Introduction:
In Ian Lurie’s video, he talked about how to write a marketing copy step by step.
First of all, he talked about the definition of marketing copywriting and he introduced several different kinds of marketing copywriting which are suitable for different situations. He said the marketing copy was the key of the marketing strategy, it can catch people’s eyes. “It was the heart and soul of any marketing strategy.” (LurieI,2014)t should be very creative and can attract to people. Also, we are going to write a marketing copy, we need to think about the situation, find a proper marketing copy for the business. Marketing copywriting was related to sales directly. He also mentioned he provided several famous and successful examples for this course, we might need them and learn something from the examples. In marketing copywriter, the keywords density doesn’t work. Ian encouraged people to write something without fear. The exercise was a very important thing in the process of making good marketing copywriting.
Overview and writing copy:
In marketing strategy, salespeople only sell the products to those people have interest. So we can’t push people or force people to buy something from us. The marketing copywriting, needed to provide the key information, contain the significance. Keep the copy short, but needed to be powerful, creative. The marketing copy was kind of the first communication with customers. When we were going to write marketing copywriting, like for a video, for a commercial. Most of the time, there were three ways to classify marketing copywriting, by collateral, by medium, and by style.
And Ian Lurie also taught us the process of writing a marketing copy. Before we write a marketing copy, we should have a plan in our minds, and then try to write
anything ideas can be related and can be helped for this marketing copy, and then follow the general rules to write a draft. If we couldn’t have some ideas in this moment, we can relax a little bit didn’t try to push yourself to write. In this way, people will always feel nervous so the result would be worse. And also the excellent marketing copy couldn’t be finished in one time. It took time and effort to finished it. Write anything in the mind and we can promote it later to make a better one. If we got a copy already, the next step is going to promote and draft to make a better version for different uses in multiple conditions until the copy is good enough. This was in the middle of the process of writing, it was important too.
Based on what we got from the draft, tried to change some words of it, or change a better idea if we had. Just try to make it become more attractive. We can write several of them and finally picked the best one. Tried to get the ideas down, improved it after we got a draft. Checked it whether it fit the general rules of a proper marketing writing. And then put headlines, “the headlines shouldn’t hold on the rest of the marketing copywriting.” At this period of time, it didn’t need to look great, this was not a final copy. Again, like the copywriting itself, was needed to be promoted later. After got the headlines, we needed to test whether it really works, was it a good one or a bad one. So Ian also mentioned how to test the headlines for marketing copywriting, he suggested we can break the headlines into three parts, and picked two of them which are your favorite ones. And Google had good tools for us to test them, they got the customer surveys, it was a good tool test for the headlines. The email was a good way too, if the customer surveys showed the headlines were good, we can send the emails to others try to get the feedback from others and saw how were the headlines. Because the marketing copywriting needed to show everyone in public, just didn’t feel very shy to show the people that you know. They might provide some valuable information for you to change the headlines.
After the headlines, next was going to sell the page, which meant to need more audience or people to see this page. Some potential customers are just in the people who were interested in the page we wrote. Keep the sentence to be short and attractive, but also needed to contain the main contents what can make people know about it quickly.
So far the content of the marketing copywriting should be done. It’s time to show it to people. Most common two ways of showing the copywriting to people were through online or print it out. The online way just means post them into the Internet, like some blogs, some websites, some social media software. The print out the way just like posters you can see on the street. We needed to arrange the format of these two different ones.
Rewrite existing copy:
We also needed to rewrite the marketing copywriting, tried to improve them in a better way. It did take some time to do and probably did it several times. Good marketing copywriting needed to put a lot of time and effort into it. Still the same as before, there were some different situation where needed the copywriting, so rewrote it for the webpage, for a product description, and for the social media. All of them had a different format and different standards.
Conclusion:
At the end of this video, he also mentioned managing different marketing teams. The ability of managing was also the key to a team. Sometimes, a good idea will combine multiple people’s idea, we needed to learn how to work as a group. Meanwhile, tried to make everything become well organized. We can make a plan and set the time to think about the proper time for us to write to create good marketing copywriting.
What I learned from the video:
I learned a lot from this video, and I knew it was not that easy to finish one excellent marketing copywriting. I also felt if I wanted to make one next time, what things do I need to do for it, and the process of doing it.
I also found an example of good marketing copywriting headlines. While I was doing the research online, tried to find an example, Google’s advertisement got my eye. The marketing copy is: “Get Loved by Google”. It also has some small pink hearts emojis were drawn nearby the sentence. And then I was thinking about what does it mean, how can I get loved by Google, what kind of love I can get from it. I was very curious about this sentence, which made me open the Google website immediately and check what’s going on.
A good marketing copy doesn’t need to be too long, doesn’t need to use fancy and complicated vocabularies. Just simple words but impress people, and attract people, make people are curious about what happened, what is detail. A most important thing is to catch people’s eye, make them have interests and curiousness, and then people will check it.
(Google:picture reference: https://neilpatel.com/blog/copywriting-headline-examples/)
(writing by using laptop picture reference:https://www.google.com.hk/imgres?imgurl=https://www.copyblogger.com/cdn-origin/images/650/content-marketing-copywriting.jpg&imgrefurl=https://www.copyblogger.com/content-marketing-copywriting
&h=328&w=650&tbnid=oHRASE4PJxyILM:&q=marketing+copywriting&tbnh=159&tbnw=316&usg=AI4_-kTCmhGEH-UKnSCL4IBWThD0mpMCYg&vet=12ahUKEwiTqvb6i4jgAhX-IDQIHVBqB0EQ9QEwAHoECAYQBg..i&docid=079_NV_CO8fJjM&sa=X&ved=2ahUKEwiTqvb6i4jgAhX-IDQIHVBqB0EQ9QEwAHoECAYQBg#h=328&imgdii=zALDHju6xVnw_M:&tbnh=159&tbnw=316&vet=12ahUKEwiTqvb6i4jgAhX-IDQIHVBqB0EQ9QEwAHoECAYQBg..i&w=650)
(Video’s reference: https://www.lynda.com/Business-Online-Marketing-tutorials/Structuring-print/149250/175059-4.html?autoplay=true)
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