Copywriting is the art of writing content to sell. Copywriting is precise and effective. It revolves around creative problem solving. The ideal brand's copy should drive conversions and create meaningful experiences for its target audience.
If a customer is ready to buy, it will be determined by the features, benefits, and price. These potential customers will be able to see the value in your copy.
Today, we are focusing on the power and potential of copywriting.
What is Copywriting, exactly?
Copywriting is fraught with confusion.
It's not about publishing a book or photo (that's copyright), nor about writing blogs or posts on social media, although those two may blur the lines between copywriting and marketing depending on your goals.
Copywriting refers to content written with the goal of selling.
Copywriting may be found at:
- Site pages
- Paid ads
- Landing pages
- Product pages
Here is a sample of copywriting from my website. This popup displays when a visitor has been on the page for at least a few minutes.
It's concise and straight to the point. It doesn't contain any fluff. Instead, it focuses solely on the benefits and next steps users should take.
What is the difference between copywriting and content marketing?
Copywriting is content that is directly targeted at selling. While content marketing may have many goals (which could include sales), it focuses more on indirect goals like amusing, educating or building brand awareness.
Copywriting is clearer, more precise and leaves less room for interpretation. This is what we sell. Here's why you should purchase it. And here's what it can offer you.
What is a copywriter?
Copywriting is, in a nutshell, about selling. It is important to create experiences and content that converts. All this talk about writing raises an important question. What is the difference between a copywriter, and a content writer?
It is easy to see the confusion. Both are technically-minded writers. My experience has shown that skilled copywriters are not necessarily highly-educated content writers. A content writer may be skilled at creating engaging blog posts and articles. But a copywriter is more than that.
A copywriter who is effective understands the factors that drive conversions and incorporates them into their copy. They can create blog posts, but they are also able to write. They know how to market via Google Ads, email updates, and Instagram posts.
Copywriters who are skilled go one step further. They conduct product research, analyze behavioral psychology, and develop creative solutions for complex marketing problems.
What skills are required to become a copywriter?
It is not enough to be a skilled writer to become a copywriter. Flexibility and adaptability are key to your brand's success. You might be asked to write a press release one day. One day you might be writing captions for Instagram ads or an email about your product launch.
Flexibility in your writing is essential, but being creative and able to solve marketing problems for your brand will make you highly valuable.
You'd expect the same skills as for any position such as this: strong research skills and technical skills. Communication skills are, unsurprisingly, what can make or break copywriters.
Communication is not just about writing. It includes communicating with coworkers and your team. It's one thing to have a great idea, but convincing your colleagues of its worth is quite another.
This may sound confusing. Just imagine two possible directions your brand could go. You can theoretically test your brand on a small scale, and then grow it over time. It is important to get it right the first time when time and resources are limited.
One of the company executives wants to be the leader in direction A. They have data supporting their claim. However, you want to concentrate on direction B and have some data to back you up.
The team cannot afford to waste their time and neither direction has precise data. Which direction will they choose to go?
They'll support the strongest case. You should be the brand's top copywriter. You can save your team money if you are able to communicate your brand knowledge to them.
Different types of copywriting
Copywriting is not all the same. You can work on everything, depending on your specialization. It all comes down to identifying the best marketing for your brand.
Copywriting for brands
Telling people that you work in marketing is a common way to imagine what they see: billboards, commercials, and jingles from brands such as Pepsi, Burger King and Netflix. The goal of brand copywriters is to go beyond the usual features and create strong emotional reactions. Creativity is not about showing a brand is superior to the rest, but creating an unforgettable experience.
Social Media Copywriting
When creating copy for social media, your goal is to engage users through posts and ads. This style requires that you adapt your brand message to a variety formats. You shouldn't write the same copy for a Facebook post as you would for a TikTok post or Instagram post.
SEO is about getting your content to rank high on search engine result pages. Your content must be valuable to users and contain a variety of keywords and phrases to rank well. You'll breathe life into copy that must meet certain keyword criteria.
Intuition copywriting is, at its core. It's about building your brand as an industry expert. This is what you do as a copywriter by creating high-quality educational content. Many people just want easy, clear solutions to their most pressing problems. Thought leadership is particularly useful for brands that have a larger audience.
It's difficult to write an email that is compelling, especially because it is presented in a way that is unique. It is important to create engaging headlines for emails that don't go unnoticed. Clarity is important, but so too is value. Your call to action (CTA), while strong enough to convert your audience but small enough not to alienate them, should be weak enough.
Copywriting examples (Examples for Great Copy)
These are two examples excellent copywriting.
Slack's homepage is a clear indication that its copywriting team knows how to target the audience's needs. Its first header shows how they understand what users want. Slack's users want to stay connected, regardless of where they may be located.
Its copy clearly shows that the product is more than a temporary solution for the user's problem. It is a service that can be used in the future, and will continue to meet the changing needs of the user's company.
Although it may seem easy, it is not simple to find an engaging way of labeling and appropriately addressing user pain points in less than 250 words.
When we think of copywriting, we often picture traditional marketing materials such as articles, social media posts or commercials. Although crafting copy is an essential part of copywriting, it's not the only thing you need to do. Copywriters also have to deal with other creative challenges. This is one of my favorite examples.
RXBar has a clear goal. A protein bar with simple and healthy ingredients that is straightforward to make. This is where the copywriting begins, creating the brand message.
RXBar's team decided that packaging should reflect their brand message. Instead of promoting all the benefits of the product on packaging, RXBar decided to list the ingredients.
Egg whites, almonds and cashews. That's all. It's a great fit for a brand identity that is straightforward.
How to write killer copy like a pro
Now that you understand what a copywriter does it is time to get in on the action and learn how to do it. This step-by-step guide will show you how to create copy that will reach your target audience, drive sales and increase conversions.
Step 1: Get to know your audience
It would be foolish to cook a meal without knowing the number of people you are cooking for, and their preferences. This is also true for copywriting. Before you start writing, it is important to know who you are writing for.
Create a buyer persona. This is a fictional representation or your ideal customer. This will give you an idea of who your audience is. It should include their demographics, occupation, age, location, and income.
You might consider using Xtensio. They offer templates that allow you to easily create user personas.
Do not just do it. Look through your customer data to find customers who have a high retention rate or lifetime value.
After you have your buyer persona established, dive deeper and ask yourself questions such as:
- Who are you currently selling?
- Who would you most like to sell to?
- What are your customers saying about your product?
- How can you help your customers overcome their challenges?
These guidelines will help you when you start writing your copy.
Step 2: Choose the right tone for copywriting
Writing well goes beyond choosing the right words. Tone, also known as the tone of your writing, is more important than the words you use. It tells potential customers whether you are funny-loving, serious or quirky.
These are two examples of copywriting for a fictional company selling sales software.
Use state-of-the-art software to better understand your customers.
It is professional and shares all the major benefits of the tool (it's advanced, helps you understand customers better). It also has a humorous tone. “Zero to Hero” is a slang term that shows they don’t take themselves too seriously.
Our AI-powered sales software will help you gain a better understanding of your customers. The SellingPlus software streamlines your sales process and drives revenue.
The information in this example is the same as the previous, but it has a more professional tone and goes a bit deeper. They use AI to power the software and improve sales. This tone is more professional and would suit a C-suite executive, or enterprise company.
The information is the same but the tone is different for each audience. Customers feel that they are in the right place, and that this software is right to their business.
Here's some great news for those who struggle to find the right tone. Grammarly comes with a built-in tool to help you adapt your writing tone for your audience.
This allows you to decide the tone that you want to use, based on who you are speaking to.
If you select a general audience, for example, the tool will highlight complicated sentences that may be difficult to comprehend by a general audience.
Step 3: Stress Your UVP (Unique Value Proposition)
We have more options now than ever thanks to the internet and globalization.
You don't need to shop at two local furniture shops if you want a brand new mattress. Now you can order one from any location in the world and have it delivered right to your doorstep in days.
More options are a positive thing. However, for businesses, more options mean that there are more competition
This is why your copy should focus on your unique value proposition or what makes you stand out.
Let's face it, your business may not be perfect for everyone.
You might help small businesses manage their social media marketing, or offer software to free-range chicken farmers track their egg production.
Your UVP should be focused on demonstrating why you are the best fit for your audience.
Small businesses, for example, might have a lower budget and want to concentrate on organic growth over paid social ads. Sensors that are more effective in covering a larger area than factory farms might be needed by free-range egg farmers.
Uber is all about convenience. Uber is convenient, even though they may not be the most affordable option.
It doesn't mean you have to be a master at all things. Instead of focusing on all the great things you do, focus on what truly sets you apart.
Focus on this in your copy.
Step 4: Use copywriting to solve the pain points
It's easy to get distracted by the positive aspects of your product or your customers when writing copy.
Customers aren't searching for a product or a service just because it's beautiful and sunny. They're seeking a solution to a problem. These problems are called pain points and should be the focus of your copy.
Ubersuggest is a key research tool that people use to find more traffic. This is what they're trying to solve.
The landing page's copy focuses on this problem directly by asking “Want more visitors?”
You could also focus on the tool's capabilities or how it can help you find competitors. These are wonderful features that users love. They just want more traffic.
Rose Crompton, a copywriter, says there are six major pain points that customers have to deal with.
- Trust and risk
- Convenience and ease
- Productivity and Time
- Journeys and processes
- Support and communication
Consider the pain points of your customers and show them how you can help.
Step 5: Leverage Social Proof
Social proof is an effective marketing principle. It works because when we see someone else having a positive experience with a product/service, we want to have the same.
It is so effective because it works. We trust information from family members and celebrities more than information from brands.
Let's say you are searching for an Indian restaurant. Is it more likely that you trust a recommendation from your friend or an advertisement you see on Facebook? Seventy percent of consumers trust review websites, while only 33% trust advertising.
Copywriting can be made more effective by using social proof to increase trust.
Two ways to use social proof in copywriting
- Social proof can be used to inspire copywritingCustomer surveys and reviews can help you find out what your customers love about the product. Social proof can help you identify the pain points and highlight the benefits.
- Copy should include social proofTo strengthen your copy and to show others that they like what you have, add case studies and reviews to landing pages, homepages and your website.
Step 6: Remove the Flam
Writing can be tedious. Writing emails to explain decisions to your boss, or to create workflow documentations might be your preferred way of writing. Sometimes, it might be useful to add a few words.
You can use longer prose in blog posts like this one.
Copywriting is not the same.
Every word you use in copy writing must have a purpose. It must be educational, beneficial, or connect with the reader.
These are some common phrases and words to avoid when creating copy.
- Very little
- It's true
Your copy must be easily readable. These words may be necessary at times, but think about whether they really add anything or just add to the conversation.
You might run your copy through Hemmingway, which will look for complex sentences or phrases.
These filler phrases can be replaced with powerful words that motivate action, rather than taking up space.
Step 7: Test, test, and then test again
Copywriting is an ongoing process. Finding out what resonates best with your customers is part of the process. You must A/B-test your copy, no matter how much research or how often you poll your audience.
It's always surprising to me what works in copywriting. Sometimes the leads are different and sometimes the tone is not right. In addition, tastes change over time.
Two years ago, telling customers that you use AI might have been meaningless. With the advent of AI and machine-learning, this could be a selling point. You wouldn't know if you kept using the same copy.
One catch: don't try to test drastically different versions. Instead, only test one to two elements changes to see which leads to the most conversions. The most successful version should be chosen and then tested again. You can go on and on.
Here are some elements you should consider testing:
- View from the perspective:For example, “You can save” is better than “Save now.”
- Copy the button:Click “Buy Now”, or “Get Your Free Account” or “Sign Up.”
- HeadlinesConcentrate on the different features and pain points.
- FormatingFor example, bullet points can be used in place of numbers lists.
- Action is requiredWhat motivates consumers to act? To find the best CTA, test multiple CTAs.
Many tools allow you to easily A/B test your copy, such as Optimizely and Google Optimize.
Remember that A/B testing should always be a continuous process to improve your copy. You shouldn't just run a few tests and then call it good.
How to become a copywriter
There are many paths that lead to being a copywriter. Each path has its own perks and challenges.
Some copywriters decide to work for an agency, and then become staff copywriters. Let's start with the basics. These agencies offer many assignments that can seem overwhelming at first. You'll be expected to write copy for multiple products, rather than just one. You'll quickly gain a lot of experience.
Another common career path is to become a copywriter in an in-house marketing department. Here's a quick way to understand the differences between agency copywriting or in-house copywriting.
Copywriting for agencies is somewhat like teaching a group exercise class. Although you are a skilled instructor, it is not possible to focus your attention on one person in a class. Copywriting in-house is similar to personal training. You can lock your client in and make them your absolute priority.
While agencies are generally able to establish a 1-to-1 relationship with clients, the majority of high-quality agencies will do their best, in-house teams have greater freedom to explore their brands. Many established brands choose to have an in-house copywriter. They require someone who is passionate about the brand and can brainstorm and strategize 24/7.
It's also important that you work with a brand that excites you as an in-house writer. My experience has been that salespeople who love the product are the most effective. While you might be technically proficient in writing content for them, crafting copy for a brand that isn't relevant to your interests means there's very little chance of inspiration.
What is the Average Salary for Copywriters?
Glassdoor's survey of more than 4,000 salary data found that the average base income for a copywriter in America is $57,000 per annum. Average earnings for Lead Copywriters are $67,000 annually, while Senior Copywriters make over $90,000.
Seven Step Guide To Better Copywriting
Copywriting is a powerful tool to establish your brand, increase sales and generate revenue. This step-by-step guide will show you how to create copy that will reach your target audience, drive sales and increase revenue.
- Get to know your audience
To help you target your audience, create a buyer persona.
- Choose the right tone
You can help customers feel at home by adapting your tone to suit your audience.
- Stress your unique value proposition
Your UVP should be focused on demonstrating why you are the best fit for your audience.
- Copywriting can help you solve your pain points
Consider the pain points of your customers and write copy to explain how you can help.
- Social proof can be leveraged
Customer surveys and reviews establish trust, and help you to understand the pain points.
- Eliminate the fluff
Each word must have a purpose. It must be able to educate, highlight a benefit, and build a relationship.
- Check your copy
You need to test your copy in order to find out what messages resonate with your audience.
A successful digital marketing strategy will require you to be able to create compelling copy. If you don't have the ability to create persuasive copy, even the best product or service will not sell.
These copywriting tips will help you to understand your audience so that you can write copy that converts.
Do you need help with copywriting Our expert team of copywriters and content marketers creates amazing content that generates clicks, shares and sales.
Are you looking for copywriting tips? Comment your top tips. __S.302__
By: Neil Patel
Title: The Ultimate Guide to Copywriting
Sourced From: neilpatel.com/blog/ultimate-guide-to-copywriting/
Published Date: Fri, 13 Aug 2021 13:00:00 +0000