You may be familiar with the phrase “It takes money to make money”. This sentiment rings true when discussing the importance of copywriting in your business. Creating compelling, engaging content to attract and retain customers is a key pillar of a marketing strategy. The following will discuss the various forms of copywriting that you may encounter, the importance of each form, and how to approach your copywriting to increase your bottom line.
Basic Form
This is the most basic and common form of copywriting. It is the copy that you will find at the top of a website or featured in the banner at the top of a blog post. The main purpose of this type of copy is to generate interest and encourage the reader to learn more about the product or service.
In a nutshell, this type of copy is meant to be entertaining, informative, or inspiring. The copy must be concise, easy to understand, and completely engaging for the reader. Although this type of copy may only appear in one place at a time – often on a website or blog – it can still be found in many forms throughout the digital space. Be sure to keep this in mind as you create your content.
Informative Form
If you are new to the world of copywriting, this may be the kind of copy that you are familiar with. It is written in the style of a tutorial or how-to guide and often includes helpful tips, tricks, or useful information. The reader is presented with the facts in an engaging way and is then hopefully, lured into purchasing the product or using the service for fear of missing out.
This type of copy usually appears in the form of a blog post, an e-book, or a website article. It can also appear as a short video clip on social media websites such as YouTube or Instagram.
The main purpose of this type of copy is to educate the reader about your product or service in a manner that is interesting, concise, and easy to understand. If you can pull this off, you will have succeeded in crafting informative copy.
Entertaining Form
If your product is among the trendy, cool products such as a smartphone or vegan cuisine, you may find yourself in need of entertaining copy. This is the copy that you will use when trying to promote something that is fun, exciting, or trendy. It will usually include a combination of all of these elements.
If you are writing for an Instagram audience, you may want to consider using this type of copy to gain followers. After all, who doesn’t love a good laugh or a heartfelt tale of loss and struggle? The key to this type of copy is to make the reader engage in the narrative through humor, a heartfelt tribute to a lost love, or by presenting the information in a unique way. Whatever you may find yourself needing to promote, you will be able to craft entertaining copy to make your efforts more effective.
Inspirational Form
This type of copy takes the cake when it comes to being diverse in its uses. It can be used to enliven a boring pitch, encourage a tired audience member to action, or remind an audience that your product is the answer to a thousand questions. Basically, it’s meant to inspire the reader to be more engaged, active, or informed.
A good example of this type of copy would be the Oprah Winfrey Show. When Oprah needs to encourage an audience to action or persuade them to buy a certain product or service, she will often use inspirational copy. Of course, this is a form of copy that she has used for years and will continue to use well into the foreseeable future because it works so well.
The key to this type of copy is the ability to make the reader emotionally connect with the copy. To accomplish this, you will want to find a way to relate to the reader on a personal level. The copy should be such that even the most unlikely reader can relate to the experience, situation, or narrative presented. This type of copy is effective because it touches on a topic that is intriguing, relatable, or significant to the reader.
Action-oriented Form
If your product or service can help your reader overcome a problem, you may find yourself in need of an action-oriented copy. This type of copy will include a call to action – either in the form of a button, link, or text – that the reader can follow to take some kind of action (purchase a product, sign up for a trial, etc.).
The key to this type of copy is to make the reader take some kind of immediate action. This action should be tied directly to what the reader is looking for, but it should also be easily accessible. If you can get the reader to take this action, you will have effectively persuaded them to follow your advice, convince them to try your product, or convince them to attend your presentation. When it comes to online forms, the action can be as simple as filling out a box or clicking a button.
Concrete Form
If you are looking to craft a pitch for a business partner, investment group, or corporate entity, you may find yourself in need of a concrete copy. This is the copy that you will use when you are presenting your proposal, negotiation, or demand. The main purpose of this type of copy is to convince the reader that your proposal, plan, or argument is valid and should be accepted or followed.
This type of copy will usually include details such as numbers, facts, and figures. It can also include references to previous experiences or studies that prove the case. The argument should be presented in a compelling manner, backed by evidence and research. The goal is for the reader to nod in understanding and accept the proposal or demand.
The best copy for this type of situation includes multiple references, facts, and figures to make the point and counterpoint. It should be backed by expert knowledge and experience rather than just an opinion or a subjective viewpoint. This copy will make your partner, boss, or corporate entity agree with your position and offer you a fair deal, thereby increasing the chance of their success.
Summing Up
If you are reading this article, you are likely already aware of the importance of copywriting in your business. However, it is always wise to reiterate the point. This content will hopefully inspire you to incorporate more effective and creative copywriting techniques into your marketing mix.