Want to sell a product online? Increase the customer’s appetite for your service? Do you want your content to be fully consumed, generating likes, shares, leads, sales or loyal followers? Do you want to keep your e-mail list loyal to you? With high open and click statistics? Free of dangerous bounce rates or unsubscribes?
Well, if you’re not familiar with the term copywriting, it encompasses all this, and more.
In the digital world, the copywriter is the person who feeds the needs of your target market in order to sell.
What? Huh? Can you be more specific?
I can! But first let me tell you about the purpose of a copywriter.
Now, with the advent of the digital world, the copywriter is no longer seen only as the person responsible for writing advertisements, catalogs or brochures – and has come to play an even more active (and creative) role in the relationship between consumers and companies.
For all intents and purposes, a copywriter is a writer who gets readers to take a specific action. Whether it’s a phone call, buying a product or registering to attend an event.
Because unlike journalistic writing – where the main objective is to inform the consumer – the copywriter aims to strengthen the relationship between consumers and companies so that they generate revenue.
And do you want to know the most interesting thing?
In the same way that consumers and marketing strategies evolve – copywriters also do so through the knowledge they gain of the industries in which they operate, always keeping abreast of the latest and most effective marketing methodologies on the market. But more importantly, the copywriter adapts to the changes and stages in the consumer’s consciousness – more easily reaching the ‘pressure’ points that lead many of us to want x product or service even when it’s not the most logical option.
The Modern Copywriter.
Without being coy, I can say with complete certainty that copywriting is everywhere – yes, it’s part of a 3 trillion euro industry worldwide.
Brands like Apple, Walmart, Volkswagen, Rolls Royce… all use a copywriter or a team of copywriters to generate revenue.
You know those TV commercials? Scripts are written by copywriters!
Nowadays, a copywriter is crucial for any company – even a non-profit organization. Because the copywriter has the power of persuasion that leads audiences to contribute to a cause.
That said, today’s copywriter may not be tomorrow’s copywriter.
Because today, a copywriter is in a position where, as well as having fundamental skills such as market research, excellent writing, and knowledge of consumer psychology – they will also know:
- Writing blog-posts and more informative content to get likes and shares on the web;
- Applying SEO best practices, including keyword research to help a website rank better in search engines;
- About HTML and the best practices to apply for SEO purposes;
- About Design and how to use wireframes to present a graphic representation of your content in an appealing format, including using Canvas to complement that same content;
- Email Marketing to the point of maintaining a healthy list, with a high level of interaction, in order to achieve maximum conversion;
- Social media marketing, in order to nurture and create a closer connection with the target market, sell products and create campaigns.
In addition, to put it simply, you could see a copywriter working on:
- Blog posts – White paper
- Emails – Press releases
- E-books – Newsletters
- Posts on social networks – Ads: Facebook, Twitter, Google
- Case studies Ads, Instagram etc
- Product reviews – Business plans
- Sales pages – Websites
- Opt-in forms – Product descriptions
So much! But the truth is that not all copywriters work with all these media. It’s the cost of specialization.
You’ll find copywriters who specialize in Email Marketing, others who specialize in Facebook Advertising, others who prefer and are more talented at creating content in the form of articles and blog posts – and you’ll also find copywriters who are experienced on several fronts.
It’s important that you find the right one for your business.
A copywriter who has experience in your industry. Or at the very least be willing to do the necessary research to become knowledgeable about your product and the target market itself.
Regardless of your choice, a good copywriter will help you take a huge step forward in the quality of interaction with your consumers.
And when that happens = sales.
