Just how important is writing good copy?

A good copywriter is worth his/her weight in gold, so today we thought we'd discuss this issue a bit more. Through our articles in the DBJ we came across Casey Demchak and invited him to share his views on the art of copy writing. He is the author of Essential Sales Writing Secrets.

Casey writes:
"It’s a simple fact. When customers are presented with inconsistent or muddled marketing messages, they instinctively say, “no.” However, creating consistent selling statements throughout your marketing communication materials can be difficult. Especially when you’re under the gun to produce a sales letter by the end of the week and a brochure by the end of the month—not to mention a print ad that’s due ASAP.

So how do companies that always score big with their marketing campaigns solve this problem? Here’s their secret: They rely on comprehensive key message copy platforms that include a series of strong, benefit-driven statements about their products. They then use their completed platform as a springboard for writing powerful marketing communications materials that have a consistent tone and message.

Want to put this powerful technique to work for you? Just create a document focused on your product that includes detailed information for each of the following sections:

•    The problem your product solves
•    How your product works
•    Market research facts and figures
•    Unique selling proposition
•    Emotional selling proposition
•    Market positioning statement
•    Third-party expert testimonials
•    Strategy statements for overcoming potential objections to your product
•    Product features and benefits
•    Key message product benefit statements that are based on all of the above

Imagine the power you’ll have in your hands when you have a thorough list of compelling key message statements about your product in a single document—before you even begin writing marcom materials for your next campaign. So why continue to create marketing materials on a “let’s-make-it-up-as-we-go” basis? It’s stressful, it’s difficult, it’s a real hassle and it rarely works."

Thanks Casey. We look forward to more insights on marketing communications.