Copywriting: discover the writing technique focused on conversions!

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Every marketing manager is always looking for new strategies. Especially those that help with sales conversion. Regardless of the choice, there is a factor that directly impacts the actions: good content. It is what will attract the consumer and feed the leads. And it will also improve the relationship with the brand, among other functions.

It’s important to know that not every type of text converts into sales. Therefore, the content must have some characteristics.

And that's where the copywriting, a technique that has become increasingly popular. In this article, we will discuss this technique and how it can help you win more customers. Stay tuned!

What is copywriting?

The copywriting is the art and science of writing persuasive texts with the goal of influencing the target audience to take a desired action, such as purchasing a product, subscribing to an email list, or simply engaging with the content.

It is an essential skill for marketers, copywriters and entrepreneurs who want to stand out in an increasingly competitive market.

Basically, the copywriting is a content production strategy. This technique aims to convince the audience to take an action (often a sale). This content can be presented in various formats, such as email, slogan, blog post, website, among others. Thus, copywriting is the art of writing persuasively to promote a product, person, idea or business.

The copywriter, a professional specialized in the technique, has the job of carefully selecting the information. And then, he writes the copy (text) in a persuasive way. In this way, he makes the audience feel stimulated to take a specific action.

He needs to make the right choice of words to make the text pleasant. Furthermore, this text must be, at the same time, convincing. Therefore, it makes the reader realize that they will have advantages by carrying out that action.

Where did copywriting come from?

The first copy The first known invention was made in 1828 by Noah Webster. At that time, the term was related to an original idea imitated in writing and printing. From 1870 onwards, the term copywriter began to be defined as a professional who wrote advertisements. Thus, the copywriter was differentiated from the news editor.

One of the great fathers of the method was Claude Hopkins. He was already researching consumers' desires before writing his copy, back in mid-1886.

Since then, the technique has been used by advertising agencies. Big names, such as David Ogilvy, have used the technique. But we should not confuse copywriting with advertising writing. Some advertising texts can be copies. So there are differences to consider.

Currently, the copywriting is widely used in digital marketing. Product launch strategies, for example, use the technique. This is because the technique requires the presence of so-called mental triggers. Many of them are present in the copies. In this way, the copy You can use these arguments to lead the audience to the desired action.

The Power of Words

The first principle of copywriting is to understand the power of words. In this way, understanding that words have the power to evoke emotions, tell stories and persuade people. A copy An effective message is one that resonates with the audience, creating an emotional connection that leads to action.

To master the copywriting in practice, you need to choose your words carefully, taking into account the tone, voice and message you want to convey.

Know Your Audience

Another crucial aspect of the copywriting is knowing your target audience. So you need to understand who these people are, what their wants, needs, fears and aspirations are. The more you know about your audience, the more effective you will be at creating messages that resonate with them.

Do market research, create personas and always be aware of changes in your audience’s preferences and behaviors.

The Process of Copywriting

Now that we've covered the basics, let's take a look at the practical process of copywriting.

1. Research

The first step is research. So, before you start writing, you should gather relevant information about your product or service, your target audience and your market, as well as research competitors, study trends and identify the main selling points of your product.

2. Structure

Next, you must create a structure for your copy. Above all, this involves deciding on the format of your text (e.g. an ad, a sales email, or a landing page) and planning the sequence of messages you want to convey. A solid structure helps keep your copy organized and coherent.

3. Write Clearly and Concisely

When writing, remember that clarity and conciseness are essential. In this sense, avoid complicated jargon and long sentences. Therefore, be direct and get to the point. Use simple and easy-to-understand language.

4. Create a Sense of Urgency

A common technique of copywriting is to create a sense of urgency. This can be done by using phrases like “limited time offer” or “limited stock.” However, you should not overdo the message.

5. Test and Optimize

Finally, the copywriting Effective marketing involves ongoing testing and optimization. So, track how your messaging is performing and make adjustments as needed. Test different approaches, headlines, and calls to action to find what works best for your audience.

Some examples of short headlines using copywriting

1. For a Beauty Product:

“Transform your skin with our innovative formula. Discover true beauty in every application.”

2. For an Online Course:

“Learn from the best. Master the skills you need for success. Enroll now.”

3. For a Restaurant:

“Experience authentic world cuisine in a charming setting. Book your table today and taste the difference.”

4. For a Fitness Product:

“Get real results in just 30 days. Transform your body and your life with our fitness program.”

5. For a Financial Planning Application:

“Control your finances the smart way. Save, invest and achieve your financial goals with ease. Download now.”

6. For a Business Consulting Service:

“Unlock your business’ potential. Our experts are ready to guide you towards success.”

7. For a Travel Blog:

“Discover incredible destinations. Get inspired by exciting travel stories and exclusive tips. Explore the world with us.”

8. For a Fundraising Campaign:

“Make a difference. Contribute today to support important causes and create a positive impact in the community.”

9. For a Household Cleaning Product:

“Say goodbye to dirt. Our cleaning product works wonders on your home, making it spotless and shiny.”

10. For a Book Subscription Club:

“Explore new worlds every month. Get the best books delivered to your door. Join our book club now.”

These are just brief but effective examples of texts from copywriting that capture attention, spark interest and encourage action. The copywriting Well-crafted is a powerful tool for influencing target audience decisions.

What is the relationship of copywriting with the sales funnel?

The copywriting is closely linked to digital marketing. And especially with inbound marketing. In order for there to be an interest in advancing through sales funnel, people need to be stimulated. And the copy comes in to do this correctly. Therefore, it must lead people to consume the content produced.

Downloading an e-book, subscribing to a newsletter, opening an email or filling out a form. These actions are essential for capturing leads. Therefore, to optimize this work, it is very important to pay special attention to copywriting. Consumers themselves — increasingly informed and demanding — can now easily identify when a company is not investing in engaging and interesting content.

With competition increasing, paying attention to this strategy is a way to stand out in the market. And get more return with inbound marketing.

Why hire specialized service?

That the copywriting is essential for converting leads, that's already clear. The work of copywriter requires a lot of knowledge and writing skills. In addition, it requires empathy with the consumer. And to achieve this, it is necessary to dedicate time to studying the business. It is also important for the professional to have knowledge about the stages of the sales funnel. Thus, they will produce content according to each of them.

Therefore, faced with so many demands, it is very difficult to hire an employee to carry out this work. This has been a task of marketing agencies. Vero Contents, for example, has copywriters in the team. This way, we have a differential in optimizing client results.

Investing in improving content is a way to optimize your sales funnel. In addition to increasing lead conversion. This must be a commitment

Image: Freepik

Text originally published on 28/02/2022 and revised on that date.