What is Copywriting?

In essence, copywriting is a goal-driven type of writing reserved for business and commercial purposes. Or, if you want a more easily digestible definition:

“Copywriting is the process of writing persuasive marketing and promotional materials that motivate people to take some form of action, such as make a purchase, click on a link, donate to a cause, or schedule a consultation.”

Basically, it’s about putting together written content to persuade and inform the reader. It can be used in almost any medium, from marketing to public relations.

The art of copywriting has been around since the 1950s, but with the advent of the Internet and digital life, various forms of copywriting have evolved.

Below you’ll find three fundamental types of copywriting that will help you understand their different purposes. Click here if you want to learn more about other types.

Business-to-business (B2B) Copywriting

B2B copywriting is the art of creating persuasive and enticing content that specifically targets other businesses rather than individuals. Basically, it’s about a business wanting to do business with other businesses.

Business sales material is usually mind bogglingly boring. Nevertheless, these points need to be conveyed in a clear and conversational tone. To write at this level, the copywriter must develop a deep understanding of the environment, the specific challenges of the product, the goals, and the key pain points of the target audience.

In B2C communication, a copywriter can and should appeal to the emotional senses of their target audience and trigger their unconscious impulses. But in the B2B environment, these tricks don’t work because they aren’t communicating with people, but with companies. That’s why they have to prioritize logic and reason if they want to get their point across.

Content Marketing

If you want to educate, inform, and entertain your audience without sounding like just another marketing agent, content marketing is your answer. Content marketing is a long-term strategy that builds trust by providing value to customers while strengthening your authority over the competition.

The basic idea is to attract potential customers with valuable information they wouldn’t get anywhere else. And it’s all done on the premise that they’ll get even more if they buy from you. This type of marketing takes many forms: blogs, infographics, webinars, social media posts, etc. And it’s easy to see that a good copywriter is critical to success.

SEO Copywriting

SEO, short for Search Engine Optimization, is the process of adapting your website copy to the search engines so that it appears as close to the top results as possible. This includes using specific keywords and phrases in the content to help it rank higher in the SERPs – Search Engine Results Pages.

SEO copywriting helps you improve your website’s visibility in search engines, which ultimately leads to more traffic and sales. And if you’re still not convinced, here’s some great information on why SEO is so important.

Benefits of Copywriting

Now that we’ve learned the basics of copywriting, let’s dive into how high-quality copywriting can benefit your business.

1. Engaging and persuasive content

Good copywriters engage. They persuade. They inspire.

All to get your potential customers further into the funnel and convince them to take action, whether it’s buying, subscribing to a newsletter, or liking and sharing your post on social media.

Great copywriting is all about connecting with your audience and understanding what moves and motivates them. By crafting a compelling narrative that addresses their specific pain points, the copywriter builds a strong emotional connection with the reader, and encourages them to move through the funnel all the way to purchase.

2. Increased conversions

Persuasive copywriting will significantly increase your conversions.

Some of the most potent tools in a copywriter’s arsenal that guarantee conversions are: knowing how to create a sense of urgency, focusing on benefits and not features, using social proofs, and crafting compelling calls to action.

Copywriters use all these tools to effectively communicate value of your product or service. If they can convince the customer that their product has value for them, you can bet that that conversion is just around the corner.

3. Improved SEO

High-quality copywriting will significantly improve your SEO efforts and help you rank better in SERPs.

That’s why it’s important to abide by SEO guidelines when writing copy, as this will ultimately increase traffic and sales to your website. Any copywriter worth their salt knows how to incorporate the right keywords into their content, build links, optimize meta tags and descriptions, and ultimately deliver content that will rank at the top of search engine results pages.

4. Brand awareness

Memorable and engaging content is essential to building a strong brand identity.

The messaging, the way you address your audience, and the unique angle from which your product or service is presented are all crucial elements that will boost your brand awareness. Good copywriting develops a strong brand voice, creates a Unique Value Proposition (UVP) that sets you apart from competitors, and provides consistent and memorable messaging that will stick in people’s minds.

Why copywriting matters

Now that we’ve explored the main benefits of copywriting, let’s look at why it’s necessary for your business.

1. Firsts Impressions are everything

In today’s digital age, where attention spans, and reading levels are critically low, first impressions usually determine your success with a potential client.

Quality copywriting helps you make a great first impression and lead your visitors further down the funnel – all the way to the purchase.

2. Stand out from the competition

High-quality copywriting helps you differentiate your brand from the competition.

However, our experience shows that a good copywriter makes you memorable. A great copywriter makes you unforgettable.

3. Build trust

Without an audience that trusts in your brand, it’s impossible to establish yourself as an authority in your industry.

That’s why you need superb messaging to inspire trust in your brand.

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