Yes, words do matter. When chosen carefully, they can be powerful. A strong suit of any marketer is knowing exactly how to construct a string of words that evoke feelings and emotions in consumers to persuade them to take action.
This is what makes copywriting such an important aspect of marketing strategies. Here we’ll give you the rundown of how to effectively use copywriting to leverage your sales.
What is Copywriting?
Copywriting is an art form that you won’t be hard-pressed to find. It’s everywhere from billboards to magazines, websites and more. It is essentially compelling storytelling that includes written forms of promotional content such as newsletters, social media posts, emails and ads.
These marketing materials are regarded as a sales pitch that targets multiple consumers at the same time. So instead of having one salesperson talking to one person at a time about your product, copywriting can broadcast the message on a much larger scale.
One of the main goals of copywriting is to encourage the user to take action. Depending on your business goals, users could take different actions. For example, if your goal is to sell cars via a website, the copywriting throughout the site will guide the user to make a purchase or an enquiry about a car.
The copy should be well written so that it converts readers into paying customers by explaining about the cars you are selling, the benefits of buying one and how to do so.
In doing so, copywriting will build a level of trust with your consumers. Through educating them and giving them a better understanding of what your niche is, you begin to build brand awareness and a clear, memorable image in their minds of what your business is and stands for.
Copywriting is, however, different from content writing which serves the purpose of informing rather than selling or getting the user to take action. Copywriting also focuses on short term results whereas content writing is a long-game. A copywriter needs to win over a user quickly in order to convert them into a paying customer.
Types of copywriting
So what are the different ways in which copywriting can be used to increase your sales? Take a look at the different types to understand which one suits your business’s goals and users’ needs.
These are the small bits of copy that encourage the user to take direct action. For example, a CTA to download a book, to purchase a product or to sign up for an account or a pop-up that discourages a user from leaving a page. Using actionable words will compel the user and move them further along in the sales process.
Here is an example of a microcopy, encouraging the sign-up to their site. The copy is encouraging because it’s offering free language courses, forever. Who can say no to that?
- Social media
Although each platform may have slightly varying styles, social media copy is usually informal, chatty, brief and directs users to an external source like a website. The copy is vibrant and accompanied by images which makes it shareable.
This example from Oasis Fashion shows the clever use of a call-to-action that instils a desire in shoppers to treat themselves or to look as good as the model in the images.
This type of copy is probably the one everyone is most familiar with. It is promotional in nature and sales driven. It has an obvious goal to get you to buy something by communicating what a product is and its value to the consumer.
In this instance, Moosejaw showed us how it can be done without overly promoting their sales. Their copy communicates the quality of the product and the style, adding in a discount in a tasteful manner.
Writing copy for Search Engine Optimisation has the goal of including keywords and phrases strategically on your web pages so that search engines can index them for relevant search queries. This results in your website being ranked on the first page of Google for relevant search terms related to your business. In turn, this will increase your organic reach and visibility to attract more users to your website.
To sell a technical product, for example, cloud-based technology, copywriters must first explain what it is, how it works and why customers should buy it instead of a competing product. Technical copywriters need to have the skill to break down complicated jargon and turn it into something comprehensible for a non-technical person, while also creating the desire to own the product. Once the customer understands the product, they’re able to decide whether to buy it or not.
Trello is a great example of how to speak to the everyday user’s pain points with a casual and conversational tone. It immediately evokes a feeling of desire for their software to solve your problem.
Email marketing is a great way to directly connect with your most targeted audiences. The key is to urge consumers to continue reading and build a personal relationship with them by sharing more details about the products, testimonials and even discounts.
Different types of copywriting can also be implemented at different stages in a customer’s journey. For example, social media and SEO copywriting can be used to draw in a user at the discovery stage, while email can be used for users more familiar with your product.
How does copywriting benefit your business?
Making a good first impression is key when trying to convert consumers. Good copywriting gives your brand the opportunity to tell its story. It emotionally connects them with your products.
Copywriting uses language that appeals to your users’ emotions, getting them excited enough to start buying. It helps readers understand what you are selling, how the products work, their direct benefits for the user and the problems that they solve. This moves users through the sales pipeline and gives them every reason to follow-through with their purchase.
Good copywriting also makes it easier for your brand to get noticed and discovered. It highlights your unique selling points (USP’S) so consumers immediately know the value of your products.
You can also spend more investing in users that are already engaging with your content and turn them into paying customers rather than in seeking new users. Conversion optimisation of returning consumers is much easier because they are already familiar with your business and trust your brand
This in turn will help you grow your business and become an influencer in your niche as more users keep returning and become brand advocates.
How to make your copywriting effective
- Don’t be intrusive. Give your consumers content that they will find useful rather than unwelcomed and irrelevant content.
- Do loads of research on the product so you know how best to sell it.
- Add personality to your copy by speaking the way your customers or intended customers speak. It will make you come across as informative, familiar and authoritative.
- Keep it simple. Use concise and powerful language to get their attention immediately. Studies show that readers only consume 20% of content so you want to get your point across to them as quickly as possible.
- Target audience and their needs. Don’t make it about your business only or it’ll show your consumers that you are focusing on your needs and not theirs.
- Introduce them to your brand, make them want to be a part of it and leave them wanting more.
Writing effective copy enables you to convert more readers into paying customers. It will give your business the leverage it needs to grow to its biggest potential. Need a little more guidance on getting the right strategy for your business? We offer a range of great digital solutions that will get you on the right track.