Copywriting 101 for Your Digital Marketing Needs
Updated: Mar 19, 2020
The following is an article “Copywriting 101 for Your Digital Marketing Needs” by Marc Primo.
In movies, celebrities play a big part in pulling viewers to watch the film in theaters. The way an actor performs, exudes charisma, and delivers memorable lines are one of the main aspects in filmmaking that contributes to its success or failure. Similarly in digital marketing, the star would be your copywriting skills in the way they help sell your product, promote brand recall, and drive your customers into action.
Copywriting is simply defined as the words you use on your websites, ads, and other such marketing collaterals for the purpose of selling your product. Its reach can be wide if you put it on newspapers, billboards, or blog posts where your customers can conveniently go back to whenever they want to.
In an ideal digital marketing strategy, copywriting should blend perfectly with design and perform well in terms of search engine optimization. Writing good copy usually translates to lead generation and for this reason, it remains important especially in today’s internet age when information surges from your system to your target audiences’ laptops or mobile gadgets at incredible speeds.
If you want to reap the benefits of copywriting for your business, here’s a simple starter’s guide that can help you learn the fundamentals of this digital marketing art.
Understand your product. This may seem easy enough to accomplish if you are a business owner but the real challenge lies on how you can put all that you want to say on paper without leaving the pertinent details out and still make your article engaging. Try to describe what you’re selling in a way that even a kid would understand, especially if it involves something technical and requires a bit of explanation. Three sentences are enough to establish what’s unique about your brand, product, or service. After that jump right into its biggest benefits, how it addresses your target market’s pain points, and other features you’d want to include to create an impact on your reader.
Get to know your customers. Understanding who your customers are is also essential as this can become your jump-off point in writing your copy. Are they among the younger generations who prefer one to two-minute reads and are instantly attentive to punny headlines and ledes? Or are they the older ones who prefer a straight to the point, no-nonsense approach? As much as you want to please your target market with your product or service, so should you when writing copy because you need to address their concerns and needs while appealing to their emotions. Good copywriters know how to empathize with their audience and convey the solutions. One way to do this is to conduct customer surveys so you can discover who your potential readers will be and what they are looking for in an article. Try to create a typical customer in your mind when writing copy and imagine sharing a conversation with him. This way, you can easily answer any questions that your general customers may have.
Come up with gripping headlines. Just as how journalists capture their reader’s attention with compelling headlines, so too should you on your blog post. Oftentimes, readers actually decide whether to read through your copy or just go on to the next one after reading the headline. Try to make yours unique by making a play-on-words while stating your copy’s main objective. However, be specific and avoid being too vague with your headlines. You must be able to capture your readers’ interest and attention with a single phrase in big and bold texts and make them feel that reading your copy is urgent and worth their time, so be clear from the get go.
Write with persuasion. Despite a number of similarities like headlines, ledes, and blurbs, don’t think that copywriting takes the same form as a news story or feature. Copywriting is more about being persuasive than applying wordsmith-caliber writing. Most copy for businesses begins with a simple proposition on how the product can be beneficial to customers then work through the body with coherently complementing statements that support that proposition, and down to the conclusion. Make your propositions clear, short, and direct to the point. Always remember that most readers want benefits over features so concentrate on how you’d want your customers to react after reading your copy. Keep it compelling so you can engage your readers more effectively rather than stuffing your article with too many unnecessary and redundant details.