Nobody can buy something they don’t know about, which means writers following all paths to publication need to know how to hook attention and convince an audience. However, drafting marketing copy is a different skill than other writing.
Before we get into the details for writing digital marketing copy, let’s first understand how it differs from longform or prose work.
MARKETING COPY FOUNDATIONS
Purpose
Marketing copy generally needs to be short and snappy, with a clear value proposition. The specific goal will depend on where in their purchase journey the buyer is, but generally it’s to drive awareness of your offering and show how it aligns with a need.
Audience Mindset
The buyer’s journey is important to keep in mind. Even
