13 Copywriting Quick Tips, Brought to You by IMV15

Did you get a chance to check out the Integrated Marketing Virtual Conference? It was live on August 13, but all sessions are now available on demand. The virtual show is co-presented by Target Marketing and is all about helping marketers and marketing service providers gather highly actionable tools and resources for the most effective integrated marketing efforts. I was able to attend most of the live sessions, and I just wanted to share a few takeaways which stuck with me as particularly helpful for copywriting purposes. Even sessions not strictly focused on copy/creative had tips that could easily apply! Morning Keynote: How Mindful Marketers Thrive in a Data-Driven World Featuring: Lisa Nirell; Author, "The Mindful Marketer: How to Stay Present and Profitable in a Data-Driven World." A session all about being as clear-headed and deliberate in your marketing as possible, learning to tune out all distractions in a distraction-heavy world to the benefit of your marketing. Research shows only about 2 percent of all people are actually able to multitask effectively – so most likely, our phones and emails should ideally be off and out of reach while trying to write the most focused and engaging messages no matter how good at it we think we are. “You’re just not going to get your best ideas sitting at your desk.” One of Nirell's suggestions is even to go to an entirely unrelated quiet place like an art museum to try and better foster creativity while working on your projects. Use more intentional language – Lisa explains the subtle differences between words that imply aggression or desperation, and words which imply a helpful and accommodating relationship with the reader, i.e.: pursue and push vs. nurture and shepherd. Reaching Across Generations: The best ways to message from Baby Boomers to Gen X, Gen Y and Gen Z Featuring: Dr. Howard Moskowitz, Award-winning Marketing Researcher and Psychophysicist and Luke Heffron, SVP Integrated Marketing, sg360. The title is self-explanatory. So what key takeaways did I get from this session about copywriting? Similar viewpoints exist in every generation. “You have to empirically discover each viewpoint,” then tailor your viewpoint message to that generation, rather than assuming a major disconnect in views between the ages. Example: A buyer’s viewpoint might be “eco-driven” whatever their generation, but a millennial might just need to hear “good for the earth” where a Boomer would resonate with “healthier for the family.” How to Overcome the 3 Most Common Content Marketing Barriers to Increase Traffic and Conversions Featuring: Dan Burstein, Director of Editorial Content, MECLABS Institute and MarketingSherpa. A fascinating session on how leading brands connect with their customers using content marketing as part of a multichannel strategy and major mistakes to avoid. Copywriting takeaways, especially in the context of content creation: Good content is focused on the audience and message, not the medium. Message should be helpful, educational, sharable, and mostly non-promotional. These hugely helpful tips for writing blog posts as content marketing (whoa, getting meta here). This list is in no way exhaustive. With over six hours of integrated marketing sessions, free resources and sponsor booths, it’s definitely in your interest to pop into the show during its on demand period and take in all the marketing smarts you can stuff into your cranium. Additional sessions cover topics like MarTech, creating profitable video, the return of direct mail and plenty more. If you’re interested in more hot tips and tricks from the best in the biz, you can click here and sign up for your free, instant access to the show. It’ll be available until November 17.

Copywriting

13 Copywriting Quick Tips, Brought to You by IMV15

Danielle Cantor

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Danielle Cantor