Innovative Tips for the Visionary in You:
Tips for Great Copywriting

In this week’s #InnoVlog, we’re diving deeper into what makes great Copywriting. Specifically, the importance of choosing the best presentation for your content.

Writing strong copy means knowing when a certain technique or angle is better-suited to a given platform, but it also means taking into account how people are going to receive it. It means being aware of the message your copy could be communicating regardless of your intentions, and understanding when some techniques or approaches are better than others.

Watch below to hear Alanna’s insight into framing your Copywriting and setting yourself up for success!

So when it comes to copywriting and creative, probably the most important thing to remember is frame of mind, frame of mind, frame of mind. If somebody is on a freeway, their frame of mind and their emotion at that state when they’re receiving your message is likely different from when they’re in their home relaxing, watching a TV commercial or anything under the sun. And if you neglect to think about that frame of mind for your messaging, you’re probably going to serve the wrong message to the wrong person at the wrong time and create a bad brand impression for your company. But you also can use yourself as a litmus test. I tell this to our team members all the time that if copy or any creative isn’t interesting to you–if it doesn’t sell you on your product–why would it sell another customer? Because at the end of the day, much as we’re marketing professionals, we’re also customers who interact with products across the world and our best resource is to really use our own perspective on our copy and make sure that we’re unbiased, but use that perspective as a tool to make sure that we are creating advertising that is interesting for clients.

I’m Alanna Markey, and I’m Vice President Client Services and Brand Strategy here at InnoVision.

Copywriting is certainly not a one-size-fits-all sort of job. Imagine you’re driving down the freeway and you look up to see a billboard made up entirely of writing, describing the intricate specs of some vacuum with all the details you could want… but it’s out of your sightline before you can read a single word. Alternatively, picture yourself flipping through a magazine and opening the page to see a picture of a vacuum and… that’s it. No brand, no explanation. Just the vacuum.

Neither sounds ideal, right?

Or, alternatively, if you were to be stuck on the freeway glaring at the red taillights of the car in front of you and you looked up to see an ad for a new, huge mall going in that would definitely increase traffic to the area, maybe you wouldn’t be so thrilled at the prospect.

Writing copy is more than creating a creative story; it also means introducing it at the right time. That same ad for a new mall would go over much better near the local shopping center that all the locals go to for lack of a better option, or as an advertisement in a fashion magazine.

Like anything with marketing, we must take into account three of the most important factors for viewers: frame of mind, frame of mind, frame of mind.

Contact us to learn how InnoVision can help your business with copywriting.

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