Ignite Your Marketing with 5 Copywriting Tips from the Legends

Practical advice for small businesses from iconic copywriters.

If your back is hurting, you see an orthopedic specialist. When your kitchen sink is clogged beyond what you can handle with a basic plunger, you call a plumber. If your son is struggling with 6th grade mathematics and – gulp – what they teach nowadays is beyond your expertise, you enroll him in an educational center like Mathnasium to get him help.

Similarly, for marketing and copywriting challenges, consulting experts is advisable.

Here are five ideas from successful copywriters that can be applied to any marketing campaign.

1. Use power words to create a sense of urgency.
   
   "The best way to sell something is to create a sense of urgency. Make people feel like they need to act now, or they'll miss out on a great opportunity." - Gary Halbert
   
   Practical application: Use phrases like “limited time offer,” “act now,” and “while supplies last” to create a sense of urgency. For example, “Order now for Father’s Day delivery!”
   
   

2. Focus on benefits, not features.
   
   "People don't buy features, they buy benefits. Your copy should focus on the benefits that your product or service will provide to the reader." - David Ogilvy
   
   Practical application: Demonstrate you understand your customers’ problems by explaining how you improve their lives. For example, when selling noise-cancelling headphones, you could say, "Escape the hassle of everyday life and immerse yourself in crystal clear audio with our cutting-edge noise-cancelling headphones – a peaceful listening experience anywhere."
   
   

3. Tell stories to connect with your audience.
   
   "People are more likely to remember and be persuaded by stories than by facts and figures. Use stories in your copy to connect with your audience and make them feel like they can relate to you." - Joe Sugarman
   
   Practical application: Stories possess universal power. They move us, inspire us, and serve as a lens through which we see and understand ourselves and the world. This is why storytelling is an invaluable marketing tool small businesses can leverage to build trust, empower customers, or create lasting memories.
   
   For example, you can tell stories of customers who had positive experiences using your product, which helps readers imagine how they too might benefit.
   
   

4. Use humor to make your copy memorable.
   
   "People remember funny things. Use humor in your copy to make it more memorable and engaging." - John Caples
   
   Practical application: If you can use humor in your copy, it can be a great way to grab attention and make your copy memorable. However, it's important to use humor that is relevant to your product or service and that is not offensive to your audience.
   
   The classic 80s Wendy’s “Where’s the beef?” TV ad poked fun at their competitors' skimpy burgers, memorably highlighting Wendy's generous beef patties in a humorous way.
   
   

5. Use a clear call to action.
   
   "The most important part of your copy is the call to action. Tell your readers exactly what you want them to do." - Bob Bly
   
   Practical application: Make sure your call to action is clear and concise. Address their needs by guiding them to the next step: "Click here to learn more" or "Call us today to schedule a consultation."

As a small business owner, you don't have to go it alone when it comes to marketing and copywriting. Just as you would consult an expert for any other subject, a professional copywriter can significantly boost your marketing campaigns. These five simple tips from renowned copywriters provide a strong foundation. Their proven strategies give you the tools to create compelling copy that resonates with your audience and drives results for your business.