If you have ever wondered what copywriting is and how it can help you sell any product or service, especially if your client is on the Internet, get ready because in this post we will explain everything about this technique.
But whoever thinks that copy is only used to sell is mistaken. You can also use text to convince your visitor to sign up for a newsletter, watch a video, or take a survey, for example.
In a nutshell, copywriting is the your visitors or potential customers to engage with you, to break down possible objections to your product, and to show how your solution is ideal for them.
VIDEO | Copywriting: How to write to sell? | Live Experts
To give you an idea of the importance of this process within sales strategies, there are professionals dedicated entirely to this function: copywriters.
In this guide, we are going to share with you what we have learned on the subject working at and with other professionals in the field.
Take a look at our article and discover
What is the difference between copwriting, mcontent marketing and copywriting?
It is common for one to get confused when it comes to differentiating copywriting, and copywriting. After all, the three of them work with the production of texts for brands, right?
What differentiates these techniques are the goals and the instruments used to achieve them.
Copywriting works with a strong search for the needs of buyers and with performance analysis in various details of the text, looking for the reader to take a certain action in the short term.
With good copywriting-oriented text, it is possible to create ads capable of generating immediate sales, which also allows you to easily measure the effectiveness of your messages.
Content marketing is more concerned with consumer journeys, attracting new customers through materials like blog posts, ebooks, and infographics. Generally, the results of content marketing are perceived only in the medium and long term.
Lastly, copywriting is more involved with building the brand image, thinking of actions that will make your project recognized by the public.
It is important to highlight that, despite fulfilling different roles, copywriting is fundamental to your content marketing strategy, and vice versa.
Think of it this way: if you’re writing great articles but not driving the right traffic to your page, it’s also going to be hard for you to become a referrer on your website. and consequently . Copywriting has the function of attracting visibility to your page and when used in the correct way it can help to conquer regular readers and, of course, generate consumers for your product.
The opposite also happens. If you create an amazing ad but clicking on its link sends users to a site with poor quality content, you most likely have a . In that case, it will be your content that needs to improve.
VIDEO | 3 copywriting tips to make your audience fall in love
When to use copywriting techniques?
Contrary to what many people think, copywriting is a very old technique, used by various companies long before the Internet became popular.
And despite sharing similarities with content marketing, copy materials found their first big space in the United States with the direct marketing.
Imagine a time when sending sales letters (direct mail) to consumers was common. The professional responsible for writing those letters needed to create material interesting enough to attract more buyers and cover the costs of sending hundreds, thousands, even millions of letters.
This need transformed the text into a sales tool and, today, to conquer a In positive Internet campaigns, you need to have the same thought. Therefore, it is necessary to use copywriting techniques in all interaction processes between the brand and the client.
This means that your text must be persuasive even when you are offering free content to your audience since, for example, you may want to convince your users to give you their contact information and convert them into .
If your audience doesn’t recognize the value of what you offer them, regardless of whether it’s a free or paid service, they will be unlikely to become a regular reader and, of course, you will have fewer opportunities to and turn you into a repeat buyer.
What information do you need to get started?
As we have already said, before writing we will do extensive research on what our client wants and what is most relevant in our product for their audience.
For this, it is necessary to know the avatar very well, try to understand it and speak to it as it speaks. You will have to know his problems and dreams. It is in places such as comments on social networks, email responses or opinion polls where you will find the ideal language to use in your texts.
How about a practical example?
Andrés is a personal trainer who is preparing to open a gym and will use Facebook to announce the news, reaching only those who live near it.
For Andrés, the best qualities of his gym will be:
1st The new equipment.
2nd Short-term training.
3rd Dance and bodybuilding classes.
You already know that there is only one other gym in your region: the Plaza Gymnasium, famous for its above-average quality of care, even if it has old equipment.
Before creating your Andrés went to the neighborhood stores asking the owners if they went to the Plaza Gymnasium and, if not, for what reason.
In many of the conversations, Andrés was surprised to discover that the old equipment of the Plaza Gymnasium was not a problem, but very extensive exercise routines.
With that information, the personal trainer was able to create ads that highlighted the short-term workouts he offered, making his campaign much more assertive.
This is just a demonstration of how your customer profile is important in attracting and retaining new customers.
So, before creating your text intended to sell, always make a list about:
- What bothers your potential client?
- What are their dreams and how can your product help them achieve them?
- How does your buyer persona communicate?
- In which channels do you look for information or spend more time online?
These answers, associated with the demographic data obtained in tools such as Google Analytics, should serve as a starting point for your content production.
VIDEO | Copywriting: What do you need to start writing to sell?
How to do copywriting?
1. Use a hook that attracts attention
In an advertisement you have a few seconds to attract the attention of the potential buyer. Use curious information about your market, something that surprises the reader and convinces him to see the full ad.
Example: Did you know that babies know the difference between right and wrong before they are a year old?
2. Show authority and reliable sources
After drawing the user’s attention, if you offer information from outside your business, you will need to justify the validity of that data by informing its source. This moment may serve you, for example, to demonstrate your about that topic or to reinforce your mission in relation to the product.
A practical example: My name is Lucía Guerra, I am a social worker and I have been working in social education for 24 years. I help new parents to overcome a period as full of insecurities as the baby’s first months.
3. List the problems and wishes
Before you create a sales text or video, you’ll need to make a list of the potential buyer’s problems and wants, showing them how your product or service can help them.
Example: I know that you experience the insecurity of caring for a baby who still knows nothing of this world.
4. Present your product
Now is the time to present the product and inform about its mission in the life of the potential buyer.
Example: During my 24 years of work, I have developed a complete material that will teach you to deal with the main doubts that arise in the first months of a baby’s life.
4.1. Answer the question What do you solve?
Here it is time to say what problem situations the product solves, somehow proving that it really works.
Example: Learn to identify what signals the baby gives when he is hungry, sleepy or sick.
4.2. Use testimonials to validate your arguments
Here, in addition to reaffirming that the product is for those who watch the video, it is important to validate that idea with testimonials from other buyers.
Example: The “New parents” course is for you, who have little time to take face-to-face courses and want the best care for your child.
5. Highlight the benefits of the product
It is now a matter of enumerating them.
Example: In addition to having access to all the classes, by being part of the online course “New Parents” you will be able to enter our private Facebook group for free to chat with other parents.
6. Inform about the format, payment, access and guarantee
Show the user the format of the product, its price and give them easy access to it (in the case of digital products such as Y ), as well as information that protects your rights as a consumer, such as return policies or warranty periods.
Example: The New Parents course is made up of in an easily accessible place.
Payment is safe and your data is protected. After the approval of the purchase you will receive in your email a username and a password to access the contents.
I have created a method capable of helping parents effectively. It will be at your disposal for free for 30 days so you can try it calmly.
If after a month from the moment of your registration you do not want to access the training anymore, it will be enough to cancel it so that the registration money will be returned to you.
7. Call to action
After showing all the benefits of your product, it will be time to show the visitor the next steps through a clear call to action.
The or Call to Action in English (CTA), is a message with which you ask your visitor to do something after reading the content of your page, such as clicking on an ad, registering, buying, etc.
Some studies show that the imperative call to action generates better results, since you are telling the user what to do in a totally direct way, although you will have to do some tests with your audience to know if that hypothesis works in your business model. .
Example:
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