10 Rules for Writing Marketing Copy (Rules #4-7)

The following is an excerpt from Chapter 11 of my book, What Smart Churches Know.

Rule #4: Be true to yourself
The marketing copy you write should consistently reflect your brand identity. The language you use should reflect your church’s style and personality, whether it’s traditional, modern, young, diverse—whatever fits your brand.

Rule #5: It’s only funny sometimes
Humor can be tricky, so use it wisely. With humor you run the danger of coming across cheesy, or of some people not getting the joke. Again, make sure it fits your brand identity. And keep in mind, humor typically hurts direct response rates. Use it with extreme caution.

Rule #6: Keep it simple
Use short words. Use short, easy-to-read sentences. Enough said.

Rule #7: Hide it under a bushel? No!
The offer is critical. It’s a statement of what’s in it for the reader. Don’t hide the offer or bury it in copy. State the offer boldly. And keep in mind, “FREE” is the strongest word in marketing.