How Creative Writing Can Improve Your Marketing Copy
Everyone loves good writing. Whether it’s a novel, movie script, or Buzzfeed article, a good story or article happens not just because the content itself is interesting, but because the writing makes it interesting.
The same can be said for marketing. Great content can fall flat if it’s poorly written, and a good marketing strategy pulls from the same elements that make a great story or article. Let’s go over some aspects of great writing that you can use in your written content and marketing copy.
Structure in Creative Writing
Whether you’re writing web copy, articles, emails, or a tagline, structure tells the audience how to read your writing. For example, a list structure might work well for an article about creative writing tools in marketing. A list style helps organize your topic while telling the reader that each list component is equally important. However, a list style won’t work for the “about page” of your website, or even for your email blasts – an article written in a traditional paragraph style feels more personalized to the reader.
Additionally, you might think that structure isn’t an important component of writing slogans and taglines, but the structure is what makes a tagline convincing. Let’s break down “have a break, have a Kit Kat.” This slogan is easy to remember because it has parallel structure – the repetition of “have a [blank]” is simple, and it also allows the audience to equate “break” with “Kit Kat.” Kit Kat was made as a chocolate bar for people to enjoy during their work break, so this structure creates an implicit association between the two. Plus, you literally “break” a Kit Kat bar, giving the word a secondary meaning. In just seven words, Kit Kat fully describes its value to its potential customers while creating a slogan that’s memorable in multiple ways.
Creative Writing Style
Your writing style is important. Good writing appeals to everyone. Your audience appreciates good writing. Writing is a powerful tool.
The above paragraph is pretty boring, isn’t it? That’s because each sentence is five words long, with one subject, one verb, and one adjective. Good writing avoids this. You want your marketing copy to use sentences of varying length and structure, while also using language that’s engaging. How do you make your writing engaging? Let’s delve further:
It sounds redundant, but the words you use can greatly impact your audience. Consider the following two sentences:
- The road runs along the hill
- The road curves along the hill
Which sentence is more appealing? The second sentence tells us the shape of the road, without using any extra words. Because the verb is specific, the reader has a better mental image. We could even push that verb further: the road snakes/crawls/bursts/dissects the hill; the road interrupts the hill; the road consumes the hill. You get the point. Using concise language with precise verbs, descriptive nouns, and relevant adjectives will make your writing interesting and appealing to the reader, without wasting space.
Language that targets your ideal audience is an element of word choice, but deserves its own separate mention. If you want to appeal to your audience, you need to speak the audience’s language – without overdoing it. Overloading an ad to Millennials with words like “salty,” “basic,” and “clap back” is just pandering. Similarly, an article geared towards lawyers should be supplemented – not weighed down – by legal terminology, and a memorable slogan for a cardiologist shouldn’t include the phrase “coronary vasospasm,” unless you want to be remembered for a really bad slogan.
The point: use language naturally. Speak to your audience as you would in real life, but be sure to use words and structure that emphasizes your product or service.
Creative Juices Don’t Always Flow
Still need help with writing marketing material? Looking for a creative writer? You’re already in the right place: read more about Summit Collaborations here or book a call with the CEO, Ashlee, to discuss our branding services and copywriting packages.