What is Copywriting and How to Convert Using Copywriting?
Have you heard of copywriting and how this is a powerful tool for increasing your conversion results?
Copywriting is the type of communication aimed at generating an action as a response.
If you want your company’s materials to have persuasive articles, you need to check out the complete content we’ve prepared on the topic.
Keep reading!
What is Copywriting?
Copywriting is the type of writing focused on persuasion.
In marketing, copywriting is used as a tool to enhance materials like websites, ads, social media content, email marketing, blog posts, e-books, etc.
With the application of persuasive articles, the target audience is encouraged to make a decision, whether it’s a purchase, providing data, or taking action.
More than just creating persuasive articles, copywriting is concerned with creating communication focused on the persona and the phase they are in within the buying journey.
What Does a Copywriter Do?
A copywriter is the professional specialized in creating persuasive articles.
In the past, this term referred to journalists who wrote ads in newspaper pages.
It was used to differentiate them from those who wrote the news.
Thus, the copywriter was the writer who gave a voice to brands and argued for advertisers to grab the attention of readers and gain sales among them.
What’s the Difference Between Copywriting, Content Marketing, and Advertising Copywriting?
Today, the role of the copywriter is somewhat distanced from advertising.
This professional creates articles and content aimed at digital marketing, while the advertising copywriter focuses on advertising campaigns.
Advertising copy is more specific for direct sales, while copywriting focuses on attraction and conversion strategies, such as Inbound Marketing and Content Marketing, always with a strong CTA, directing and encouraging the reader to take immediate action.
When to Use Copywriting?
Copywriting can be used in various materials and formats, such as sales letters, email marketing content, ads, video scripts, blog articles, landing page and website copy.
The goal is for the reader or visitor to take an action that guides them through the buying journey, whether it’s subscribing to a newsletter, clicking to be directed to another page, or downloading more detailed content…
It all depends on the defined strategy.
How to Do Good Copywriting?
If you want to create persuasive articles that guide your target audience through the buying journey, which will turn them into your customers, follow the tips we’ve gathered to ensure good copywriting.
Be Creative
To ensure articles that captivate the reader and become interesting to them, you need to stimulate creativity.
Original content stands out, not just for people but also for search engines, which penalize copied content.
Be Objective
Longer content like blog posts and e-books are very welcome and are part of an attraction strategy, like in Inbound Marketing.
But when producing content, you need to keep in mind that the reader is looking for quality information.
It can be lengthy if the topic requires it.
Focus on what’s relevant about the proposed subject and don’t create long content just to appear that there is more information there.
If the reader encounters a long, unclear article, you won’t hold their attention for long.
What will happen is that they will search for another source that presents the information more clearly and quickly.
Build Authority
If the reader trusts what they’re reading and sees your brand as a market reference, the chances of gaining attention and leading them to the next action with the CTA increase.
So, to build brand authority, always publish content based on research, verify the accuracy of the information, and produce original, useful, and high-quality content.
Be Persuasive
Since we are talking about copywriting and you already understand that this type of article aims to lead the reader to take some action, persuasion is the keyword.
There are a few convincing techniques that can be applied to articles.
One of them is using mental triggers.
Mental triggers are brain mechanisms that prompt us to take action.
They accelerate the decision-making process to save time and energy.
You can and should explore mental triggers in your articles as an incredible mechanism for persuasion.
Let’s talk more about each one of them below.
What Are Mental Triggers?
Mental triggers can and should be explored in your brand’s copywriting materials.
Here’s what they are and how they work in this context:
- Affection or Affinity: People tend to relate and connect with others who are similar to them, whether physically, culturally, or psychologically.
- Social Proof: We live in society, and our decisions and actions are influenced by those around us. The more people in society approve or choose something, the more likely others are to make the same decision. One way to use social proof is by featuring testimonials and comments from other customers.
- Authority: The authority mental trigger is linked to the fact that humans tend to view others as superior, triggering obedience and respect for authority.
- Commitment and Consistency: This trigger is tied to the pressure humans feel when making a commitment, and the need to fulfill it.
- Connection: People connect with people, not brands. So, bringing the reader closer to the content author can work as a connection strategy with the article.
- Scarcity: Our brain reacts when we perceive we are about to lose something if we don’t take action. This is one of the most used hooks in marketing and advertising, and rightfully so.
- Specificity: Since people look for quick and direct content, being specific within the topic can also yield good results for your articles.
- Exclusivity: Humans like to feel special. Offering exclusive content generates interest. Also, if your articles provide content that isn’t generic and easily found elsewhere, reader interest increases.
- Reciprocity: The reciprocity mental trigger is linked to the fact that people tend to respond to positive actions with other positive actions (just as they respond to negative actions with other negative actions).
- Transformation: Copywriting articles need to deliver something useful to the reader that they didn’t know before reading it, or it will be considered a waste of time. So, the transformation trigger can be explored, especially in the title. But remember: your content must deliver the transformation it promises, or you will lose credibility.
- Urgency: Just like scarcity, urgency is one of the most explored triggers in advertising and marketing. This happens because humans tend to delay actions and decisions until they become urgent. So, use terms that create this sense of urgency in your content to encourage the reader to make a quick decision.
Explore mental triggers in your copywriting articles and watch your conversion results improve.
What Not to Do in Copywriting
In addition to the points we highlighted for good copywriting practices, there are also factors to avoid if you want to ensure persuasive articles for your content
Failing to Revise
Revision is essential for any type of article.
And with copywriting, it’s no different.
The content produced needs to be reviewed so that no grammatical or typographical errors make their way into the publication.
Errors can decrease the credibility of your article, as well as harm the objectives of your content.
Overloading Information
When we talk about copywriting, we are mostly referring to online content.
Therefore, it’s important to keep in mind that articles should be applied in various materials and for different purposes.
Overloading and providing overly extensive content will not always deliver what the audience is seeking.
So, consider this point when creating your brand’s content.
Focusing on Features, Not Benefits
When a consumer encounters an ad or visits your website, blog, or social media, they are not necessarily looking for the brand that will solve their problem.
Most of the time, they are either discovering the problem or simply searching for a solution.
This means that the content they seek or that grabs their attention is focused on solutions, not products.
The consumer doesn’t want to feel like your company is “pushing” a sale on them but rather providing valuable information.
Forcing Clichés
Consumers are used to being exposed to marketing materials every day, all day long.
Therefore, they are already aware of how brands use mental triggers as a persuasion strategy.
Overusing clichés can leave a bad impression on the reader and have an effect no brand wants: pushing a potential lead away.
Technical or Overly Complex Language
The goal of language is to communicate.
If an article uses technical or overly complex terms that are not part of the reader’s vocabulary, that goal is lost.
You don’t want your reader to leave the page to look up a term or, worse, give up on reading an article they don’t understand.
The language of a good copy should be clear, direct, and educational.
Lack of Credibility
Your article may be well-written, but if it doesn’t instill security and credibility in the audience, it will fail to persuade.
Therefore, keep in mind that copywriting articles should focus on the persona, their needs, and be tailored to the stage of the consumer-brand relationship.
By tailoring your articles in this way, your brand can create a relationship with the audience and show that the content is there to make their daily life easier.
Poor Article
If the content of your material is overly simplistic, lacking important factors like coherence and interesting linguistic constructions, it won’t fulfill its function of grabbing and holding the reader’s attention.
How to Convert Using Copywriting?
Good copywriting in your materials will definitely help improve your conversion rates.
To achieve these results, invest in hiring qualified professionals or ensure that your team is trained with the tips we presented in this post about what to do and what not to do when creating persuasive articles.
Remember: a good copy should generate connection and identification, understand and address the problems the reader is facing, offer a solution, and create an interesting offer for the persona.
Copywriting Applied to Lead Generation
One way to increase your lead generation with copywriting is by using Conversational Marketing!
With these platforms, you can customize your copy based on the visitor, according to the page they are on your site, the device they are using, and the marketing channel through which the lead found your website.
As we saw in this article, generic copy doesn’t work in copywriting; you need to personalize your communication for each persona to create connection and identification.
In this case, Leadster, a pioneer in Conversational Marketing, can help you offer personalized experiences that generate engagement with your website visitors, landing pages, and blogs, increasing conversion rates.
Create a free demo by clicking here.
Conclusion
Start transforming the content created by you and your team with this guide now.
With persuasive articles, your brand will guide your target audience through the buying journey and improve conversion rates for leads and customers!
