Let’s be honest, copywriting in general is overrated when it is overemphasized. Especially in the real world we live in now, which is “content is king.” Catchy taglines have their place, they’re the tip of the iceberg when it comes to separating the good marketers and truly great ones. Marketing lies in the understanding of leveraging the broader business content in which those sentences operate. Here are some areas to look into to.
Aligning with Business Strategy
Tie your marketing to the goals and results of the business. Why? Because that’s what makes marketing strategies most effective. Rule of thumb is to understand the truth of it all: companies only want revenue and growth. Thus, your marketing should tie to what? Yeah, that’s right; Revenue and Growth. Back to the article
Marketers who understand how their specific efforts tie back to the business’s core objectives can then craft campaigns that not only resonate with their audience, but also drive meaningful results. This strategic alignment ensures that marketing isn't operating in a silo but is a central driver of the business's success.
Cross-functional Collaboration
Marketing as a standalone isn’t something anymore. The most successful marketers are those who collaborate with the other departments. Be Uniic talks all the time about tying marketing objectives and functions to the CEO, CFO, sales, and product… So many other teams as well. This is done to create a cohesive and unified approach to growth. These ideas and strategies ensure that marketing efforts are informed with everything: budget, product features, etc.
Financial Acumen
Once again, we can’t mention it enough, financial documents such as income statements, balance sheets, and more are important for marketers to understand. Familiarity with things like EBITDA allows marketers to make informed decisions tht aren’t only creative, but also financially sound. This financial literacy enables marketers to better assess the viability and potential ROI of their campaigns, ensuring that their efforts contribute positively to the company's financial health.
Strategic Growth Levers
Great marketers possess an in-depth understanding of the key levers that drive business growth and how marketing initiatives can impact these levers. This knowledge enables them to focus their efforts on activities that genuinely move the needle, whether it's acquiring new customers, increasing customer lifetime value, or entering new markets. By aligning marketing strategies with the company's growth levers, marketers can ensure that their work directly contributes to the business's scaling efforts.
The narrative that copywriting is the be-all and end-all of marketing is not just misleading but potentially career-limiting. While crafting compelling copy is a valuable skill, it's the understanding and application of broader business principles that truly differentiate the great marketers from the rest. By focusing on strategic alignment, cross-functional collaboration, financial acumen, and understanding the strategic growth levers, marketers can unlock limitless potential in their careers and drive substantial, measurable impact for their businesses.
It's essential not to "miss the forest for the trees." Copywriting is a tool in the marketer's toolkit, but it's the strategic use of that tool, in conjunction with a deep understanding of the broader business landscape, that leads to exceptional marketing. So, before you spend another hour agonizing over the perfect headline, ask yourself if you're truly leveraging the full spectrum of your role as a marketer. The path to greatness lies beyond the words.
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