The ABCs of Great Marketing Copy

Three factors–the ABCs of copywriting–often make the difference between marketing copy that succeeds and marketing copy that fails in communicating with your customers, employees and peers. The best marketing copy is:

  1. Audience-specific. To write great marketing copy, you need to write for your audience. This is a variation on the same advice that resume writers, for example, give to job candidates. Great resumes target a specific job; great marketing copy targets a specific audience. Great resumes address the actual needs of employers; great marketing copy addresses the actual needs of your customers.
  2. Balanced. Great marketing copy has balance. It is accurate, concise and passionate without going to extremes. It gives details, without overwhelming the audience; it is concise, without leaning on 18 syllable words to make a point; it is passionate, without sacrificing information or becoming egocentric.
  3. Complete. Good copywriters know when enough is enough, and it is time to send out the copy. If your marketing copy is sitting on your desk, waiting for the next bright idea or the 38th reviewer’s comments, it is not working for you. Send it out. If it doesn’t draw the response you wanted, revise and send it out again.

Marketing copy that violates these ABCs is easy to recognize. It sounds sort of like those spam letters you receive offering you a million dollars left in some bank overseas. It gives you details you don’t want about an offer you don’t need and goes on and on past your level of tolerance (and gullibility). It sounds unprofessional. It makes you hesitate to take action.

Those qualities are easy for an audience to recognize, but harder for most companies. Companies often feel strongly that they are communicating when they aren’t. They blame the audience for not understanding. They blame the method of communication and inundate the marketplace with brochures, blogs, websites, newsletters, catalogs, articles and social media posts in a random and panicked rush to connect.

If you suspect your marketing copy has not or will not come across as audience-specific, balanced and complete, please phone or email TWP Marketing & Technical Communications. I have the audience empathy, techniques and commitment to lead your marketing copy to greatness.

What Is TWP Marketing & Technical Communications?

Confession here: Sometimes when I write this blog, I inadvertently omit the most important words people will search for. I must nudge myself to include “marketing writing” and “technical writing” in my blog posts; to mention that TWP Marketing & Technical Communications is the name of the company and that it is based in Peterborough, NH; and to mention my successes with website, newsletter, blog, brochure, user manual, proposal and report projects.

Part of the reason is that the information is obvious to me; I forget that anyone searching on line doesn’t know what I am a business writer. Part of the reason is that I become so enthusiastic about sharing information that I forget my own marketing drive behind the sharing. And part of the reason is simple oversight–coulda, shoulda, woulda.

I really ought to know better because that sort of mistake is one I regularly fix for my clients. So now it is time to fix it for me: TWP Marketing & Technical Communications, founded as a sole-proprietorship in 1999, provides copywriting and copyediting for small local businesses in New Hampshire and major corporations throughout the U.S. What makes TWP unique is the combination of technical writing and marketing writing expertise. Because I concentrate on writing, many marketing agencies, website developers and graphic designers rely on TWP to fill that technical/marketing writing gap in their services, whether for an entire website or one article. They know I’ve been around to handle their writing needs for 14 years, and I’ll be around for years to come.

With 25 years of experience and publication credits in a variety of industrial and business magazines and journals, I can truthfully say that at TWP our words means business.

And that’s what TWP is all about. Contact me today if you need a professional writer. I’m ready to help you.


The Endless Project: Why Content Never Gets Written

Over and over I’ve heard complaints from website and print designers that they cannot finish a customer’s project because they are waiting on content. Content is very often the stumbling point for a customer for several reasons. See if you recognize your situation in this list:

  • The content is being written by committee–and the committee can’t agree. There are thousands of ways to write good copy; thousands of ways to write this very sentence; and committees will argue until doomsday over a single comma.
  • Everyone expects the content to magically appear. They mistakenly believe that the designer will supply the content or that simply sitting at a computer will turn a business owner into a professional copywriter.
  • Other activities take priority. The content is sitting on a desk and someone will get to it sooner or later.

Your marketing collateral can’t start working for you until it is out in the marketplace. If your website, brochure, newsletter, blog or success story is bogged down by copywriting issues, contact TWP Marketing and Technical Communications. We’ll write marketing content for you that makes you proud!