In this post, I am going to explain from scratch what copywriting is, what types there are, and what role it plays in a sales strategy.
I am going to explain what it consists of and what are the false beliefs of copy so that you know how to approach persuasive texts that really work.
Meaning and definition of copywriting
We could define copywriting as the process of writing commercial texts using persuasion techniques.
They can be the texts of a web page, an advertisement, some emails, publications on social networks or brochures and advertising posters.
Actually, anywhere a brand communicates with its potential customers.
Many times, you will find it abbreviated, since the term “copy” is also often used.
In this case, “copy” can mean two things:
Copywriting – That is, the discipline of writing persuasive texts or the text itself.
Copywriter – The copywriter is the professional who is in charge of researching the client and writing with a sales goal.
What is copywriting?
Being clear about the meaning as such, I am going to explain in depth what copywriting consists of.
You will see.
All people, when we buy something, go through the same process or modus operandi.
1. We have a problem, need or desire that we want to cover.
2. We are looking for information on the subject without much interest in buying anything, but let’s see what they say that can be done.
3. Within the different options, we delve into the one that has most caught our attention and we begin to analyze brands.
4. We compare, we see opinions of other clients, the web and the different social networks…
5. And in the end we end up trusting the one that convinces us the most.
It is more or less like that.
This is called the levels of consciousness of Eugene Schwartz, who said that people go through different stages from when we see a brand for the first time, its product or service catches our attention and we decide to buy.
We do not trust at first, and many times we are not aware of the need until the solution is presented to us right under our noses.
What does copywriting have to do with it here?
The copywriter is in charge of investigating the potential client (the profile of the person to whom the product or service is directed) and analyzing what their needs, fears, frustrations, desires are…
He studies it in depth to know what to say in the texts that can stir his emotions and arouse interest.
Once this is done, he starts writing.
And what does he write?
Well, what copywriting is about is writing pouring all those emotions into a story or situation in which the ideal client feels identified.
The idea is to connect with the person.
Generate curiosity so that you want to continue reading because you see that what they are telling you is related to your current situation.
And then we go on to present our solution and the benefits we offer.
We explain one by one the reasons why our product or service can help you move from the current situation to the desired one, and we make you visualize it from the other side, once you have purchased.
Finally, we finish with solid arguments.
We eliminate doubts, we demonstrate authority and credibility with experience and testimonials from other satisfied customers, we offer guarantees and we explain the purchase process honestly.
More or less, that is copywriting.
If you look closely, it is a psychological game to take people by the hand from the moment they find our product or service until they decide to buy.
It is about using persuasion techniques to transmit confidence with each word, overcoming objections, and generating a desire to buy.
That is why it is so important:
Knowing the client – I have already explained this to you above because if you do not know the needs of the client, you will not be very emotional and make them interested in what you sell.
Be very clear about the objective of the text – What do you want to achieve, and if you are going to sell something, what exactly (you must know both the characteristics and the benefits that each of them offers)
Where are you going to communicate – You will not focus the texts of a sales page in the same way as a publication on social networks or an ad on Google.
At what stage of the sales funnel is the client for the text you are going to write?
And I am going to stop at this last point.
Because when you write copywriting, there are many texts that are going to come into play in the whole process that the client goes through.
And you are not going to approach them in the same way when they meet you for the first time as when they have already received several advertising impacts, they know very well what you offer but have doubts about whether to buy.
What I want you to keep is this.
Copywriting is essential to effectively communicate a brand’s value proposition.
Selling to everyone without a filter and without personalizing the message no longer works.
People are too used to advertising impacts and we don’t stop if they don’t arouse our interest.
To sell, you must first connect and empathize.
What is NOT copywriting?
Having said all this, I think it will have been quite clear to you what copywriting is.
Now I am going to explain to you what copy is NOT.
I will list some false beliefs that most people tend to have when they discover this term and fail to understand its role in the sales of a business.
· Copywriting is not writing pretty or with adjectives or expressions that embellish the product or service. (For example: “Buy this beautiful and elegant dress…”
· Copywriting is not writing in a technical way and using far-fetched terms that demonstrate your professionalism.
· Copywriting is not using templates, structures, or canned formulas.
· Copywriting is not selling aggressively.
· Copywriting is not deceiving the client with expectations or promises that you cannot fulfill.
To write copywriting you don’t need to be creative.
The length of the texts is not important, but the fact that the message is clear and arouses the right emotions.
To be a copywriter it is not necessary to have studied philology, journalism, or anything that has to do with communication, but to know how to sell.
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Types of copywriting
Now that you know what copywriting is and what it is not, we are going to finish the post explaining what types of texts it is possible to work on the persuasive part to attract more customers and get sales, within digital marketing.
It consists of writing the texts of the web page to retain the user who visits us and to carry out the action that interests us.
It can be contacting us through a form, downloading free content that we have prepared as a hook for you to subscribe to the newsletter, request a quote, buy directly, and register for a masterclass…
There are many options, and we will focus on the texts of each page depending on the objective they have.
On a standard page to offer services, they are:
- The home page (the most important, since it is where they will land and where you will have to capture their attention from minute 1).
- The page about me or about (another very important one, since it is usually one of the most visited and you don’t have to stop selling on it but tell the client how you can help him and why you)
- the services page
- The blog
- The contact pages
And some more, depending on the business model, because if you have an online store, obviously there will be many more pages and you will differentiate categories and subcategories of products.
SEO Content Writing Services consists of balancing persuasive writing with Google’s guidelines to position yourself in the first search results.
The SEO copywriter studies the project’s keywords and tries to combine the use of those words throughout the web to position the pages in search engines while personalizing the message and dealing with pain points and benefits that attract the user’s attention.
Copywriting for sales pages
The recruitment and sales pages are the most important for the business since it is where the client will take action.
This is where the copy must be better worked and correctly touch the pain points, desires, and brakes of the client and motivations that lead them to buy.
Generally, the texts on the sales pages reach a higher level of awareness, because the person has already received other advertising impacts before and already knows that they have a problem and how they can solve it.
On the sales page, we present our solution to you and give you reasons to trust us.
Hence what I was saying is that copywriting varies depending on what text we write and at what stage of the sales funnel.
Copywriting for ads
The copy of the ads should also be focused in one way or another depending on whether we are dealing with initial campaigns so that they know us, in recruitment campaigns to obtain user data, in direct sales campaigns, or in remarketing to recover the undecided who They have already visited the page several times or left the cart without completing the purchase.
Copywriting for social networks
The copy we use in social networks is not as direct as in other channels, since the objective is not so much sales as visibility, community generation, and authority.
For this reason, it will be written with different techniques to achieve micro-actions on the part of the followers, and above all to gradually sow the seed in the mind of the potential client.
Copywriting para email marketing
Finally, copywriting also plays a very important role in emails, one of the most effective and powerful channels for any business today.
When you get the user data on the recruitment page, you start sending emails where you provide useful and interesting content and relate it to what you sell.
Email after email.
What do you get with this? Establish a daily relationship where you get the customer used to having you in mind, and give them the opportunity to buy from you day after day.
Therefore, as you can see, copywriting is present in the entire process and it is important to work on it globally, not just on specific texts.