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What is copywriting

Copywriting: A complete guide

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||What is copywriting?


Copywriting is the art of practicing craft written text to inform, inspire, or persuade. Copywriting increases sales and conversions. Implementation of copywriting includes, sales letters, blog posts, advertisements, and social media posts.

In other words,

copywriting is the art and science of writing copy that sells your product or service and satisfies your real customers to take action.

Teammarketeer

In various ways, it’s like hiring one salesman to reach all of your customers. A sales team, for example, tries to contact customers one at a time. With the help of billboards, magazine ads, sales letters, blog posts, and more, a copywriter approaches all of them.

A complete digital marketing plan, content marketing, design, SEO, and growth hacking whereas, copywriting is the glue that ties it all together.

||How to become a good copywriter?


Should you spend your countless hours’ handwriting on famous sales letters?

Or you read thousands of books on copywriting?

Should you go to college and spend $100k on another advanced degree?

NO… Better not.

Daniel Margulies became the highest paying copywriter earning over $100,000.

how-to-become-a-good-copywriter
Src:- Here

To read his experience. Check this out:

I think there is a better way round to become a world-class copywriter—an easier way that requires almost no investment from you and that will only take you approx 30 days.

  • Customer research
  • Sentence structure
  • Web copywriting
  • Grammar and spelling
  • Persuasion
  • Content structure
  • Online advertising

 Concerning the National Association of Colleges and Employers, 73% of employers want to hire people with strong writing skills.

To become a world-class copywriter is completely achievable and can be done faster than you think.

Let’s begin.

||Copywriting jobs


Copywriting jobs
Src:- Here

Clayton Makepeace is one of the highest-paid copywriters of all time.

Top 20 copywriters who make the most money. Must check this out and learn from them.

https://www.linkedin.com/pulse/top-20-copywriters-who-make-most-money-what-you-can-learn-halkic/

If you enjoy writing, you may have thought of becoming a copywriter. 

The job duties of copywriters include :

  • Cooperate: Copywriters work with many people from PR, marketing, and customer service.
  • Production of error-free content: Content must be of high-quality.
  • Explain creative direction: Adapt the points from a creative brief into the persuasive copy.
  • Propose concepts for a copy: Present along with the underlying strategy to the company’s leadership.

||Some examples of copywriting


1. UrbanDaddy

UrbanDaddy has made itself to the top position i.e., the art of getting me to open emails.

Urban daddy
Src:- here

Read the full article on:

https://www.urbandaddy.com/

2. Articulate

Articulate, a HubSpot Agency Partner, is an inbound marketing agency. Their website copy is comprised of witty, confident copy on pages where you wouldn’t think you’d find it.

Read the full article on:

https://www.articulatemarketing.com/

3. Moosejaw

The outdoor apparel outlet store uses humor to sell their products. By looking into people’s emotions, they’re more engaging and memorable.

Read the full article on:

https://www.moosejaw.com/

4. First Round Capital

A copywriting is a great job for making people smile. Another is making people understand the concepts. The copywriters do a great job of letting the value of their offerings for their customers sell themselves.

Read the full article on:

Read more examples on:

https://blog.hubspot.com/marketing/copywriting-examples

||What Do Content Marketing Copywriters Do?


 The Content marketing copywriters work by designing landing page copy, e-books, video scripts, blog posts, social media calendars, and more. A group of people is informed that there’s a better way for them to run their demand generation program.

Read more at:

https://www.newbreedmarketing.com/blog/what-is-a-content-marketing-copywriter

||What do Digital Marketing copywriters do?


Digital marketing is becoming popular daily, and copywriting is a vital part of it. It makes digital marketing stand out

Copywriting is not just constructing sentences in English and posting them. It involves going into the emotions of your audience and building curiosity within them. It is similar to online marketing.

Read more at:

https://www.outlookbusinesssolutions.com/blog/article/the-importance-of-copywriting-in-digital-marketing

||Why understanding the product is important?


The first step of the copywriting project is to fully understand whatever product you’re selling.

A legendary copywriter, David Ogilvy, is famously known for taking three weeks of meticulous study to come up with a winning concept for a Rolls-Royce ad. The final headline read “At 60 miles per hour the loudest noise in this Rolls-Royce comes from the electric clock.” Consecutively, this took him that much time to find a detailed enthralling to sell a Rolls-Royce.

Understanding of a product
Src:- Here

So, just think,

if it took Mr. Ogilvy so much time to discover such an important selling feature, it’s surely worth taking some time to study your product to learn which features will stand out to your customers. The real goal of your studying is—

to search what makes your product unique along with what benefits and features will appeal to your customers.

This is step one and the most significant for any copywriting project.

Behold at these:

As a business or blog owner:

  • you already have an overview of your product inside and out.
  • You know the features,
  • understand how it works,
  • and are familiar with the benefits it provides to your customers.
  • This specification offers a drastic starting point for writing copy.

You can begin by writing down what you already know, instead of needing to do in-depth research.

You DO NOT need to spend hours researching the product and taking notes.

||Create Your Product Description


Start answering the following questions about your product by yourself.

For the sake of illustrating each step, I got some sample answers that can reference throughout this guide.

Question 1: How would you describe the product?

For this question, just provide a simple and keep it to the point, two to three sentence description of the product. It grooms your marketing strategy. It doesn’t need to be biggie one or detailed and don’t worry about providing a fancy answer.

Must write a short description as if you were describing the product to a customer.

S ample answer:

How do you describe a product
Src:- Here

Question 2: What’s unique/special about this product?

The main aim here is to identify something unique or special about the product.

What does this product offer that others don’t?

Is it made in the USA or India or somewhere else?

Is it easy to install? Does your product’s site provide analytics that other sites don’t offer?

You must use this to identify a unique selling proposition (USP). A USP is that other companies don’t offer. Is there anything special about your product? Is there something that helps it to stand out from the competition?

Question 3: What big benefit does it provide?

Well, to this question, just give your best to provide all those details and benefits of your products that help customers to know it better.

Many companies stop at describing the product and don’t bother to go to convey the benefit of using it.

For instance, a company may talk about offering web analytics software but don’t tell customers about the benefit of using the service. Instead, they must guide the customers that the software helps them build

  • a more profitable site
  • generate more revenue per customer,
  • accomplish something else along these lines.

The focus must be on providing a benefit, not just describing the service.

Question 4: What pain does it alleviate?

People usually buy for one of two reasons — first, to increase their pleasure second, to minimize pain.

For example, a car insurance company using a headline like: “Are You Paying Too Much for Your Car Insurance?”The focal point is pain.

Another option is to focus on the pleasure customers experience from saving money. It could be using a headline like this: “How Will You Spend the Money?” This focuses on glee.

Question 5: What characteristics are incorporated and what are the benefits of each?

There’s a big difference between features and benefits. The technical aspects of the product are features, while the benefits are the way those features help customers accomplish something they want to accomplish.

The things you must do:

  • Point each of the product’s features.
  • Should not end up using all of them in your copy.
  • Document them all in one place helps to have it at your fingertips if needed.
  • List all your product features with a short description of each.
  • list the benefit of each

Care about benefits is more for customers, than the features themselves.

It’s good to record both.

||Understand Your Customers


Now, understanding customers is the most critical part.

To know their perspective, needs, and pain.

A most important step in any copywriting project is knowing who you’re selling to. Here’s why.

Your selling depends upon:

who you’re selling it to?

what do they want to buy?

what will convince them to make a purchase?

It’s just about your customer, not the company.

You may be thinking, “Why is this important?”

It’s important as the group of customers has different hopes, fears, and expectations. For example, moms have different priorities than business executives. For moms, saving money is more important while saving time is more valuable to executives.

These are the major differences that influence the way you write and sell the product. It also means you need to know what appeals to your customers.

How to do this?

||Do Customer Research


Question 1: Who currently buys your product?

The first question is about who your current customers are. You may be selling your products to both startups and Fortune 500’s. It’s damn important to know who your current customers are as you need to know who pays your bills. 

fortune 500
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Question 2: Whom would you like to buy your product?

The second question is about who you would like to sell.

As mentioned above, you may be selling your products to startups and Fortune 500’s, but you’d rather focus on the Fortune 500’s as they have larger budgets and are less likely to be price-conscious.

It’s ok to sell to both. You can target over the other, and you’ll end up writing your copy differently. That’s why it’s damn magnificent to know who you’re selling to and who your target customers are.

Question 3:How does a typical customer look like?

The main aim of this question is to create a detailed picture of your typical customers. The other questions create an overview in broad brushstrokes, but this question zooms in on individual priority of customers. Try to get to know what a real customer wants.

Question 4: How your products attract your customers?

You need to know what delights your customers about your product. Why did they buy foremost?

Why do they keep coming back?

prius
Src:-Here

For example, Prius owners buy because they’re interested in doing their part to save the environment. Saving the environment than how the car looks, is the most important thing to them. Alternatively, Toyota is smart to play up that angle and not to focus on how graceful the car is.

The copy should focus on what appeals the most to what they love the most about the product and the target customers.

Just take a minute and reflect on the main reasons people buy your product. What do they love about it? 

Wow, that’s great! You are seemed to have a better idea now:

  • To describe your product or service simply and understandably.
  • Product’s features and benefits.
  • The big benefit- the main selling point of your product/service.
  • Who your real customers are and what exactly matters to them.
Marketing strategy process
Src:- here

||Write attention-grabbing headlines


Headlines can make or break your copy.

Write a killer one.

It is matterless whether you are writing for ads, a website redesign, Facebook posts, or landing pages. Headlines try to satisfy readers to give your copy a fighting chance and click on your article. It increases your marketing strategy.

How do you write attention-grabbing headlines?

There are 3 keys to secret ways for attention-grabbing headlines.

1. Your headlines should be unique

The Internet and advertising world are damn full of imitators and people thriving on plagiarizing other people’s content.

Don’t be one of them. I said NO.

If you want to stand uniquely from the crowd and sell your products, you need to have unique, specific, attention-grabbing headlines.

2. Your headlines should be extremely specific and to the point.

Immediately when your audience reads your headline, they should understand exactlywhat they’ll receive from your product or service.

Steer clear of ambiguous phrases, and describe what your potential customers will get very specific.

3. Your headline must provide a sense of urgency

You should convey your audience to think about what they’ll lose if they are not taking the current advantage of your product or service.

Are they losing clients? Are they misleading out on potential social opportunities? Well, you must take advantage of your audience’s fears of missing out (FOMO), and so the headlines will help copy convert like crazy.

||Write persuasive copy


When compared to other forms of writing, copywriting is a different kind of thing.

It’s not necessarily about writing well.

It’s not about writing flawlessly and with super pitch words.

It’s about writing persuasively.

It is matterless if you’re a world-class wordsmith or a literary genius.

If you cannot indulge your readers through the proper sequence of steps and gradually satisfies them to buy, so conversions of your’s are going to suffer.

||Start with a killer value proposition


I have plotted the research from Nielsen Norman Group found that you have a damn small amount of time to grab a visitor’s attention before they leave your page.

Read at:

https://www.nngroup.com/articles/how-long-do-users-stay-on-web-pages/

You generally have a maximum of 20 seconds.

MUST SPECULATE THESE:

  • To make abundantly clear what your value proposition is.
  • keep value proposition short, sweet, and clear.
  • Don’t make your customers deduce what you’re offering.
  • Let them know in a split second about offering with your clear value proposition.
  • Try to soothe the essence of your product down to just a few words.

||Swiftly move to the benefits


“What’s in it for me?”

That’s what most customers may be thinking after hearing your value proposition.

But here’s the thing.

Most people tend to elaborate on features over benefits.

But it must be the other round.

Check out this Venn diagram from ABC Copywriting:

Copywriting strategy
Src:- here

MUST DO:

  • Benefits are valued over features.
  • explain how your product works, elaborate on that later.
  • How your product fulfills a need or desire.
  • explain how your customers’ lives will be even better after buying
  • It will save time and make things more efficient.

They also don’t have to worry about promoting complex data because Moz takes care of this for them.

For benefits, there are three main types :

  • Tangible
  • Intangible
  • Commercial

Benefits must be compelling but not unique”.

Must always keep this in mind when deciding on an angle.

It’s great to point out the benefits before getting down to the nuts and bolts of the features.

||Now explain the features


“What’s in the box?”

That’s exactly Brad Pitt’s character David Mills wanted to know in the closing scene of the movie Seven.

seven movie
Src:- here

While the contents of the box were quite grisly, this question answers the significance of telling your leads what they’ll get by making a purchase.

In other words, enlighten them on what’s in the box.

They already know the offering and the benefits of your products.

Now it’s time to succinctly break down the features of your product to specific points.

||A strong call to action (CTA)


By this time, your prospects should understand what your product is, how can your product benefit them, and what the features are.

Your last work is to compel them on what to do next.

In another way around, it’s time for your CTA.

It’s the most challenging aspect of the process.

Once again, simplicity rules supreme, and there is no reason to complicate your CTA.

I’ll strongly recommend doing at least some basic A/B testing on your CTA to see what works best.

Some specific elements to test include:

  • button style
  • button color
  • wording
  • positioning

||Be kinda persuasive


Okay, now as we’ve covered the basic structure of well-crafted copywriting.

The general structure of a landing page should be rough as follows:

  • Value proposition
  • Benefits
  • Features
  • CTA

But how do you ensure you’re getting all the right notes and being highly persuasive?

The value proposition and benefits provide some motivation, but here are some other points I’ve found to be impactful.

||Make your content scannable


I’m not going to summon a huge sermon about the importance of creating scannable content.

You probably already know people read online content somewhat contrastingly than they do offline content.

Fortunately, the formula for scannable content is quite easy.

You must incorporate headers, bullet lists, and a considerable amount of white space along the way.

||Use persuasive words


I have shared an article on Business 2 Community talks about the three different brains we have:

  • the new brain
  • the middle brain
  • the old brain

According to the article,

the old brain is that block that controls decisions, and it also happens to be the most primitive. The words that are being used would often be direct, simple, arresting, visual words.

Read at:

https://www.business2community.com/brandviews/buffer/big-list-power-words-189-phrases-influence-persuade-convert-0933163#vqP4J09Ej1VWHxSf.97

If there was a copywriting hacking ever, it uses persuasive words that make the “old portion of the brain light up.”

There are the five most persuasive words in the English language are the ones in blue, which are:

  • New
  • You
  • Free
  • Because
  • Instantly

Including the above words throughout your copy in key locations should have a noticeable impact on conversions.

||Social proof


Last but not the least…..

Introducing social proof into your copy is the icing on the cake.

This was one of Robert Cialdini’s six principles of persuasion,

which supports that people are especially likely to perform certain actions if they can relate to the people performing the same actions before them.

Read at:

https://en.wikipedia.org/wiki/Social_proof

I’m not going to hand over all the gory details of social proof here.

Rather, I will say that testimonials are usually your best bet, pound for pound.

You can also use things like:

  • ratings
  • media logos
  • subscriber counts
  • social connections (your number of followers)
  • clients you’ve worked with

Make sure you must always be practical and provide whatever type of social proof you think would most persuade your prospects to take action.

Next Steps

Now that I have covered almost all points,

now just have a look at all of the additional posts below to complete this entire guide and become a better copywriter in a flash.

Let’s continue with copywriting research which will help you learn how to better understand your customers and write a more compelling copy, which is up first in our list.

  1. Copywriting Research
  1. Copywriting Strategies
  1. Copywriting Tips from 4 Legendary Books
  1. Long vs Short Copy: Which Is Better?
  1. Copywriting and Design
  1. Copywriting Call to Action
  1. Headline Writing 101
  1. The Formula for a Perfect Headline
  1. Headline Tips
  1. Stop Writing Boring Headlines
  1. Headline Trends
  1. Copywriting Tweaks
  1. Copywriting Testing

||Putting It All Together


After reading all of the points above to complete this entire guide you will have learned a LOT about copywriting.

To glue everything together, we’d like to provide a checklist you can use for all of your copywriting projects.

The following checklist will help you to remember what we’ve learned and enable you to employ all of the tactics included in this guide.

Here’s the list:

Start by researching your product and customers to catalog the benefits and features of your product and to identify who your customers are.

  • How would you describe the product?
  • What’s unique/special about this product?
  • What big benefit does it provide?
  • What pain does it alleviate?
  • Which characteristics are included, and what are the benefits of each?
  • Who currently buys your product?
  • To whom would you sell your products?
  • What is a typical customer like?
  • What do customers love about your product?

Ask your customers to learn more about them and to find out what words they use to describe your product or service.

  • What is generally your job title?
  • What company do you work for?
  • How to describe our product to a friend or colleague?
  • What questions are arising before buying, i.e. what prevented you from making a purchase?
  • What convinced you to buy this product?
  • Which characteristics were the most important to you when deciding whether or not to buy?
  • What did you hope to complete by using this product?

Write an attention-grabbing headline that helps to convert by employing the four u’s for headline writing.

  • Your headline should be one of a kind.
  • It should be ultra-specific
  • Your headline should convey a sense of top priority.
  • Your headline should be useful

The four persuasion techniques of professional copywriters.

  • Elaborate benefits over features
  • Be as specific as possible
  • Target emotions
  • Leverage testimonials

Follow six more tips for better writing.

  • Write conversationally
  • Create a slippery slide
  • Write quickly
  • Use simple language
  • Use short paragraphs
  • Always get your copy edited

Follow five more secrets for a powerful copy that convinces customers to buy.

  • Make people feel like they belong
  • Create a feeling of exclusivity
  • Prove the value of your product
  • Establish yourself as an authority
  • Provide “reasons why”

By using the following four tips, Close the deal with your copy

  • Use calls to action
  • Create a sense of urgency
  • Make a compelling offer
  • Provide a guarantee

Follow the below steps to learn how to use design and copy to get optimum results:

  • Must be using design to set the stage for your offer.
  • You must be remembering that the point of your copy is to get read
  • You must be using high contrast for fonts and backgrounds
  • Make sure the font doesn’t blend into a background image
  • You must be using graphic elements to draw readers’ attention to headlines and copy
  • You must be employing reverse type sparingly

Lastly, you must be testing, testing, and testing to make sure your copy resonates with customers and convinces them to take action. Four test options are listed below.

  • Subject lines
  • Designs and layouts
  • Concepts
  • Offers

||CONCLUSION


Like content writing, copywriting is a critical part of online marketing. As pictures and music are easy ways to create emotion, they play a vital role in advertising and thus connect with the customer. In online, texts and the writing and presentation of these texts have at least a similar effect because of the technical requirements and restrictions.

The art of copywriting is to glue both contents with marketing-specific and target-group-specific demands to convince the real customer on content and structural level, and hence, to induce him or her to take the necessary action.


By:- Sneha Routh

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