What Is Copywriting? And How It Helps Your Brand.
It doesn’t take a long on the internet until you hear this word, but how does it really work?
Aside from what most people believe,
copywriting isn’t something from the internet era or IA boosted articles.
It’s actually a very old marketing concept.
The first ever recorded use of copywriting, was in the babylonian times, a piece called The Papyrus of Slave Shem (3000 BC).
I don’t understand that language, but archaeologists say it was an advertorial piece used to promote a religious book.
It’s Funny to think the first ever product advertised was faith, But I guess the marketing lords always knew they needed to focus on pain points.
Copy
The word copy in marketing refers to the information of an advertorial campaign with the goal to get attention, persuade or entertain an audience.
People normally relate to the written part of it, but the best copy pieces are not only what’s written on the ad, but everything about it.
A high converting sales piece is formed by assembled different aspects,
from the cover design to the structure on the article, the colors used on the piece to the language level written,
it all can play a major role on the outcome of the copy being successful or not.
And copywriting is the action of assembling this piece together, copywriter, the one who does it.
Some consider it a form of art, some others the science behind human behavior, and most common folks don’t even know it exists, but for sure they have been persuaded by a piece at some moment in their lives.
To write an effective copy, or even better, create it, because as one of the most famous copywriters Eugene Schwartz said once:
“Copy is not written. Copy is assembled. You do not write copy, you assemble it”- Eugene Schwartz
When you’re creating your piece you need to have a few things in mind,
The first of them is who are you trying to convince, who are you selling for, or in technical terms who is your ICP (ideal customer persona), by knowing your potential customer, you can focus their pain points.
It’s no secret to everyone that if you aim for everything, there is a pretty big chance of you hitting nothing,
and in marketing this is pretty much an unspoken rule.
To start by understanding your potential customer, you can craft a carefully built copy to target that specific audience and lead to high conversion rates.
How It can help your business
Copywriting isn’t a standalone product, it’s part of a broader marketing strategy, and the businesses that recognize the relation of copywriting with marketing tend to perform way better than the ones who doesn’t.
The reason for this, it’s because an effective copy will make your business resonate with the audience.
It’ll make them feel like you’re speaking directly to them and leave a lasting impression on their minds, leading to the desired action,
which in business normally means sales.
For brands seeking growth, the strategic use of copywriting is a non-negotiable,
it needs to have.
Specially nowadays where most of the marketing is made through online means, to craft content that is not only informative, but persuasive and SEO-friendly plays a major role in getting visibility and to appear in search engines,
A well crafted copy can be the difference between appearing on page 1 of search engine or page 20.
Who the f goes to page 20?
It can also create brand loyalty, add personal touch, inject humanity and make your customers become not only customers but loyal fans,
by creating an emotional bonding which goes beyond mere money transactions, eventually they will promote your business leading to growth.
Copywriting
To create masterpieces and take your business to next level with the full potential of copywriting isn’t a skill you need to be born with,
clearly if you’re a natural communicator and salesperson it becomes way easier to understand some concepts, but since copywriting is a craft, anyone can learn its concepts,
and if you practice enough, you can become pretty good and bring growth to your brand.
To be empathic with the potential customer and be able to create a message which resonates with them, that solves their problem while focusing on their pain points is one of the most important things in writing copy.
To understand how a good headline is crafted, what it needs to have, and even become a master of persuasive language leading them to a clear call-to-action to make them go from curiosity to conversion,
is something any person can do.
You just need to put time and effort into it
And if you do, there won’t be long until you start to see the results of this kind of work.
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-DGaspar.
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