How can you balance creativity and efficiency when writing marketing materials?

Writing marketing content is typically a collaborative process. Maybe you're a freelancer working on bringing a client's vision to life. Maybe you're a subject-matter expert helping a company retain million-dollar clients. Or maybe you're starting your career as a content marketer. Whatever the case, a clear creative brief is your best friend. It should define things like: -Content type -Goal of the content -The call to action -Important services to highlight -Key messages -Resources If you're not receiving creative briefs yet, a great way to get started is to compile a list of your FAQs and use them to create a creative intake form for your client or company.

When it comes to marketing writing, blending creativity depends upon the following. - The product/service you're marketing. For certain products/services, the scope of blending creativity is limited as it will hinder the efficiency in communication. - The medium. The communication in a hoarding may not work in a magazine ad where people get more time to critically analyse. Things are different in social media posters. In each of the above case, efficiency depends on how you are planning to cater to the varying attention span. So, you may need to underplay your creativity and go for an optimised populist approach. - The type of content. Dynamic contents are more efficient than static content with the same amorof creativity. Thank you.

Alway keep in mind and make a visualisation: Avatar of your customer in front of you. You can print it and put it on the wall like in TV shows (police department when investigate about some hard case). Make a mind map. Make priorities. Focus is the key. You are not you. Remember. You are your customer. Personalize your goals. Avatar have a birthday party. For sure he/she need some cake. Make them wish cake from your company. Create reels with parties and cakes. Eating cake scene, some tricks. Talk about ingradients, show them process of making cake. Show your workers. Make fun for your avatar.

Using tools to self-edit is a great first step. The second, crucial, 100% necessary step? A real, human editor needs to review your content. A professional editor can identify whether your writing makes sense, follows best practices, and aligns with a style guide. Your editor can rephrase for concision using your voice. They can catch idioms that are juuuust a bit off. And they can read with your audience in mind, adjusting word choice, sentence structure, and paragraph length so your content hooks the *right* readers.

It's hard not to edit while you write. But in my opinion it helps if you separate the creative part from the editing part. At first, write down everything you think. Keywords, personas, lots of words. Don't even look at the screen. When you are out of ideas switch to your editor mood, and vice versa. Always show it to someone else and make sure it's a person.