¿Qué es copywriting? La guía que necesitas para ponerlo en práctica

What is copywriting?

Copywriting is the writing technique that uses persuasive words to motivate consumers to take an action, such as buying a product or service. Those who produce persuasive copy are known as copywriters and are responsible for showing the value of the business or brand and how it can help your customer.

Persuasive copywriting is used in different content such as website copy, advertising guidelines, emails, landing page messages or any other content that aims to sell and influence your target audience.

What does copywriting mean in marketing?

In digital marketing, copywriting is about using persuasive words or phrases to convince users to download an ebook, share a post or buy a product. When you use this technique, you sell with your customer in mind because you focus on seducing with texts that impact their needs.

Remember: words have power, you just have to use them effectively to stand out.

Who does copywriting?

The copywriter or advertising copywriter is in charge of creating texts that conquer and generate actions in your target audience. Copywriters work mainly in advertising agencies, however, this profession is so important that they also work in areas such as technology, finance, education and more.

A copywriter understands how communication with the audience should be, therefore, within the Online Marketing collaborates in different areas:

• Content Marketing or Content Marketing
• Email marketing campaigns
• Copywriting for product or service landing pages
• Texts for the home page of different websites

This is the name given to professionals who work in copywriting and help your business sell to more people.

What is a good copywriting for?

Copywriting is used to influence the buying decisions of your users or the actions you want them to take. And in such a competitive world full of content, you need to capture attention and convince.

Did you know that only 20% of visitors to a website read all the content? A really low number, so you must highlight the important points from the headline to the Call To Action or CTA.

These points are key in copywriting:

1. Attract attention.

This means arousing the interest of those who read you and want to know more about you. But also your frequent users, so start by telling them a curious fact, showing studies or writing a catchy phrase.

2. Highlight the benefits of the business and stand out

In copywriting you need to connect with those who read you. The best way is to highlight how you can help them and the benefits they will get from the text you write.

3. Call to action

It is known as Call To Action (CTA), that is, your users must do something within the website. Every time you write, keep in mind what intention is behind your words and what actions you want to generate: maybe to get them to fill out a form or subscribe to your newsletter.

5 Copywriting best practices to apply to your brand

There are 5 tips you should take into account to apply persuasive copywriting in the texts of a website:

1. Define who your customer is

On the Internet you have access to millions of users, but not all of them are your target audience.

The better you define who your target audience is and how they behave, the more effective your message will be. That's why you must study your ideal customer in depth, understand what their problems, fears and desires are.

Only then will you know what pain points and reticence you should address in your texts to capture their attention.

For example, imagine there are two people who need a chair:

• One of them works all day sitting and needs to replace her desk chair.
• The other wants to buy six exclusive chairs with an avant-garde design to renovate her living-dining room.

Do you think you can sell to them using the same words? Of course you can't.

2. Analyze your product or service

No matter how much marketing you apply to your offer, you'll never sell it if it doesn't fill a need or a gap in your customer's desires. So ask yourself, how do you improve their life?

Although you must take into account both features, advantages and benefits when creating your copy, it is the latter that will connect with your customer's emotions because what they want is not to have a chair, but to sit in a very specific way.

So you are not selling a chair either, but the solution to their problem.

3. Establish your value proposition

Now you have to answer the million dollar question: why you, what makes you special compared to your competition, what is the reason why your customer should hire or buy from you instead of someone else?

Start with storytelling:

• How did you get here?
• Why do you do what you do?
• What are the values of your business?

Write without thinking about the web. Just look back and put YOUR STORY on paper.

• Maybe your father was a cabinetmaker and you have decided to continue his legacy.
• Maybe you've left your artistic soul in every chair you design.
• Maybe you have found the perfect combination of comfort and functionality.

Don't forget that storytelling is the perfect complement to good copywriting, because no matter what, if you get your customer to connect with your story and feel identified with you, you will make them want to buy from you just because of who you are.

4. Use action verbs

There are certain verbs that prompt users to take a certain action. For example:

• Buy
• Schedule
• Continue reading
• Learn
• Search
• Get to know
• Teach
• Dream

In copywriting, it is essential that you use these verbs to influence users' decisions and convince them that you have the solution to their problems.

5. Review each section of your website

Your website must transmit the value proposition in each of its pages, so always check:

• Home: you need to convey what you offer, for whom you offer it and why you and not the competition. And all at a glance.
• Sales pages: touch the pain points, present the solution to their problem (benefits) and eliminate any points of resistance (features and advantages).
• About me or about us: you must convey confidence and reinforce your value proposition with storytelling.
• Contact: make it easy to contact you and solve general or specific doubts.

In order for you to achieve emotion with your words, take the Copywriting Course with Storytelling Techniques. You will learn how to write content that makes an impact.

How to do copywriting in Digital Marketing and social networks?

In Online Marketing there are two fundamental points that you must know: who is your ideal client and what action you want them to take.

Precisely, copywriting will be the weapon to persuade your users in different channels and different content formats. So, in what cases is copywriting used in digital marketing? Here we show you some of them.

Copywriting for social networks

Writing for Facebook, Twitter or Instagram requires persuasion, because you need people to remember and read you. So apply the following:

• Write by attracting attention with a specific piece of information or a question.
• Keep them interested by telling them about a problem and explaining how you can solve it.
• Get them to take action by writing a CTA.

Here is an example of copywriting in social networks

Copywriting for blog

Within your website, the blog will be the weapon to communicate and provide relevant information to your customers. So when you write, keep in mind objectives such as:

• Educate
• Entertain
• Persuade
• Help

Copywriting for Email Marketing

The most direct communication channel and with the greatest reach is email marketing, so using copywriting will help you get more people to open your emails and you can achieve sales or generate loyalty.

You can use action verbs in your subject lines, such as "imagine, create, share, discover or know.

Feeling like you never want to stop learning? Start with the Copywriting for Digital Platforms Course. You will be able to write persuasive texts for your website and social networks.

Examples of effective copywriting

Let's look at the following example. The landing page of a website needs its users to click on the buy button. In the first version no persuasive technique was used, while in the second version 3 key points were used:

• Drawing attention
• Highlight benefits
• Call to action

In the previous example, the communication is clearer and more persuasive by taking into account the 3 key points of the text. The action of buying invites to click on the button.

And how effective is copywriting? According to data compiled by Smart Blogger, a good CTA can increase the chances of conversion by 202%.

Want to see more examples? Click on the following video:

What is the difference between copywriting and storytelling?

Storytelling is another way of using the power of words to connect with potential customers and refers to the art of storytelling. Both copywriting and storytelling pursue objectives that, although they seem different at first, complement each other very well.

• Copywriting is persuasive writing used to sell and generate actions.
• Storytelling is the art of telling stories to achieve an emotional connection.

How to use both? Think about your services page. Your goal there will be that customers contact you to buy, so you will use copywriting techniques to tell them the benefits; in addition to this, you want to connect with this customer and for this, you will use storytelling, because it will be the way to achieve a union between the needs of those who buy from you and their emotions to activate the sales action.

Know the path to become a Content Creator.

CHALLENGE:

Go to your favorite social network and search for a business or brand. Share in the comments that persuasive text that caught your attention.

Conclusion

Copywriting is a technique widely used within Digital Marketing to convince our target audience to do something, either within our website or in our social networks.

It is also effective because through words you increase purchase actions, engagement and interaction with your brand, so you get your audience to think of you to solve their problems.

Continue learning and explore more courses in our Digital Marketing School. The first 5 classes of all courses are open, see you there!