WATCH: Complete Copywriting Tutorial
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Copy is everywhere. It’s in newspapers, magazines, billboards, websites, app stores, social media platforms, and so on.
But what is copywriting?
If you are in the e-commerce business, you need copy and copywriting skills. Today, I’ll show you what it is, and we will cover the following areas:
- What is copywriting in marketing?
- Who is copywriting for?
- What makes a compelling copy?
- 6 things you should do to create a compelling copy
By the end of this tutorial, you should have a clear idea what copy is, and how you can make compelling copy to improve your conversion rate.
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What is copywriting in marketing?
It is a piece of text written in a friendly yet persuasive manner. It talks about a service or product, and its purpose is to appeal to the consumer’s emotions.
What it does is to highlight how a product will benefit a customer—the end goal of which is to convince as wide an audience as possible to maximize the rate of conversion.
In short, copywriting is a form of writing whose goal is to close a sale.
Copy is the outcome of copywriting—the process of artfully crafting text which entices the consumer to engage with a product, service, or brand.
Copywriters, in effect, are craftspeople of sales pitches.
Who is copywriting for?
Copywriting is for people who want to make a sale.
Copywriting uses a writer’s ability to create a compelling story that not only allures the consumer but persuades them to buy.
Whether it is to inspire a product purchase, a subscription to a service, or engagement to a phone line or website, copies are written to provoke action from the consumer.
Thus, affordable copywriting services can be provided to anybody who needs to convince the consumer to do something for them.
Copywriters found their beginnings in printed media. They wrote for newspapers, magazines, and ad agencies specializing in billboards and posters. Copywriters wrote for radio and television networks, too.
They wrote concise yet punchy copies for networks which can only air them one at a time for 10-30 seconds.
Radio used sound effects, and music to stress the message of the copy, and television used visuals to emphasize it, which may involve utilizing actors or animation.
With frequenting the cyberspace daily as the norm for most consumers, media companies and networks expanded their platforms to online spaces. Over the internet, there’s an overabundance of content telling consumers where to shop, what to watch, which classes to take, and so on.
These media companies and networks want consumers to choose their products and services over their competitors. They need persuasive writing to provoke the sale.
Further, consumers know they’re marketed products and services online nonstop. Thus, they want concise yet compelling sales pitches. For them, asking for 5-7 seconds for a mid-roll ad on a video they’re watching is generous enough.
Complete Copywriting Tutorial
What makes a compelling copy?
|“Our platform can host images, videos that are under 5MB, and text for your business website.”|
That copy doesn’t really persuade the consumer to engage with that brand. That is because merely jotting down the features of your product doesn’t make it enticing.
Let’s take a look at a copy from the company Squarespace:
|“Our all-in-one platform gives you everything you need to run your business. Whether you’re just getting started or are an established brand, our powerful platform helps your business website grow. Get started. Free trial. No credit card required.”|
An effective copy understands the consumer’s desires, and how the product or service fulfills them. Their copy shows a clear understanding of the abovementioned. It’s a copy that inspires the consumer to respond to the call-to-action.
6 things you should do to create a compelling copy
If you’re an aspiring copywriter, here are 6 things you should do to create a compelling copy. You need to learn copywriting if you are operating an e-commerce store—you must write product description that sells.
1. Know Your Product
Knowing the product, service, or brand that you are trying to sell is a cornerstone of a compelling copy.
An effective copywriter is entirely familiar with their product and reviewed all the materials and information at their disposal.
Further, this will show in the way the copywriter writes the promotional material, as it will exude confidence. This confidence makes the copy trustworthy to the prospective customer.
Moreover, doing proper research prior to constructing the copy allows the copywriter to make a note of any features which sets it apart from the competition.
For example, a client wants you to write a piece which persuades consumers to buy their ice cream which has no animal product.
The lack of animal product means this ice cream is especially attractive to vegans, people who are lactose intolerant, and other people who have dietary restrictions.
Additionally, the copywriter must know what need or want does the product fulfill. Is it to alleviate pain or inconvenience, making life easier for the consumer? Is it to increase the joy in their life?
For example, a music streaming service on their smartphone gets rid of the consumer’s inconvenience of going to the record store, buying the album, and setting up their CD player and speakers before they get to listen to the music of their favorite artist.
With the service, they can listen to that album on their phone hassle-free anytime. Knowing the product’s purpose helps the copywriter highlight the benefits which it offers.
2. Know Your Audience
Knowing your target consumers is key in making a compelling copy. An effective copywriter knows how much time the target consumer has to spare on the copy.
They have researched products and services which may interest their target consumer, as well as the current trends for that demographic.
Here is an example:
- Your client is a web developer who wants you to convince up-and-coming web content creators to sign-up on their platform for a free website.
- Said content creators frequent skill-building streaming platforms to watch tutorials.
- Your client wants you to write a minute’s worth of persuasive copy, but you know your target consumers skip an ad after 5-7 seconds.
Thus, as an effective copywriter, you allot the first 5-7 seconds with your best sales pitch, addressing the target consumer’s unspoken need to build their online presence with your client’s service.
Additionally, an effective copywriter understands the priorities of their target consumer. Consumers have endless wants and needs but have a limited amount of cash to spend.
Here is an example:
- Your client’s product is milk, and their target buyers are parents.
- Parents want milk for their children, but their priority is giving their kids nutritious drinks that aid their development.
What you can do in your copy is show how your client’s priority aligns with theirs, as they formulated their milk to be packed with nutrients and vitamins.
By learning where the target’s priorities lie, the copywriter can motivate them to choose their client’s product or service over competitors.
3. Speak the Same Language
You have a small amount of time to convince the consumer with your copy. In television, a commercial can run up to 30 seconds before it returns to the regularly scheduled program.
For online spaces, consumers have even less patience for advertisements. You need to make your pitch compelling before they click out of the video, the website, the email they received, or whatever was used to reach out to them.
Thus, you have to be concise, and cut to the chase on why your client’s product is the one for them. It is also best to avoid jargon or terms your target consumer may not understand.
Confusing words may only serve to turn them off from the product or service. For example, your client wants you to convince bloggers to buy themes from them.
Instead of your headline being “Design Your Website Without Learning CSS,” you can say “Web Design Made Easy.”
Furthermore, so you and the consumer can be on the same page, it’s vital to speak the same language. For example, your client wants you to convince social media influencers to visit restaurants in their borough.
Instead of your headline being “5 Restaurants in Manhattan That Photograph Well,” it can be “5 Instagrammable Restaurants in Manhattan.”
By having similar word choice with the target, it gives off a sense of relatability; the impression that you are just like them.
Therefore, you’re someone who understands their desires, and someone they ought to listen to.
4. Appeal to Emotions
Product purchases and availing of services by consumers are driven by emotions. For example, a consumer responds to a spa ad because it promised them relief.
A consumer responds to a burger copy because it persuaded them it would ease their hunger.
Or, they are responding to the commercial because you appealed to their FOMO (fear of missing out).
Seeing pictures, tweets, and so on of other people buying your client’s product or engaging with your client’s brand elicits jealousy, worry, or a sense of urgency that they too must get it because of a variety of reasons.
Maybe the trend will be over soon, maybe the product will go out of stock, or maybe the discount is only available for a limited amount of time.
Limited quality and availability of the product or service pressure the consumer to act on it, fast.
Thus, not only is it essential to find out what the consumer wants or needs, but also how they feel about it, so you can provoke them into doing something about it.
The goal of every copywriter is to maximize the conversion rate. Conversion, in this sense, means the consumer responded to your call-to-action.
5. Highlight Benefits
To maximize conversion, the copywriter must highlight the benefits of the product or service. A lot of copywriters make the error of highlighting the features of the product rather than the benefits it offers.
The consumer has only one thing in their mind whenever they see any ad: “What’s in it for me?”
They need to know how will the product serve them. They don’t care about the bells and whistles of what makes the product you’re pitching great; what they care about is how it makes their life great.
Does it make the consumer’s life easier or happier?
Here is an example:
- A feature of your pizza chain client is that they have a delivery service.
- The current copy on their website is: “We have many delivery drivers who can get your order to your house in 30 minutes.”
- A better copy you can provide your client is “Get pizza without leaving your home in 30 minutes.”
Does the product you’re selling give them peace of mind?
For example, your client wants you to convince parents to buy their baby monitor.
The current headline on their banners is: “Our baby monitors stream videos real-time.”
How you can make this better is by tapping into the consumer’s emotions, and highlight the benefit of the product which addresses it.
For instance, “Step away without needing to worry about your baby.”
A compelling copy focuses less on what the brand offers, but what the prospective customer gets out of engaging with it.
Every copy you see has the goal of conversion. It has the aim of provoking a response from the consumer. For instance, let’s say your client is an automotive manufacturer with a website.
They want you to persuade site viewers to contact their dealers and buy a car. On a page on their website, you pitched their car as the best solution to the consumer’s needs, highlighted its benefits, and appealed to their desires.
Let’s say the consumer is convinced, and they want to buy the car. But how they do that?
This is where the call-to-action comes in. This is the element in your copy that tells the consumer how to take advantage of the offer.
In this case, a call-to-action may be: “Get your car at a dealer near you. Click the dropdown below to find a dealer in your area.”
The call-to-action must be straightforward and easy to do. It must also be effective.
For example, if you want a prospective user to click on the button that leads to the signup page of the social media platform, don’t write a vague word like “Next” on it. Writing “Register” is a clearer instruction for the user.
Learn the Secrets to Writing Copy That Converts.
Copy is everywhere, and making it compelling is no easy feat. Whether you have been copywriting for a while or a complete beginner, you can improve your conversion rate by implementing the above steps to your process.
You can also take copywriting courses or read books.
What I recommend is a book from Jim Edwards. You can also hire an affordable copywriter for your blog so you can focus on marketing and customer satisfaction, while the writer is focused on creating content.
Do your research, make sure you know everything about the product or service and show the consumer that it will fulfill desires in a way that is easy to understand yet enticing at the same time.
You can also read my blog about SEO copywriting techniques that will help you increase your traffic.
Highlight the fact that the product exists to serve and benefit them. It may be a lot of effort, but what matters the most is the payoff.
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