Copywriting is the process of writing text for the purpose of advertising and different forms of marketing. The product, called copy, is written content that aims to increase brand awareness and ultimately persuade a person or group to take a particular action. Copywriting is the art and science of writing copy (words used on web pages, ads, promotional materials, etc.) that sells your product or service and convinces prospective customers to take action. Design, content marketing, SEO, and growth hacking are all parts of a complete digital marketing plan, but copywriting is the glue that ties it all together. Copy gives your design meaning and lays the foundation for your content marketing, SEO, and growth hacking. Writing better copy enables you to convert more readers into customers, and we wanted to provide a guide that would give you an advantage when writing copy both on and offline.
The first step in any copywriting project is fully understanding whatever product you’re selling. To find out what makes your product unique and what benefits and features will appeal to your customers.
By writing down a complete product description along with a list of the features and benefits, you’ll save this important information where you can refer back to it in later chapters. It’s better to have everything saved in one place so you’ll always have it available at your fingertips.
Understand your Customer
Next to understanding the product inside and out, the most important step in any copywriting project is knowing who you’re selling to. Here’s why.
How you sell whatever you’re selling is determined by who you’re selling it to, what they want to buy, and what will convince them to make a purchase. It’s all about the customer, not your company.
How do you do this?
First, put yourself in their shoes. This should be relatively easy if you are selling a product that solves a problem you once had.
Write attention grabbing headlines
Headlines can make or break your copy. It doesn’t matter whether you are writing for ads, a website redesign, Facebook posts, or landing pages. Headlines convince readers to click on your article and give your copy a fighting chance.
Start with a Killer Value Proposition
Users often leave Webpages in 10-20 seconds, but pages with a clear value proposition can hold people’s attention for much longer time. To gain several minutes of user attention, you must clearly communicate your value proposition within 10 seconds.