What is copywriting: definition
Copywriting is the art of writing persuasive and conversion-oriented content, which requires different techniques based on the means of communication adopted.
The term copywriter , as we have already mentioned, was historically born in the nineteenth century, in the context of journalistic editorial offices, to indicate those who mainly dealt with drafting advertisements. With the spread of the mass media on a large scale, the copywriter specialized in real advertising, working in public agencies or communication or as a freelance, often paired with the art director, that is, with those who care the part advertising graphics
Today, with digital marketing, copywriting activities have moved on to cover more and more the many textual aspects of online content: from advertising on social media to articles for SEO- optimized corporate blogs, copywriting is an essential aspect. communication on the Internet. It is not just a matter of knowing how to write correctly in the specific reference language and delivering
grammatically correct texts, a copywriter is able to communicate the brand message through words, using specific writing techniques for the web.
What are the most effective copywriting techniques and the best writing techniques for the web?
Let’s start with a consideration: the main task of the copy is to write ads that can capture the attention of the target audience.
Being a work based on creativity, it is difficult to establish precise rules to guide the work. However, we can outline some guidelines :
first of all, it is necessary to identify the target to be reached because the message is effective only if it adopts a language suitable for the target audience. The more specific the audience, the easier it is to hit the mark;
since the ultimate goal of a copywriting business is to sell, the product must occupy a central position with respect to the creative idea. For this reason, it is important to follow the principle of the Unique Selling Proposition (USP), ie the formulation of a single creative idea, which will have to highlight the characteristic considered most important when designing the strategy, following the indications of a brief;
finally, contradictions must be avoided: it is essential that image and text say different things, so as not to overlap, but complementary, to complete each other’s message. A well-set formal structure makes the ad easier to decode and allows you to get in tune with the target audience more quickly.
Once these basic concepts on copywriting have been established, let’s see together some simple techniques for creating content, especially on the web.
The first copywriting technique consists in repeating the title: when writing a copy you will have to repeat in the text the same words used in the title but combined in a different way or enriched with the addition of further information to reinforce the message. Also in the field of Search Engine Optimization, this technique is very useful for communicating important information to search engine robots.
The second technique is that of concreteness: the goal, in this case, is to attract the reader/user by focusing on a problem or interest of the user himself. Introducing concrete and measurable data and new information compared to that offered by competitors makes the copy really attractive to the target audience.
The technique of the problem instead consists in asking a common question, to which many users seek an answer, to make them feel involved in the discussion. But be careful, because the question must be a real question and not a rhetorical question, to which everyone already knows the answer. Otherwise, the risk is to frustrate the efforts.
The penultimate technique is that of contrast or the alternative: in the face of the question we have posed with the problem technique, we can also offer a concrete answer or an alternative to an already known answer, proposing ourselves as experts in the sector. In this case, it is important to highlight all the characteristics of the product/service we offer that can help the target audience to solve their problem.
The last technique is that of the call to action: very useful especially at the end of a text, the call-to-action encourages the user to click on an ad or in any case to interact with the brand. Users will know what to do to get the information they need and will be guided in this discovery.
What is meant by persuasive copywriting or persuasive writing?
Often those who write online content do so to encourage readers to take an action (call-to-action): subscribe to the newsletter, leave a contact, buy a product or service. To do this, there are specific rules that take the name of persuasive copywriting, in Italian persuasive writing.
The copywriting persuasive starts from an analysis of the characteristics of the product, compared to its competitors and uses the right words to convince the public of the goodness of his choice.
Persuasive copywriting starts from the needs of users, those who drive our every action. The text must go into detail, describing and recounting every detail: the more comprehensive it is, the more you have the chance to convince the reader.
People need to be able to touch the product through words, just as if they were seeing it live. Persuasive writing, in fact, touches the emotions.
Most of the time people buy on impulse, following the flow of their emotions. A good copywriter knows how to strike the right chords to be able to hit the mark. For this, it is necessary to know the rules of persuasive copywriting.
To arouse emotions, tell rather than describe: when writing to convince someone to buy something or take an action, it is a good rule to turn the text positive. Eliminate “no” and “no” from sentences.
People read the beginning and the end, but what is in between they usually skip it: readers are distracted and rushed on the internet so they pay attention to the opening sentences, then quickly scroll through the text and read the conclusion. In light of this data, the most relevant information of the text should be inserted precisely in these sections.
Without a call to action, there is no persuasive copywriting: it is unlikely that someone will perform a certain action on their own initiative. People are naturally lazy and you have to guide them through the purchase. A good call-to-action is direct, short, and urges the reader.
A last important role in persuasive writing is that of the testimonial: the positive feedbacks of people who have already purchased a product or service are very important, especially on the internet where things cannot be seen from life and cannot be touched. Word of mouth remains one of the best advertisements ever, and consumers tend to trust the reviews of other consumers more than they trust you as a business.
The last rule for persuasive copywriting, always remembers that a good text puts the people who read it at the center: from here it starts to develop. Who are the readers? It is necessary to speak in their language.
Examples -of- copywriting:
Copywriting, therefore, allows us to have creative and persuasive texts, which accompany different types of publications: from the blog post to the advertisement, from the tweet to the product sheet for an eCommerce, examples of copywriting are everywhere.
To better understand what we mean, we have selected three particularly successful examples, which apply to copywriting to different types of text.
UrbanDaddy frequently sends emails to its customers, recording high open rates, thanks to a secret ingredient: fun, right from the subject of the email. In this case “FUN”, in fact.
The company avoids long preambles to the message, so readers don’t feel like they’re wasting time reading that email. The tone of voice is a mixture of the classic promotional slogan and irony, to emphasize the fun aspect of the product.
The company knows its audience and knows it can joke to grab attention.
You will certainly know Trello, a very useful tool for team project management and daily task management. But perhaps you’ve never stopped to consider the copywriting of his site.
The product description is clear and written in a very simple style. All features are listed in a single sentence that reassures the user.
The images are also integrated with an explanatory copy that allows you to immediately understand all the features and methods of use of the tool.
Despite being one of the most used credit cards in the world, Visa has identified an emotional distance between the brand and customers.
So he decided to create the GoInSix campaign: a series of interactive content to motivate people to eat, shop, or travel, using six-second videos, six-image cartoons, or just six words.
The campaign worked on all social channels, also thanks to a particularly successful copy, based on a very familiar formula for customers: the to-do list, rethought in an emotional key.
How do you become a copywriter?
You may have thought at the beginning of this article that being a copywriter is a job that anyone can do: “You just need to know how to write in Italian!”. But we are sure that by continuing to read you will have realized how many skills and knowledge are needed.
The way to become a judge, notary, or teacher is always very clear: a degree, a little (quite a few) years of internship, a state exam, or qualification and if you pass all this, you are in! Obviously, we are simplifying, but only to explain that to become a copywriter often the path is not so linear and defined. There are endless ways to create professionalism that goes beyond knowing how to write well, even if the basics are the same for everyone.
First of all, training. A degree in the humanities or at least some training in this field will certainly make your life easier, but you cannot think that you are already a professional after publishing a few dozen articles on a blog.
Even without taking writing courses or masters, you can start from the material you find on the net to understand how to write quality content. Join LinkedIn and Facebook groups on the subject to find opinions, suggestions, and insights, and then read, read a lot, read anything, especially advertising.
Another useful suggestion is to start specializing immediately on a few topics, to be deepened and studied in-depth, based on what your passions are, but always following business-related trends, for which there may be companies interested in having you. as a producer of their content.
Having your own blog is not essential, but it is certainly a great exercise, especially to train consistency in writing. You won’t always write about what you like or when you like.
Being a job you will need to be able to develop those techniques that allow you to really do it for work.
Use Google Analytics and Google Search Console, accompanied by other SEO tools, to refine this aspect in your articles.
During the training phase, also accept some free collaboration if the person proposing it to you can offer you a benefit in return, such as a training course or simply the opportunity to mention the collaboration that is so important in your CV.
Take courses, including online, such as those of Ninja Academy, to specialize in specific topics and acquire new skills in Digital Marketing, SEO strategies, and Social Media Marketing. You will have many more arrows in the arc than the competition, being able to learn from the best professionals in the sector.
Becoming a copywriter depends a lot on your ability to experiment and look for different paths for your training, but you should also have some basic requirements:
know in depth the language in which you will write the texts: a grammatical error for a copywriter is unacceptable;
you must like writing: don’t think about becoming a copywriter just to work from home or because you imagine it to be an easy job;
have creativity: the copywriter is not a writer, but his ability to use the word must be close to that of an artist and the same is true for his ability to use rhetorical figures and turns of phrase;
know how to adapt: as in all freelance jobs, customers will always be different and it will be up to you to reconcile their requests with your professionalism, proposing the right tone of voice, and thinking about the correct target;
never stop studying: even writing like the web and social networks is constantly evolving and even current events can affect your texts, so, once again, read, read a lot and stay updated;
be patient: as we said, not all customers are the same and not everyone will always do well with your work. The important thing is to understand the goals and try to achieve them together. Varying the work until it is perfect.
Job -opportunities -for -copywriters
Hiring a copywriter is a great idea for any type of business, from startups to large companies to small and medium-sized businesses.
In fact, everyone deserves quality content.
Content is King has become a kind of mantra in recent years, and for this reason, the copywriter is becoming one of the most sought-after figures in the new economy based on social interactions.
The ingredients to earn a place of preference in the arms of recruiters will naturally be transversal skills, able to range from the choice and creation of the visual aspect of the communication to the SEO optimization of the content produced. No improvisation, then, because if even the best ones make mistakes, precision for a copywriter must be one of the main directions during job interviews.