Words That Sell: A 14-Step Guide on How to Become a Better Marketing Writer

Nearly everything you do in marketing hinges on words.

Take a moment to let that sink in.

The lion's share of your work will involve writing, such as:

• Creating ads
• Crafting emails
• Authoring blog posts
• Drafting video scripts
• Designing landing pages
• Product Marketing
• Writing social media posts
• And so much more...

Now, as a marketer, you don't have the liberty to just write whatever you fancy about the products or services you're promoting.

It’s not like you're an abstract artist commissioned to freely splatter paint on a canvas.

Rather, you have to blend the art and science of marketing together.

Practically speaking, this means the words you write must not only represent what you're promoting, but they must do so in a way that compels someone to take action.

Fortunately, writing is not only an art or skill you're born with.

It's a craft that you can master.

Sure, some people are naturally gifted at writing, spinning poetic yarns from an early age. But that doesn't mean you should shy away from nurturing your own interests and skills.

You can improve your marketing writing skills.

And it doesn't matter if you're 10, 20, 30, or 50 years old.

This isn't some lofty theory I'm presenting from an ivory tower.

Throughout my school years - grade school, middle school, high school, college, and a significant portion of graduate school - I grappled immensely with grammar and writing.

My lackluster efforts in school left me with a massive deficit in English language skills.

Even now, I struggle with grammar to varying extents and sometimes mispronounce words. (My patient wife still corrects me, albeit not as often as before.)

Despite these shortcomings, I've worked as a copywriter and a demand generation specialist with a focus on content marketing, and have had two books published.

So, why am I sharing all this?

Because I want you to know that you can learn to write persuasively as a marketer and motivate people to take action. And no, you can't simply rely on AI to do this job for you.

You need to understand the mechanics of writing to determine if something is truly compelling.

In this post, I'll share 14 steps to help you become a better marketing writer.

This isn't intended to be an exhaustive guide.

Rather, it's meant to steer you in the right direction, offer some advice, and set you on your way to honing your craft.

Here’s what we’ll dig into:

1. Write, write, and write
2. Read, read, and read
3. Master copywriting
4. Use templates
5. Familiarize yourself with editing (and one caveat)
6. Collaborate with an editor (or simply seek feedback)
7. Write first, edit later
8. Read what you wrote out loud
9. 3 writing and editing tools to help
10. Learn how to tell a story
11. Do your homework before writing
12. Understand your audience
13. Embrace breaks for enhanced creativity
14. Test your messaging

Happy reading … and writing. 

1. Write, write, and write

There’s one essential key to learning how to write, and that’s this:

Write … and write a lot. 

Sure, you can read all the books about writing, enroll in courses, or absorb all the tips, tricks, and hacks you can find. But without actually putting pen to paper (or fingers to keyboard), you'll never enhance your writing abilities.

Following the path of deliberate practice is the only surefire way to hone your craft.

But what does this look like in practice?

Since we're focusing on marketing, I recommend two things:

• General writing
• Marketing-specific writing

Let me explain.

General writing

Mastering the art of writing in a general sense can take you a long way.

From learning how to craft compelling narratives and mastering capitalization, to understanding the usage of quotation marks, numerals, percentages, hyphens, en dashes, and em dashes, there are plenty of technical aspects to explore and perfect.

Here are some books you can consider:

• “Everybody Writes,” by Ann Handley
• “The Idea Writers: Copywriting in a New Media and Marketing Era,” by Teressa Iezzi
• “On Writing: A Memoir of the Craft,” by Stephen King
• “Writing and Style: A Guide to Effective Prose,” by John R. Trimble
• “Bird by Bird: Some Instructions on Writing and Life,” by Anne Lamott
• “The Elements of Style,” by William Strunk Jr. and E.B. White
• “The War of Art: Break Through the Blocks and Win Your Inner Creative Battles,” by Steven Pressfield

Marketing-specific writing

Secondly, you need to practice writing marketing content as well.

This could encompass a wide range of materials, such as:

• Landing Pages
• Blog Posts
• Emails
• Twitter threads
• Facebook posts
• LinkedIn Carousels
• Product video scripts
• Product positioning
• B2B product launches
• Value-statements
• Stories
• Infographics
• Adwords ads copy
• Social media ads

Of course, these examples merely skim the surface, but they illustrate my point—if you want to improve in a specific area of writing, you need to deliberately practice that skill.

And while I’ve got your attention:

Don't be alarmed if it takes you several attempts and tweaks to nail your messaging.

In my own experience, it often takes multiple drafts, rounds of feedback, and revisions to get your marketing message just right. You might brainstorm 20 or more headlines for a single blog post, rewrite ad copy for Facebook several times, or collaborate on numerous versions of your product's positioning and messaging.

Nailing it on the first try is more of an exception than the norm.

So, be prepared to write, rewrite, and refine your work repeatedly to achieve perfection.

2. Read, read, and read

Reading is the second best thing you can do to become a better writer.

To begin with, if there's a specific topic you're interested in writing about, it's crucial to learn about that topic.

Now, I'm not suggesting you need to pursue an advanced degree.

But I am saying that you'll need to invest time in studying your area of interest. There's simply no shortcut to understanding the material you want to write about.

Reading also provides insights into how others express their ideas. 

Absorbing the way other people present their thoughts can greatly enhance your ability to do the same.

Take the time to observe their style and tone, their structure, how they use illustrations, and more. This will give you a good sense of what's resonating with readers.

Practically speaking, if you aim to write about topics like SaaS, LinkedIn ads, demand generation, or any specific marketing field, you'll need to consume as much relevant material as possible. This means diving into books, articles, and anything else you can find online—even social media posts.

But it's also important to read beyond your area of interest.

Explore classic literature.

Keep an eye on the best-sellers list.

And read the books your family and friends are raving about—even if they're not your cup of tea.

Venturing outside your comfort zone can stretch your capabilities as a writer in a beneficial way, offering fresh perspectives on conveying your message.

My observations about writing and reading aren't groundbreaking.

Individuals far more accomplished than myself have echoed similar sentiments.

In the words of Stephen King, one of the most renowned authors in history:

“If you want to be a writer, you must do two things above all others: read a lot and write a lot. There’s no way around these two things that I’m aware of, no shortcut.”

So, dear marketer, write and read.

These two steps will lay the foundation for your writing success.

Everything else I have to share is just the cherry on top.

Note: For additional ideas on what you should read and other practical tips, check out my book Read to Lead: The Simple Habit That Expands Your Influence and Boosts Your Career.

3. Master copywriting

The bulk of your writing in marketing will revolve around copywriting, which is fundamentally about persuasion.

From positioning your products and services to crafting copy for ads, landing pages, and more, your writing as a marketer needs to inspire action, be it making a purchase or signing up for your newsletter.

Let's talk about copywriting for a moment:

It's challenging, particularly when you're pressed for time, juggling various tasks, or grappling with self-doubt.

And you can't just lean on ChatGPT or some other tool to figure it out for you.

You have to know what words move people to action and why.

Luckily, there's a really practical way you can:

• Write faster;
• Feel confident about your work; and
• Achieve better results
  

No, I'm not trying to sell you a course, book, or any kind of miracle cure.

I'm simply suggesting you familiarize yourself with a few basic copywriting formulas.

If you're new to copywriting, here's the scoop:

Copywriting is the art and science of creating persuasive content designed to prompt someone to take action.

Sounds simpler than it is, right?

Fortunately, there are plenty of tried-and-true copywriting formulas available to help you compose clear, concise, and compelling copy.

How is this possible?

These formulas are grounded in the enduring principles of persuasion that stand the test of time.

Here are a few common formulas you should get acquainted with:

• Problem, Agitate, Solution (PAS)
• Attention, Interest, Desire, Action (AIDA)
• The Four C’s: Clear, Concise, Credible, Compelling
• Before and After Grid (DigitalMarketer.com)

By default, I tend to rely on PAS and AIDA for ads, and I'm particularly fond of the Before and After Grid for product marketing and landing pages.

If you're eager to delve deeper into copywriting, here are some books and a course I've found useful:

• Copywriting Mastery by DigitalMarketer (course)
• "The Adweek Copywriting Handbook," by Joseph Sugarman
• "Scientific Advertising," by Claude C. Hopkins
• "How to Write Copy That Sells," by Ray Edwards
• "Breakthrough Advertising," by Eugene M. Schwartz
• "The Ultimate Sales Letter," by Dan S. Kennedy
• "Influence," by Robert B. Cialdini
• "The Copywriter's Handbook," by Robert W. Bly
• "The Advertising Concept Book," by Pete Barry
• "Ogilvy on Advertising," by David Ogilvy
• "Hey Whipple, Squeeze This," by Luke Sullivan

By mastering the fundamentals of copywriting, you'll be better equipped to create (or identify) persuasive content that resonates with your audience and prompts them to take action.

Speaking of learning formulas, this leads us to our next lesson.

4. Use templates

Don't hesitate to use templates for anything.

Even as a seasoned content creator like myself, templates and frameworks are invaluable tools that can guide your writing process and structure.

Uncertain about creating a blog post that will captivate your readers?

You can find a myriad of templates and ideas online.

Keen on composing an engaging Twitter thread?

Consider finding a template, or better yet, emulate someone else's successful framework.

Need to draft ads for a new LinkedIn campaign?

There's a wealth of examples available online.

So, when it comes to deliberate practice, seek out a template for your current project and continue honing your writing skills. With time, you'll master it.

Wondering whether your writing is up to par?

This leads us to our next topic.

5. Familiarize yourself with editing (and one caveat)

Let me be clear about this tip:

You don't have to become a professional copy editor.

That's not what I'm advocating for.

Rather, it's beneficial for you to grasp the basics of editing, which includes:

• Spelling
• Capitalization
• Punctuation
• Grammar
• Sentence Structure
• Paragraph Structure
• Active Voice
• Transitions

Understanding these foundational elements can elevate your writing, making it more polished and engaging. By investing time in learning these crucial aspects of editing, you'll be better equipped to communicate your ideas effectively.

Not sure where to begin with the basics of editing?

If enrolling in a course isn't feasible, here are some books that have significantly helped me:

• "Essential English Grammar," by Philip Gucker
• "Writing with Style," by John R. Trimble
• "Eats, Shoots, and Leaves," by Lynne Truss

Taking the time to read and apply the lessons from these books (or even just one) will significantly improve your understanding of the finer points of writing.

6. Collaborate with an editor (or simply seek feedback)

In writing or any other skill you're striving to enhance, collaborating with someone more experienced can accelerate your learning. 

This is where the invaluable role of an editor comes in.

You don't need to be the only one reviewing your writing. 

In fact, studies indicate that it's almost impossible to catch all of our own mistakes.

Therefore, collaborating with an editor is crucial to ensure nothing is overlooked. This collaboration is vital for Q&A—quality assurance—especially if you’re publishing words on behalf of an organization.

Working with an editor can refine your grammar, sentence syntax (the specific order of grammatical elements), pacing, and more.

Personally, when I've collaborated with numerous editors on books, blog posts, and various other projects, I've made it a point to pay close attention to their feedback and learn as much as I can. 

Here's my advice:

Stay humble, collaborate with an editor, and watch your writing skills flourish.

7. Write first, edit later

When it comes to writing—just write.

Here's why:

One common mistake writers often make is attempting to create a perfect, final draft on their first try.

Unfortunately, this approach can stifle the creative process.

The solution?

Embrace the idea of writing first and editing later.

Doing so allows you to get your thoughts down without the pressure of crafting the perfect piece of content right from the beginning.

So, when you're writing, simply write.

Don't fret over grammar, punctuation, or even the structure of your writing.

Initially, your goal is to transfer everything from your mind to the page.

Allow yourself the freedom to write without constraints, and let your creativity flow.

You might be surprised by the ideas and connections that emerge when you write freely.

Once you're content with what you've written, that's when you shift gears into editing mode.

This is the time to refine your writing, tighten your prose, and develop a more coherent structure.

This approach is vital to the creative process.

In her book "Bird by Bird," Anne Lamott encourages writers to let go of their expectations for perfection, and accept that first drafts are, by nature, imperfect.

She writes, "Perfectionism is the voice of the oppressor, the enemy of the people. It will keep you cramped and insane your whole life."

By embracing the imperfections of your initial draft, you give yourself the freedom to explore, experiment, and ultimately produce a more authentic, compelling piece of writing.

So, write first, and edit later.

8. Read what you wrote out loud

Are you ready to polish up what you've penned?

Here's a tip: try reading your draft out loud during your review.

Hearing your words spoken can sharpen your focus, and your brain, interestingly, is quite good at catching errors or subtle details when it hears them.

When you're doing this, use a guide—maybe your finger or a pen—to follow along with each word you’ve written. Take it slower than your usual reading speed. This approach will force you to read every word, making sure you don't just skim over anything.

9. 3 writing and editing tools to help

Working with editors is always ideal.

However, depending on your circumstances, it may not always be possible.

Nevertheless, there are several writing tools available to enhance your writing skills.

Here are three that I've found particularly useful:

• ChatGPT

Not particularly keen on learning from your mistakes?

Then simply copy and paste your content into ChatGPT and ask it to copyedit your writing.

It can quickly proofread your material, correct grammatical errors, and even improve your sentences and overall structure.

But remember, you don't have to accept all of the changes—especially if they don't align with your preferred tone and style.

• Grammarly

Think of Grammarly as Microsoft's spell checker, but on steroids.

This supercharged service can help you spot easily overlooked errors, enhance your writing, and make you feel like a master wordsmith.

I must admit that the free service does have its limitations, but it's always beneficial to have an extra set of eyes reviewing your work.

• Hemingway App

The Hemingway App aims to make your writing clear, crisp, and concise.

All you have to do is copy and paste your content into the app and let it work its magic.

You'll receive a grade, highlighted comments reminiscent of your English teacher's red pen, and a plethora of suggestions to enhance your writing's readability.

10. Learn how to tell a story

Storytelling in marketing isn't just a trend—it's an essential component of business and marketing strategy.

In the words of Ben Horowitz, author of "The Hard Thing About Hard Things,"

"People often mistake the story as being merely about marketing. No, the story is the strategy. If you make your story better, you make the strategy better."

If you're not a master of storytelling or feel it's beyond your grasp, don't worry.

Even without theater experience or an English degree, you can learn the crucial elements of narrative structures. This way, just like using a template, you can strategize about how to tell your company's overarching story and then practically weave it into everything you write.

Instead of rehashing others' thoughts, here are a few key story structures you should know:

• Joseph Campbell’s Hero’s Journey (this is foundational)
• Storybrand’s Your Brand Is Not the Hero
• Freytag’s Pyramid
• Three Act Structure

When you're ready to delve deeper into this topic, here are several books I've read and would recommend:

• "The Hero with a Thousand Faces," by Joseph Campbell
• "Building a Storybrand," by Donald Miller
• "Winning the Story Wars," by Jonah Sachs
• "Lead with a Story," by Paul Smith
• "Screenplay," by Syd Field

Consider enrolling in classes or courses on storytelling as well. I had the opportunity to participate in a Storybrand workshop, and it was worth its weight in gold.

11. Do your homework before writing

As a marketer, there's one thing you absolutely need to know:

The product or service you're marketing.

Without this fundamental knowledge, you'll struggle to persuade anyone to take action.

You'll simply lead people to stumble over your words.

No matter what product or service you're writing about, you must do your research first.

Get it.

Use it.

Study it.

Learn everything you can about it.

I know this seems like a lot of work, and if you're like most people, you likely have a mountain of writing projects to tackle. But you can't skip this step.

In the words of David Ogilvy,

"You don’t stand a tinker’s chance of producing successful advertising unless you start by doing your homework. I have always found this extremely tedious, but there’s no substitute for it" (Ogilvy on Advertising).

After you've become an expert on the product you're promoting, it’s time to focus on your audience.

12. Understand your audience

In marketing, it's crucial to know your target audience.

By understanding who you’re writing for, how they speak, and what they’re seeking in relation to what you’re marketing, you can create content that truly resonates with them.

To achieve this, you'll want to grasp their demographic and psychographic details, adopt their language and tone, and address their needs, preferences, and pain points in your writing.

Practically speaking, here’s how to do it:

• Use their words
• Write for one person (persona)
• Use second-person pronouns (e.g., you, your)
• Be helpful and informative
• Use relatable examples and common illustrations
• Keep it conversational and friendly

Doing this will make your content relatable, fostering a stronger sense of connection with whomever you’re trying to engage and persuade.

13. Embrace breaks for enhanced creativity

Feeling stuck in your writing?

Having a hard time finding the perfect angle?

Instead of frustrating yourself by staring at the screen, it's time to step away from your desk and take a break. Research suggests that mental breaks can significantly improve focus and overall performance.

But don't just switch to scrolling on your phone or watching something.

Instead, go for a walk, disconnect from screens, and distance yourself from your work.

Here's the beautiful part:

Even when you're taking a break, your subconscious mind is still processing the problem at hand. A study by Baird and Schooler found that engaging in simple external tasks that allow the mind to wander can lead to significant improvements in creative problem-solving.

So, as you give yourself some space, you'll likely find that your mind begins to unravel the complexities of whatever you’re writing about.

14. Test your messaging

In marketing, your words must connect with, engage, and persuade someone to take action.

And let's be real:

You won't know whether your words will resonate with anyone until you test them.

Fortunately, there are several ways you can do this:

• Publish your content
• Get it reviewed by Wynter
• Test it in ads

Let's dive into these:

Publish Your Content

After writing anything, you'll need to publish it to see if it resonates with your target audience.

That social media post? Publish it.

That blog post? Publish it.

That landing page? Publish it.

For larger projects, you can start smaller with social media, for example, to see how people engage with your words. But just to be clear, this approach won't work well unless you already have a highly engaged social media following.

Get it Reviewed by Wynter

This is not a sponsored post by Wynter.

However, I've found their services invaluable for testing your messaging.

To use Wynter effectively, you must finalize whatever you're working on. 

Then, you choose who you want to review it and what aspects you want them to evaluate. 

You'll then receive valuable feedback from people in your target market.

This isn't necessary for every piece of writing. But it's a fantastic option if you have the time and budget for larger projects or projects with higher stakes.

Test it in Ads

The only surefire way to know if your copy will convert is by testing it in an ad.

From paid social media marketing to pay-per-click ads and product pages, there are many ways to test your copy.

During my time at PhoneBurner, we would run A/B tests with different ads on product pages to see whether or not they would convert.

In my opinion, this is the best test for your copy because it will let you know, at the end of the day, whether it connects and converts.

Over to you

Okay, so I admit, I wasn't entirely truthful.

That was likely more than you anticipated.

Apologies, but I'm not really sorry.

If you've made it this far, congratulations.

And if you have the energy for one last reminder, here it is:

Remember, whatever you do, engage in lots of writing and reading.

These two activities are the pillars of becoming a superior marketing writer.

The rest of the material in this post and elsewhere merely serves as icing on the cake.

Marketers, I wish you enjoyable writing and reading.