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Content Marketing’s 5-C Copy

February 26, 2020

6 minutes of reading

Comments expressed by Businessmen the contributors are their own.

The following quote is by Robert W. Bly’s Content Marketing Handbook. Buy it now from Amazon | Barnes & Noble or Click here to buy it directly from us and SAVE 60% on this book as you use the code MARKET2021 through April 24, 21.

I like the recipe for For two reasons.

First, the best recipes are simple, easy to remember, and quickly mastered. Knowing them can help you create content and copy twice as effectively in half the time.

Second, the reason they became formulas in the first place is because they work!

Related: An effective content marketing campaign consists of 10 steps

There are dozens of content checked from time to time and the recipe out there. If you don’t know any of them, you might waste unnecessary time reinventing the wheel with every promotion you write. You may also be writing a degrading copy .

One of the oldest – and perhaps the most famous – is AIDA. AIDA stands for Attention, Interest, Desire and Action. It says that compelling copy must first grab the reader’s attention, then make them interested in what you’re selling, then generate a desire to own the product, and finally demand action. .

AIDA is one of my favorites – I’ve used it to write successful ads for four decades. Even better, it works well for content.

Less known than AIDA, but in its almost powerful way, is the SELWAB formula. SELWAB is a memory device that reminds marketers of what matters most to potential customers. It stands for “beginning every letter with a benefit.”

However, another written formula I use – one I invented – is “Five C’s.” It says every good piece of content is clear, concise, engaging, and trustworthy, and has a call to action. Let’s look at each of the elements in Year C’s formula in a bit more detail.


Your article should be clear to everyone who reads it – not just to you or the customer or the marketing or product director. There’s a good quote I like that defines clarity this way: “It’s not enough to write it as you understand it. You must write in a way that is not misunderstood ”.

The typical advice given in clarity writing classes is the use of small words and short sentences, paragraphs, and sections. This makes sense, as they make your content more readable.

But clear text is mainly rooted in clear thinking, and the reverse story is also true. If you don’t really understand what you’re saying, your writing will be weak, rambling, and clogged. On the other hand, when you understand your topic, know your audience, and have a useful and important idea that you want to convey, the clarity of your post is sure to reflect that.

Related: 9 ways your content marketing can generate leads and close sales


The point is brief and brief is not a synonym. Summary means “short”. If you want to be brief, just cut the words until you reduce the composition to your desired length. Brief means telling the complete story in as few words as possible – no rambling, no redundancy, not using three words as one person would.


It is not enough to make the content easy to read. It also has to be so interesting, engaging, and informative that the reader can’t put it down – or, at a minimum, feel compelled to skim it over to gather important points.

One main reason a lot of content is not so appealing is that it is written about things that marketers care about, not leads. Marketers are interested in their products, their organizations, and especially their “message” – the main points they want to convey to readers. Unfortunately, the readers are not interested in any of these. They are concerned with their own problems, needs, fears, concerns, worries, challenges, preferences and wants.

As ad writer Don Hauptman used to say, the more your copy focuses on potential customers instead of products, the more engaging the copy is. The product is only relevant so far as it addresses one of the reader’s core concerns or desires.


The late advertising writer Herschell Gordon Lewis notes that we live in an age of skepticism. Simply put, potential customers don’t want to believe what you say exactly because you’re trying to sell them something.

Luckily, there are a number of useful tools you can use to build and overcome the reader’s skepticism. Your potential customers are wary of salespeople but tend to rely on advice from recognized experts in an industry or industry. Hence, you can overcome their doubts by establishing yourself or your organization as an thought leader in your market.

One way to do this is Lots of content. Prospects do not believe but somewhat more accepting sources of information such as websites, whitepapers, blogs and magazine articles. Become an active publisher of valuable content in your niche. Convey your key messages in documents published in editorial formats, such as webcasts and whitepapers. Not only will these help your potential client see more credible messages, but these publications will also accelerate you to the position of topic specialist (SME) in your niche.

Another obvious but often overlooked means of building credibility is offering a strong money-back guarantee and then, when a customer requests a refund, issue them quickly and happily. , without questioning or arguing.

Rude, slow, or unresponsive customer service can quickly destroy any credibility you have gained with your customers. In fact, take steps to solve your customer’s problems beyond what is required so that the customer feels that you personally care about them and that they get more money than they are supposed to expect.

Related: 7 Convincing Technical Content Writing Rules

Call to action

A call to action (CTA) tells the reader what action they should take and how. These CTAs can appear throughout the text, or you can place them in a box or sidebar to make them stand out. Common CTAs include:

  • Download free white papers or e-books
  • Sign up for a webinar or a phone conference
  • Get a password to access protected content on a website
  • Free estimate request
  • Request a call from a sales rep
  • Buy products online from shopping cart
  • Sign up for the newsletter online

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