- What is copywriting in marketing, and what is the purpose of copywriting?
- What is copywriting in marketing?
- What is copywriting in digital marketing?
- What is copywriting in offline marketing?
- What is a copywriting?
- Copywriting vs Content writing
- The evolution of copywriting since the growth of digital marketing
- Who needs copywriting?
- When you should use copywriting?
- Some best examples of copywriting and strategies
What is copywriting in marketing, and what is the purpose of copywriting?
There’s a reason why copywriting in marketing is so intimidating. It is the reason why people buy something. It is the text that makes somebody stop thinking, from “I can live without it” to start thinking of, “Why am I living without it?”
That’s what I would say is a lot of pressure to put in a sentence.
Thus, let’s have an in-depth look at what copywriting is, how it has evolved with the rise of digital marketing, what the different types of copywriting and what is copywriting in marketing examples.
The goal is to give you a magic wand at the end of the article so that you can cast your own copywriting spell.
What is copywriting in marketing?
We can further group the copywriting in marketing into digital and offline marketing:
What is copywriting in digital marketing?
Copywriting is the content you see in the caption of an ad on Facebook. It’s the headline of an ad on Google or the description of a video on YouTube. It is the text on a website.
What is copywriting in offline marketing?
Other than digital marketing, it is the text written on a billboard, newspaper title, and the signage outside a brick-and-mortar store.
Copywriting motivates visitors to click on a website, it tells them why they need to buy the product or service, and further persuades them to make a purchase.
As we talk about copywriting in this article, we will talk about the importance of copywriting in digital marketing, content that is put on websites, social profiles, and email campaigns that are created to make the audience buy a product, subscribe for a free offer or become part of a community.
What is a copywriting?
The shortest answer is pretty much any other type of writing. Copywriting is intended to make the audience take an action. It is strategical and anything that doesn’t do that is not copywriting. A blog post about ads on Facebook is not copywriting.
Copywriting is often confused with content writing but there is a difference between copywriting and content writing.
Copywriting vs Content writing
- Copywriting can be the text within an article promoting the products and services whereas
- Content writing is the overall article
Still, there is a certain level of overlap.
Content writing will say, “Here is some free value in the form of useful information. If you feel to have it, check out our other information or get it in your inbox, sign up for a free trial.”. It is generally a longer form content.
Copywriting does not beat around. It says straight, “Sign up for this free thing” (in a convincing tone). It is a shorter form, 100–1,000 words that tell what the product does, why you need it, and how to buy it now itself.
The evolution of copywriting since the growth of digital marketing
Marketers are talking about copywriting on a macro-level. As digital marketing has evolved, it has made copywriting more and more complex. If a digital marketer writes an article today and one of the techniques is to, “Focus on selling” then it needs to be put as “Here are few persuasive sales copywriting techniques to be a more effective copywriter.” And then outline the techniques in detail. Because as digital marketing has evolved, copywriting has become more complex. Google and Facebook ads are everywhere, which means our audiences almost saturated with their attention and money. If you need to stand out, you can’t focus solely on selling. You need to use proven marketing methods and psychology to get the attention.
Who needs copywriting?
If you have a product or service that you’re trying to sell you need copywriting. Consider your customers on one side of the canal and you on the other side. The only way for your customers to get on your side to buy your product or service is a bridge. Copywriting is that bridge, it is the reason anyone realizes they have a problem and your product or service can solve it.
Every business needs copywriting if they want to convert website traffic into customers. A website without or poor copy doesn’t get opt-ins or sign-ups, does not build brand awareness, and does not persuade audiences to make a purchase.
When you should use copywriting?
You should be using copy for all of your business’ online platforms like emails, social media, and websites. This should be confused with only using copy on your platforms. Overdoing of anything is wrong when a business asks too many times to buy any product or service, their reputation suffer. All of a sudden they change to annoying salesman from being a problem solver.
Some best examples of copywriting and strategies
Since I am a digital marketer and I believe in helping your business succeed, I will give you some insights on how to write the best copy for your business.
Strategy #1: Write considering reading level below an 8th-grade
All of your copy, wherever they are posted, should be written below an 8th-grade reading level. Because the average consumers read at an 8th-grade level, which means your content can not be more.
Strategy #2: Benefits > Features
Your copywriting should talk about how great your product or service will make your customer’s life rather than talking about how great your product is. Always remember the thumb rule that your business has more with the problem solving for your customers.
Strategy #3: Leverage on quantity, availability through urgency
Urgency in copywriting is to persuade and pushes a customer towards buying a product or service or sign up, because they are given a specific timeframe to do it. This can through:
- Availability– The product or service is available at this reasonable price for this limited time.
- Quantity– There are only a few units of product, tickets, seats available.
Copywriting is not always about selling it more than that. It’s about reaching your customers exactly where they are and then tell them that you understand their problem so that they buy from you later. Find the copy that works best for you and keep testing. It can generate traffic, convert it, and transform those conversions into revenue. If you have not made an effort till now to improve your copy, you’re already behind.
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