Whether you’re a small business or a large corporation, you’ve likely heard about the importance of effective copywriting. But, what is copywriting exactly? You’ve been told time and time again that you need it, but pinning down what copywriting is can be a lot more difficult than it may sound. Copywriting, in its most basic form, is a marketing tool that is crucial for your business’s success. Having well-written, compelling content can be the difference between converting a reader to a buyer or watching them move on to the next guy.
Transform Your Copy Into Copywriting
Unfortunately a lot of websites don’t understand how powerful efficient copywriting is and that not everyone can do it. Article writers and general SEO writers cannot always break into the copywriting industry, because copywriting is a skill that needs to come naturally.
Well-thought copy doesn’t need an obnoxious sales message, embellishments or over-the-top messages to get the job done. Instead it uses a technique that gets the reader’s attention, sparks interest and makes them compelled to act. To know the answer to “what is copywriting?” you must know how to make effective copy without being over the top.
1) Exploit Benefits — Your Readers Want Them
When it comes to effective copywriting, it is all about the customer. You need to exploit the benefits not for yourself, but for the customer. Tell the reader how your product/service helps them and why you’re better than the other similar products or companies out there.
2) Don’t Be Afraid to Exploit the Competition’s Faults
Just because you tell the reader you’re better than the competition doesn’t mean they won’t go over there and buy from them anyway. You need to also tell the reader why the competition isn’t the solution. Your copy must explain the weaknesses of your competitors so that your readers know that buying from your competitors could be a costly mistake. While you want to tear the competition down, you need to back up the faults you list with actual proof. Don’t make up competitor faults just to gain an edge — it will back fire.
3) Understand Your Readers
As a business owner or inventor, it’s hard to really know your audience. After all, you come from the product/service perspective — not the buyer perspective. Effective copywriters flaunt your products, but do so from the perspective of the reader and consumer. They can tailor your content to speak the lingo of your target audience. For example, if you’re marketing to young teens or adults, a copywriter can use terminology that your audience uses on a day-to-day basis.
4) Flip the Perspective to the Other Side
Your readers don’t care about the “we” or “I” of your company. If most of your website’s copy refers to what “we do” or “we offer,” it’s time to switch. Switch your perspective from the “we” to the “you” and write directly to the audience.
5) Get Aggressive and Stop Being Passive
Actionable content results in actionable moves from the readers. If you just say “call us if you want” then the reader really doesn’t feel compelled to call, now do they? If, however, you say “Call now for your offer!” you’re going to get readers jumping on the phone to call your company. Passive voice doesn’t sell, and it doesn’t make readers react to your content.
What is Copywriting and Why Should You Hire a Pro?
There are a lot of books and websites out there that tell you what techniques to implement to create effective copy. Strong statements, compelling calls to action, bullet points, and awesome headlines. So, with all of this information out there, no one should ever have the need for a professional, right?
Well, this isn’t true. There are times DIY projects make sense, but there are also times when professional help just makes sense. So, instead of asking what is copywriting? You should be asking, when do you need copywriting services?
You’re Not a Writer
Natural writing talent accounts for about 90% of copywriting, while 10% accounts for the personal connection with the product or service you’re selling. Also, if you don’t have the time in your schedule — how could you when you’re running a business, right? — You need a professional to help you out. According to the Content Marketing Institute, 64% of businesses don’t have the time to generate the amount of content needed for their website.
Writing can feel like a chore to someone who doesn’t do it on a day-to-day basis. If you feel as though it’s a boring task, it will show in your writing and your readers will notice.
Bottom line, it won’t matter how amazing your company is or how revolutionary your product/service is if you cannot tell the readers about it. Powerful copywriting delivers your message.
You Don’t Have the Necessary Writing Experience
You know your product and you know your company. So, you might be able to generate awesome content for your company newsletters or even your blogs, but when it comes to sales letters, landing pages and marketing material you need to be able to write well enough to move people from readers into buyers.
An SEO writer or copywriting service can write your sales content so that it not only increases your conversions, but ranks your website higher with search engines too.
It’s Hard to Be Objective
When you’re close to your company it is really hard to be objective about what you’re offering customers. After all, you think about the time, resources and personal effort you put into creating what you’re selling. You know all of the behind-the-scenes details that most customers will never know about and unfortunately most customers don’t care to know about.
A writer from the outside can put aside those background details and write about what matters to the customer.
Your Brand is On the Line
Your brand’s reputation is always on the line. Since 80% of customers connect with brands through social media, according to the Huffington Post, a company needs to positively influence its brand through its website, blog and other online marketing outlets. Your sales copy and ad copy needs to make a positive impression that lasts, and a great copywriting service can do just that.
Recap: What is Copywriting?
- It is writing that markets to the customer.
- It is a well-structured service that conveys authority and gets customer attention instantly.
- It is a professional service and investment for your company.