MJ’s Guide to Great Marketing Copy


Like the words that Michael Jackson sang, writing good and effective marketing copy can be like A-B-C. It’s easy as, 1-2-3!

Writing great marketing copy is an art and skill that’s hard to master. We’ve seen many companies struggle with writing good copy. They know that it’s important to be done well, but they don’t know how to get there. Here are 3 keys to writing good copy that will help your company be more successful in marketing!



The first step in good communication is to think about your audience. That’ll help you deliver a message that will resonate with your audience. If you don’t know who your audience is, then you won’t know how best to communicate with them, much less convince them that they need your product or service.

Start by putting yourself in your audience’s shoes and asking yourself some questions. What are their needs? What are their wants? What do they care about?  Your customer has a limited attention span so you need to make sure your message really connects when it’s delivered.

It’s easy to think about our own perspective and even easier to forget about thinking like our audience. Train yourself to be able to do this consistently and you’ll be well on your way to successful communication.



What’s your benefit statement? Put simply, what’s so good about your company’s product or service? Why should your audience buy your goods or service? More importantly, why should they buy it NOW rather than later?

Make your marketing copy address and answer these questions.



Good marketing copy needs a clear Call to Action. This could be as simple and straightforward as “Buy Now”, “Click Here” or “Call us now!”. Tell your readers what you want them to do next. This can be done overtly or subtly. It can be something implied but with so much noise in your customers’ feed, it’s best to be clear and direct. Tell them EXACTLY what action you want them to take.

Don’t make the mistake of thinking that marketing copy just needs to be cute, funny, original or innovative. Remember, that your audience has a limited attention span. While you have their attention, make sure you make it count before they move on to something else.

So if your Call to Action isn’t immediately obvious, chances are they won’t get it, and you’ll lose the chance to convert.


Is your business hampered by poor editorial copy? Let the content and copy experts show you how you can communicate effectively to increase sales!