How to write better marketing copy

Ever felt like your emails or product descriptions aren’t getting the attention they deserve? Well, the secret sauce might be simpler than you think. It’s all about using the right words and the right tone.

TL;DR 🎯

Short, simple words and sentences work magic. People are about 25% more likely to finish reading something that’s easier to understand. Sprinkle in a bit of excitement or suspense, and you’ll keep them hooked even longer.

So, what’s the deal? 🤔

Research shows that text using familiar words and straightforward sentences grabs attention better. Plus, using an emotional tone—like excitement or anxiety—makes people more likely to stick around.

Here are the key stats:

• Anxious language made people want to keep reading 28% more than sad wording did.
• Excited readers were 5% more engaged than hopeful ones and 15% more than those at ease.

Why it works 🧠

Our brains love simplicity and emotional highs. Easier-to-read text is quicker to process, so we’re less likely to get bored and wander off. Emotions like excitement and suspense keep our brains alert, making it easier to stay focused.

But be careful ⚠️

This isn’t a one-size-fits-all. If you’re selling high-end luxury products, simplicity might clash with your sophisticated brand image. And while suspense can be great, it might not be the best if you’re aiming to project reliability and strength.

How to do it ✅

Ready to make your content shine? Here’s the game plan:

1. Break it up: Use short, snappy sentences. Three 10-word sentences beat one 30-word sentence any day.
2. Keep it short: Aim for 300-500 words for full-length articles. Less is more.
3. Use emotional hooks: Start with something that grabs attention. “Time is running out! Grab your copy now to learn how to work more efficiently” beats “Only limited copies remain—Explore how our resources enhance productivity for companies of all sizes.”
4. Mix it up: Put less exciting content right after the juicy stuff. It helps maintain the reader’s energy.
5. Monitor performance: Keep an eye on metrics like time spent on the page. If people are bailing early, it’s time to tweak your approach.

Remember, clickbait might get clicks, but it doesn’t build trust. Focus on genuine engagement instead.

So, jazz up your writing with these tips, and watch your readers hang on to every word.

Want to learn more? 🤓

If you want to learn more about this topic, you can dig into the nerdy details in the original marketing study.

Quote of the week 💬

"Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read."

- Leo Burnett