The Copywriter’s Formula For Creating Successful Marketing Campaigns

Indeed, the answer is yes! There are several. Which one you need to use depends on your business model and what you are trying to achieve.

The Multiple Elements of Successful Marketing Campaigns

Every good copywriter knows that numerous elements are working together for a campaign to be profitable.

So, let’s talk about it.

Probably the first thing to recognize is the difference between a marketing plan and a marketing campaign.

A marketing plan is a collection of widespread, big-picture strategies to help your business meet clear-cut goals over a specific period. But a successful marketing campaign will help you meet one distinct destination.

In other words – one campaign equals one objective. Those of you familiar with Facebook ads will understand this concept for sure. What are you trying to accomplish?

Are you trying to build up an email list of potential buyers?

Or, are you trying to go straight for a sales conversion and sell them one product in particular? Are you offering a small-ticket item or a high-ticket item? Do you need to boost awareness of your brand?

All these things can make up different campaign strategies. This is why you should know your objective before you ever start… In other words, what do you want your campaign to accomplish?

For example, if you are offering a small-ticket item, you would probably want to increase sales options in your initial funnel. This lower-priced product is often called a “tripwire” to collect only buyers onto your list. Increased sales options are called “upsells.”

But if you were to offer a high-ticket item upfront initially, then you would take an entirely different approach. In that case, you would want to provide a webinar or a free phone consultation.

How to Put Your Offer in Front of The Right People

In either case, it is essential to understand your perfect buyer, known as your “buyer persona” or “avatar.” A collection of people with similar characteristics is called your “target market” or “target audience.” No campaign can succeed without first defining this audience.

Remember, putting your offer in front of the wrong people doesn’t mean you have a failed product. It just means that your audience is off-target. You must figure out who is responsive to what you have to offer!

Here is a quote that perfectly illustrates this point…

Another way of putting that is this…

Once you have a basic idea of who you are talking to and which approach you would like to take, you must make an irresistible offer. Ideally, this will be a “no-brainer” that your avatar would be considered “crazy” to pass up.


Why You Should Make Your Offer Too Good to Pass Up

Bonuses relating to the initial offer and a strong guarantee are two essential elements that will help entice prospective buyers to purchase. Moreover, effective bonuses often ease objections and add to the main product by helping the buyer save time and speed up results.

These are all part of a powerful copywriting formula designed to give you successful marketing campaigns. Campaigns that will be profitable, of course!


How to Know If Your Campaign Is Profitable

Speaking of profit, how do you know if your campaign is cost-effective, and how can you make sure that a campaign brings in positive cash flow? The answer is testing, tracking, and tweaking, which are essential for every campaign.

Sometimes, a campaign will be successful on the get-go, but more often, specific steps will need to be “tweaked” or improved as time passes. The best way to know what is working and what is not is by testing elements against each other and diligently tracking your results.

With this in mind, the headline is one of the most common elements to test. One or two words can distinguish between a successful headline and a failure.

In one case, a company named Veeam Software surveyed its database. The feedback they received reflected that their customers were most responsive to the phrase “request pricing.” Armed with this new information, they substituted this two-word expression for the previous “request a quote,” their sales jumped up a whopping 161%!

And how did they know this? Specifically from tracking their results. A solid metric system is crucial to understanding the difference between successful marketing campaigns and those that will not produce results.

Do you know how you will measure the success of your campaigns?


The Importance of Content Creation & Follow-Up

It is important to note that whenever campaigns turn out to be successful, stopping at just “the funnel” would cut sales substantially. These same campaigns must be promoted throughout social media, commonly called a “nurturing strategy.” Equally important is a sound, solid follow-up system.

An ethical business will want to provide the best products and services possible. However, it is imperative to remember that different people perceive those offers differently. For this reason, a strategic effort must be maintained to influence the brand’s perception and what it offers throughout the campaign platforms.

Statistics show that 70% of marketers actively invest in content marketing, and for good reason. It appears that content marketing throughout platforms has a snowball effect and gains momentum over time. As effective as this method is, it does take time and persistence.


Viral marketing is one of the best ways to speed up this long-term strategy.

Can you find creative ways to make your content funny or dramatic? Can you find a way to relate your content to your buyer persona’s identity or how they see themselves? The most successful companies, such as the Dollar Shave Club, have created ultra-successful marketing campaigns revolving around these viral strategies.

Articles optimized for search engines, emails, and other content production methods are excellent ways to influence this perception. Think of some ways that people most enjoy themselves while being online.


The Importance of Adding Social Media to Your Campaigns

Social media and videos are the two most popular online activities. Statistics show that 500 million hours of video are watched daily, and most consumers are 85% more likely to purchase after watching a video than those not exposed to this visual cue.

Understanding which media platforms best suit your avatar will increase your chances of successful marketing campaigns. Different customers are attracted to different platforms, so ask yourself, which social media platforms your ideal customers prefer?


In other words, where do they hang out online?

Wherever it is, you must hang out in the same places! Including these communication channels in your long-term strategies could be the difference between the success or failure of your business.

Imagine the analogy illustrated in the quote above. See your articles and videos as the “fire” and visualize yourself pouring gasoline on this fire. What happened?

Did it ignite? Of course, it did! And that is precisely what happens when you incorporate social media into your advertising campaigns.

Whether we like it or not, social media is here to stay. For superior results, always have a combination of communication channels that you can add to your campaigns. This will bring you the best bang for your buck in the long term.


How Influencers and Trending Topics Can Fuel Your Campaign

Connections with influencers can make an enormous difference in your success. But remember, there is a difference between influencers and celebrities.

Celebrities can be anyone famous, but they are not connected to what you have to offer. An influencer, on the other hand, is a specialist in your niche or a related niche. You want to focus on influencers, not celebrities.

Also, what is trending among your audience? What is considered recent news? Taking advantage of this cultural tension in your marketplace can have a massive impact on your business.


How Free & Paid Strategies Work Together

Although organic methods such as social media are great ways to get free traffic, you must also set a budget for paid advertising. Remember, these two methods complement each other, but a good rule of thumb is that if you get results with free methods, those same campaigns should also do well with paid advertising.

If possible, test it for free and boost it with paid ads. This has been shown to produce successful marketing campaigns across the board, and if you think about it, you can see why.


Let Your Potential Buyer Know What Action to Take

Of course, no campaign will succeed without a clear call to action every step of the way. If your prospective buyer reads an article or email, let them know how to proceed.

Don’t forget to tell them to leave their email. Do you want them to buy something? Let them know this as well. Never assume that they know what to do. Always make the next step visible and clear.

There are various ways to inform them, one way or the other, such as “This is what you do next.” Tell them what they will get in return. Will they get a free download?

Will they get a discount, a free consultation, or a gift? What will they receive in exchange for their email or hard-earned money? Are you clarifying that the value will exceed what they will be giving up?


How to Have Effective Advertising

Remember, with successful marketing campaigns, paid advertising is the fastest way to boost profits and scale up revenue. According to some studies cited on Hubspot, there are three reasons why people will block ads.

1. Irrelevant or annoying ads

2. Too many ads

3. Intrusive ads

How do you feel when watching a video and an ad rudely interrupts your experience? Does this make you angry? What about pop-up ads?

This concept is one of the many reasons Facebook has cracked down on its ad policies, and understandably so. It is easy to see why users don’t like this and why Facebook wants to protect them and enhance their experience.

If users are not having a pleasant time on their platform, they will leave. And if too many people do that, nobody will see any ads. A good copywriter knows how to stay current on Facebook’s compliance regulations and ensure your ads get approved.


Some Action Steps You Can Take to Improve Your Campaigns

What are some action steps that you can take to ensure that you will have successful marketing campaigns?

1. Know your buyer persona and thoroughly understand your target market.

2. Know where your buyers hang out online and hang out with them!

3. Establish a strong presence across relevant social media platforms.

4. Understand the proper strategy to accomplish each objective.

5. Set up a marketing funnel to put that strategy into action.

6. Have a “no-brainer” offer with a strong guarantee.

7. Follow up on the people you bring into your business and give them value.

8. Have great products or services!!

9. Have the appropriate ad copy for each step of the campaign.

10. Test and track each of these steps.

11. Tweak and improve where necessary.

12. Scale up profitable and successful marketing campaigns.

I’m sure you have figured out by now that a good copywriter will ensure you have an effective and compliant ad copy every step.


In Summary

To be compliant, you need to understand the rules and regulations that are acceptable for each social media platform across the board. Whether paid or unpaid, you will not avoid social media if you want to have successful marketing campaigns.

A landing page that is promoted on Facebook has different guidelines than a landing page promoted on YouTube. Do you understand the differences in these formulas? A good copywriter knows!