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Creating Effective Marketing Copy (Part 1)

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Creating Effective Marketing Copy (Part One): Planning

Make Your Copy Count Founder


By Lisa Slater – MYCCUK

Creating effective marketing copy takes a little effort but it’s worth it if you want to get results. Just sticking a load of words on a page that sound “okay” won’t inspire your readers to act. What’s the point of spending loads of money printing brochures, posting direct mail letters or paying for online ads if they don’t get results?

In this two-part blog, I’m going to cover the basics of planning and writing effective copy for your sales, marketing or advertising campaign.

Part One: Planning

Answer the who, what, why, when and where before you start to write:

• Who is the target audience?
• What action do you want people to take?
• Why should people respond to your copy?
• When is your copy going to be seen?
• Where is your copy going to be seen?

Once you’ve answered these questions, you’ll be able to write more structured copy because you’ll have a goal in mind.

Who is the target audience?

Who are you trying to reach with your copy? Business owners, students, parents, men, women, runners, HR managers, builders?

Identify the target audience so you can create copy that appeals directly to them.

What problem do they have that you can solve?

How will your product or service improve their life or business?

What action do you want people to take?

Once your target audience has read your copy, what action do you want them to take?

• Read more
• Make an enquiry
• Request a brochure
• Subscribe
• Join now
• Like or share our page
• Visit our website
• Start your free trial
• Call now
• Book your place
• Buy now

There are numerous other actions you may want readers to take; knowing what you want readers to do will help you guide them towards it.

Why should people respond to your copy?

When you know what action you want your readers to take, you need to convince them to take it. That means giving them a reason to respond. What are the benefits to the reader of taking that action? What’s in it for them? Think about the features and benefits of your product or service. Which are the most relevant to the target audience this specific piece of copy is aimed at? 

When is your copy going to be seen? 

Timing of your copy is important. What time of day and week will get the best response? If you send a sales email first thing on a Monday morning, will it be a priority for the recipient? If you put an advert on Facebook in the middle of the night, who will see it? When are your target audience most likely to react positively to your copy.

Where is your copy going to be seen?

The location of your copy is another important consideration. If you are advertising in a special interest magazine or an industry-specific magazine then you will probably have a clear target audience. If you mail a brochure to someone at their office, they will probably read it at work when they are thinking about work. Think about where your audience will be when they read your copy; what mood will they be in? What will get their attention?
Once you have answered all these questions, you can write your copy. Always keep your target audience in mind and focus on the purpose of your copy. You can find out more about writing your copy in part two of this blog.

If you’d like to improve your sales and marketing copy, then check out our Write to Sell workshop. We cover the sales and writing skills needed to create effective copy for websites, adverts, social media, direct mail, press releases, blogs, emails, brochures and more.


MMB subscribers receive 10% discount on all our courses. Simply enter the promotional code MMB10 when booking via Eventbrite or email

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