How do you adjust copy to changing marketing budgets?

Regarding tone - wouldn't that be involved with your brand's voice as well? I believe, imho, that your copy should always carry the tone of your clients' voice, casual or otherwise.

Let’s make sense of this poorly AI generated topic: it’s really asking how can you use copy to lead to sales. When you look at recent data (from LinkedIn labs actually) about what marketing is successful, it has to do with building brand. Strategically, this means: establish why should you like our brand over a competitor. Then, we need to tie what we’re producing to a sales funnel, with certain messages as each phase. Tone is crucial because we’re largely using tone to establish brand (a logo and colours aren’t a brand), while the messaging sets the stakes and pushes readers through the funnel.

A real-life example would be an e-commerce retailer adjusting their copy to a reduced marketing budget by focusing on social media platforms with high user engagement. They create short, visually appealing posts with compelling captions that resonate with their target audience's interests and values. The copy maintains a conversational and relatable tone while incorporating calls to action that drive traffic to their website. By monitoring analytics and feedback, they continuously refine their copy to maximize ROI within their constrained budget.

It's true that you need to tweak your copy depending on the product. The rule is generally: 🔹for B2B--> formal tone 🔹for B2C--> conversational However, I believe that a mix of educational and conversational works in almost all industries. Remember: You don't necessarily need to use complex jargon for selling in B2B.

The key to successful copy is having a clear purpose and a consistent tone that effectively communicates your message to your audience. However, when faced with fluctuating marketing budgets, it is crucial to carefully consider how these two elements work together. A decrease in budget may require a streamlined purpose and a straightforward tone, while an increase in budget can allow for a more expansive purpose and a more imaginative and captivating tone.

So you can't throw an essay in somebody's face when all that's necessary for conversion is a short elevator pitch. Ask yourself these 3P questions to check the ideal length/format 🔹Platform (socials?email?DM?) 🔹Purpose (educate? sell? nurture?) 🔹Post (image?video?text?)

A mí me resulta mas fácil, ya que escribo en mis redes sociales es dividir el tema en varios párrafos cuando es muy extenso, trato de usar un titular que genere curiosidad. Las historias de como hiciste las cosas o usaste alguna herramienta también son muy bien recibidas por la audiencia

Ensure your copy is easily scannable. Use concise sentences, bullet points, and headings to break up the text and make it visually appealing. Storytelling can be a powerful tool to engage your audience and make your message memorable. Craft a narrative that weaves your key points into a compelling story. Use visuals strategically to guide the reader's eye and reinforce your message. High-quality images, infographics, and videos can enhance comprehension and retention.

8.25 seconds. I asked Google what the average attention span is now for us humans. 8.25 seconds. I believe whatever the format you are using the first 8.25 seconds is crucial in grabbing the attention and then maintaining interest in your blog, white paper, social media message.

Many writers ignore the formatting and totally rely on the power words and style of writing. The majority of people out there don't like to read long texts or badly structured writings. A very tiny percentage will bother to read your full text, the rest will prefer skimming. So how about sparing some time for formatting and structuring? Make it easy for your reader and you will be rewarded for that.

I love this step! You have to talk to your audience like you're one of them. 🔹use their language/slang/jargon 🔹to know their deepest desires & fears--> research on Quora, Reddit 🔹Take notes on your audience demographics, interests, platform et al in Excel or Docs.

Using the voice of your audience is the key! As you are writing for your audience, so your audience is the only thing that should matter to you. Find out who they are? what are their understanding levels? Then write for them.

Saber a qué público está dirigido tu contenido es fundamental, así tendrás claro que tipo de palabras podrías usar y ajustarlo para hacerlo más simple o enriquecerlo si tu audiencia es más técnica, eso dependerá del nicho que escojas

Research your target audience's preferences, including their preferred tone, vocabulary, and communication style. Tailor your copy to resonate with their unique characteristics and interests. Put yourself in your audience's shoes and understand their pain points, desires, and aspirations. This empathy will shine through in your copy and create a stronger connection. Whenever possible, personalize your copy by addressing your audience directly. This creates a sense of intimacy and makes your message more relevant to them.

Adjusting your style to attract different audiences is key, but firstly it's most important to determine exactly the audience you want to attract. Using professional language or more specific industry jargon will allow you to create a sense of authority within your field to those readers who also understand that language and simultaneously help you to repel or "weed out" those who are not in the field. Using slang terms or accepted acronyms common to different social groups can also help you attract those people who will understand and be familiar with that language.

After you've prepared your copy draft, the next step would be to tailor it according to the platform and the type of post. (Remember 3Ps: Purpose, Platform, Post--> ask yourself before writing the copy) 🔹If it's a Twitter ad--> you may want to add in a meme. 🔹For blogs--> educational with some 'promotion' links here and there works best. 🔹For LinkedIn--> text posts with large empty spaces and bullet points

This is really crucial for tying copy to sales: go fishing where the fish are. In marketing there is usually a finite variety of placements, and if you’re on a budget, that’s even smaller. You need to speak the vernacular of your audience on any given placement. The way you write for TikTok is very different from Twitter, which is different from an SEO blog and an email. One unified brand voice is dead, and when creative is doing the targeting (eg. Organic), you need to adapt copy to each target audience on each platform.

With the majority of internet traffic coming from mobile devices, ensure your copy is optimized for smaller screens and touch interfaces. Use responsive design and consider thumb-friendly navigation. Explore interactive elements such as quizzes, polls, and calculators to engage your audience and make your content more dynamic. Create a content strategy that allows you to repurpose your copy across different channels, such as social media, email marketing, and your website. This maximizes your efforts and extends your reach.

Run 4 ads with different copies and titles. Remove the ones with the most CPC Keep the one with the least CPC and most CTR Make your adjustments according to that specific ad and get feedbacks from the comments as well

Regularly test different versions of your copy to gather data and insights on what works best. A/B testing, surveys, and user feedback can help you continuously improve your copy. Use analytics tools to track key metrics such as bounce rates, click-through rates, and conversion rates. Analyze this data to identify areas for improvement and make informed decisions. Copywriting is an iterative process. Be open to feedback, willing to experiment, and ready to make revisions based on data and user behavior.

Building on the language and style of your copy for your chosen audience, showcasing your personality and brand values is key. Bringing your personality into your copy, with humour or storytelling can be a highly effective way to ensure that your copy is unique and will stand out, as well as helping you to build and sustain a consistent and recognisable brand.

Challenge conventional thinking and explore unconventional angles to present your message. Surprise your audience with unexpected insights and perspectives. Analogies and metaphors can simplify complex concepts and make your message more relatable. They add depth and creativity to your writing. Humor can be a powerful tool to engage your audience, but use it judiciously. Ensure that humor aligns with your brand's personality and doesn't overshadow your main message.

This, imho, should be the first point in copy writing. For those using AI (like me) to sometimes help with creative copy writing ensure that you use the human aspect by fact checking what was provided by AI before sending your message out through all the digital marketing channels.

For simple copy writing on social media platforms, or email blasts I'd like to suggest that the copy be kept concise. I like to keep the 8.25 second advice in mind when I write.

As a copywriter, I know that it's important to be flexible when it comes to marketing budgets. When my client's marketing budget changes, I'll adjust my copy to fit the new budget. This might involve changing the length of the copy, the number of pages or images used, or the type of media used. For example, if my client's budget is reduced, I might recommend using more text-based content rather than images or videos. This would allow the client to get the most value for their money while still getting the message across. A ROI made.