When I started my career in tech, I thought all writing was the same. A blog post was a blog post. A sales page was a sales page.
It took me years (and a whole career pivot to marketing) to realize that marketing copy is a completely different beast!
Marketing copy has one job: to persuade someone to take action. That action might be buying a product, signing up for an email list, clicking a link, or calling a phone number. Everything in marketing copy is designed to move the reader toward that action.
If you’re in business and you want to grow, you need to understand what is marketing copy and how to use it effectively. Let me break it down for you.
What is Marketing Copy?
Marketing copy is written content designed to persuade and convert. It’s the words on your sales page. It’s the subject line of your email. It’s the ecommerce ad copy on Facebook. It’s the call-to-action on your landing page.
The key difference between marketing copy and other types of writing is the intent. A blog post informs. A news article reports. Marketing copy persuades. It moves people from one mental state to another. It overcomes objections. It builds desire. It creates urgency.
Good marketing copy understands the reader’s psychology. It speaks to their desires, fears, and aspirations. It addresses their objections before they even think of them. It makes the reader feel understood and valued.
Why Marketing Copy Matters
Marketing copy matters because it directly impacts your bottom line. A small change in your copy can result in a significant change in conversions. A 10% improvement in your email subject lines could mean thousands of dollars in additional revenue.
I’ve seen businesses transform their results by improving their marketing copy. They weren’t changing their product. They weren’t changing their pricing. They were just changing their words.
That’s the power of what is marketing copy. It’s one of the highest-leverage activities you can do in your business. And yet, most businesses neglect it. They write mediocre copy and hope for the best.
Types of Marketing Copy
Marketing copy appears in many forms. Here are the most common types.
- Sales Page Copy: This is the long-form copy on a sales page designed to sell a product or service. It tells the story, builds desire, and includes a strong call-to-action.
- Email Marketing Copy: This includes subject lines, preview text, and body copy designed to get opens, clicks, and conversions. Email copy is some of the most effective marketing copy because it’s personal and direct.
- Ad Copy: This is the short-form copy on ads (Google Ads, Facebook Ads, LinkedIn Ads, etc.). Ad copy needs to grab attention and compel clicks in just a few words.
- Landing Page Copy: This is copy on a standalone page designed to capture leads or make sales. Landing page copy is typically shorter and more focused than sales page copy.
- Product Description Copy: This is copy that describes and sells individual products. Good product descriptions increase conversion rates and reduce returns.
- Email Subject Lines: Subject lines are arguably the most important marketing copy because they determine whether your email gets opened. A great subject line can double your open rates.
- Headlines: Headlines appear on websites, ads, and sales pages. A compelling headline can determine whether someone reads your copy or scrolls past.
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Marketing Copy vs Other Types of Writing
Understanding the difference between marketing copy and other types of writing is crucial. They serve different purposes and require different approaches.
- Marketing Copy vs Content Writing: Content writing provides value and builds authority. Marketing copy persuades and converts. Content writing might be a blog post about SEO best practices. Marketing copy is the email promoting your SEO course.
- Marketing Copy vs Technical Writing: Technical writing explains how something works. Marketing copy explains why someone should care. Technical writing is an instruction manual. Marketing copy is the sales page for the product.
- Marketing Copy vs Journalistic Writing: Journalistic writing reports facts objectively. Marketing copy is subjective and persuasive. Journalistic writing informs. Marketing copy motivates.
Key Elements of Effective Marketing Copy
Great marketing copy has several key elements. Understanding these elements helps you write copy that converts.
- Clarity: Your copy should be clear and easy to understand. Avoid jargon and complex language. Say what you mean.
- Relevance: Your copy should speak directly to your reader’s needs and desires. It should feel like it was written specifically for them.
- Credibility: Your copy should establish trust. Use social proof, testimonials, and evidence to build credibility.
- Emotion: Your copy should connect emotionally with the reader. People make decisions based on emotion, then justify them with logic.
- Urgency: Your copy should create a sense of urgency. Why should they act now instead of later?
- Call-to-Action: Your copy should include a clear call-to-action. Tell the reader exactly what you want them to do.
What is Marketing Copy?
It’s the words that sell. It’s the difference between a business that grows and one that stagnates. It’s one of the most valuable skills you can develop or outsource.
If you’re serious about growing your business, invest in your marketing copy. Whether you learn to write it yourself or hire a professional, make sure your copy is compelling, clear, and conversion-focused.
Looking to hire a copywriter?
Our team of expert writers is poised pen-ready for your brief. Book a free call and let’s have a chat about how we can get that project off the ground.
Frequently Asked Questions
Mostly, yes. Advertising copy is a type of marketing copy. All advertising copy is marketing copy, but not all marketing copy is advertising copy. Marketing copy is the broader category.
You can, but it’s difficult. Most business owners aren’t trained copywriters. If you want to learn, there are courses and books available. If you want professional results, hire a copywriter.
It depends on the medium and the product. Email subject lines should be short (50 characters or less). Sales pages can be long (2000+ words). Ad copy should be concise (a few sentences). The key is to be as long as necessary and as short as possible.
The headline. If your headline doesn’t grab attention, the rest of your copy won’t matter because people won’t read it.
Track metrics like click-through rate, conversion rate, and return on ad spend. A/B test different versions of your copy to see what works best. Use analytics to understand what’s resonating with your audience.
