How to create communications that work

Step 1: Work out what to say

If you’re reading this representing an ad agency, the chances are you’ll have already done this. But if not, and if you’re stuck for words, it could be because you’re yet to work out what your marketing communication should say.

What’s the most pressing prospect problem your product or service solves? Or the ultimate goal your product helps people reach?

What’s your ideal prospect thinking before they get your message? What should they think after they get your message?

Your message must move your prospect’s inner monologue from A to B. A good copywriter can fill in the gap.

Step 2: Work out how to say it

You’ve done the hard bit in step one. So it’s time for step 2: getting your prospect to clock your message.

Here, it helps if you can demonstrate or dramatise your message… ideally in a relevant and abrupt manner.

This is the fun bit. It’s how the message ‘You have fun in Las Vegas’ becomes ‘Visit a place where your accent is an aphrodisiac’. Or how the message ‘Donate to fight blindness’ becomes ‘Make a blind man see. £10.’ This is the so-say ‘creative’ bit. A good copywriter can give you a hand.

Step 3: Structure your message

Now you’re cooking. You have your marketing message, your creative hook, and your prospects attention. Now what?

You need to pull a few threads. You need to turn that attention into interest.

Add emotional appeal. Bang. You’ve conjured desire.

Convince your prospect you’re not lying. Back up your claims. Be honest.

Then, all that’s left to do, is incite action. Here, you might need to prod. Ask for a form-fill, enquiry or sale. That’s structure. Simple enough?

Step four: Give it tone

But wait! How’s your prospect to know you’re you? How are you supposed to leverage and/or build the power of your brand?

At this stage, you need to inject your unique tone.

As a renegade, for example, you’ll want to keep things causal. Elsewhere, you can convey honesty through simplicity.

Developing tone is what most marketing managers use writers for. Tragically, it’s also step one in most copywriters’ process.