Does copywriting matter? In a word, yes. As a matter of fact, a recent study showed how a one-word change can affect the open rates in your marketing email messages. According to these stats from Sidekick, a division of Hubspot:

• Emails with “You” in the subject line were opened 5% less than those without.
• Emails with “Free”in the subject line were opened 10% more than those without.
• Emails with “Quick”in the subject line were opened 17% less than those without.
• Emails with “Tomorrow”in the subject line were opened 10% more than those without.

Your copywriting and content are clearly essential companions to the graphic design and other branding elements in your advertising campaigns. Words matter, and these tips will help you keep your marketing messages in focus:

Determine Your Voice

The tone of your marketing is part of your brand identity. Whether it’s lighthearted and clever or serious and dry, choose the voice that’s the right fit for your industry, audience, mission and brand.

Focus on Your Audience

Who is your target market? Get an understanding of who you are trying to reach and what you’d like them to know. Write to the ones who are the most likely to benefit from your marketing communication.

Tell What’s In It for Them

No matter how proud you are of your latest product or development, remember that your advertising campaigns should be ready to answer the question that is most important to your prospect: “What’s in it for me?” Don’t make the message about you but about your audience’s wants and needs.

Highlight Benefits

Part of explaining “what’s in it for them” is done by highlighting benefits (especially as an alternative to explaining features). Describe how your event, product, membership or service will benefit your target market.

Give a Call to Action

To get these benefits, what does your audience need to do? Don’t forget your call to action, such as “register here,” “submit your request,” “sign up for the free service”… Or here’s one: “Give us a call to discuss the development of your brand identity.”

We’re 24 Communications, an advertising agency in Montgomery, Alabama. If you’d like help marketing your brand, let’s talk.