Writers make some of the best digital strategists because they understand the power of intimately getting to know a problem and finding a solution to address that problem. Below are some copywriting principles that companies can borrow when planning their marketing strategy.
Persuasive Copywriting Principles For Your Digital Marketing Strategies
Do Extensive Research
Copywriting involves extensive researching skills. Researching is more than gathering facts and information — this principle involves weighing and analyzing information as it is gathered. A skilled marketing team can help your business determine how facts and information should be interpreted and ultimately relayed back to the desired audience.
Every marketing strategy needs time to gather all the necessary information needed to make marketing decisions, and a marketing strategy needs the right people to make interpretative decisions. These skills can be acquired through time, experience, and a nuanced understanding of a company’s target market.
Learn more about how digital marketing strategy development can transform your business: Digital Marketing Strategy Development.
Understand the Bigger Conversation
Copywriters know that nothing happens in a bubble. Those seeking out specific content are often motivated by larger influences. Copywriters know that someone seeking out an SPF-tinted moisturizer is motivated by their desire to feel confident, beautiful, and protected. Someone seeking financial planning services wants financial security but may also seek financial opportunity. Many companies have a place in larger conversations that anyone can relate to.
A good marketing strategy is one that is specific and focused without having tunnel vision. Hyper awareness of potential customers and their day-to-day concerns can create a plan that addresses all possible needs.
“Every piece of content we create is about more than just solving a single problem; it’s about understanding the broader motivations behind it. When you tap into the bigger conversation your audience is having, you can connect with their aspirations and values, which builds lasting trust.”
– Zach Cabading, Copywriter, KWSM: a digital marketing agency
Highlight Your Unique Selling Proposition
Copywriting is about making an idea stand out from the crowd. This is done by creating a unique voice and by knowing how the content stands out from competitors.
A marketing strategy must be confident in what sets it apart from similar products or services and center much of its campaigning efforts around those propositions. Understanding these benchmarks and separators means that companies can dominate their corner of the market.
Related Article: Why Storytelling is Crucial to Digital Marketing
Communicate Clearly
According to HubSpot, 43% of readers admit to skimming blog posts. For this reason, writers employ carefully chosen vocabulary and well-structured formatting to help the reader find the information they’re looking for.
A good marketing plan anticipates the types of questions that potential customers will ask and is able to address those questions with clear, concise, and clever language.
Related Article: Creating Highly Targeted Content for Specific Audiences
Use Brand Journalism Techniques
From the onset, a marketing plan should aim to tell a story about the company. In a story, a writer knows that one idea leads to another and that cause and effect are how readers go from asking questions to finding solutions. A good marketing strategy is one that employs a story to let their potential customers know how their unique offering will address their needs and add value to their lives.
Continue learning about digital marketing strategies in this post, Everything You Need To Know About Creating A Digital Marketing Strategy.
Keep the Focus on Your Customer
A strong marketing strategy keeps the spotlight on your customer by addressing their needs and showing how you can help them succeed. Think of it this way: your product or service isn’t the star of the show; it’s the solution that helps the star solve their problems.
Persuasive Copywriting Principles to Connect With Your Audience
Show You Understand Their Challenges
When customers feel seen and understood, they’re more likely to engage. Speak directly to the problems your audience is facing and demonstrate that you get it. Whether it’s saving time, improving efficiency, or solving a frustrating problem, make it clear you’re here to help.
Be the Trusted Advisor
People don’t just want solutions—they want reassurance that they’re making the right choice. Position yourself as the trusted expert who’s been there, solved similar problems, and knows how to guide them to success. This isn’t about bragging; it’s about providing confidence.
Highlight the Impact
Go beyond features and benefits. Show your audience how their lives, businesses, or situations will improve by working with you. Testimonials, examples, or even simple storytelling can make it easier for potential customers to imagine the transformation they’ll experience.
Applying This in Lead Generation
- Use email sequences that empathize with common frustrations and gradually offer helpful solutions.
- Create blog content that feels like a conversation, offering advice your audience can act on today.
- Incorporate case studies or real-life success stories into your marketing materials to show what’s possible.
Create a Digital Marketing Strategy That Speaks to Your Audience
At its core, these persuasive writing principles are about making your audience feel like they’re in good hands—not by telling them but by showing them through every interaction. When your marketing efforts align with your audience’s desires, values, and challenges, you can create meaningful connections that lead to long-term success.
For more ways to create impactful content, check out our Digital Marketing Strategy Development Services or explore our post on Creating Highly Targeted Content.
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