How to Write the Best Digital Marketing Copy

In digital marketing, as in more traditional advertising, there are two ingredients without which it is almost impossible to achieve results: good design and good copy. Writing attractive and convincing texts for the internet is a lot of art, but also science. With these 10 tricks, there will be no digital copy that you can resist!

10 tricks to write good digital copy

1) Get organized before you start

This is where the scientific part I referred to before begins: to write good digital copy, you have to know what you have to tell and how you want to tell it. Think about the different pieces of the campaign and what elements you need for each of them. Analyze the benefits of the product and order them in a way that makes sense to the reader. And above all, make sure you answer this question: what do I want to achieve with this text?

2) Connect with the reader

The more human your texts sound, the easier it will be for you to break through the screen barrier and truly connect with your target audience.

A good copy is one that manages to attract users through personal content with emotional value. Giving your texts a personal touch (for example, talking about the people behind the brand) will help you gain the trust of readers.

3) Be visual

Sometimes, all the words in the world fall short, and what the user needs is to see something with their own eyes. Don’t be afraid to show it to them with a photograph in the right place.

4) Tell a story

Storytelling is one of marketers’ favorite resources. We love hearing the stories of other people we can relate to, so take the opportunity to introduce the moral you’re looking for: your product is the solution!

Generally, a story must have at least the following points to be effective:

• Introduction: Shows the problem. The protagonist of your story lived happily until suddenly, something terrible happened…
• Conflict: What will happen if our hero is not able to solve the problem in time?
• Dialogue: It’s not always easy to introduce dialogue into marketing copy, but humans love to see people talking, so it’s a very interesting resource to consider.
• Solution: Finally, your product appears to provide a solution to the protagonist’s problems.

5) Lower pedestal

On the internet, “one-on-one” conversations and closeness between users predominate, so digital copy should not be the exception. A very effective resource is the emails and posts signed by the company’s CEO, in which he addresses customers directly to communicate news about the brand.

6) Be helpful

Users simply do not respond to content that is not useful to them. To get the attention of your target audience, offer them a simple solution to their problems.

In other words, if your product solves a user’s need, show it clearly. If you sell DIY products, make a video tutorial instead of a promotional email.

7) Put the call to action at the center

The call to action is the crux of the matter, which answers the question of “what do I want to achieve in this text?”. Generally, your goal will be to get the user to click on it. But you can’t plant it all at once after the title: when the user gets to the button, they have to be convinced and ready to say “I do”.

8) Remember John Lennon

Imagine all the people living life in peace… Stimulating the imagination of readers is another resource of good copy. Encourage them to close their eyes and imagine their wildest dreams… and then, show how your product can make them a reality.

9) Find the right length

It’s always been said that brevity is the spice of life, and this statement is true for many types of digital copy, such as titles or social media posts. It may also be appropriate to opt for brevity when our offer is simple and well-known.

But if your product is complex, targets an expert audience, or is trying to open up a new market segment, it’s worth stopping to explain in detail who you are and what you propose.

10) Take care of spelling

When we write digital copy, this small but fundamental detail is sometimes overlooked. Since the age of SMS, spelling on the internet has not stopped declining, but an inopportune mistake can ruin your text. Don’t forget to proofread and proofread what you write!