We produce copy on a regular basis as marketers: for landing pages, social media posts, email newsletters, you name it. And this content isn’t just supposed to sound nice; it also needs to be effective at converting browsers into customers. This is where copywriting plays an important role.

What is copywriting?

One of the most important aspects of any and all sorts of marketing and advertising is copywriting. Copywriting is the use of words, either written or spoken, by marketers to persuade people to act after reading or hearing them.

Copywriting is similar to a call to action, but on a larger scale: copywriters are attempting to elicit feelings, thoughts, or responses — or, ideally, to Google the slogan or brand in order to discover more about the campaign. And, unlike a blog article like this one, where you have hundreds of words to make your case, copywriters only have a few words to work with.

Conversion copywriting uses engaging and persuasive language to motivate readers to take a specific action.

6 Traits of Good Copywriting

It shifts your viewpoint.

Sometimes all a message requires is a little change in angle to go through. We’ve become so accustomed to filtering out commercial messages that we no longer see them. Breaking down a reader’s defences with an unexpected approach is one of the most impactful things a copywriter can do. Every tale has a variety of perspectives; as a copywriter, your duty is to pick the one that resonates with the most people.

Finds connection

Steve Jobs pulled the cat out of the bag in 1996. On the issue of creativity, he was speaking with a Wired journalist and explained:

“Connecting things is what creativity is all about. When you ask a creative person how they achieved something, they feel a bit bad since they didn’t actually do it; they simply saw something. After a while, it became clear to them.”
Assume you’re in charge of writing an advertisement for a new pair of sneakers. You might start working on the assignment right away. You may talk about how flexible the shoe’s sole is or how light it is. Many people have. Alternatively, you may ignore all of it and instead focus on the link between the product and the sensation it evokes.

It has a fantastic lead.

The objective of the title, according to an adage attributed to copywriter and business owner Joe Sugarman, is to entice you to read the opening sentence. The first line’s objective is to entice you to read the second line, and so on. In other words, if your first line doesn’t entice your readers, you’re doomed.

It is free of jargon and exaggeration.

Groundbreaking. Revolutionary. Solutions for business. Scale that can be targeted. Ideation. Approaches that are based on evidence. Best practices from throughout the industry.

Have I managed to lose you yet?

When authors are struggling to express what makes their organisation, product, or service truly unique, they may resort to jargon or hyperbole to make their point. The truth is that good copywriting does not necessitate the use of a computer. It speaks to the reader in human terms. 

It eliminates extraneous material.

Cutting out unnecessary phrases and rewording your sentences to be more straightforward is all part of good writing. The Economist playfully displays this below in an ad praising its “intellectual” readership.

economist-1

Conclusion

It’s time to put these suggestions into action and take your conversion copy to the next level. Higher sales, better revenue, more customers, and through-the-roof conversions are the ultimate results. It’s up to you to create the content necessary to accomplish this.

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