Copywriting is a persuasive writing technique that aims to convince a target audience to take a specific action, such as buying a product or hiring a service.
One of the biggest challenges they have is convincing their potential customers to buy the solution they offer. However, few know that there is a strategy that can help them achieve this goal: copywriting.
Text that is capable of convincing users to perform a certain action is called “copy”. To achieve this goal, the copywriter uses the famous emotional triggers as a resource, that is, emotional triggers.
We invite you to continue reading to learn more about copywriting and how to use emotional triggers when writing a text.
Let us begin! 📝
Copywriting: what is it
Copywriting refers to the set of content production practices that aim to convince a target audience to execute a specific action, such as purchasing a product or service. To do this, use persuasive writing techniques.
To develop this strategy, the copywriter must write texts that arouse the interest of the reader. In the case of digital content for e-commerce, the idea is that this interest is transformed into more sales.
But, over time, copywriting does not only focus on a specific action: selling. It also includes new actions that will help you connect and guide users:
- Convert readers into subscribers.
- Loyalty to subscribers through the contents of the .
- Create campaigns of .
- Getting a reader interested in a product or through social media posts.
- Increase the customer base with an effective.
So, copywriting is the art of selling through the power of the written word. However, many confuse this discipline with content marketing and copywriting.
Speaking of powerful words and phrases, do you know the work of Tano Verón?
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If you want to enhance your skills to be a good copywriter, keep reading!
Differences between copywriting, content marketing and copywriting
Although these three elements are part of the digital marketing strategy, they are different concepts. Next, we tell you what characterizes each one:
copy writing
As we mentioned before, in copywriting, texts are produced based on persuasion techniques. In addition, it aims to encourage the reader to perform a certain action.
💡For example: look at this banner which we show you below. This piece emphasizes the possibility of having your own online store. It also includes a form and a direct call to action (try 30 days for free), to invite the user to get to know the Tiendanube platform:
Create your online store for free!
content marketing
His focus is through blog articles, email marketing strategies, e-book production and infographics.
Content marketing focuses on the customer journey (the customer’s journey, that is, the route they take through the different points of contact with the brand) and its results are perceived in the medium and long term.
copywriting
It is an informative and promotional content, focused on the, with the aim of getting the public to recognize it. Unlike copywriting, copywriting does not seek to make the user take an action.
From this differentiation, we can conclude that:
- The copywriter attracts, while the copywriter converts.
- The writer captures the user’s attention and the copywriter invites the user’s action or decision.
- The content educates, but the copy sells with few words.
- Content builds a community, while copy gets customers and closes sales.
- The content adds value and the copy gives value to your business.
Types of copywriting
In this section we invite you to distinguish between the types of copywriting to better understand the sector.
From this classification we are going to deny some myths that affirm that to be a good copywriter you have to follow secret formulas or write texts “embellished” with technical words. Have you ever heard it? See what it is about.
advertising
In addition to writing texts that attract the reader, a copy has an advertising vocation. Its mission is to create a variety of creative formats such as spots, advertisements, brochures and radio spots.
Look at these ideas to sell more:
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content marketing
The techniques of commercial writing or persuasive writing are applied in texts that are based on the needs of the consumer, discover their wishes and present them with a solution.
This type of copywriting focuses on sales-oriented copywriting. A good example would be the strategies of , the creation of a landing page or the .
Desire
The (search engine optimization) copywriting is a digital marketing technique. It has the challenge of conquering two protagonists: the user and Google. As a first rule, a text must arouse emotions in the reader.
For this reason, persuasive writing goes hand in hand with writing in order to reach the top of the search engines.
Tips to apply SEO copywriting in your online store
If, for example, you have an online store and you want to launch a new collection, it is not enough to publish the photos of the garments on the internet. It would be like keeping it in a virtual showcase without anyone being able to buy it.
So, to enhance and position your website it is important that you avoid:
- Having an attractive and well-designed online store, but lacking a copy strategy.
- Have a sales, but is not positioned in search engines.
- Having an online business without optimized product sheets.
To make sure that your business does not fall into these bad practices, we bring you a series of tips that will give you a more precise idea of how to apply SEO copywriting in your online business:
- Build a linkbuilding and interlinking strategy. This serves to gain relevance and authority with your web page, by building external and internal links between valuable content. To do this, look for websites similar to yours and ask them to put a link to your online store on their website. Also, link together the most important pages of your site.
- Communicate assertively. SEO copywriting, the one that omitted articles and prepositions, is no longer used. Thanks to the update of the Google algorithm, the copywriter writes to make the user fall in love, but without forgetting the SEO techniques.
- Investigate the , to know the needs of the consumer. Thanks to search trends, you will discover where to aim to expand business opportunities.
Are you interested in knowing more about SEO? Make your ideas sell and your online store is positioned on the internet, download our e-book for more tips!
First steps: how to write a persuasive text?
If you consider that copywriting is the ideal strategy to increase your sales, then we recommend you follow these 6 tips to create persuasive texts:
1. Identify your audience
To be successful in a copywriting strategy you have to know who you are writing to. In this sense, we suggest you identify your , that is, the representation of your ideal client.
I defined age, gender, occupation, interests, hobbies and any other information that is relevant to build the profile and behavior of your client.
In this way, you can create digital content whose styles and languages correspond to the reality of your clients.
Here we tell you everything you need to know about this topic:
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2. Create a good title for your text
When writing a copy you have to pay special attention to the title. After all, it is the first contact that the reader will have with your text.
A good headline should capture people’s attention and encourage them to continue reading the rest of the content.
We recommend using numbers and striking questions. Keep in mind that the most important thing about the title is that it be direct and creative. Also, remember that effective titles must include an action or purpose to attract the reader’s attention.
💡 We bring you these ideas:
✔️ I lost 5 kilos practicing these basic exercises
❌ How to lose 5 kilos?
✔️ The 3 best routes to ride a bike in Mendoza
❌ Take bike rides around Mendoza
💡 Important fact: titles must be at least 65 characters long. But, if they exceed 70 characters, Google can modify them since they don’t like long headlines.
Look at this example of a Tiendanube newsletter, whose subject (e-mail subject) is “3 infallible techniques to sell more”:
3. Use verbs in titles and CTA
If the main objective of copywriting is to encourage action, the use of verbs is essential in writing persuasive texts.
In this sense, a good practice is to use imperative verbs, as long as the tone and voice of your brand are aligned with this type of conjugation: for example, “learn more”, “click here”, “buy now”, “subscribe”, etc.
Place these verbs in the titles and CTA (call to action), that is, the buttons that invite the user to perform an action.
4. I included reliable and interesting data
This practice will enhance the credibility of your copy and, consequently, will help you reach the sales goal. Look at this example of Tiendanube:
Make sure your content is unique and the data is relevant to your buyer persona. One recommendation is to include studies, reports or statistics from reliable sources to support your texts.
For example, if you are going to talk about electronic commerce in Argentina, you can cite our or you can also use your company’s data to gain credibility such as products sold, orders delivered or success stories.
5. I invested in storytelling
Storytelling consists of telling stories based on captivating narratives. This technique is one of the most effective to attract the attention of the public and increase engagement, that is, the level of interaction and commitment that users have with a brand.
By telling a story, you can evoke and connect with emotions or memories of the reader, which will translate into a closer conversation:
- joy,
- the fear,
- nostalgia,
- the controversy,
- the desire.
That connection that you establish with your prospects, thanks to emotional triggers, is what will help you touch…
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