What Is Copywriting?
Understanding the difference between the © & copy
If you are like most people then you probably heard of the word copyright – the one symbolised with © which involves ownership of an artist’s work. What we will be covering is a different kettle of fish. Keep reading to understand the exciting world of copywriting and how it will benefit you and your business.
Copywriting is a profession that involves writing copy (text) for advertisements. A copywriter gets you a potential client to take a specific action whether they are making a purchase or subscribing to your email list. In other words, a copywriter is a salesman in print.
You are surrounded by copy but you just don’t realise it. Take a look at billboards – they are written by a copywriter. However, there is more to just billboard copywriting. Below is a list of other mediums you have come across in your day-to-day life:
– Direct mail letters
– Newspaper and magazine advertisements
– Brochure and leaflets
– TV and radio commercials
– Media releases
In this age of information, business owners are looking for ways to stand out from their competitors. Therefore, they turn to copywriters for help. Copywriting is a great marketing asset to have. If you are a business owner and you don’t have the skills in writing your own copy maybe consider hiring a copywriter.
Now that you know what copywriting involves, the next question is what makes a great copy? Below is a list of 5 essential writing components.
1. Target Market
Writing in the ‘first person’ using a conversational tone works really well. The target market must feel as though the communication piece is speaking directly to them.
As people read marketing material, they are subconsciously thinking “what is in it for me” and rightly so. A great copy must outline the benefits in a clear and easy to understand way. In other words, it must show the potential client how the product/service can make their life better, richer, easier, happier, etc.
Great copy separates the vital bits from the desired bits. Sometimes, it’s tempting to cram everything in a communication piece but it should be enough to catch the reader’s interest. Dot points work best for ads with a small word count.
4. Evidence/Proof Of Claim
The best way to alleviate doubt from a potential client is to provide evidence that others have done business with you before. Never underestimate the power of testimonials or case studies. In the absence of both, look for offers that provide a sense of certainty such as a money-back guarantee.
5. A Clear Call-To-Action
Every communication piece must have a clear call to action. What is a call to action you ask? It is a set of instructions that the potential client must do to obtain the offer. Calling the office, asking for a quotation, booking an appointment are commonly used. Great copy never assumes the potential client knows what to do.
All in all, copywriting is a profession that involves writing text (copy) for advertisements in order to help a business stand out from their competitors.
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