• GoalsWhere is your message going to be seen or heard? This is an important question to consider BEFORE writing a single word. Consider the medium or channel of placement and this will help you create a content strategy to support your overall marketing goals.

    Will you reach your audience via radio or television broadcasts, viral video marketing, billboards, online marketing via blogs or websites, direct response mailings, email, trade publications, newspaper ads, press releases, social media or some other method?

    Knowing your delivery method is crucial to deciding the length of copy.

    • Do you need a long sales letter to speak to already qualified leads?
    • Is a short, pithy ad in order?
    • Or, is this a campaign requiring a skillful balance of long and short copy?
    • Perhaps you need social media posts that pack a big punch with just a few words?
    • Have you considered that length, placement and deliver matter?

    The bottom line is — what works in print might not always work in broadcast or online. That’s why it’s important to understand your delivery options and educate yourself on what is effective and what is not. If you don’t want to take on this task yourself, the key is finding a crafty copywriter with experience spanning the mediums so your message is carefully tailored to work with the delivery vehicle of choice.

    While you must cleverly craft copy in accordance to your content strategy plan, you must also realize the importance of creating messages that are a fit for each particular medium. For example – copy you create for your social media status updates probably isn’t completely appropriate for your print ads for various publication.

    Once you’ve determined where you’ll place your message, you’ll also need to educate yourself on what type of copy really works for that particular medium. For example: hard sell tactics (generally never a great idea) are especially ineffective on social media platforms. Take the time to do your homework — know your ideal client, know your delivery method and know how to craft compelling copy that connects with your ideal client no matter what medium you use.

    Take Action Challenge:

    o Before you write a single word of copy, consider your medium.

    o Are you ready for a new approach with your marketing materials?

    o Jot down your general ideas and then match your idea with the appropriate medium.

    You might also find this article helpfulΒ 3 Essential Ingredients for a marketing mix that gets results.

    What’s working for you? Do you have a strategy?Β Post your comments or questions below.

    Want to learn more about copywriting and content strategy plans? Get your complimentary Copywriting Action Plan here www.writeoncreative.comΒ 


    Lisa Manyon is "The Business Marketing Architect" a content and copywriting strategist for mission-driven entrepreneurs. She's the creator of the NEW marketing model for success (as seen in Inc. Magazine) that's changing the way people market today. She specializes in powerfully communicating your marketing message to increase results via Manyon Marketing Web Makeovers, website copy packages and content strategies to effectively market your business. She offers a free Copywriting Action Plan and marketing resources on her award winning blog. Her consulting and coaching is known to help produce million dollar results www.writeoncreative.com/blog


    8 responses to “Your Strategy For Crafting Compelling Copy Depends on Placement & Message”

    1. Getting clear on your goals and strategy are so important in ALL endeavors!! Thanks, Lisa! XO

    2. Always love to learn your strategies Lisa. Thank for your insight!

      Debbie McNeill
      Creative Crafting Coach

    3. Mitch Tublin says:

      Anytime you are speaking about strategies and goals you are speaking my lingo! Let me ask you this – what is the right number of strategies and goals one person or even one business owner may act upon effectively at one time?

      • Lisa Manyon says:

        Excellent question, Mitch. AND it depends on the person, business and situation. Some people are able to manage multiple projects at one time. The key element to EVERYTHING is having a strategy that guides the underlying current of all of your goals and the ability to adapt and adjust as needed. Does that make sense?

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