MARKETING MESSAGE BASICS: Consistency wins. Creativity gets the likes.

When I became a freelance copywriter and landed my first few clients, I constantly stressed over getting the marketing message right. I experienced the same mental traps that used to keep me up at night when I was starting out as a news reporter. It brought back familiar anxieties – the pressure to strike the right tone and earn trust from the opening line. These fears never disappeared completely but writers need them like tough overlords to keep them sharp.

I mainly questioned if every marketing message contained an original twist and if every word I cranked out would land like a bombshell. I fixated over each paragraph to ensure it carried a creative spark strong enough to etch itself in readers’ memories – forever. The question How to write marketing copy that gets results? lurked behind me like a watchdog glued to my every thought.

Stop polishing. Your marketing message needs consistency

Copywriters constantly field dilemmas from their clients as they sweat over shaping the perfect marketing copy to launch their brand to stardom. Controversy vs. safety? Authenticity over a sugar-coated reality? Or should we rattle the cage and challenge the status quo? But board room debates like these rarely lead to breakthroughs.

Although it’s hard for tech professionals to determine what needs to be said and how, many make it harder than it needs to be. They get crippling anxiety over trivial things and obsess whether their marketing message is landing well. Before long, they’re sinking in quicksand until they lock themselves in a messaging loop due to overthinking and overwhelm.

Good sales copy isn’t cool – it just knows what to say

If you’re wondering, Am I being creative enough? here’s a dose of earnest truth: you don’t need to be the Quentin Tarantino of marketing. You don’t have to break the rules and turn every product launch into a spectacle (though pulling it off once in a while can work wonders). I worked with a firm that changed the angle of its messaging several times in a single month. Eventually, they short-circuited from sheer overload until social media became an intuitive exercise delegated entirely to their freelance copywriter (that would be me). It wasn’t a conscious decision – no one could quite draw the line on what they wanted, and eventually, the conversation just fizzled out. The marcomm team turned it into a hot potato no one wanted to hold – except me. I was happy to run with it.

Consistent marketing copy beats perfect messaging

But here’s where the story takes a sharp turn. This client kept on cranking out messaging – across all relevant channels. All the time. LinkedIn, Google Ads, X – you name it and they did it. The team never stopped informing its audience about its products and company news. They just didn’t care about style, tone, lexicon etc. by textbook standards. So, this is where the plot really thickens. Your marketing copy, especially when you’re just starting out, doesn’t need to be super polished. You just need to grasp the following things:

• Go quiet, and you vanish. Out of sight = out of pipeline.
• Algorithms crave consistency. Post often or get buried.
• Feed your prospects fresh content or they’ll feast elsewhere.
• Show up like an expert. Ghosting doesn’t close deals.
• Every post sharpens your positioning – and your marketing message.
• Consistency compounds. One post is a drop but dozens make a flood of visibility.
• When prospects are ready, your content makes you easy to find – and hard to ignore.

Post consistently and build sales copy that converts

I have another tech client who churns out messages on LinkedIn daily. Before ChatGPT, his written English needed work, and while his marketing copy still isn’t polished to perfection, it gets the job done. That’s because he understands the fundamental truth about marcomm that many tech firms, especially early-stage tech founders, are yet to learn: consistency Consistency CONSISTENCY. How to write marketing copy that gets results? By showing up even when the message isn’t perfect. Marketing expert Seth Godin made a one-time decision to write every day, removing emotion and perfectionism from the process. He doesn’t post because he feels inspired or because the work is flawless—he posts because it’s tomorrow. That mindset is what keeps the work moving forward.

How tech firms can build a consistent marcomm strategy

Although it may seem obvious, making this happen requires deliberate effort. Like any change, it demands real adjustment and follow-through. Start by creating a content calendar with at least two LinkedIn posts per week, tweaked accordingly for X. Tech firms should focus their marcomm where prospects hang out: LinkedIn for B2B, Google Ads to capture intent, and Meta for cost-effective retargeting. Add YouTube, Reddit, or X based on your niche. Retargeting across platforms is key – most buyers need multiple nudges before converting. But as content marketing expert Ann Handley pointed out, if you’re just starting out and feeling overwhelmed, pick one channel that makes the most sense for your business and take it from there. 

Strategic communication isn’t cool – it’s customer-focused

You’re unlikely to come up with a brilliant marketing message by sitting around thinking how to come up with a brilliant marketing message. My client who posts regularly often draws inspiration from industry players he disagrees with. Then he goes on a rampage to prove them wrong which builds excitement in the community and gets people talking. He doesn’t obsess over post timing or algorithm hacks to chase views. Nor does he sit around plotting the next piece of content with online clout. You can’t predict it anyways. I’m not saying you should follow his lead 100% but consider investing in instigating real conversations that people want to show up for.

Highlight real benefits for effective strategic communication

Instead of chasing after the “cool factor,” zero in on how your solution benefits customers. Create long-form collateral about real problems you solve, the pain points you eliminate, and the wins your users experience. When you highlight what makes your solution stand out within the proper context, the eye-catching bits will practically write themselves. You can then pluck these gems and use them for social media zingers, headlines and subject lines. The point is to go into the weeds of your solution, to the tiniest detail that matters to your prospects and clients. Go small to go big.

Your content marketing strategy evolves through consistent refinement

I don’t think it’s controversial to say there’s a limit to how far you can push creativity in sales copy (though I’m sure copy gurus hyping magic conversion formulas will disagree). Sales writing usually hits a ceiling when it comes to pushing boundaries. Now and then, a disruptor shakes things up and rewrites the rules of marketing – like Apple with its iconic Silicon Valley cool – but those examples are rare. If you’re just starting out, your brand’s personality isn’t fully formed yet; it’s something that sharpens and develops over time. Marcomm materials get better as tech firms fine tune their products to serve customers better.

Content marketing strategy grows with tech firms’ growth

In the first five years, most tech firms go through a cycle of build, test, learn, and adapt. They launch with a product hypothesis, gather user feedback, and iterate quickly – often pivoting features, pricing, or even their core offering. It’s a constant process of narrowing in on product–market fit while learning what their customers actually value. Your content marketing strategy follows this cycle – it changes and tweaks as your understanding of the customer deepens. Each marketing message becomes sharper, tone more aligned, and topics more relevant. Just like the product, your content evolves from assumptions to insights until it gradually starts reflecting what truly resonates with the people you’re trying to reach. But refinement like this happens when you’ve laid the foundation, which is consistency.

Sales copy secrets: Discipline outshines creativity

Tech firms often treat content like a quarterly campaign or a side project to check off when there’s extra time (and there’s never extra time). But content isn’t only a campaign. It’s commitment to a tempo. Tech firms that nail their marcomm aren’t necessarily more creative, they’re simply more disciplined. They don’t question the calendar or agonize over tone. They build systems, assign roles, and treat every post like a step on a long road instead of a masterpiece. Social media expert Gary Vaynerchuk views his posts as a way to document his activities, which he then repurposes into ready-made content packages for sharing across his social channels. In a way, it’s not being creative – it’s just documenting what’s happening. He calls it “double dipping.”

Conclusion: In marcomm, momentum trumps magic

Yes, inspiration is hits. But waiting for it is a slow death. Take it from someone who’s writing a novel that caught the attention of a literary agent. Treat content creation like you treat product development. Ship, iterate, keep going. The rhythm creates its own momentum. The more you show up, the easier it becomes to keep showing up – and the more you notice what sticks. Not because you brainstormed a viral idea, but because you stayed in motion long enough for something viral to rise to the surface.

That’s the real answer to How to write marketing copy that gets results? Keep moving until it finds you.

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