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How to Add Copywriting to Your Portfolio

Writing compelling copy for websites and emails is one of the most basic and fundamental pieces of copywriting. In most situations you will be asked to write content for websites and emails regarding products and services that you have used, know about or have interest in.

However, as a copywriter, you should always be thinking about adding value and pushing the boundaries of what can be written, said or marketed. One way of doing this is through brand storytelling, which is essentially using a product or service as a vehicle to tell a compelling story about an individual, business or brand.

So rather than just writing about the product or service, you can use the elements of the product (or occasion) to tell a story about an individual, business or brand. For example, if you were tasked with writing about a new type of jeans, you could do so by exploring the character, lifestyle or history of the person wearing the jeans. This would require you to gain deep insights into who this person is and what they want as well as how they live their life. Once you have this information, you can craft a brand story that relates directly to the individual wearing the jeans – whether they are a man, woman or child. This brand storytelling approach is hugely valuable and can be applied to almost any area of marketing, including advertisements, websites, emails and social media.

Make Sure You Know Your Target Audience

It is essential to know who you are writing for and why you are writing. To begin with, you should ensure that you are targeting the right audience for the product or service that you are promoting or advertising. Bear in mind that your target audience may not be familiar with your subject matter or your industry, so it is essential that you educate them about what you are advertising or promoting. This is usually done through strategic marketing research (such as customer interviews, online surveys, social media listening or analysis, and traffic measurement).

Understand The Role Of The Product Or Service In The Life Of Your Audience

As mentioned above, the product (or service) plays an important role in brand story telling. In order to write compelling copy, you need to understand the role of the product (or service) in the life of your audience, as well as what they want and need in relation to it. Ideally, you should try to position the product (or service) as the solution to a problem that your audience either has or is likely to have. For example, if you are writing about car insurance, you could explore how stressful or time-consuming it can be to find a good, affordable policy. You could also include the insurance company’s point of view on why they are the best in the market.

The Key Ingredients Of A Successful Copywriting Strategy

So, what makes up a successful copywriting strategy? In most situations, a solid copywriting campaign will include the following components:

  • A clear idea of the objectives and goals for the campaign
  • A strong understanding of the target audience
  • Determining the best method of communication (such as email, text messaging, or social media)
  • A plan of action and timing for the campaign
  • Regular review and reflection on the performance of the campaign
  • And last but not least, a commitment to learning and growing as a copywriter

With the above components in mind, you are ready to write compelling copy for your clients or employers. Furthermore, by following these guidelines, you will be able to consistently write compelling content that will gain you more clients and, ultimately, fame and fortune.