When people think of advertising, they usually think of commercials or social media ads. While these are essential, effective forms of advertising, there is a lot more to creating advertising than just copywriting for commercials. In this article, we will discuss the various aspects of copywriting, how it works, and how to do it.
What is Copywriting?
Copywriting is the branch of advertising that specializes in writing persuasive and engaging copy for advertising, marketing, and corporate communications. In other words, copywriters are the people who make sure that your marketing materials, such as advertising campaigns, social media posts, and web content, are compelling and easy to understand.
Why Do I Need a Copywriter?
Good question. Let’s examine why you might need a copywriter.
- Branding
- Campaign Launch
- Product Sales
- Market Research
- Social Media Content
As a business owner, you might be tempted to try and handle all of these tasks yourself. Perhaps you’ve even seen other businesses try and handle these tasks themselves and fail. Why? They didn’t have the in-house expertise or the experience to properly scope out the project, pitch the right people, and track the results.
A business like Habbo Hotel proves this point. The company tried to cut corners by outsourcing all of their copywriting tasks to freelancers. Unfortunately, due to poor oversight, the copy was terrible and caused the company serious reputational damage. When you outsource your tasks to freelancers, you lose the ability to ensure that the work is of high quality and that you are getting what you paid for. Even worse, you might not have good insight into what particular wording is most effective for your purposes.
Instead of trying to do everything yourself, hire a copywriter. A skilled copywriter will be able to take your needs and objectives into consideration and then craft a winning proposal. At the end of the day, you won’t have to worry about quality control and can focus on growing your business.
What is a Copywriter’s Job?
A copywriter’s job is to create compelling copy that will draw in and motivate the right audience to action. In the world of digital marketing, this might mean writing compelling articles for digital marketing blogs. It might also mean creating social media posts that engage potential customers or clients. Or, it could be taking the form of a persuasive sales pitch for a new product or service.
Regardless of the project, the goal is to write compelling content that will encourage the reader to take some sort of action. This might mean making a purchase or filling out a form. It could also mean starting a conversation with a company or person via social media.
Types of Copy
There are four basic types of copy that a copywriter might create. These include:
- Product Description
- Product Comparison
- Product Review
- Sales Letter (Also known as Business Letter or Presentation)
Each of these copy types will have its own nuances and style nuances that should be observed and adhered to. A good copywriter will be able to provide you with specific examples of how they have executed these copy types in the past.
Product Description
A product description is a short piece of text that explains what a product is and why it is beneficial to your target audience. The purpose of a product description is to draw the reader in and make them want the product or service described inside the copy. A good product description will also convince the reader that your product is better than the competition’s product because it…
Include specific details about the product, including its features, how it works, and any limitations. For example, let’s say you’re writing about a travel pillow. You would want to include the following in your product description:
- The pillow’s size and shape
- Matching accessories
- The fabric the pillow is made out of
- The filling inside the pillow
- The pillow’s price tag
- And more
This description would have all the information a potential customer needs to know about the product without having to read through a lot of text. Alternatively, a lot of products don’t have good descriptions. This makes them difficult to find online when somebody is seeking the product. A good product description will make your product easier to find and, as a result, increase your conversion rate.
Product Comparison
When somebody is seeking a product or service, they will often compare it to other products or services. To compare two products or services, you will need to write a piece that lists the pros and cons of each product or service. When writing a product comparison, it is important to keep in mind that you are comparing two items. As a result, it is necessary to compare their similarities and differences rather than their individual merits.
Use comparison charts and diagrams to illustrate your points. These sorts of charts and graphs can greatly enhance your writing by making it easier for the reader to follow along. Remember, comparisons are only valid when the items being compared are equivalent in all other aspects. For example, if you are comparing the quality of a product or service that costs twice as much as the other product or service, then the comparisons aren’t valid because the cost is not taken into consideration.
Product Review
A product review is when somebody writes about a product they have tried out or is currently using. The goal of a product review is to give the reader an in-depth understanding of the product through a descriptive article. A good product review will educate the reader about the features and benefits of the product and convince them to try it out.
A product review can be very persuasive in nature. In fact, some businesses use product reviews combined with other marketing tactics, such as email marketing and social media, to attract potential customers. Depending on the product being reviewed, a good review can do very well in terms of generating organic traffic and increasing conversion rates.
Sales Letter (Also known as Business Letter or Presentation)
A sales letter is a type of marketing pitch that is used to convince a reader to purchase a product or service. It usually begins with a greeting and ends with a call to action such as a request to visit a website or sign up for an email list. During the sales pitch, the copywriter will need to keep the customer’s attention through the use of compelling language, strong structure, and vivid examples.
The goal of a sales letter is to get the reader to act. For that reason, it is important to keep the language simple and easy to understand. This brings us to the next point.
Choosing the right words is crucial to the success of a sales letter. Sometimes, the most difficult part of copywriting is finding the right words to describe the product or service. In creating a sales pitch for a travel pillow, for example, you might search for words like “luxury,” “high-end,” or “premium” to name a few. Words that evoke an emotional response in the target audience will help you capture their attention and move them to take action. Ask yourself, “Does this language resonate with my target audience?” If you are unsure, ask some of your friends or customers who might be able to give you an honest opinion.
How is Copywriting Different from Advertising?
While advertising and marketing are both forms of marketing, they are quite different. Advertising is usually associated with traditional media such as TV commercials and magazine spreads. These are still forms of advertising, but the focus tends to be on branding and getting the customer to talk about your product rather than engaging with the reader on a more personal level.
Marketing, on the other hand, is all about engaging with the reader on a more personal level through various types of content.
A good advertising agency will take your product and target audience into consideration when creating ads for TV or magazine spreads. As a result, the copy will usually be very persuasive and interesting to the customer. Also, marketing will usually involve creating content such as emails, web content, and social media posts that are focused on educating the reader about your product rather than selling your product.