The best content writers got grit
A much younger me refused to acknowledge that marketing writers might be "real" writers. To my mind, marketing and advertising was nothing but a race to write the emptiest, most cliche tagline first, which would then get turned up to 11 by blasting it across every possible channel. “The top 6 best [x] in the world!” “Unlock your potential!” And my personal favorite: “Optimize your business processes!”
Shoot me now.
Fast forward a decade and all of a sudden I’m a copywriter for a small tech agency. Of all the lessons I’ve learned since I started, one insight stands out: The reason marketing writing is usually so bad is because it is—because marketing writing is really, really hard. Imagine having to describe, characterize, and ultimately give life to a product/service as quickly and efficiently as possible, and do it in a way that matches your client’s tastes to a tee. It takes a highly skilled individual to balance this challenge successfully, and most marketing writers fumble hard. Thus, our world is saturated with highly abstract sesame street copy that does nothing but suck the gray matter straight out of your head.
So when a piece of marketing copy really works—i.e., when you don’t feel tricked, fronted, or oversold—it’s worth looking into why. Behind some of the most successful marketing campaigns are brilliant writers who possess the unique ability to craft quality narratives, engage readers, and drive results. Let's take a look at a few of them now.
Seth Godin: Master of simplicity
Seth Godin is a marketing guru known for his concise and impactful writing style. What makes Godin exceptional is his ability to distill complex ideas into simple, easily digestible messages. He uses short, punchy sentences and catchy phrases to convey his points effectively.
To casually shoehorn an obscure philosopher into this marketing blog, Nietzsche talks about the importance of writing “aphoristically.” Write in sayings, in expressions, in pithy observations that accurately describe the situation while sticking in the reader’s head. “If it ain’t broke, don’t fix it,” being one such example. The challenge here is that, as a writer, you have to come up with your own, and this is exactly what Seth Godin does so well.
His book, "Purple Cow,” is a prime example of his talent for making marketing concepts accessible to a wide audience. Godin's writing reminds us that in a noisy world, simplicity is key to getting your message across.
Ann Handley: The queen of content marketing
Ann Handley is renowned for her expertise in content marketing. What sets her apart is her emphasis on storytelling. Handley understands that people connect with stories, weaving narratives into every piece of marketing content she touches. She encourages brands to find their unique voice and communicate authentically with their audience.
Her book "Everybody Writes" is a treasure trove of practical tips and techniques for crafting compelling stories in the world of marketing.
David Ogilvy: The advertising legend
David Ogilvy's influence on the world of advertising and marketing writing is immeasurable. Often referred to as the "Father of Advertising," Ogilvy's writing is characterized by its meticulous research and attention to detail. He believed in the power of long-form copy that educates and persuades. Ogilvy's technique of using compelling statistics and case studies to back up his claims remains a gold standard in marketing writing.
His book "Confessions of an Advertising Man" is a timeless resource for anyone in the field.
Neil Patel: The data-driven marketer
Neil Patel has made a name for himself as a digital marketing expert. What makes Patel stand out is his reliance on data and analytics to inform his writing. He doesn't just make claims; he backs them up with concrete evidence. Patel's use of charts, graphs, and statistics in his content makes it not only persuasive but also highly credible.
His blog posts and videos are filled with actionable insights supported by data, setting a high standard for data-driven marketing writing.
Joanna Wiebe: The conversion copywriting maestro
Joanna Wiebe is a conversion-focused copywriter who excels in the art of persuasion. Her writing is designed to drive actions, whether it's making a purchase, signing up for a newsletter, or clicking a link. What sets Wiebe apart is her deep understanding of customer psychology and her use of persuasive techniques like power words, urgency, and social proof. She's a strong advocate for A/B testing and refining copy based on real-world results. Her expertise is evident in her work with companies like Buffer and Basecamp.
There’s no formula for “great” marketing copy
Great marketing writers possess a unique set of skills that allow them to craft compelling messages that resonate with their target audience. Whether it's simplicity, storytelling, meticulous research, data-driven insights, or conversion-focused copywriting, these writers have mastered their craft and left a lasting impact on the world of marketing. So, what exactly does that mean? It means that there is no single way to write great marketing copy, and that what makes a great piece of writing is the focus, time, energy, perspective, love for the craft and the discipline to keep working at it. How to balance each of these every time you have a 24-hour deadline? I have no idea, but you have to keep trying.
All we can do for now is try to learn valuable lessons from the techniques and approaches developed by the writers listed above, and aim to create more persuasive and effective content in an ever-evolving landscape.
