As an ads agency supporting course creators and service providers, there are about a million things we consider highly, highly important for our clients and campaigns: strategy, targeting, offers, you name it. However, there’s one thing we consider to be at the top of the list: and that’s good copy.

Why, you ask? Well, it’s simple — well-written copy is what speaks for your business, sells your offers, and connects with your ideal clients. It’s the backbone of everything from your email marketing and your social media to your discovery calls and your ads, and when you have good copy you can sell what you need to.

In short, we love and value strategic copy over here — and we’re not alone. The world has seen such a return and focus on words in the last year (hello, Threads!) and it’s consistently used to frame everything from UGC content to videos… and everything in between.

So, what exactly is copywriting?

Copywriting speaks to any of the copy — i.e., words — that support marketing and communications initiatives for a business. This covers a massive variety of assets, but here are just a few of the things copy support can cover:

• Emails (sales emails, newsletters, etc.)
• Ad creative
• Video scripts
• App and push notifications
• Social media carousels and captions
• Blogs
• Websites
• Lead magnets, one-sheeters
• Course content
• Even things like billboards, road signs, and product packaging

Really, you name it… and a copywriter should touch it. Investing in copy is how you can ensure that you’re speaking to the right people (AKA, your ideal clients), how you can strategically make sales and hit goals, and how you can keep your audience engaged, educated, and taken care of. 

Why is copy so important within my ads and marketing strategies?

While we work with a copywriter consistently over here for a ton of things (blogs, emails, ads), we also recommend our clients to do the same — because copy is arguably more important in ads and marketing strategies than anywhere else. 

See, strategic copywriting is designed specifically to speak to a certain audience. When written the right way, everything from your ad captions to your emails can entice a potential customer to make a click, press purchase, or join a waitlist. It’s a really unique blend of psychology and of words, and it works!

3 tips to make your ads and marketing copy better

Wondering how to start leveling up your own copywriting, specifically within your ads and marketing? Here are 3 easy tips:

1. Get really clear on your ideal client: Who, exactly, are they? What are their hobbies? What words do they use? What do they react the best to? What social media platforms do they use the most? What pain points do they have? (Psst… this is great to know for your ad targeting, too.)
2. Keep it succinct: One of the biggest problems with marketing copy in general is that it gets too long. Once you write your caption/ad/etc., cut the words! Figure out what needs to stay and what’s extra, and chop it. It works!
3. Focus on clarity: What’s the true message that you’re trying to get out? What’s the problem you solve, and how do you solve it? Think from your audience’s perspective, and focus on making your copy as clear, direct, and easy-to-follow as possible by answering those questions. Voila!

More than anything, my friends, just remember: the words you use matter, especially when it comes to marketing and selling the incredible things you do. Don’t discount that, and watch your numbers soar.

Our clients — and this business — are all living proof of it.