What is Marketing Copy? It is the content your Customers see when they come in contact with you on your website, social media, newsletters, registrations, blogs, videos, and ads.
Writing marketing copy is unique and different from other types of writing. Instead of entertaining, its ultimate goal is to sell: by attracting the right Students, positioning your Art Studio as the place to be, encouraging sign-ups, and retaining Students.
There are three elements - the 3 C’s - that you need every time for your copy:
C - Customer
Always make it about the Customer. Yes, your Studio and classes are great, and you want to talk about them. But the best way to approach your message is from your Students perspective: what are your Ideal Customer’s needs and wants. Make THEM think your Studio is great, and your classes benefit them. They must see “what is in it for them” right away.
C - Content
Walk them through a story about your Hero’s transformation when they take your classes. Tell them what they will get as a result.
For instance, if your Ideal Customer for a class is a hyperactive boy who is behind in school, and your class helps him learn to focus, then your message can be.
C - Call to action
A useful Guide tells the Hero what to do next, which is called in marketing Call to Action (CTA). Once you proved that you can guide them through their problem, tell them what the next step is. Do not let them guess. You worked very hard to convince them that you are the Art Studio they need. There is no point in sharing a great story, writing an amazing copy, and not taking them anywhere. Give them the CTA: register, take a tour of your Studio, watch your video, or give you their e-mail.
Whether for your website, social media, newsletter, blog, videos, and ads, always apply the 3C’s for your copy: