselves continually going back to improve content. Going with your gut and trusting your instincts helps you build better writing skills and create better content.
19. Write for people first
Yes, SEO and SERP rankings are naturally key concerns for marketing content writers, but never let that convince you that the way to success is to write to please algorithms.
Google specializes in delivering amazing, relevant content written with actual humans in mind.
So always write for humans first. It’s actually the best way to please Google, too.
Search algorithms are continually improving. They want to find articles that are written conversationally and appeal to real humans. By writing for people and not algorithms, you can actually improve rankings.
20. Embrace short paragraphs
Remember, people skim and scan when they peruse marketing copy, so it’s critical to make that easy to do.
Using short paragraphs, concise sentences, and easy language are solid ways to do this.
White space and short paragraphs are essential to online content. Long paragraphs and big chunks of text are offputting to people reading on screens. Instead, divide your content into short sentences and small paragraphs.
21. Cultivate a recognizable brand voice
Brands are like people in that the memorable ones have unique value systems, points of view, and voices.
Part of what makes a marketing campaign successful is a cohesive brand identity and brand voice, so always incorporate these factors into your writing.
A brand voice is your unique approach to marketing writing. Over time, you can cultivate a recognizable brand voice so anyone reading or interacting with your content can tell it comes from your brand.
22. Simplify complicated concepts with analogies
A great analogy can be highly effective when it comes to making complex or unusual concepts seem simple and accessible, so don’t be afraid to use them when it makes sense.
Analogies are wonderful ways to show (and encourage) empathy, as well.
Simplifying difficult concepts is easier with the help of analogies and similes. By putting a complex subject into a relatable scenario, you can connect with more readers.
23. Put yourself in the reader’s shoes
Imagine what it might be like to be on the receiving end of your marketing writing. How would you react to this particular approach?
What would get you interested enough to complete a call to action and see what happens next?
If you ever find yourself struggling to come up with content ideas, try putting yourself in your reader’s shoes. This can help you visualize their point of view and adapt your content marketing strategy.
24. Format your writing
Choosing the right format is crucial to the success of your writing.
What works like a charm for an outreach email or a quick-fire short article could spell disaster for a long-form blog post.
So know your formats, and decide on the right one before you craft your writing.
Formatting is key to writing successfully. Take a look at this article, for example. There are headings, subheadings, bullet lists, and numbered lists. These formats appeal to readers and algorithms.
25. Outsource as needed
Sooner or later, even marketers who also happen to be gifted writers will likely need help generating enough high-quality content to keep the results rolling in.
So don’t be afraid to outsource some of the work as needed.
Today’s freelance workforce is filled with talented, dedicated content writers who can really be assets to your marketing strategy.
Not every marketing team has the capacity to create content on its own. That’s where outsourcing comes in. Platforms like WriterAccess can help teams create great content and boost marketing strategies.
Wrap Up
Writing great content is an integral part of digital marketing. If your content is lacking, then readers won’t engage with your brand on a personal level. Thankfully, these 25 tips can help you take marketing writing to the next level.
