5 Copywriting Essentials

One of the core disciplines of marketing is writing effective copy. We are going to look at five essential techniques. Each will help you improve the quality of your marketing copywriting.

Be goal-oriented

Before you create any piece of copy, think about your goal. What do you want the reader to think and/or what you want them to do? Everything you write should be focused on achieving your goals. You can have more than one goal in a piece of marketing, but if you do, they should be closely related. And whatever you do, don’t include elements that actively distract or detract from your objectives.

Simplify your message

You should think carefully about what your core message is for any piece of marketing. If you can summarize it into one short sentence, that is ideal. This simple message should appear somewhere in your copy, generally, the earlier the better. You should echo it more than once in your copy, though each time, you can say it a little differently. In terms of goals, the message is what you want the reader to think when reading your copy.

Know your audience

This is so essential. You must know who you are trying to speak to. Create a persona that has the essential qualities of your audience. Give them a name. Imagine their life. Imagine their problems. Then craft your message to speak directly to them, to reflect their thoughts and values. If you have a broad target, try to find points of commonality. Avoid ideas that divide your target audience. It’s better to have two messages for two targets than one that tries to speak to both.

Lead with a strong hook

What are the first words your reader will see? These need to be the most powerful, the easiest to understand, and make it interesting. Ideally, just one sentence can carry your message, build your brand, and motivate action in your favor. If nothing else, you want it to compel people to read more. Speak to the problems people have. Make them curious about what comes next. Promise some value it what you have to say. These are all good approaches.

Be direct

People generally know they are reading an advertisement and they typically have very little patience for adds. You want to use direct language and get to the point as quickly as you can. Once you have their attention, you can elaborate, but don’t waste their time with empty words and don’t make them guess what your message is. Also, don’t make them think. Tell them and show them what you want them to do and why they should do it.

Promote Wellness at End of Year

The end of the year is fast approaching. This is a great time to get people to visit your rural hospital for an annual wellness exam. Not only is this important for folks to maintain their health, but it’s a great opportunity to connect with customers, market your services, and leave a positive impression.

Use it or lose it

Many people on health insurance are eligible for a free wellness exam once per year as part of their policy. As the end of the year approaches, you can make them aware of this and encourage them to take advantage of this benefit. Losing something of value is a powerful psychological motivator for most people.

Don’t lose out on this important health insurance benefit!

This kind of appeal can also be applied to other services you offer that can be completely or largely covered by common insurance packages. Screening programs, health counseling, and other preventative measures are both good for patients and are chances to make positive contact with new patients.

Focus on the family

This is the holiday season and people are thinking more and more about their families. This is a strong emotional message. By focusing your marketing on staying healthy for your family, you can speak to people’s hearts and build your image as a caring institution.

In the holidays, the greatest gift is the love of family and friends. You want to be there for your family, healthy and strong. Getting an annual wellness exam is a great first step to ensuring a healthy and happy New Year for you and those you love most.

Ring in the new year with good health

Interest in health and wellness spikes after New Years, but you can tap into this early. You can promote your wellness exams as a way to create health goals for the new year. You could create a branded new year’s goals sheet that patients can fill out with their care providers. As people work towards their health goals they are reminded that you are there to support them. A branded goals sheet can make for a great direct mail campaign as well.

Share the cheer during wellness exams

Remember that every face to face interaction with customers is an opportunity for building your brand. Wellness exams are especially good for this. Your customers are less likely to be distressed and preoccupied. Warm greetings and good care will build positive feelings about your hospital. It’s also a great time to share other services you offer for wellness and peace of mind.