by Fabs Fabon
We, humans, communicate in a variety of different ways. From verbal to non-verbal communication, we find ways to get our message across. And for marketers, getting the message across is the most important. What good is a marketer if people don’t understand what they’re trying to say, right?
Marketing is communicating.
But we’re limited in how we communicate. We can communicate through sound with voice lines in ads, or body language through video, but the simplest and often most effective way is still with words. Our eyes immediately get drawn to legible words, and our brain rapidly tries to decipher their meaning.
This is the power of copy, or the words your campaign uses to get its message across. The choice of language, tone, and message can make or break a marketing campaign. Words have the ability to evoke emotions, capture attention, and influence consumer behavior. A well-crafted slogan or a compelling call-to-action can leave a lasting impact on the target audience. The right choice of words is critical- it can either make your campaign, or break it.
That’s what we’re going to look at today: choosing the right words to make your copy work for you and your business. Choosing the right words might seem easy, but when it comes down to it, there’s a lot more that goes behind the choosing process. Let’s take a look at how you can choose the right words for you.
Identify your target audience first
Of course, as with any business, you have to know WHO you’re selling to first. You probably won’t use Gen Z language if you’re selling pacemakers, nor will you be using very formal and drab messaging if you’re selling sneakers. Getting your target audience down to a T is a critical first step to knowing what the right words for your brand are.
By understanding who your audience is, you can tailor your copy to their needs, preferences, and language style. Know their general choice of words and use it in your copy. This might mean researching what the hip Gen Z slang is or using appropriate pop culture references to target Millennials.
Of course, this isn’t just limited to age demographic- if your demographic is mostly men, then opting for a more masculine or macho copy might prove effective. Targeting families also entails a different style of copy. Ultimately, identifying your target audience and knowing how they communicate will get you far in writing effective copies.
Have a definitive goal in your messaging
After knowing who your target audience is, next is knowing WHAT to tell them- of course, in the language they’re familiar with. Think of what action or response you want to get from your audience. Are you aiming to drive sales, increase brand awareness, encourage sign-ups, or promote a specific product feature?
Having a clear goal allows you to focus your messaging and select the right words to convey your desired outcome. For example, if your goal is to drive sales, your copy may emphasize discounts, limited-time offers, or exclusive deals. If you want to increase brand awareness, your language might emphasize storytelling, brand values, and unique selling propositions.
Consider Apple’s old “Think Different” marketing campaign. On the surface, it might seem confusing as to what it actually meant. What was their goal, what are they selling? But understanding that it was targeted towards creatives, individuals who are likely to benefit from thinking differently makes the picture clearer. The slogan is literally a command that tells people to “think different”, associating their brand with creatives and people who follow unconventional thinking. This enabled Apple to increase brand awareness while positioning them right where they want to be — in the market of creatives and people who think on the left field. Their goal was to capture their market, and they definitely succeeded at that.
By aligning your copy with your goals, you can guide your audience toward the desired action or response. Every word should serve a purpose and contribute to achieving your objectives.
Use clear and concise language
“Think different” is as clear and as concise as it gets. The importance of clear and concise language cannot be overstated in effective copywriting. When crafting your copy, aim to convey your message in a straightforward and easily understandable manner. Avoid using unnecessary jargon, complex vocabulary, or convoluted sentences that might confuse or alienate your audience.
This ensures that your message is easily comprehensible, allowing your audience to quickly grasp the key points you're trying to convey. It helps maintain their attention and prevents them from getting lost or losing interest in your copy. It leaves almost no space for confusion, as everything the audience needs to know is encapsulated in the copy.
Think of Savemore, a retail shop that’s a subsidiary of SM. The very name of their company has a clear and concise messaging — telling their customers that they will “save more” if they shop at Savemore. Of course, this is an extreme example, but the idea of using clear and concise language far extends to just being easily understandable.
Remember, you have a limited amount of time and space to capture your audience's attention and deliver your message effectively. By using concise language, you can communicate your value proposition, benefits, and call-to-action more efficiently. Each word should contribute to the overall clarity and impact of your message.
Don’t be afraid to use strong and persuasive language
Of the examples we’ve looked at so far, not only do they have a clear goal and concise language, but they also utilize strong and persuasive messaging. Words have the power to elicit emotions, create urgency, and persuade your audience to take action. By carefully selecting impactful words, you can make your copy more compelling and engaging.
Use power words, or words that evoke strong emotions or grab attention. We’ve seen the words “exclusive”, “limited”, or “guaranteed” plastered all over marketing materials, and that’s for a reason. They’re effective and straight to the point. If somebody wants to buy something for cheap, they’ll immediately be attracted to messaging that shouts “discounts”.
Another way to utilize strong language in your copy is by using active verbs that inspire action. Words like “save”, “dominate”, or “achieve” not only grab the attention of readers but also communicate a bigger message. Most MMORPGs would use “dominate”, “achieve”, or “defeat” in their copy to tap into the competitive and adventurous nature of their target audience. These action verbs create a sense of empowerment and encourage users to engage with the game.
Don’t fear strong language- instead, learn to use them effectively, and soon enough you’ll see strong effects in the results too. All it takes is understanding what strong and persuasive words works for your brand, and actually implementing them in your messaging.
Copy is key
In the fast-paced and saturated world of marketing, effective communication is key. From understanding your target audience to setting clear goals, and from using clear and concise language to incorporating strong and persuasive words, every aspect of your copywriting plays a vital role in conveying your message. The right choice of words are tools that can captivate, persuade, and inspire action in your audience, leading to the success of your marketing campaigns.
By harnessing the power of language, you have the ability to connect with your audience on a deeper level, leave a lasting impression, and ultimately drive the desired results for your business. So, embrace the art of choosing the right words- they’re weapons in the battlefield that is marketing.
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