Copywriting for Strategic Delivery


copywritingOne of the most critical aspects about advertising and marketing in its various forms is where the focus lies. In this article I will share critical perspective in the sales and marketing process through effective copywriting. 

For three years now I have incorporated copywriting in my core group of services as an essential part of helping my clients capture an ever-increasing audience. Whether you are an author, writer, poet, business professional, advertising specialist or indeed a copywriter you need to understand and embrace the core principles of copywriting and how this critical discipline is ever more important today and moving forward.

What Is Copywriting?

Let’s start with the basics. Copywriting is the writing of textual content for advertisingcopywritingdefinition and various other forms of marketing. ‘Copy’ is defined as ‘written content which is intended to increase brand awareness and to persuade readers to decide to act; to read, to hire, to purchase.

Copywriting is the strategic delivery of words that will get people to take a desired action and is one of the most essential components of online marketing. Effective copywriting skills takes time to develop through research, study and analysis of its essential cause and effect; what approach to writing copy will have the greatest effect on the targeted reader or audience?

Need To Know

The copywriter must understand their targeted audience’ perspective on things; your message must align with how your prospective customer sees things. Know and understand what their motivations and desires are. Ultimately, the copywriter must meet their basic expectations and go beyond to exceed their expectations!

SEO Copywriting

SEO Copywriting is a specialized form of writing that:

  • contains ‘keyphrases’, word phrases which your targeted audience/reader uses in their search terms to find what you have to offer.
  • helps to increase web content ranking in search results through Google, Bing, Ask and other search engines.
  • drives qualified traffic to online content i.e. websites, blogs, published articles etc.

Online Content Must Fulfill Two Essential Purposes

»  Content must appeal and/or be relevant to your audience/readers.

»  Google, Bing, Ask and other search engines must perceive your content as actionable/valuable/usable immediately by your readers. Your content must be quality and reflect you as a knowledgeable/authoritative resource. 


While my initial clients were primarily authors I soon became increasingly aware of the need for advanced writing skills and related services that would help each client not only bring a clarity and correctness to their work but also capture the attention of an ever-widening audience for them through copy centric business practices.

Business clients needed to engage in meaningful content analysis and discussion to establish a new way of highlighting the product or service that they offered. Most critical of all was how they said what they did through their website and communications; how they appealed to the prospective audience’ emotional responses based on their needs and desires.

One of the most critical aspects of content marketing, whether through book publishing or professional business or marketing and communications endeavors, individuals with important document submissions or business websites and beyond…is the essential need to connect with the right people, using the right words in the right place and time. As stated earlier, we need to connect with our targeted audience or readers in a way that embraces the perspective of those individuals, what they need and expect from us.

My author clients pour their heart and soul into their storylines. Many of them are employed and have a host of responsibilities and hours of work which pose limitations on the time they have to dedicate to not only writing but marketing their publications. Marketing of any product takes ongoing research and applied methods that are current; search algorithms, like Google, change frequently and must be part of the process of marketing as critical best practices change.

Business professionals, already bogged down in daily regimens of fulfilling their own respective responsibilities have little to no time for extensive research, effective writing that engages and sells nor the resources to invest extensively in paid advertising; that’s where experienced marketing and copywriting professionals come into play with a company whether an internal hire or a contracted service.

I have begun to work with advertising professionals to bring essential copywriting skills to the table in tandem with their superlative illustrative and graphic design elements for a superior, well-rounded advertising presentation that fully engages people in a powerful way and compels them to response, to immediate action, to hire or purchase.

Transitional Approach from Selling to Copy-Centric Engagement

Marketing takes a finely developed strategy. Our content must be quality-driven and provide the consumer with highly informative, interesting, entertaining and/or usable content that the consumer can use NOW, that they can take away meaningful and practical information that they can apply to make their lives better or resolve a problem TODAY!

Critical Rule of Selling

Always remember to write from the perspective of your targeted audience

  • Have absolute and focused empathy for the customer
  • Write to serve that customer (not to serve yourself)
  • Write to recognize and solve their problem or in some other way make their life better

Appeal to Emotions

Aspirations ~ Shame ~ Fear ~ Suspicion ~ Belonging

Always appeal to your reader/audience’ sense of motivational triggers with care and respect:

  • Their desire to dream or succeed
  • Their need to justify their failures; write to expose a failure and release it by wiping the slate clean. They should take the positive from the experience, to learn from it and move on.
  • People are naturally drawn to those who make them feel safe/secure.
  • People want to have a sense of belonging and have a sense of loyalty to a ‘tribe’

Historically, marketers have focused on selling their product to serve themselves, to meet their targeted sales objectives. Today, the marketing pendulum has swung away from the ‘Buy Me’ approach because people are quite simply sick and tired of being sold to.

People now want a sense of engagement, trust and the ability to make quick purchase or hire decisions based on reliable, quality and informative, customer-centric appeal.


Any author, writer, business professional or individual can increase their website traffic, reader engagement, communications audience reach and sales levels by using my editing, copywriting and publishing services to help compel their audience to  respond and take action for a more enjoyable, meaningful and gainful experience today!


START A CONVERSATION; FIND OUT MORE TODAY

Social Media Marketing; Audience Reach for Business on Facebook


alheva_facebookHave you captured a presence on Facebook? The giant social media platform has garnered a huge audience reach as the leading social marketing platform on the internet today. Have you seen measurable results from that marketing reach or focused in another direction out of frustration?

Social media marketing efforts in today’s business environment face abundant challenges yet not insurmountable by any means. Social media platforms have undergone remarkable change over the years and will continue to evolve to address changes in the marketplace, search engine algorithms and how internet users ultimately utilize those platforms.

Seeking to establish and develop brand awareness and harness lead capture can indeed be frustrating for many businesses challenged with a juggle between available marketing capital , time and human resources to pursue marketing objectives to best advantage. An effective strategy is essential to your successes and without that strategy effectively implemented your efforts could well produce only marginal results.

Facebook has proven to be a very successful marketing channel and their statistical data bears that out. The mammoth social media platform will continue to play a strong role in the marketing focus of business enterprise as their momentum continues to gain and produce even greater results as anticipated in the foreseeable future.

Facebook Stats to Consider Carefully

  • Nearly 80% of all internet users, globally, use Facebook and fully 68% of those users are adults in the U.S. alone. Facebook user numbers are projected to swell to nearly 170 million in the U.S. by 2018.
  • Facebook continues to be the top social network globally in terms of membership with an 84% share. That’s staggering!
  • Nearly 1.8 billion users each month, globally, actively use the mammoth social platform with close to 1.2 billion people logging on to the site. Consider the potential of capturing the attention and engagement of even a fraction of that enormous audience potential.
  • Statistics reveal user habits which indicate that half of those users aged 18-24 log in to Facebook when they rise each morning. Being aware of such analytics for your targeted market is critically telling in terms of the best time of day to post for optimum targeted user reach.
  • Close to 30% of Facebook users are in the 25-35 age bracket which represents the most common user demographic. This is a prime target audience to reach out to for your expanded reach and potential new lead capture and sales conversion potential.
  • Work toward creating and sharing your quality content to that broad audience in a relatively economical cost range that won’t put a tremendous strain on your marketing budget.
  • Stats reflect an average user presence of 20 minutes or more with many browsing considerably longer means ample opportunity to gain valuable exposure through that audience in terms of website traffic, engagement and conversion activity.
  • Quality videos that provide informational and entertainment value for viewers has become a huge element of user engagement and establishing relationships, both elements crucial in social media platform marketing today. Consider this: daily Facebook user video views now exceeds 8 billion views every day. Including this powerful tool in your social media strategy has the potential to pay off in numerous ways. Be sure to share videos that bear strong relevance to your targeted audience’ interests to ensure their engagement and desired response.
  • Plan for consistent implementation of your social media advertising on Facebook, as with other social media platforms. Maintaining a presence in front of your targeted audience is essential. Facebook’s live video is quickly adding a new dynamic to the social media marketing strategy as well.
  • Persistence is the key. Establish your marketing strategy, stay the course with a balanced plan that works within your business marketing budget allocation and modify audience targeting parameters set in your Facebook ads to ensure optimum engagement and increased traffic and following.
  • Remember that in 2017 and beyond, the focus is transitioning to more and more direct interaction with your targeted audience; that is conversing in a meaningful way with individuals. Develop meaningful relationships through genuine dialogue that is beneficial to both parties. Quality content will continue to be important but increase time devoted to quality, meaningful online conversations with the audience you connect with. Mutual and genuine interests shared is the new focus to be sure to incorporate on a regular basis as a means to build an audience for a better bottom line. Outright selling on every single post on social media platforms is no longer effective. Personal connection is key.

Taking Critical Steps to Solidify Relationships & Marketing Results

  1. Determine clearly in advance who your ideal market is. Then develop post content that will be most appealing to that targeted audience. Monitor closely how your audience is responding; are they engaging through likes, comments and shares? If not, revisit your content strategy and test new content to find out what works well for your own audience.
  2. Plan an organized and scheduled marketing strategy. Increase the value of your blog content by eliminating superfluous fluff and getting right to the valuable core elements that your audience will benefit from. Be aware of upcoming changes that are anticipated with respect to the importance of blogging moving forward. Trends are always in transition mode. Take advantage of social media scheduling platforms like Hootsuite.com for greater efficiencies in your time allocation for the promotion of your brand.
  3. Continue to ensure that you are posting increasingly meaningful, beneficial, quality content with the infusion of value driven textual, video and image content that your audience will become more engaged in. That content must be relevant to their interests.
  4. Be sure to optimize your Facebook business page to ensure high quality content that includes critical keywords that will enhance your page’s visibility on the search engines. Make sure that in doing so sentences read back organically; that is, in a natural sequence of wording and sentence progression as opposed to intermittently inserting those keywords. Also ensure that your business page has an effective description that fully identifies the product or services you are offering.
  5. Incorporate a solid ‘call to action’ on your business page that will prompt followers to respond in a compelling way with the desire to seek further information about what you have to offer. You always want your audience to desire and be able to take the next step…to find out more through URL links to your website.
  6. Hire a social media professional who is fully conversant with the dynamics of effective Facebook advertising setup and strategy, audience targeting, analytics and more. Attempting to implement your Facebook ads on your own may result in frustration when the results may be less than you had anticipated.
  7. Become actively engaged (yourself) on and through your personal and business pages by following, likes, comments, and sharing of other users’ posts and pages and also connecting meaningfully on relevant Facebook groups as they continue to be of increasing importance to your social media marketing strategies.
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