How to Create a Phenomenal Marketing Message

There are plenty of books and resources on writing copy, so I won’t attempt to teach you everything you need to know. Plus, one book won’t do the job. The good news is you don’t have to be an expert copywriter to be successful in marketing your business, but understanding how to structure a message will help you in all areas of your marketing, whether it is addressing a group of referral sources or creating a brochure. But it is vital to the success of any direct advertising you do.

Three Vital Components of Creating Phenomenal Marketing Copy

1. A Phenomenal Headline

Your headline is the main heading in a print ad, or the first words spoken in an audio message. It has been said that the headline constitutes 80 percent of your ad’s effectiveness. After all, if it doesn’t even get noticed, what’s it really worth?

Here are some tips to create a dynamic headline:

  • The headline should draw your readers in. The headline should get their attention so they will be intrigued to read more. Some have called the headline “the ad for the ad.”

  • The headline should say as much as possible. In other words, the headline should give as much information about the following message as possible. Obviously you are limited, but keep craft- ing the headline until it says the precise thing that you want readers to know if that’s all you could tell them. Long headlines, subheads, and text on top of the headline are all good ways to accomplish this.

  • Mention benefits. Readers are interested in what you can do for them. What is the benefit to them? Write what the service does, rather than what it is. Put benefits in your headline.

  • Get emotional. Use emotionally charged words rather than technical or feature-based words. See the following list of the thirteen most powerful words in advertising.

  • Target to only your audience. The more you can pre-qualify your prospects in advertising, the fewer unqualified calls you will generate. Use copy that will appeal to your target market only.

  • Don’t use tired clichés. Don’t use worn out, meaningless phrases. Clichés don’t work, and they don’t really mean anything significant.

    Headline samples:

  • Avoid Uneducated, Uninformed, and Sometimes Downright Unscrupulous Plumbers!

  • Avoid Uneducated, Uninformed, and Sometimes Downright Unscrupulous Air Conditioning Companies!

  • Instead, get the Most Outstanding Service Experience Ever!

  • Avoid Uneducated, Uninformed, and Sometimes Downright Unscrupulous Landscaping Companies!


  • Don’t choose a Realtor until you read this important information…

  • 5 Reasons You’ll Love Our Service

  • 7 Reasons to Call (Company Name) Before Calling Any Other Company

  • 3 Reasons…

  • 5 Reasons…

  • 7 Reasons…

  • 10 Reasons…

  • 5 Ways to…

  • How to Protect Yourself Against…


• Top 10 Reasons to… (do whatever you do) Now!

2. Phenomenal Body Copy

Your body copy is the core message that makes the case you want to make. Here are some principles for creating this part of your message:

  • Engage the audience. Remember who you are speaking to (suspect, prospect, or customer/client), make your content relevant and specific to them. If in a live audience, get them to answer questions, raise their hands, stand up, or something that engages them. In an ad, use personal, everyday conversation. Possibly the most powerful word you can use in advertising is “you.” And if you can merge their actual name, it’s even better! This is why you see marketers use your name in the subject line of an email.

  • Get emotional. Customers always buy on emotion. They justify with logic. Emotion motivates, not information. Their response is based on how they feel. Charge the copy with emotion, not just dry information. See the following Thirteen Most Powerful Words in Advertising.

  • Benefits. Be sure to communicate in terms of what your product or service does for them, not just what it is. What are the benefits to them?

  • Lots of content is okay. You may have learned or assumed that it is not good to put too much information in an ad. In advertising, the more you tell, the more you sell (it’s just the opposite in sales). Those who are interested in what you are offering want more information. And you don’t want to leave something out that may motivate them to act. Remember, we aren’t talking about face to face here. When face to face, you want to limit the amount of information you give, and ask questions.

  • Build the experience. Much of the copywriting you may do will be for newsletters, articles, and things of that nature. You have the opportunity to build on your UEPTM (Unique Experience Proposition).

  • Use testimonials and endorsements. Real words from real clients and endorsements from highly influential people is some of the best copy you can use. I work with the Zig Ziglar Corporation which is the most trusted name in the training industry. I have a video with Dr. John C. Maxwell, the world’s number one leader- ship expert. These are both examples that build credibility.

  • Use the 13 Most Powerful Words in Advertising. The following words are said to be the most powerful words in advertising. It’s easy to see why.

    1. Discover (This word is experiential in nature.)

    2. Easy (Everyone wants easy today.)

    3. Guarantee (No one wants to be stuck with something they’re unhappy with.)

    4. Health (Everyone wants to be healthy.)

    5. Love (There’s an emotional word for you.)

    6. Money (This is important to everyone).

    7. New (You see this one used by Madison Avenue constantly!)

    8. Proven (This word demonstrates they aren’t going to be the guinea pig!)

    9. Results (This creates social proof, which is very important.)

    10. Safety (What’s the opposite of safe? Danger!)

    11. Save (Everyone is interested in saving time, money, or energy.)

    12. You (This is the most powerful word in advertising according to my good friend and marketing consultant David Frey.)

    13. FREE (People say there’s no free lunch, but watch them line up for free stuff!)

• Create a sense of urgency. To motivate your audience to action, you must create a sense of urgency. This may be using an expiration date for an offer, a limited supply, or simply the loss factor that occurs by not taking action. For example, if you want to start saving money now, get this product before the offer expires on….” In this simple example, the benefit is saving money (and depending on how much you can share, you want to go deeper with the benefits of saving money). The sense of urgency comes in when you realize you are paying too much now. When? Now. And of course you must act before the expiration date. There are many ways to create a sense of urgency. I recommend that you understand how to do that in your message.

3. A Phenomenal Call to Action

Many sales messages and presentations fall short because there is no call to action. What do you want them to do? Call a phone number? Fill out a form? Make a specific change in their lives? Make sure you tell them exactly what to do and how to do it. Example: Go to this Website right now and get your free CD!