The objective in any Content Marketing campaign is to convert a Prospect into a Lead. Then to take that Lead through the Marketing funnel to the point where they are a Hot Lead anxious to buy the product or service being offered.
The Key – Have Your Marketing Material Do This
In order for that to happen, your marketing pieces have to have what your readers are looking for, information valuable for them and be interesting to them.
There are many secrets copywriters use in the various marketing pieces, such as blog posts, articles, case studies and white papers, they write to accomplish this.
Here Are 2 main Copywriting Secrets which will help you accomplish this.
Be Thorough in Your Research
The first is to do thorough research on the subject of the marketing piece. Say you are writing about a product or service. Research that totally. You want to get to know everything about it. You want to be able to answer every question the reader might have.
Keep all of that research in a file. Read through it several times in order to become familiar with it. At this point, you will find yourself formulating what you want to include in your marketing piece.
Then go through and highlight everything critical to what you want to include. It’s always important to err on the side of including too much rather than not enough.
Now start to write the piece. By this point, everything you say, every point you make will come out of what you have highlighted. In effect, your piece will write itself. All you’ll be doing is putting on paper what you have assembled from the research you have done.
Be Ruthless in Your Editing
The second secret Is to be absolutely ruthless in your editing.
Start by writing everything you need to include in your piece. Don’t worry about getting it exactly right. Don’t worry how it reads. Just get down everything you feel is necessary to include in it. This is a rough draft and it may truly be a very rough draft.
Once you have that done, put the project aside and do something else. It may be research on another marketing piece. It may be updating the results of a current marketing campaign. You may even take a break or grab some lunch.
Wait an hour or longer before looking at what you have written. You can even avoid looking at it until the next day.
When you do look at it, just read through it and make sure you have included everything in it that needs to be in it. If there is anything missing, add it in now.
Next – read through it again and start to edit what you have written. Your objective is to start to make it easy to read. Then you want to make it interesting. When the person you’re sending it to gets it, they’ll be anxious to read through it and not put it down.
Then take another break from it. Do something else for another hour or two. Come back and read it again. Make any necessary changes to make it more readable.
If you haven’t put it aside for a night, go ahead and do so. Come back to it the next day. Read through it again and make any corrections necessary.
Once you feel this is the best marketing piece you have done – it makes the points you need to make and it will make a strong impression on the person receiving it – you’re ready to send it to them.
It’s amazing. Some people rush to get a marketing piece done. They write it all at one time, do some limited editing and send it out. Then they find it didn’t get the results they wanted. They blame the person they sent it to for this.
Those who take their time and follow the steps covered here find they have much better results. They end up converting more leads into hot lead ready to buy. Their company makes more sales.
It’s Amazing How Successful These 2 Secrets Are For Content Marketing Campaigns
When you have to write your next marketing piece, do both of these. You will find that by doing the research suggested, it’s much easier to write it. By ruthlessly editing it, your final version will be much better and will connect more deeply with those receiving it.
