Writing with a focus on conversions is a good way to define what copywriting is, but the concept goes much further.
After all, to reach the goal of focusing on the sale, the decision to use every word in a text makes all the difference.
If that still doesn’t make sense to you, perhaps there is the reason for a possible dissatisfaction with the results of your marketing strategy.
Today, and increasingly, there are many who compete with you for a space.
And whoever talks better with the public gains an advantage.
Do you want to understand the size of the challenge ahead and the solutions to overcome it?
In this article I am going to explain what copywriting is and what skills can make you, almost a professional copywriter.
To win on the web, it is not enough to produce content. It is necessary to convert.
What is copywriting?
Copywriting is a content production technique intended for conversion.
Whether for marketing or advertising purposes, it includes the creation of texts to guide the user to decision-making, such as buying a product, or hiring a service.
If the term “copy” seems strange to you and you associate it with some type of copy, you are not entirely wrong.
One of the main differences of copywriting in relation to other types of writing is in its massive reproduction.
But do not confuse with appropriation of foreign content. Well, one of its secrets is the originality of the text itself.
He is unique, exclusive, thinking about the characteristics, habits and interests of the target audience.
And as I already highlighted, that is a concern that must be present when starting each new sentence, when choosing each word at the exact moment.
A copywriting is not an ordinary text, definitely not.
It is not like news, whose purpose is to inform, and as soon as it is released, it expires.
It is not like an editorial, the so-called opinion piece that even leads the reader, but to the formation of a way of thinking and not to conversion.
In a copy, the objective of provoking a reaction in the user is more evident.
If the recipient of the message remains inert, we are not talking about quality copy.
She exists to be that text that captivates the reader, instigates him, and stimulates him to click.
Yes, the click.
Whether for a purchase, to subscribe to a newsletter or to download, one of the secrets of copywriting is in the use of CTA – Call to Action, also known as Call to Action.
For example, if the text envelops the reader and convinces them to click a button or link, the copy served its purpose.
Why is copywriting important?
Now that you understand what copywriting is, you may be thinking that it is not easy to put this strategy into practice.
And even more: you may see it as a great effort for something unimportant.
If any such ideas crossed your mind, get them out right now.
Having a digital business, product or service, without copywriting, is the same as starting a business inside a bunker, without contact with the outside world.
You need to understand that this persuasive copywriting model is critical to any internet marketing idea.
You are not going to sell, if you just put an ad in front of the user.
It is necessary to talk with your target audience, present yourself as the solution for what they need most and convince them that decision-making is really advantageous.
If in the offline world, earning a good place as a seller has not worked for a long time, imagine in the digital environment, where the possibilities of access to information are much greater.
Copywriting is an essential stage in your relationships with your clients, long before they convert.
In generating and nurturing leads, in each phase of the sales funnel, dialogue with the user (that type of dialogue that causes identification and stimulates approach) is not only relevant, but mandatory.
The reader should feel embraced by your text.
It is not easy, but it is far from impossible.
It is not enough to write, you have to convert.
Do you know the difference between a good copy and a bad one?
When the conversion takes place. As simple as that.
But, of course, we are not talking about a single conversion, but its effect on scale.
A well-constructed copy fully complies with everything I’ve talked about it so far.
In other words, it is persuasive, focused on its audience and its needs, it excites, convinces and leads the user in such a way that they make the decision.
If he does not click, if he does not take the next step, he is going to taste the taste of regret and the damage of not having taken advantage of that advantage.
And that effect, no matter how good your text is, will not be achieved, if it does not meet the techniques of copywriting.
So, if you are curious to know what you cannot leave out of a good copy, the next topic will clarify it for you using some practical advice.
Tips to convert your visitors with your texts
You have just seen that it is not enough to know what copywriting is, or to have a good text to use this strategy in your favor.
By the way, a good text is a basic condition for the action to be successful, but it is not enough.
Even high-level copywriters may be talented at producing content for sites and blogs, but they may not have the skills to be a professional copywriter.
On the other hand, there are those who do not fully master the text proposal for a content marketing strategy, but they do write well for sales.
Whatever your case, the following 10 tips are essential to building classic and effective copy that will result in the conversions you want so much.
1. Get attention
It all starts with an eye-catching title
And then, the initial part of the text that invites the reader.
Next, the challenge of maintaining interest and guaranteeing their attention to the end.
Keep in mind that, throughout the copy, in each new sentence, you must make sure that the user does not flee to another tab or close the navigation window.
At a minimum, you should contribute to keep interest in the text.
And if you can work so that interest increases, all the better.
To do this, you must be accurate. You cannot sin by excess, or by omission.
The border between attracting attention and making your text too spectacular is quite tenuous.
And the beginning is always the most sensitive point.
It is not good to relax after ensuring that the user moves on.
2. Explain the problem
In this second stage, you must show the reader that you know their pain, that you know what they need.
There is not the slightest chance of reaching these conditions, without having in-depth knowledge of your audience, who they are, their habits and interests.
So, realize that getting the tone right depends on a previous stage, as in any business – and it would be no different in the digital medium.
Thus, when preparing your copywriting, be sure to connect with the reader by directly attacking their problem.
Show that you know him, and even more, reveal that the solution is in you and in what you offer.
3. Make comparisons
Including real examples or simulating fictitious situations, helps the user to understand and identify with your text.
This is a type of technique that allows him to make comparisons with the situation in which he is currently.
Be smart when conducting the writing, so that the reader feels part of the example you present.
Let’s assume that your objective is directed to companies that need a Saabs-style software (as a service).
You can incorporate to the copy, frequent situations that harm productivity in business and that do not have the solution you offer.
All in a creative and instigating way.
Surely, the reader is going to identify with the scenario that you showed them and that will help to reinforce the bond that you conquered at the beginning.
4. Provoke and present solutions
This stage can be understood as a continuation of the previous one or as a goal to be achieved together.
By making comparisons, simulating situations and presenting examples, you get to the bottom of the user’s problem and make their desire clearer.
That clearly shows that they need you, as well as your solutions.
Sometimes the reader may have a problem, but he relativizes it. That is, it puts it on the back burner.
It’s up to you to convince him that sweeping up the trash and putting it under the rug doesn’t solve anything. That what you offer is an excellent opportunity to obtain the tranquility so desired.
Obtain the so desired tranquility.
Why am I repeating a passage that I just mentioned in the previous topic?
So that you understand that using that type of forecast in the text makes all the difference.
At this point in your copywriting, you are still in the convincing phase.
Your reader begins to get involved, but has several objections in mind.
One of them is probably their insecurity about, if they need your solution and if the advantages you offer are real.
To overcome this barrier, it is not enough to promise a profit.
You have the commitment to show how it is obtained.
You need to wrap the reader in your narrative, so that he or she projects a better future with what you have to offer.
6. Make your reader feel exclusive
Who likes to receive personalized attention?
In physical commerce, calling the customer by name makes all the difference.
The problem is that, to create a copywriting, it is impossible to know the name of each person who will have contact with the text.
But it doesn’t mean that you can’t make your reader feel exclusive.
On the contrary, that is an important commitment.
So, think of actions that go in that direction.
What do you think, before the sale, give the user something for the simple fact of reading your text?
It could be an eBook or other type of info product, an invitation to participate in a member’s site, or perhaps an exclusive event.
Anyway, there are many possibilities.
The important thing is to identify which one best suits the person of your preference.
7. Anticipate objections
Do you remember that moment I referred to earlier, when the customer puts their problem in the background?
What was the action that I suggested to you? Convincing him that this was not a healthy attitude, right?
And when I talk about anticipating objections, it means not expecting him to step back.
As you get to know and master the person, you can more clearly identify what their likely objection points are.
That is, what can lead the reader to interrupt the text, give up on your proposal or put it under the rug?
If it is the price that you dislike, for example, show him the advantages that he may not have noticed yet.
Important: do it before, because during the reading, he will not have to relate such an objection and his reaction will be to abandon the text.
Have you heard about storytelling?
It is the art of telling a relevant story in order to envelop the reader and lead him safely towards the desired conversion.
His techniques contribute to everything that I have already highlighted so far, about the elements that cannot be missing in a copywriting.
Dialogue, bond, identification, relationships, approach…
Storytelling is taking advantage of your communication potential, of transmitting the perfect message at the exact moment, of enchanting through words and awakening emotion through your text.
So show that the way you offer has made a difference in people’s lives.
That is one of the great secrets to achieve the necessary connection and achieve your goals.
9. Always focus on your client
An although it may seem obvious something must be said.
In explaining what copywriting is, I am insisting that you focus on the customer.
If you don’t constantly monitor it as you produce your text, expectations can betray you.
At the end of the day, you want the conversion, the sale and you will have reached your goal, if the client confirms what represents an expense for him.
But you can never use during your copy, any word or expression associated with loss.
By focusing on the customer, it is necessary to convince him that even in spending, there are gains.
In other words, he is going to invest in something that is going to bring him several advantages.
And that something is the effective solution to your problem.
Therefore, you win.
10. Call to Action
For a copywriting to be complete, it needs to have a safe exit door for the reader.
Without proposing that type of item, he is just going to close the window and walk away without converting.
Remember that you indicate the path that he must follow
Not having a CTA on the copy would mean wasting all your old work.
This Call to Action can be done in several ways: by a button, a form or a link that leads to a landing page.
The important thing is that, after having instigated the reader, you have linked it to your narrative and convinced of the need to take the next step, it offers the means for that.
When crafting a CTA, it is worth proposing two different versions to establish an A / B test.
Thus, knowing which one works best, you will have criteria to evaluate your strategy with more fundamentals.
Create landing pages with content that converts
Now that you’re all set to create great copy, you’re not going to lose steam on the landing page.
It is a conversion page and it works precisely as a means for the user to become a lead, that is, a potential customer.
Like copywriting, the landing page should be very attractive, but with one basic difference.
While the copy is interesting and sometimes long, the copywriting is objective and without distractions.
Your message should be attractive, but direct.
Getting to the landing page stage means that you managed, through your text, to convince the client to take the next step.
So, it is not time to add any type of information or element that delays or takes you away from the conversion.
Colors must be used carefully. The images are only worth it, if they are used according to the main objective.
Take a look at the essential aspects of a landing page for it to be successful:
- Clean page, with nothing to cause distraction
- Objective language, straight to the point
- Eye-catching title to impact the user
- Clear offer
- Simple form to guarantee the lead
- CTA to ensure conversion
Now, do you want some good news?
If you depend on your own talent to write the copywriting, or even the ability of third parties to create your landing page, you have a complete tool.
By understanding what copywriting is and its importance in a digital strategy, it becomes clear that you need that text format to stimulate conversions.
In this article I exposed the main tips to connect with the reader and achieve your goals.
Now, you need to put your talent into practice and dedicate yourself to the task or hire a professional copywriter capable of enveloping potential clients with a persuasive speech.
In sum, don’t forget to create a functional landing page and guarantee a CTA to captivate the user.
You already have everything you need.
Focus on the customer and reap the fruits of your strategy.
I hope our next meeting!