Copywriting... Writing with Marketing in Mind

"I don't like writing, but it's great to be an author," is the copywriter's mantra. And when you write good copy that sings without music and sells beyond measure you know it and boy, do you you feel great!

My clients constantly ask me what makes good copy and I respond -- it attracts, sells then motivates customers to purchase your product or service.

The next issue that naturally comes up from this epistemological interrogative is:

How do I write effective copy?

Is it:

Long copy or short copy

Long sentences or short sentences

Long paragraphs or short paragraphs

Using superlatives or avoiding superlatives

Making copy visually attractive or making copy visually challenging

The answer is yes to all of the above and it all depends on whether you have Marketing in Mind when writing your advertising, direct mail or collateral materials copy. It means first knowing your audience and what you've learned from experience works best; �And second, it's the media choices you are making to deliver that precise message. Brochure copy is different from print advertising copy just as the latter is significantly� different from radio advertising copy.� So until I write a video blog detailing �the difference among the three, you'll simply have to �produce copy you believe works best for you. And oh yes, when writing this masterpiece of the promotional kind always remember to have Marketing in Mind!

This is Dr. John Tantillo, the marketing doctor thanking you for stopping by and inviting you to make marketing your business priority.

To have Dr. John Tantillo speak at your next meeting, feel free to contact him @ 212 679 5700 (ext 11).

Dr. John Tantillo is a behaviorally trained applied research psychologist who is internationally recognized for his expertise at diagnosing the real factors that impact target markets. His basic principles of using psychology as a catalyst to effective marketing-find out what people want and deliver it to them.