Copywriting

Marketing copy is the words that explain a company's mission and products to their intended audience. Good marketing copy is conversational, tells a story, is clear and concise, and respects the reader's time. It focuses on how features can be useful to the reader rather than promoting the company. Different types of copy include product blog posts that explain new features in a story-like way, webpage copy that is skimmable and organized with headlines, marketing emails that get straight to the point, and ads that connect with people's feelings and show how products could improve their lives. When writing copy, channel the reader's perspective, establish the purpose, write a messy first draft, read it out loud, consider the courtesy of your words, and edit multiple times.

Writing effective copy for Landing Pages requires focusing on the customer's needs and pain points. The copy should reflect the maturity of the market and the customer's stage of awareness. Key elements include delivering a convincing first impression, considering the market context, and reflecting the customer's mindset. Tools like the AIDA framework, Rule of You, Rule of One and ideal for statements can help optimize the copy.

Integrating copywriting into the Design Process from the start helps create more effective products. Sketching with real text, not lorem ipsum, from the beginning helps generate and test different copy options. During Prototyping, use detailed, realistic text to gather useful feedback from User Research. Listen to what works and doesn't work during User Testing to refine the copy for the next iteration. Making copywriting an integral part of each design step, instead of leaving it to the end, leads to products with text that helps users understand, find what they need, and actually use the product as intended.

Annie rewrites several company Landing Pages to make them more effective. For each page, she focuses on putting herself in the customer's shoes, using more specific and compelling language to describe the product or service benefits. For example, one page was rewritten to highlight how a tea can help with sleep instead of just relaxation. She also emphasized unique selling points more prominently. Her revisions aimed to make the value propositions clearer and more emotionally engaging for the target audiences.