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Where to Start With Copywriting?

You’ve probably heard of content marketing, maybe even done some of it yourself. But did you know that copywriting is a form of content marketing? It’s a vital tool for any business, and the more you know about it, the more you’ll be able to utilise it in your own content marketing strategy.

What is copywriting?

You may be familiar with the phrase “copyhinting”, which is essentially copywriting for web content. When you search for it on Google, you’ll get over 500m results – including this very article!

In simple terms, copywriting is the use of words to persuade the reader to take some action. This action may be to make a purchase, apply for a loan, or respond to a poll – anything that can be triggered by words on a page.

While copywriting for web content is relatively straightforward, it can become quite sophisticated when used for advertising or PR campaigns.

What is the purpose of copywriting?

The main purpose of copywriting is to persuade the reader to take some action or make a judgement about the product or service you advocate. In the simplest terms, you can think of copywriting as marketing words – the tools used to attract, engage, and convert a prospective customer into a paying customer.

So, when creating content for web users, social media marketers, and email marketers, you’ll be using copywriting to some extent – whether explicitly or implicitly.

What does it mean to “write compelling copy”?

Let’s say you’re pitching a travel insurance policy to a potential customer. The copywriter on your team could write, “We know how stressful it can be to travel, but having travel insurance makes the world of difference. It gives you peace of mind, knowing that if you have an accident or get sick while traveling, the company you’re insured with will cover the expenses. It’s the perfect travel insurance policy for frequent flyers and those who love to travel.”

In this example, the words “perfect travel insurance policy” are used to persuade the reader to take the action of applying for a travel insurance policy. The words represent the copywriter’s opinion, but they’re also meant to convince the reader to agree with the opinion – in this case, that a travel insurance policy is the perfect solution for a travel-related concern.

How can you utilize copywriting in your marketing plan?

1. Product Descriptions And Packaging

You’ll be using copywriting to explain the features and benefits of your product, as well as its intended use. This is also where you’d include any disclaimers or terms of use, as well as supplementary content like product guides and FAQs. Your product description and packaging is a place for compelling copy – the persuasive words that will encourage the reader to make a purchase.

For example, if you’re selling clothing, you might write:

“Whether you’re hitting the beach or the city for a long summer holiday, let this swimwear packing guide help you figure out what to bring. In spite of the beach being one of the most beautiful places on Earth, the humidity and the heat can be brutal. This guide will tell you what items of clothing you need to bring to ensure that your vacation is as comfortable as possible. When it comes to packing for vacation, the last thing you want to do is go overboard and bring too much. Follow these tips and you’ll be able to enjoy your trip without missing a single swimsuit style.”

You can see how the above text might work for a product description for a travel insurance policy. The words “perfect travel insurance policy” might tempt the reader to click through to the website, where they can learn more – particularly if that website offers additional convenience for the reader (e.g. a comparison of the different policies available, or a link to the policy that best suits their needs).

2. Advertising And PR

If you’re running an ad or PR campaign, you’ll be using copywriting to write the text that will accompany the advertisement or press release. This is where you’d include any copy for online ads, billboards, and so on. When it comes to writing compelling copy for advertising and PR purposes, you have three main audiences to think about – customers, potential customers, and the media. In order to engage your audiences, you’ll be using a range of techniques, from storytelling to emotional appeals.

For example, if you’re a small business owner who’s run out of ideas on how to promote your business, you might decide to try crowdfunding – putting up money to fund your business idea or project. Once you’ve established a website for your business, you can use it to gain credibility with potential customers and the media alike. You might write:

“Crowdfunding is a great way to get the word out about your business. Once you have established a presence on a website, you can use it to pitch your idea or product to potential customers and the media. The beauty of crowdfunding is that you don’t need a lot of money to get started. You can use tools like Google AdWords to gain credibility with potential customers, and then build on that by reaching out to media contacts directly.

Crowdfunding enables you to take your business (or brand) to the next level – it gives you the opportunity to show your customers and the world what you’re capable of, and it might just open up new opportunities for you.”

So, whether you decide to go down the crowdfunding route or not, reaching out to potential customers and the media will undoubtedly be part of your content marketing strategy. But let’s not just focus on the present – let’s look at the future as well!

3. SEO

We all love a good search engine optimization (SEO) hack, right? These are the tricks of the trade that help you improve your website’s visibility in search engine results.

SEO is all about playing with the words and structures of your web content to make sure that your site is easily discoverable by potential customers who are searching for your product. For example, let’s say you’re running a hotel website and you want to ensure that people can find your hotel when they’re searching for “hotels near me”. You might write:

“There’s a lot of competition in the hotel industry, so it’s essential that you create content that will appeal to your audiences. To achieve this, you need to focus on incorporating keywords into your content material. There are some simple SEO tips that can help you improve the discoverability of your hotel, no matter what size it is: “

“Include keywords in your headline, URL, and body copy. When someone is searching for a hotel, they’ll probably also be searching for other related terms. So, if you want your hotel to stand out from the rest, you have to incorporate these keywords into your content material. Create content that is engaging and provides value to your target audience, and you’ll be able to rise to the top of the heap.”

4. Social Media Marketing

Did you know that almost everything you read on social media is actually content? What are we referring to here? Posts on social media platforms like Twitter, Instagram, and LinkedIn are essentially content, as are the status updates and photos we share on Facebook. Even YouTube’s quirky sense of humor can be considered content! So essentially, everything you read, watch, or listen to on social media is content, which makes it a perfect place to gain and retain some of your audience. Why? It’s easy to access and has a massive reach. With over 3.8 billion monthly active users across the globe, you’ll undoubtedly find an audience on one of the biggest platforms out there!

“The most effective way to reach your customers is through digital marketing, which works in concert with SEO to gain potential customers and encourage them to make a purchase or fill out a form. Your social media strategy should consist of content that is valuable and engaging to your target audiences. This will grow your community and attract more people to your page. Create content that is worth sharing, and you’ll be able to build a substantial audience on social media quickly. If you want to write compelling content for your social media strategy, take a look at successful online communities and use tools like HubSpot to pinpoint content that is valuable to your target audience. You can also segment your audience based on interests and demographics, to better understand what they want and how you can provide value. “