Copywriting is the art of writing creative content to promote a business or advertise its products or services. In other words, it’s promotional content that’s typically published on brand websites, social media profiles, and sent in newsletters.
The product, called copy or sales copy, ultimately aims to persuade people to convert into customers and engage in some way with the brand. That can be in the form of direct purchases or just convincing them to place their trust in your website.
Copywriting has been used as a primary marketing tool by businesses for hundreds of years. Companies often employ “copywriters'' who work daily to produce regular pieces of valuable content for the business.
The content can take many different forms, ranging from blog posts and articles to how-to guides and information pools. Promoting a brand isn’t always explicit; it can also be done in small, implicit ways continuously over a long period.
If you’re the owner of a business or just want to build a blog, you may want to know the secrets of effective copywriting.
How to Create Compelling Copy
Creating compelling copy that has the power to sell is a skill that takes time to learn. If you don’t personally have this skill, you can always hire copywriters to do the job for you.
Here are some proven strategies you can deploy to create compelling content for your business:
1. Give more than you take
Many businesses tend to value everything they own - even intellectual property - for a fixed numerical price. While this isn’t a terrible idea, you need to remember that you have to let go of all expectations regarding customers. To convince people to invest in you, you must first invest in them.
In other words, before you put forward the concept of your new product or try to sell an old service through copywriting, write something that’ll be of immense value to the readers. Not only will this show them that you know what you’re talking about, but it’ll also help them trust your brand.
2. Guide Buyers Through Their Journey
When writing copy, one of the smartest things you can do is use an implicit approach. Nobody likes to read promotional content that’s over-the-top or very obviously trying to convince you to spend your money.
Instead, try to sell less aggressively. Start by first figuring out why your viewers are reading your content (what problem do they want to solve?), offer helpful information (the value proposition), and finally, show your brand as a solution to their problems.
3. Use the Story-Telling Technique
If readers want to invest in your brand, they also want to see why you created this brand and whether it comes from honest sources.
So to write a copy that captures attention and intrigues potential consumers uses the story-telling technique. Don’t just list products or methods. Talk to the people by engaging with their interest and telling them a story they want to read till the end.
As we’ve seen, copywriting is a tried-and-tested method to promote a business through the power of written words and can be used to help you build an online brand identity. Using copy, you can inform your audience about your niche, guide them regarding industry-related issues, and finally offer your products or services as a solution.
The more persuasive your writing is, the more likely it is that you’ll attract higher potential consumers and build a loyal audience.