How Copywriting Contributes To Strategic Marketing- writedeal.com

Aug 27th 10 Posted by Brian Layne in Copywriting

How Copywriting Contributes To Strategic Marketing

When sales copy successfully captures the essence of your product it becomes the most revealing business plan that your competitors could possibly hope to steal from your high-security encrypted servers. Why?

Because copy that captures your market will at once reveal your most highly prized prospects, the essence of your competitive advantages, and the psychological triggers that cause your audience to buy. It will reveal your best features and their emotionally compelling benefits.

But why is this so hard for your competition to duplicate? Because: Well crafted copy is not just a random collection of words-on-a-page that auto-magically trigger an emotional buying frenzy. Instead: Well-crafted copy pin-points product differentiation to demonstrate your genuine competitive advantage, wrapped within a unique ‘brand building’ emotionally bonding storyline that your competition simply can not duplicate.

So just what are your marketing goals that your copywriter should be aware of? A decent direct response copywriter will be able to cast an array of words that grab attention from your market for short-term improvements. Yet the long-term requires your copywriter to understand your lasting competitive advantages and factor them into any and all copy. In Marketing Due Diligence, McDonald, Smith and Ward explain: “Market definition should be described in terms of a customer need, in a way which covers the aggregation of all the alternative products or services that customers regard as being capable of satisfying that same need.”

Gene Schwartz had this to say: “Your markets sophistication depends on how many similar products, and how many competing ads… the goal is to be at exactly the right place, at the right time, with the right gadget or gizmo – To discover, intensify, and revitalise the desires held by a market. To focus those already existing desires onto a particular product.”

The more your copywriter uses a crystal clear copy platform which defines the target audience, the more your advertising will produce high-performance results.

Here’s where marketing and copywriting come together. Your copywriter must understand the essence of your company and product to build brand preference and response ‘inside the mind’ of your target audience.

“Positioning starts with a product. A piece of merchandise, a service, a company, an institution, or even a person. Perhaps yourself. But positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect.” – Positioning – The Battle For Your Mind, Al Ries and Jack Trout

The history of beer starts with ‘just beer’ and then came Miller Light to create a new market category of calorie conscious beer drinkers. How can you create a new market category? Your copywriter can help.

Your Product Positioning Statement – To really empower your copywriter, work together to select a suitable company/product positioning statement for the brief. Something to the effect of: My product helps [whom?] do [what?], [when?], better than any other product in the world by [how?]. With strong product positioning, your copywriter can produce rock-solid sales messages for you.

Find out more about copywriting services and pick up a copy of the white paper on professional advertising copywriter selection.