If you’re already a pro in writing sales copy, you might think that you already possess all the skills you needed to know on how to write marketing copy. While that may be true to an extent, you should know that there are a few dissimilarities between the two.
If you look up the terms “sales” and “marketing” and how they differentiate, you’ll see the contrast between the two. You will see that a marketing copy is unique in its own special way. Below are some of the starkest differences between the two:
Goods exchange vs. needs identification
A sales copy’s primary concern is selling a company’s product to customers. A marketing copy, however, aims to identify a market’s needs to make or modify a product that would turn onlookers into customers.
When you learn how to write marketing copy that does its job, your primary aim is not as direct as selling one particular product and be done. You are looking at which type of buyers match with which kind of product. With this knowledge, you can bring the two together under your influence.
Long term vs. short term
Since the buying and selling part is more acute and is more of the main focus of a sales copy, the marketing copy takes care of the more chronic side of the business. You’ll see that marketing copies sometimes do not immediately convert leads to sales. Instead, it takes its time to lure in customers and keep them within buying territory.
That is why marketing copies aim for the achievement of long term profitability. Think of it as a company’s central vision, which is deep-rooted and lasting. Sales copies, in comparison, are like mission statements, which are usually quantifiable and are often part of or portion from the central vision.
Product vs. customer
Where a sales copy might focus on a product, a marketing copy will focus more on the customer. A sales copy might describe features like “prints 100 pages with one cartridge.” In contrast, a marketing copy will turn toward a customer and say, “how would you like to spend less to be able to print and achieve more?”
You can see how the former is product-centric and puts the goods front and center, whereas the latter puts the spotlight on the customer and their perceived needs.
Company vs. market
The main concern of the act of selling (with a sales copy) is to uplift the company -to generate sales, turn in more profit, and grow the business. While those concerns are still valid in creating a marketing copy, those are but a portion.
That is because marketing copies are designed not just for a company’s well-being, but to cater to the needs of an entire identified market.
Much like a marketing manager, marketing copy has the primary responsibility to capture and sustain a market. For you to write a marketing copy that obtains and keeps an audience, you should put into mind the following goals that a compelling marketing copy should pursue:
Think of a niche like tech, sports, or cars. Now think some of the most popular brands you know under these niches. You might be considering Apple or Samsung for tech, Nike, or Adidas for sports, and Toyota or Tesla for cars.
Why do you think those brands came top of the mind for those niches? Marketing is probably one of the most significant factors. Remember how a silly cereal commercial can get stuck in your head? And then a week later when you pass by the cereal aisle in the grocery store that silly commercial immediately does a looping replay, so you end up buying that brand? That is an achieved marketing and sales goal right there.
If you are learning how to write marketing copy that does its job, your primary aim is to create brand awareness. Start with the goal of making your brand memorable enough to be the first thing people blurt out when asked for a brand referral. This way, any product you put out can somehow manage to sell itself without much effort.
Another thing that a compelling marketing copy achieves is customer loyalty. It’s just not enough that they buy from you but that they trust your brand enough to stick with it.
There are accordingly three stages of brand loyalty. When you’ve reached the most coveted third stage, you can expect some astonishing behaviors from your “loyal” customers. They’ll consistently choose your products, proactively refer your brand, and even adamantly defend your company from naysayers.
This type of loyalty is hard or even impossible to achieve with just regular sales copywriting. That is why marketing copies are specialized to touch on your customer’s deeper feelings and develop a relationship between them and your brand.
Remember that you are not just writing to get your readers to buy your product; you are writing to change or augment their mindset. You are setting up an image of your brand and your company. In such a way, you come out as the best choice for whatever product it is that you are competing for within the market.
It’s like setting up a lemonade stand with the long-term vision of being the best and most trusted drink stand in your street. You want to sell not just lemonades but your stand as a whole. This way, whether you put out orange juice or root beer in the future, you can be assured that customers would still buy.
This is but a side effect of the loyalty that you worked so hard to accomplish. When you try your hand at writing marketing copy, you should look forward to seeing the same faces coming back for more of your brand and more of your products. Returning customers and the rise of them are a good indicator of how healthy and productive your marketing copy has been for the company.
That is why, when writing your marketing copy, ask yourself: does this make my brand sound exciting and brilliant enough for them to come back? Will it encourage buyers to not only stop at one product but also to check out the rest of the store?