The best way to level up your career in marketing (and in other career paths) is to write better.

More specifically, writing like a copywriter.

Think about. Copywriter’s are accustomed to doing a lot with often very little space. Think billboards, magazine ads, social media ads, etc.

In those small spaces, copywriters have to:

Grab your ATTENTION!!!
INTEREST you in what they’re saying
Fuel a DESIRE within you
Inspire you to ACTION

The AIDA formula has used by countless copywriters and marketings for decades, and is the foundation of nearly every memorable Super Bowl commercial for years.

That’s why I said it can help your career growth. Imagine your CMO, CFO or CEO giving your ideas the same level of attention and interest as they give to a Super Bowl commercial.

Using the core tenets of good copywriting can do exactly that.

Convinced yet? If not, here’s a recommendation for you.

Find “The Business of Writing Podcast” on Apple Podcasts, Stitcher, or Spotify. Next, go to the episode from Feb. 4 2020 titled “How to Write at the Highest Level with David Deutsch.”

And then listen to it three times all the way through. Here’s why three times:

First, just listen to it all the way through the way you normally would.
Second, make some notes, stopping occasionally.
Third, physically write out the sections that interest you the most.

Here’s a taste of what you’ll gt in this episode

(But seriously, go listen to the whole thing, it’s a goldmine of an episode)

“A person should be better off after interacting with us than they would’ve been otherwise.”

Is your copy helping people or confusing them? Do they know more about how you can help them than before they read your copy? Keeping the benefit on your reader will help you keep your writing short, clear, and to the point.

“People write copy they would be embarrassed to say in person because it’s so hypey, it so much sounds like a guy selling used cars in a cheap suit.”

Look at most websites or ads today, and they’re overwritten. Almost like the writer is trying to make it sound like they think something should sound. Very high-brow, a post-graduate writing level, and a bunch of words in paragraphs upon paragraphs that don’t say anything useful.

“Write it like you would talk about it with someone in person.”

Can you sell your product or service face to face? How would you talk about it? Write it that way.

Personal story on this one: one of the most important things more my career as a marketer was going to tradeshows with my sales manager, Donny, or by myself. I got to see how he talked about our services, and I had to learn how to do it myself. Underrated way to improve your marketing copy.

“Your copy is much more powerful if it’s understated.”

In a world where everyone is trying to be the best, the greatest, the most innovative, understating is a power move. Authentic copy speaking to a person’s needs and how you can help will outperform self-centered marketing any day of the week.

P.S. If you made it this far, thanks! But also: did I forget something? Make a crap argument? Overlook a key detail? Please let me know, because I’d love to learn more!