Have you ever been on the internet and landed on a funny or quirky website, when you’re searching for something more serious? Chances are, you have. That’s because most websites focus on one thing: selling a product or service. The content may be entertaining or informative, but it’s always been geared toward promoting an affiliate product or service (think affiliate marketing).
If you’re looking for a more serious website that focuses on entertaining you, you’ve probably stumbled upon a blog. Blogging is a fantastic way to generate traffic and leads. But it’s not quite as easy to write about what you know. That’s where the copywriting comes in.
What is copywriting?
In general, copywriting is the use of words and phrases to describe a product or service. The goal is to create a compelling call to action that will make the reader take some type of action. When you write copy for marketing, you’re telling prospective customers or readers about your product or service. You’re also attempting to engage with them emotionally or intellectually. In short, you’re trying to persuade them to buy what you’re selling. Which is a lot like what lawyers do. Except that you’re using words instead of legalese.
Why should you care about copywriting?
Writing persuasive copy isn’t just for fun. There are actually several applications for copywriters. Here are just a few.
Product Description
If you’re writing product description for online vendors, you need to make sure that each part of the text is concise and to the point. Don’t write a 2,000-word essay about the history of the Hockney glasses. Also, be sure to check out the vendor’s other products and services that you might highlight in your product description. This is also an opportunity to show off the quality of your product or service.
When buyers visit online marketplaces like Ebay or Amazon, the first thing they’ll see is the product description. As a marketer or copywriter, you’ll be responsible for drawing in potential customers and convincing them to make a purchase. Make sure that your writing draws in the right kind of audience.
Product Promotion
If your product is new or relatively unknown, you’ll need to promote it heavily in order to generate buzz and gain sales. One of the best ways to do this is to write product descriptions for other platforms or websites. Platforms like Squidoo and Shoestring are great for this, as they allow you to write short blog posts that promote your product. These short posts give you the opportunity to connect with potential customers while also not having too much text.
If you create a blog post around an infographic, for example, you can draw in the readers interested in that subject matter and keep in mind that those people are also more likely to be interested in your product. Just remember that humans are pretty lazy, especially when it comes to marketing. We want to be able to find what we need quickly and easily without having to click through a million options. So if you do this often, you risk losing customers to another brand or website.
Advertising
If you’re writing advertising, you’re attempting to convince readers to click a link or watch a video. Think bloggers, video bloggers, and journalists. You’re often in a situation where you have to work quickly to get the article or video published before the deadline.
When you’re advertising, you’re not only trying to convince people to click a link or video but also to take some type of action. Whether that’s signing up for a newsletter or registering for a webinar. Your copy should encourage them to take action so that you can later measure the results of your ad campaign. The goal is to get as many people as possible to take some type of action. So, if you can write something that will make a reader or viewer click a link or video, you’ve likely achieved your goal.
Content For Social Media
If you’re a content creator for social media platforms like Twitter or Facebook, you already know what your job is: create compelling content that will engage your audience.
For example, let’s say that you’re a fashion YouTuber and you notice that a lot of your viewers are trying to find leather jackets and trench coats. There’s also a lot of buzz about a style entrepreneur named Cameron Silver who is known for his trendy but durable leather jackets. If you decide to write a blog post about the best leather jackets for men, you’ll gain a lot of authority because you’re providing useful content for your audience. They’ll also trust you because of your expertise.
If Cameron Silver decides to respond to your blog post and share his thoughts and opinions, you’ll gain even more credibility. Not to mention that you’ll have more than enough material to keep the conversation going.
As you can see, there are several ways that copywriting can help you market your product or service. If you’re interested in getting started, just remember to have fun with it. Create compelling content that will keep your readers engaged and interested in your company.