What is Copywriting?
Copywriting is one of the most important skills in digital marketing.
The activity or occupation of writing the text of advertisements or publicity materials.
Copywriting is the content you see written in the caption of a Facebook Ad.
It is the headline of a Google Ad or the description of a YouTube Video.
It is the text on a website from the landing page to the product page.
Copywriting motivates people to click on a website, tells them why they need to buy the product, and persuades them to swap their money for goods and services.
I am talking about the content put on websites, Social Profiles, Ad Campaigns, and Email Campaigns that are designed to make somebody want to buy a product, become part of a community, sign up for a free offer etc.
You can make everything work, but if you can’t make your copy work, everything will fail.
Let’s understand how these words “copy” and “copywriting” came into existence.
The first form of mass marketing came in the form of print. Printing presses were invented by Gutenberg and people started publishing content on newspapers and magazines.
For the first time content could reach a lot of people through a replicable medium.
Then came the printing press (before TV and Radio came along) which helped people make copies of the content.
That’s why it came to be called “Copy-writing”.
Before the invention of the printing press, the only kind of sales were done through 1:1 sales by Salesman.
People used to sell door to door and they used to have their merchandise in a market square and they sold their stuff. There was no concept of an “ad”.
The printing press was invented and newspapers started getting distributed, the concept of an ad copy was born.
And it is called an ad copy because the ad can be copied into each replica of the same newspaper that reaches 100s and 1000s of people.
People who wrote content for these ads became COPY-writers.
They were Ad Copywriters, but they became known as copywriters. And the art of writing ad copies became known as “copywriting”.
Language skills have nothing to do with copywriting.
Copywriting is the art of seamless communication with the target reader.
Copywriting means I am just talking to you directly, Is it so? Yes
Like I am sitting next to you and talking about copywriting? That’s the skill.
Copywriting skill is not a skill that has to be learned (or needs to be learned).
Effective copywriting means that to just communicate properly.
We all communicate very well with our friends and family in-person.
But we become boring when it comes to writing online.
That’s because writing online is a strange experience for humans.
The art of copywriting is to bring your online writing style to as close as possible to in-person communication.
LIKE unlearning your heavy professional English and become better at communication through writing.
Are u a born copywriter. Have you just forgotten you wrote Essays at school and project notes in college?
Albert Einstein said “Education is what remains after one has forgotten what one has learned in school.”
What is Copywriting NOT ?
Copywriting is intended to move you to action.
It is strategic and to the point. So anything that does not do that? Not Copywriting. A blog post about Facebook Ads? Not copywriting.
That book on your shelf that talks about what copywriting is that you have not read? STILL not copywriting.
It seems to be a confused WORD, but they are not quite the same.
COPYWRITING is the text you see promoting the products within the ARTICLE.
So, You see the difference?
Content Marketing says, “Here is some free value in the form of useful information. If you feel like it, check out our other useful information or get it delivered to your inbox, sign up for a free trial etc.”
It is usually a longer form of content i.e. 500 to 3000+ word articles.
Copywriting does not beat around the bush.
It says, “Sign up for this free thing” (in a very convincing tone) of about 100-1000 words that tell you what the product does, why you need it, and how to buy it RIGHT NOW.
Why you need Copywriting ?
If you have a product that you are trying to sell to people – you need copywriting.
The only way for your customers to get from their ledge to your product’s ledge is a bridge, so COPY IS THAT BRIDGE.
Copywriting engages people.
It makes people read. It is just like speaking skill where you can make people listen to you.
Copywriting is talking with words. Talking directly, to the point, without fluff.
Talk less, say more. Write less, say more. That’s it.
So if you want to become a great copywriter, learn to write like you would talk.
Once you get that skill, you can refine it over time.
Copywriting is the most important skill in digital marketing because such copy sells.
You already engaged on this post until this moment. If you write to the right person and send the right message, people will read.
The first question that people ask is that “Will people have patience to read such a long sales letter?”
The answer is YES and NO. YES, the buyers will read.
People who are not willing to buy, they will not read.
And in such a sales page, 2-5% conversion. Which means if you get 100 visitors to the sales page, 2-5 people will convert.
These 2-5 people converted BECAUSE it was a long sales copy.
The copy helped them understand if the product is for them.
If the product has good testimonials and user feedback. It helps them understand the features and benefits of the product.
If you are reading up to this line, you are reading because you want to learn copywriting.
Some people will never see this line even if they started reading.
Those are the people who are not interested in learning copywriting skill. They are not serious enough to engage in it.
A great copywriter would do the best job in talking to the prospect in the best way possible, so that the prospect converts into a buyer.
They have free blogs and free YouTube videos. They make money from display ads.
Getting traffic is not the problem. The problem lies in converting that traffic into sales.
If you can convert traffic into sales, you can always pay for the traffic. Or pay for creating the content that brings in the traffic.
For every 100 visitors to this sales page, at least 2 sales.
You can hire enough content writers to write, rock with content marketing and get a lot of traffic.
You can hire SEO experts and make sure the site is indexed well on the search engines.
You can hire paid marketers and get them to make the best of the campaigns which brings in traffic at the lowest cost.
You can hire designers to get the best website and ad copy designs.
You can hire them all because you can pay them all.
Because your copy converts.
Because when the traffic from all the sources makes you money, you just pay a part of that income back to traffic generation.
Copywriting is the ultimate skill in Digital Marketing. If you can make copywriting work, you can buy off every other skill set in digital marketing.
On the other hand, your SEO, Design, Content, Paid Ads skills will be of no use if you can’t convert the traffic into sales.
Businesses in India don’t realize that they need long sales copies. So they are not looking for a copywriter.
If you learn copywriting now, the only way you can make money off it is to sell your own products.
If you don’t have your own products, you can still start learning copywriting.
Read a few books on it. Write on your blog.
Write a copy for other businesses for free. Eventually, it will become the ultimate Digital Marketing skill.
The skill to get someone’s attention for this long is the ULTIMATE SKILL.
When Should You Use Copywriting?
You should be using copy on all of your business’ online platforms: social media, emails, and websites.
As business owners, we still need to ask people to buy things.
We just need to do it TACTFULLY.
Filling your blog page with copywriting might be overkill 😉).
This is where you want to focus on Content Writing and providing value before asking.
On the reverse, copywriting on your landing page is Essential.
This is the website page that is going to persuade somebody to visit your blog.
What is Copywriting Strategies?
1. The Power of One
The Power of One plays off of one good idea, core emotion, captivating story, or inevitable response.
- Good idea: How to Use Body Language to Land Your Dream Job
- Core Emotion: We’re fighting for the 1.5 million animals who will be euthanized this year.
- Captivating Story: An advertisement talking about how a woman was able to save a man and his dog from the roof of his home after he was caught in a hurricane.
2. Verb, Noun, Goal
JON BENSON, living copywriting legend (and one of the first copywriters I ever looked up to) uses this strategy as one (of hundreds) in his Copy Pro copywriting AI software.
Then realized, in order for these business owners to achieve their own goals they had to be able to clearly communicate them to clients.
Infusionsoft grows businesses with an all-in-one CRM.
- Verb: Grows
- Noun: Businesses
- Goal: to have an all-in-one CRM
3. Always Write Below an 8th-Grade Reading Level
All of your copy, regardless of where it is posted, should be written below an 8th-grade reading level. Why?
Because the average consumer reads at an 8th-grade level, which means our content can’t be more than that.
To determine the reading level of text, there are 3 factors.
- Total Words
- Total Sentences
- Total Syllables
Using HemingwayApp you can see the readability score of your content.
Just paste your copy on to the website and on the right widget bar you’ll see the difficulty level.
This is a free online tool that doesn’t even require you to have an account to use it.
4. Benefits & Features
Your copywriting shouldn’t talk about how great your product is, it should talk about how great your product makes your customer’s life.
Remember, your business has more to do with the problem you’re solving for your customers than the fancy bells you use to make it look good.
5. Play on FOMO
FOMO, the “Fear of missing out,” can be felt in person AND online.
For example, If we sent an email with the headline.
“ICYMI: Want to be a better copywriter? Open this before midnight.” (ICYMI stands for “In Case You Missed It”).
The email had a 14.82% open rate thanks to FOMO and one other copywriting strategy that we added at the very end.
6. Speak Your Customer’s Language
Copywriting should always use the verbiage of your customers.
In Copywriting strategy, you’ll only play on your customer’s language.
This goes to say that copywriting isn’t always about selling.
Sometimes it’s about meeting your customers exactly where they are and telling them that you understand what they’re feeling.
SO that they buy from you later 😉.
Copywriting puts a lot of pressure on words to get strangers to buy into what you’re offering.
If you are not hitting the nail on the head with your copywriting and getting the conversion you hoped for, don’t worry. 😉.
Remember—THE NOT-SO-SECRET about copywriting and marketing is to keep testing your copy over and over and over again.
Copy can generate traffic, turn that traffic into conversions, and transform those conversions into fans of your brand.
If you have not made an effort to improve your copy in all parts of your business yet,
Well, you’re already behind.