Copywriting is a technique that aims to create texts that not only capture the reader’s attention, but also lead them to perform a specific action.
Unlike other types of writing, copywriting has a clear goal: to persuade .
Whether you’re selling a product, promoting a service, or encouraging a change in behavior, copywriting is essential to achieving tangible results in marketing and sales.
The importance of copywriting lies in its ability to convert readers into customers , engage audiences and build effective communication between brands and consumers.
A good copywriter is able to deeply understand the target audience, create messages that resonate with their needs and desires, and use persuasive techniques to generate desired actions.
In this guide, we’ll explore the basics of copywriting, best practices, and techniques for writing copy that actually converts.
What is not copywriting?
With the growing popularity of the term “copywriting,” it is often confused with simply writing advertising texts. However, it is important to clarify that copywriting and advertising writing are not exactly the same thing , although they share some similarities.
Traditional copywriting typically focuses on creating advertisements and promotional materials that highlight the qualities and benefits of a product or service.
Copywriting is a more strategic and focused approach, which involves creating persuasive texts with the aim of guiding the reader through a specific journey , leading them to take a desired action.
While advertising writing may focus on creating compelling and informative copy, copywriting is concerned with understanding the audience’s decision-making process and using persuasive techniques to lead them to a conversion.
In short, copywriting is more than just creating eye-catching messages: it’s about building an effective communication strategy that generates concrete results .
How to build a good marketing and sales copywriting strategy?
As in all areas of marketing, in copywriting, everything starts with a well-developed strategic plan .
Therefore, we have separated six steps that you can follow when creating a successful copy.
Define what a conversion is in the context of your copy
“conversion” refers to the end goal you want to achieve with your copy.
This objective may vary depending on the context and purpose of the text.
In digital marketing, conversion can mean a sale, a newsletter signup, a click on a link, or any other action you want the reader to take.
For your copy to be effective, it is essential to clearly understand what you intend to achieve .
Additionally, you need to understand how to analyze the conversion rate of your content.
Some examples of conversions across different types of copy include
Paid ads: conversion into clicks to the website or landing page.
Marketing emails: conversion into opens, clicks or responses.
Landing pages: conversion into registrations or purchases.
Social media posts: conversion into engagement, shares or website visits.
Know your audience
Understanding your target audience is key to creating copy that resonates with their needs and desires .
For example, if your goal is to increase sales of a product linkedin database your copy should be marketing and sales designed to persuade the reader to make a purchase. If your goal is to generate leads, your copy should encourage the reader to provide their contact information.
Knowing who your ideal customers are, their preferences, challenges and behaviors helps you personalize your message and make it more relevant.
Building detailed personas is an effective practice in this process.
Personas are semi-fictional representations of your ideal customers , based on real data and research.
They help direct the message and ensure
that the copy is aligned with the audience’s expectations and needs.
Furthermore, it is interesting to create a benchmark of the main competitors.
To do this, you select the goals you want to achieve and compare the approach of different brands to achieve that goal.
This will give you an idea of how the market is approaching a particular subject or niche and you will be able to create your strategy more accurately.
Establish a value proposition
Your value proposition is the promise you make to scientists reviewed 7,000 studies on microplastics. their alarming conclusion puts humanity on notice your audience about what they will gain by interacting with your offering .
It is what differentiates your solution from others and must be clearly communicated in your copy.
This proposal should be the core of your message and should be highlighted clearly and convincingly.
Study the pillars of marketing and sales
The pillars of sales are the foundations that support a persuasive message. They include:
Understanding customer needs
Building an attractive value proposition
Creating a sense of urgency and
Social proof.
To deepen your knowledge about the pillars of sales. Consult specialized fans data sources in marketing and sales, such as books, articles and courses on persuasion and sales techniques.
Study the decision-making process
The decision-making process is the path a potential customer follows from recognizing a need to making a final decision .
Understanding this process helps you create copy that guides the reader through the consideration and action steps.
Sources such as books on consumer psychology and market research can provide valuable insights.