Digital marketing was introduced in the early 90s. Since then, marketing has evolved with technology. From paper to digital ads and traditional to modern marketing techniques, it has helped industries to compete equally in the market, regardless of size and budget. As of now, every business that sells products or services relies on digital marketing for its growth. It is the present and future of marketing.
Digital marketing is the key to promoting your business online. With digital marketing comes a very important element, and that is copywriting. There could be a variety of additional factors as well. But with copywriting, you can promote your business worldwide. The best part is you don't have to invest much. Needless to say, it is also essential in other forms of marketing.
What is Copywriting?
Copywriting is any form of written content for publicity or advertising. The motive of a copy is to advertise and sell a product or service. It is the art of producing informative and convincing text that can convince customers to take a specific action.
Copywriting is everything a salesman does. Some widely used copywriting examples are website copy, sales pages, landing pages, flyers, brochures, and product descriptions.
Why Use Copywriting?
With so many people turning to digital platforms, you can utilize the internet to reach the target audience and convince them to use your product.
Do you want your product to be popular and trending? Are you tired of people not noticing your product? By practising copywriting, you can craft the perfect spell into your pitch that actually converts audiences into customers. You can boost sales and increase brand awareness through interactive and quality content.
Copywriting is more than just writing for a product or service. A well-designed copy is capable of doing more than that.
SEO-optimised copy helps to rank your brand to the top of the search engines and gets you noticed. You can strengthen your brand and make people aware of your products. You can communicate with the customers, so they know about your product and find it useful.
Think of it as a key that opens up a chest with everything you need to enhance your business.
The Goal of Copywriting
- Reach new audiences
- Aware and educate people
- Communicate with customers on behalf of the company
- Convince the customers of the benefits of the product
- Build trust
Major Types of Copywriting
- Website/Blog copywriting
- Creative copywriting
- Social media posts
- Email copywriting
- Direct response copywriting
Let's Get Started
By now, we have discussed the importance of copywriting for any business. We looked at the roles of copywriters and major types of copywriting. Let's look at the elements of an advertisement with its purpose.
Elements of an Advertisement
- Headline: To get your attention and draw you to the subheading.
- Subheading: To give you more information and further explain the attention-grabbing headline.
- Photos or drawings: To retain your attention while accurately illustrating the product.
- Caption: To describe the photo or drawing. This important element is often read and helps with accessibility features.
- Copy (the body of the text): To convey your product's or service's main selling message.
- Paragraph heading: To break up the copy into chunks. To make it visually appealing and to make it human-readable.
- Logo: To display the name of the company selling the product.
- Price: To let the reader know the cost of the product. The price can be in large type or could be buried in the copy.
- CTA: To give the reader a way to respond. The final part of the advertisement.
You may have seen many advertisements and sales pages. Every advertisement includes these elements. Knowing the elements will prepare you for what you need and the steps to follow while writing. However, copywriting is much more than knowing the steps. This much information is not enough to craft a perfect copy.
Understanding the Process
Before starting to write, there are some major things for you to research. With these pre-copywriting checklists, you can write relevant, effective copy that works and produces results.
Important things to consider before crafting your first copy:
While writing for any product, you must first study it from every possible aspect. Test the product, and try out every option available. Every little detail can be helpful. Before buying the product, people would like to know all the features. Whether trying to sell a luxury or a regular product, you should be specific with your features.
Know Your Customers
Every product is designed with a target audience in mind. The more you know your target audience, the better your copy will be. When you know your audience, you can work on your tone to make it easy for them to understand. You can identify the nature of who your customer is, their challenges, interests and psychology.
Have Competitive Advantage
Study your competitors. Why would someone want to buy from you among the competitors that sell similar products? Note the things that set your product apart from the competitors. This is also known as Unique Selling Preposition.
Prioritize User Feedbacks
Know the importance of customer testimonials. A good product is defined by the users, not by the creators. Customer testimonials add value to your product. We all look for user ratings and reviews before buying. No matter how well-known that product is, the product's sales depend on the user's preference. You can combine the testimonials in your writing. This way, you can quickly gain the trust of the customers.
Set Proper Prices
Pricing is one of the main pillars of marketing. Because of the competition in the market price, customers have many options to choose from. No matter how satisfying the product is, they only buy it if you convince the customers of the pricing. The pricing should match the benefit of the product. A slight change in the price can dramatically affect sales. If your product is cheaper than your competitors and serves the purpose equally, customers are more likely to choose your product.
Give Occasional Offers
Check if you can provide some hot offers to your customers. You are more likely to attract customers when you offer them some discount or bonus. You can highlight the offers in your copy to make them more appealing.
So far, we have already covered the essential components of an advertisement and some of the pre-copywriting preparations that help you prepare for an effective copy. In the next part, we will go through a crucial part of any copywriting that empowers you to draw the readers into desiring your products and services.
Thank you for reading. Subscribe to not miss out on part 2.