What is copywriting?
If you’re in the world of marketing, you might not understand this because we are so familiar with copywriting and its function. But, for the outsider looking in, there’s a general haze of confusion that surrounds copywriting.
Before I jump into my tips, let’s clear the air and focus solely on the definition and the ins and outs of this marketing function.
Essentially, copywriting can be defined as the technique of writing persuasive content that compels people to take action whether it’s to buy something, request more information for a service, download a piece of content, etc.
Copywriting adds value to your content.
To put this idea into motion, here’s an example. Let’s pretend that you sell noise-canceling headphones that are meant for people who work in offices (very random and specific but let’s roll with it).
Your goal is to reach out to at least five people a day to promote your product in an effort to get them to buy it.
So, you decide to slide into the DMs and give it a whirl. Here’s a cliff’s notes version of the message:
“Hi, @idontwantobebothered – I think you should buy our noise-canceling headphones. They’re great and they get rid of the noise. Here’s a link to make your purchase: xyz.com.”
If you send a message like that, you’ll have people clamoring for a chance to make a purchase…not!
That message was likely met with a scoff and an eye-roll from the user and in the end did not translate into anything more than a missed opportunity.
Let’s switch gears and say that that same salesperson decides to get a little crafty. They’ve done their research and took the time to engage and build a relationship (context) with a user PRIOR to sending the message.
The new re-vamped message goes a little something like this:
“Hi, @iminterested – After learning a little bit more about you and your work environment, I can only imagine how loud it can get at times (There’s always that one Chatty Cathy. Every office has one!). I’m not sure if you noticed or not, but I work for a company that makes noise-canceling headphones that are perfect for people like you who work in an office. Here’s a fun infographic that’ll tell you a little bit more about what sets us apart from the other headphones on the market. If you have any questions, let me know!”
Now THAT’S a message that’ll pack a bigger punch and increase the likelihood of engagement with that user.
Why? Because that message was personalized to that specific user, there was personality, and the goal of that interaction wasn’t a sale on-the-spot. Instead, the goal was to provide that user with value as to why the product could provide that user with value.
That’s the long and the short but you get the idea…Copywriting is used to tell a story and form connections!
Alright, now that we have a better understanding of copywriting, let’s get to the meat of this article and the reason you landed on this blog in the first place. Here we go…
Grab a tissue, solidify their laugh lines, or get their blood pressure pumping. Whatever the case may be, an important part of copywriting is evoking emotion in your audience.
The whole idea here is to flex your empathy muscles. You’ll want to take a walk in your consumers’ shoes and then create content that’ll have them feeling something because they can relate to the story that you’re telling.
When you can convey through your words a narrative that’s steeped in emotion, you’ll create content that packs a punch and resonates with your target audience and, in turn, is more likely to be shared.
The only time fluff is OK is if you’re making a recipe that calls for Marshmallow Fluff, other than that, save it. The rule is even more applicable when it comes to your content.
Nowadays, consumers are predominately skimmers. They want to get to the point and they want to get there quickly. Verbose content like I’m writing right now in this section isn’t going to cut it.
The lesson here is to write content that focuses on one messaging point at a time. The more focused you can become with your content the better off you’ll be.
As consumers, we’re more or less numb to sales pitches. They essentially go in one ear and out the other because they’re not engaging and usually, the goal is to push a sale rather than form a bond between the brand and its consumer.
Your customers don’t want to be outwardly sold on something. Instead, they want to be told a story. Something that’ll strike a chord and make them feel something (refer back to copywriting tip number one).
Compelling stories help make your content become more relatable in that if done correctly, the user can actually see themselves in the situation that you’re describing. The better that you understand your audience, the better you’ll be at writing copy that speaks to their questions, pain points, interests, etc.
How do you do that? Here are a couple of ideas to get you started:
Making your readers feel something, keeping your content concise, and telling a story rather than making a sales pitch are three ways to leverage persuasive copywriting to help you better serve your target audience, build brand awareness and ultimately generate quality leads.
If you think your copy is missing the mark and you need help crafting compelling content, contact us today!