The Art of Copywriting

The art of copywriting could make one imagine many ideas and definitions. Perhaps they would think of legal documents, fancy wordings, or just a way of writing that sounds beautiful. Simply explained, however, copywriting is ‘selling with words’. It is the written form of marketing, whether in print or digital. Ever since digitalization, the way a copywriter worked changed from printed banners to websites, E-mails as well as digital art and videos. It is no longer the question of how a brochure or advertising banner looks like on the streets, but how digital media and contents are built. The words they entail are what’s going to convince the audience that a certain product or service is worth buying. To understand the art of copywriting, human psychology plays an important role.

Some of the features mentioned here will be points you have already encountered in advertisements or product descriptions because they have become a necessity through competition. A good offer will include these deals. These may sound familiar.

Photo by Carlos Muza on Unsplash

Copywriting Features

1.Specify Audience

The more specific the audience is, the better. This is how the masses get a chance to find the company that solves their exact problem. If someone, for example, is facing an issue with creating their CV, they will more likely click on an ad that says ‘we help you create world-class CVs’ than an ad that says ‘we help you with application processes’.

2. Differentiate from the competition

What does the company offer that other companies do not? Finding a unique offer marks the company as the only one that provides that offer.

3. What is the promise?

Fast food branches promise speed. The opposite would be fancy 3-star restaurants promising quality and an experience. This is the feature the company gets known for.

4. What are the risks and what is the guarantee?

Lowering the feeling that the customer may be wasting their money is what this feature strives to do. That is the reason most offer a 30-day free trial or a return policy in case the product is not as good as expected.

Persuasive Writing

In other words, the art of copywriting does not differ from a job interview. In a job interview, the applicant attempts to sell their skills. A copywriter is trying to sell a brand or business, therefore, the questions that need to be answered are questions related to why the company is qualified in what they do.

Photo by Hunters Race on Unsplash

This includes the company’s credibility, mission statement, and vision. In addition to that, it is the value that is given and the following testimonials that will be the most convincing. As people look for a narrative, telling a compelling story is another persuasive feature. The most successful copywritten work comes from the Wall Street Journal. It has generated over 2 billion dollars worth of subscriptions just because of the story it told. Copywriting can be categorized as persuasive writing and requires a good feel for marketing and psychology.

References:

“Copywriting Secrets.” Dan Lok University, members.danlokuniversity.com. Accessed 13 May 2021.

“Complete Guide to Copywriting.” Quicksprout, www.quicksprout.com/complete-guide-to-copywriting. Accessed 13 May 2021.

Muza, Carlos. Statistics on a Laptop, 17 Apr. 2016, unsplash.com/photos/hpjSkU2UYSU. Accessed 13 May 2021.

Race, Hunters. This Is a Shot of the Owner of New Zealand Watch Company, 11 Oct. 2017, unsplash.com/photos/MYbhN8KaaEc. Accessed 13 May 2021.

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