Released September 24, 2009
STILLWATER, Okla. – If you are a small business owner, chances are you wear many hats in your business. One hat is the head copywriter for your business’ marketing efforts.
Glenn Muske, Oklahoma State University Cooperative Extension interim associate dean, assistant director, family and consumer sciences, said writing effective copy will bring the results from your marketing efforts that you want and need.
“There are a few steps to remember to take when writing copy to make it great,” Muske said. “On the other hand, there are also mistakes that can ruin your marketing message.”
Muske suggests the following tips when writing your company’s marketing materials.
- Consumers care about having their needs and wants fulfilled. The marketing goal should be to convince consumers the product or service you are selling will meet their needs and desires. Focus on the benefits consumers will receive if they buy your product or service.
- The copy should change depending on the medium you are using. Copy for a billboard will be different than the copy for a brochure.
- Different audiences respond differently to messages depending on their demographics, experiences and behaviors. Copy for an audience that is familiar with your products should be different than the copy sent to potential customers. This way a maximum response rate is possible.
- The tone and language of your copy should speak to the people who are likely to see it. Copy for teenagers should be different than copy for older adults.
“Writing for marketing materials is a different form of writing and if you decide to write your own copy be sure to study the craft first,” he said. “When hiring a copy writer, remember all copy writers are different. Finding one with experience and an understanding for your company and customers will be of great assistance to your business.”
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Editor: Katie Reim, 405-744-6792, katie.reim@okstate.edu
