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What Is Copywriting in Advertising?

This week, I’ll tell you what copywriting in advertising is and how you can use it to sell more goods. Let’s get started.

Why Should You Care About Copywriting In Advertising?

If you’re reading this, I assume you’re either a marketer or an advertiser. In either case, you’re probably wondering what copywriting in advertising is and why you should care about it. Let’s examine each dimension of the question.

First, why should you care about copywriting in general? I’d argue that every piece of content you create—whether it’s an ad, a landing page, or even a blog post—is, in some way, copywriting. It all depends on how you’re structuring the content and what you’re saying, but it’s safe to assume that you’re composing text in some form or another.

Second, what is copywriting in advertising and how can you use it to your advantage? To put it simply, copywriting in advertising is the act of using words to persuade a consumer to take a specific action. In other words, copywriting in advertising is the act of persuasion via the written word. Sometimes, you might even call it “word-driven marketing.””

Like any other form of advertising, copywriting in advertising can be used to attract consumers, promote a product or service, or simply convey information. As a marketer or an advertiser, what you’re interested in is the effectiveness of the particular piece of writing in driving consumer action.

Here’s another way to put it: If you’re creating online content to drive sales, click-throughs, or leads, then you’re performing copywriting in advertising. If you want to write a persuasive essay to make a political argument, you’re performing copywriting in advertising. If you want to convince someone to buy your product or service, you’re performing copywriting in advertising. Etc.

At first, it might seem like performing copywriting in advertising is complicated. After all, in a conventional advertising agency setting, you’d have authors who specialize in marketing copy, adverts who specialize in creative copy, and editors who specialize in revising both marketing copy and ads. But that’s the beauty of digital marketing: With a little bit of automation and specialized software, you can free up time to focus on other aspects of digital marketing. Like SEO, content strategy, and performance marketing.

Developing The Perfect Headline

If you’re reading this, it’s safe to assume that you’re already familiar with the concept of a headline. For those of you who aren’t, a headline is the first line or the first few lines of an article. Sometimes, it can be used to gain interest or attract a potential reader. After the reader is attracted, the rest of the content will try to prove that they were right to pay attention in the first place. If you’re a journalist, you might write an article about a controversial topic and need to prove that your readers agree with your stance. If you’re a marketer, you might want to highlight a new research result that refutes the conventional wisdom of your industry. Whatever the case may be, a good headline should be concise, captivating, and compelling enough to make the reader want to read the rest of the content. In the words of Martin Luther King Jr., “A good headline is like a briefcase full of sunshine” (The King of Self-Motivation).

While we’re on the subject of headlines, it’s worth noting that not all short, punchy headlines are created equal. Sometimes, the perfect headline can be as simple as the truth. For example, let’s say that you’re writing an article about the benefits of CBD oil for pain relief. Instead of starting with something like, “Hey, everyone. We at Organic Apricot Pits know exactly what you’re going through. We’ve been there, and we can help. Try our delicious organic CBD oil today, and you’ll see what we mean.” You might just say, “Try our delicious, pure CBD oil for pain relief today and see what we mean.” We didn’t add a couple of extra sentences just to have longer ones. We kept it simple and to the point because it is the truth. Short and to the point.

Using Language That The Audience Reacts To

If you’re marketing to someone who is already familiar with your brand or has a similar product, you can take advantage of their prior experience and relate in some way to what you’re saying. In this case, you would want to create an emotional connection with your audience by using the right words and sentence structures. In other words, you want to write something that will evoke an emotional response in the reader. If you’re not sure what this is or you’ve never really thought about it, it’s time to start.

To better understand this concept, let’s take a look at an example of editorial copy written by a professional copywriter.

“If you’ve been searching for a way to take your skin care needs into your own hands, you’ve come to the right place. We’re going to introduce you to Dermafoliant, a revolutionary new product that allows you to harness the power of vitamin C to improve the health and beauty of your skin. So how does it work? Dermatologists developed Dermafoliant to be the natural alternative to chemical peelings and vitamin C serums, which offer temporary relief but come with considerable side effects. As a Vitamin C serum owner, I was skeptical at first. But after trying it for myself, I was won over quickly by the product’s proven results. Now, I recommend Dermafoliant to all of my patients. It’s the answer to their prayers for healthier and more beautiful skin, and it’s my pleasure to tell you about it.”

(Above)

Let’s break that down. First, the language and the way it’s phrased is designed to evoke an emotional response in the reader. As a general rule of thumb, if you’re writing to an audience that has no previous knowledge or experience with your brand, find a way to connect with them on a personal level. Otherwise, it’s simply preaching to the choir. As a marketer, you have to remember that not everyone reading your content is a potential customer, so keep this in mind as you develop your content strategy.

Converting SEO Into More Than Just SEO

If you’re searching for a product or service you’re interested in purchasing, you’ll more than likely land on a digital marketing or advertising website. When you do, you’ll want to take advantage of the fact that the website’s content is written to attract the kind of customers the website owner is looking for. In other words, you want to perform SEO on the site to help it rank higher on search engine results pages. The better the SEO, the more eyeballs the website gets and the more opportunities for conversion. But that’s only the beginning.

Once you’ve optimized the site’s content for search engines, it’s time to move on to other forms of digital marketing. Take a look at the list of techniques below.

  • Performance Marketing
  • Web Analysis
  • Content Strategy
  • Social Media
  • Email Marketing
  • Remarketing
  • Affiliate Marketing
  • Pricing Strategy
  • Brand Building

Performance Marketing

Performance marketing is all about getting the most out of your existing social media presence. To put it simply, you want to use social media to drive as many leads, clicks, and sales as possible.

If you’ve been spending a lot of time watching YouTube videos or browsing social media, you’ll have noticed that some content creators will often encourage you to click a link or buy a product that is featured in the video. While this is helpful, it can also be a lot of work depending on your goals. If your goal is just to enjoy YouTube videos and gain some inspiration, you can leave these types of marketing tactics to the pros. In other words, you can use them, but you don’t have to. Alternatively, if you’re looking to grow your business via social media, you can learn to harness this type of marketing effectively. To do this, you need to take a step back and evaluate what is and isn’t working for you.

Many businesses have learned the hard way that simply posting frequently and using hashtags isn’t enough.