Whatever promotional media you use, whether it’s physical like pamphlets and billboards, to digital ones like Google ads, you need to learn copywriting.
Because copywriting is the key to attracting sales through writing
This skill is not only useful for businesses that are already big, you know, but also for business people who are still starting their business.
With the use of the right words when promoting, of course the potential for the product to sell will be greater.
Interesting, right? But, how do you start learning copywriting?
Don’t worry, because in this article you will learn copywriting in full. Starting from the understanding, benefits, and the steps needed to do it. Not only that, later you will also learn copywriting techniques and examples! Have a good study!
What is Copywriting?
Copywriting is a technique of persuading readers to follow your instructions. The commands are anything that aims to generate conversions, such as buy, subscribe, register, and so on.
Initially, copywriting was only used in making advertorials, sales letters , billboards, and other written marketing media. That’s why this technique is called “copywriting”.
However, even in this multimedia era, learning copywriting is still considered important. In addition to writing, this method is also applied to create video scripts and podcasts.
In addition, copywriter skills are expressed in various marketing media, including:
- Text on landing page
- blog articles
- Email newsletter
- Social media posts
- Headlines and meta descriptions in Google search results
- Paid advertising on Google and social media
- YouTube video title and description
Also read What is Content Marketing?
Why Do You Need Copywriting?
What is the difference between copywriting and writing in general? Why should you learn copywriting? Couldn’t the aforementioned marketing materials be written by anyone?
Not necessarily. In order to increase the effectiveness of the promotion, you can’t make it haphazardly.
Without understanding copywriting techniques, you are likely to experience the following:
- Low customer conversion rate;
- Website traffic does not go up;
- Posts on social media don’t get much response;
- Your blog articles are rarely read or shared by others;
- Not many people are interested in downloading your ebook;
- Email list is empty of registrants;
- Affiliate marketing business is low on enthusiasts;
- And much more.
Surely you don’t want to be at that point forever, do you?
Well, even though copywriting sounds more like art than theory, there are steps you can take to make your text sound more “sell”. Let’s see in the next section.
Learn Copywriting: 6 Steps To Writing That “Sells”
As a copywriter, there are six steps you must take, namely:
- Learn about your product or service
- Understand Audience Needs
- Define Captivating Headlines
- Support Headlines with Attractive Leads
- Write Quality Copy
- End with Persuasion
1. Learn about Your Product or Service
Without recognizing the products, services or content offered, you will not be able to market them well. This is why learning products is an important part of learning copywriting.
This doesn’t just apply to copywriters working for a company. Even for those of you who promote your personal business, this is an important thing to remember. Unless you create the merchandise.
Well, after learning about what you’re selling, it’s a good idea to write down the information you get in the form of a description. This is done so that later you have a reference in the writing process.
To make it easier for you to create product descriptions, try asking yourself these three things:
- What is unique about this product?
- What are the features?
- What benefits do consumers get from these features?
Now, we will explain what you need to write based on the three questions above.
What is Unique about the Product?
Ideally, every product (and service) has a unique selling point or USP. That is, the product has a uniqueness that is not found in its competitors.
For example, you want to market herbal facial soap. Even though there are many other herbal facial soap manufacturers, your product is 100% free from animal ingredients. This is the element you can use as a USP.
What are the Features?
Besides being unique, your product or service must have some features, right? While not all of them need to be mentioned in the copywriting text, it’s a good idea to write down these features in a list so that they are easy to remember when needed.
From the example of the herbal facial soap, you can mention the specific ingredients as a feature. For example, the soap is made from lemongrass leaf extract.
What Benefits Consumers Get from These Features?
If you only mention the features of a product, the audience will not necessarily understand the benefits. Therefore, you also need to explain about the advantages of the existing features.
For example, mention that the lemongrass leaf extract in your soap not only provides a natural fragrance, but also prevents acne breakouts.
2. Understand Audience Needs
Knowing your audience is no less important than understanding the product itself. Why? Because the essence of copywriting is not about your profits, but the benefits they get when using the items you sell.