How to write copy that matters

In a digital world where we continuously read various statements, posts or articles every day, it is a crucial need to know how to express yourself not only personally, but professionally as well, especially when you are a copywriter. Either you are a professional copywriter or just aim-ing to be one, reading articles about writing copy and getting more perspectives on this could never bee too much. If you clicked on this blog article, then you must know what copywriting is, but... do you know what is the backstage process of an effective copywriting? This is the question that you’ll find the answers to in this article.

What is copywriting and how do I do this?

First things first. Copywriting is akin to the marketing technique known as “a call-to-action” (CTA) but on a larger scale. As many would say, a copywriter is the person whose job is to influence the target audience’s feelings, thoughts, or responses regarding a product, service, brand or marketing campaign. Personally, I do not like the word “influence” because it is too pushy and obnoxious. I would say that a copywriter is a person who shapes a vision on a specific product or service by giving information about it in a more innovative, original and artistic way. Sounds bombastic, isn’t it?! 

The reality is that copywriting is hard-work. But don’t get stressed out. If you like reading, thinking and expanding your perspectives, you are just the right person to be a copywriter. 

So, how to start copywriting? How you should do this? 

There is no correct answer for any of these questions. Nobody disclaims general theoretic knowledge when it comes to copywriting (you’ll find more on this topic below), but the heart&soul of copywriting is creativeness! (remember this!) Thinking outside the box is one of the first steps to take when it comes to copywriting. For example, when you are writing about a product find a way to make it more attractive, research your competitors and find out why your product is special, why people would need only this product in their life, how your product can change the consumers life in a good and positive way. Think as a problem solver, whenever it comes to products or services. 

Even if your team/company is doing an excellent job marketing your product or service, if you don't have a compelling sales page with compelling copy, all your efforts will be in vain.

First steps into content writing. 

1. Know your client

First of all you need to get to know your client. Your copy is the clincher in any marketing campaign so it should be done on the highest level possible according to your clients need. Write a compelling copy that will benefit you and your clients’ product/service. Knowing your client means that you know and it’s vision and purpose. Why it should help you write? It will give you an overview on your future copywriting direction and will help you get into your clients head. Just a simple meeting or visit with your client should help you draw a sketch of its products and services position on the market so you could know how the tone of your copy should be.

2. Define your target audience

As a copywriter your need to know exactly WHO is your target audience and what it expects from your clients product/service. Learn how to speak to your customers’ desires and it will help you wind up with sales copy not only that sales, but that matters too. 

When writing a copy, I picture the ideal customer in my mind and I’m thinking about what challenges that person, how this person is trying to overcome a problem, what his/hers interest is in my product/service and how I can help him/her. 

For example, the majority of your clients’ customers are scared to leave their country for a workplace abroad. Give them a real advantage of working abroad such as tax recovery from the foreign state during their period of work. If you can present this information in an understandable and catchy way + hard data, you’ll convert more prospects.

3. Shorten your sentences

Your high school teacher will probably not approve using broken sentences after you’ve learned to write in an academic way. Well, copywriting is different. Especially the sales copy. It needs to be easy to read and very light. Your readers should not put effort in understanding your copy. 

standing your copy. 

Short sentences are not only easier to read and understand, but they are also an improvement to the rhythm of the copy. Let’s vote. What sounds better to you?

Brand new product on the delivery market. This new Pizza Maker 1000 will considerably increase your selling numbers and will shorten your delivery time to all the pizza lovers out there. But it now and change your business for good! 

or

Pizza Maker 1000. Fast. Effective. Clever. 

I bet all of you chose version #2. Am I wrong?

4. Provide clear details about your products/services. 

As I mentioned before, you need to think outside the box. This applies especially when it comes to describing your product/service. You need to clearly explain what are you selling in a creative way that can capture the interest of your target audience so they will want to know more. 

Try and answer the following questions when you’re writing a copy: 

-Who did design your product/service for?

-What problem will your product/service solve?

-How buying this product/service will benefit your customers? 

To sum up

Copywriting is not a hard thing to do, but it does take a lot of work and creativity. Do not expect an immediate increase in the number of buyers, because nothing happens overnight. Good things take time. 

While you are waiting to see the result of your work, collect data. On everything and from everywhere. Everyone, buyers or not, is taking a decision or making a specific action on a website or a page. Their actions are your hint to finding the right copy direction. Collect data & learn how to communicate with your audience.

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Thank you for your time.