Copywriting is the text production strategy that seeks to convince the reader to take a specific action, such as buying a product or signing up for a newsletter. It is a tactic constantly applied by the Marketing and Sales departments in their communications, both on digital and offline channels.
Copywriting is the text production strategy that seeks to convince the reader to perform a certain action, such as buying a product or signing up for a newsletter. It is a tactic constantly applied by Marketing and Sales departments in their communications, both on digital and offline channels.
Are you able to convince your target audience through the strategic use of words? Can you charm and make the blog reader follow all the actions you indicate?
So you’ve probably already mastered some of the skills needed to be an excellent copywriter. Know that your content can make a difference in a company ‘s Marketing strategy, increasing the number of conversions and its network of customers and potential customers .
Do you want to better understand what Copywriting is and how it can be the missing piece for your brand to achieve success? Then this definitive guide is for you!
- What is Copywriting?
- What is the relationship between Copywriting and Content Marketing?
- How to develop a copywriting strategy?
- What are the main Copywriting techniques?
- Is it possible to create perfect copy?
- What are the 11 most important elements and triggers in Copywriting?
- What are the most common copywriting mistakes?
- How to optimize your pages with Copywriting and SEO?
- Is Copywriting “Manipulation”?
- How NOT to do Copywriting?
- How to become a copywriter?
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What is Copywriting?
Copywriting is a content production strategy focused on convincing the reader to take a specific action .
The copywriter must write the “copy” (text) thinking about its persuasive character, using triggers to arouse interest in the reader, with the aim of generating conversions and sales .
But anyone who thinks that this concept is a novelty is wrong.
The Rise of Copywriting
No, Copywriting is not a new term. The word copy was first defined in 1828 by Noah Webster and, contrary to its literal transposition — “copy”, the term referred to “something original that must be imitated in writing and in print”.
This definition fell into disuse in the literature, but remained among journalists and printers who, in the mid-1870s, began to define the copywriter as the professional who writes advertisements, to differentiate this activity from the traditional news writer.
Twentieth century copywriters, therefore, were nothing more than advertising copywriters, and the work of these professionals helped several brands to gain fame and millions of dollars at the time.
However, with the popularization of the internet and the rise of Digital Marketing , Copywriting was reformulated and began to distance itself more and more from advertising.
The Difference Between Copywriting and Copywriting
Paul Hollingshead, one of the founders of AWAI, one of the largest associations of copywriters and copywriters in the world, differentiates the two areas as follows:
“Copywriting is a strong CTA, meaning a strong call to action, while copywriting is a ‘soft sell ad’.”
From a more practical point of view, Copywriting is more appropriate for attraction strategies, such as Inbound Marketing , for example, in which the sales process extends into a long persuasive process. Advertising writing remains an instrument aimed at direct sales.
This does not mean that the two fields are perfectly distinct. Copywriting was “born” from advertising writing and most of its tools were incorporated by renowned advertisers of the past.
The two types of writing, therefore, are complementary and their approaches are always intermingling.
The main purpose of Copywriting
If the CTA is one of the main elements of a copy, it means that throughout the customer’s journey it will be necessary for the reader to take some action such as subscribing to a newsletter, downloading rich material or just continuing on the blog and reading. another post, according to the strategy that was established.
It is from this technique that the copywriter is able to convince and captivate the attention of the visitor to a website or blog and make him follow the instructions that are given.
This professional educates and trains the persona about a particular product or service to make it clear that their product is the best solution for their demands.
This is done by producing rich and quality materials like blog posts, infographics, e-books, whitepapers, webinars and so on.
What is the relationship between Copywriting and Content Marketing?
Like Copywriting, Content Marketing is an old practice that has gained a new guise after the popularization of internet advertising strategies.
In previous topics, when we explained the concept of Copywriting, it was said that it focuses on conversion . Because of this, you should keep in mind that it will have great relevance in the adoption of Content Marketing by a company.
The Concept of Content Marketing
When Content Marketing is adopted in a company, the objective is to attract, captivate and educate the target audience through content that is relevant and rich to a specific audience.
By building a long-term relationship, it is possible to increase the network of customers and potential customers of the business, providing quality content that meets the interests of your audience .
In other words, Content Marketing leaves behind the old invasive advertising to transform companies into true educators.
In addition, this strategy is very important to make a company a reference in its market, as it increases its authority and benefits the brand image , which, consequently, attracts new customers and favors business.
The Role of Copywriting in Content Marketing
As you can see, this “sales art” cannot be summarized only in the act of marketing a final product, because the copywriter does not always aim to make a sale immediately.
The idea is to extend the consumer experience in a process, the sales funnel , and lead your audience, step by step, through strategically prepared content to its final destination, which in this case is conversion.
If Content Marketing seeks to engage and attract the target audience through educational and quality content, Copywriting will be the differential for the strategy to be effective, as it encourages the reader to take action.
The big secret, both for Copywriting and for Content Marketing, is to know in depth who will consume the content. Thus, it is possible to bring the reader and their universe into the narrative and solve their doubts in the best possible way.
