What is copywriting and how to create words that persuade?
Every entrepreneur has their own way of convincing a customer to buy . Everyone regularly publishes content that demonstrates their qualifications and experiences in sales. However, their level of success is not the same. If one does better than the other, it’s because they use words that persuade and make you want to buy . This is what marketers call “Copywriting” . This is a huge topic, but the important points to add value to your texts will be mentioned below.
What is copywriting?
Copywriting is one of the marketing strategies aimed at generating conversions and sales . Among other things, it is a strategy for creating content that persuades customers to take some action. More precisely, the entrepreneur must ensure that the published texts lead his audience to purchase a product or service.
An entrepreneur with a website must at least know the basics of copywriting . Or he will have to hire a professional responsible for writing his content, which is called "editor-copywriter" . The latter must be able to write all types of content such as emails, blogs , catalogs ... that the entrepreneur likes to sell or change the world, a targeted writing can be a powerful lever .
Identify your target audience
The first rule for copywriting is to identify its target audience . Indeed, you should not try to please everyone. The best thing is to please a number of people who are really interested in its offer . Thus, inspiration will come directly during writing as soon as the profile of his ideal client is determined.
To do this, the editor must keep in mind the profile of his target audience each time he writes a word for his article. In this case, he must use a language that this target may understand and approve . The editor must also be able to show in his text that he understands the point of view of his reader. Above all, it is necessary to help him solve his problems . In short, there must be a deep connection between the potential customer and the editor .
Take care and target the title for copywriting
The first sentence of an article for copywriting is always the "title" . The role is to encourage the reader to read the following sentence, then that after, and so on. In this case, the editor must provide an impactful title to make a desire to continue reading the whole article.
marketing specialist , created a formula called "4U formula" to write effective titles.
- Useful: the title must present a benefit to the reader.
- Urgency: the reader must feel an urgency to read the text.
- Unique: show the reader that the article announces something new.
- Ultra-specific: make the reader believe that the article is intended for them.
However, a title does not necessarily have to contain all of these criteria at the same time. The main thing is that it generates curiosity in the reader . Here are examples of an impactful start to an article:
· “How to…”;
· “The top 10…”;
· “The steps of an… effective”;
"The secrets of" ...
Talk about a specific problem
In the article, you must clearly describe a problem that the reader might encounter and provide appropriate solutions. At the same time, you must introduce your service into this solution and justify why you should choose this service instead of another.
To be effective in writing, you must use the language of the reader . How does the latter describe his problems? How does he react to it? What is their sensitive point? To get the answers to your questions, it is possible to browse competing websites. Next, look at reader comments on forums and articles that cover the same topic.
Speak briefly and clearly
The editorial staff for copywriting is made to express and not to impress. That said, you must avoid using complicated words in your article. Indeed, the objective is to establish a link with the reader instead of spreading his literary performances. It is necessary to always write briefly and clearly so that the message is well understood by its audience.
Often, it's the first simple word that comes to mind that works best to convince your audience. The writer must then write naturally . To do this, he will have to read from time to time in order to enrich his vocabulary.
In short, for effective and understandable writing, it takes for copywriting:
- avoid jargon and clichés;
- be clear and concise;
- connect your paragraphs well with logical connectors and start a new one with each new idea;
- write in the active voice and be direct.
The secret of a good writing is brevity . It is therefore not worth using still speeches and long sentences. Just write with useful words that have a meaning .
Improve your sales text for copywriting
In writing, you should not focus on the characteristics of a product, but on the advantages it provides . To persuade, it is essential to emphasize how the product or service can be important to the reader . The latter must see themselves using the product presented before they buy it.
As in the title, for copywriting it is necessary to remind the reader the rarity of the product and how urgent it is to buy it. Then, it is essential to prove your qualities using the opinions of those who have already used it. This is because it increases the brand's credibility and improves consumer confidence .
Furthermore for copywriting , it is necessary to speak in his text of the various objections that the reader could have. Then anticipate his decision by offering him a solid guarantee to the product. This can remove doubts and probable reluctance from the customer who arises before their purchase. The prospect will then have a peaceful mind knowing that if the product did not suit him, he will be able to request a refund later. Thus, a relationship of trust will be automatically created between the customer and the brand.
To conclude, copywriting is a good methodology to sell its products. However, success depends on how a business uses it. In any case, the basic principles of the editorial staff have already been stated above. Editors should then be applied to wisely.
🗣 Copywriting user reviews
Élodie P., founder of an e-commerce of natural cosmetics
“I redid all my product sheets by integrating copywriting techniques: customer benefits, action calls, storytelling. In one month, the conversion rate rose from 1.8 % to 3.2 %. »»
Marc T., insurance consultant
“Before, my commercial emails were ignored. By learning to write impactful hooks and focus on the pains of my prospects, I doubled my response rate. »»
Inès L., Freelance in UX Writing
“As soon as I used the basics of copywriting in my projects (CTAs light, securities oriented profits), my clients have noticed more commitment on their landing pages. »»
Damien B., Coach in procedion pro
“A good post LinkedIn, well written with the Copywriting codes, can bring me 4 to 5 qualified leads. It is much more powerful than a raw pub. »»
🎓 Experiences and expert quotes on copywriting
Joseph Sugarman, legendary copywriter
“The goal of a title is to have the first sentence read. The goal of the first sentence is to have the second read. And so on. »»
Valérie Demont, specialist in digital strategy and copywriting
“Copywriting is not to write to sell, it is writing to feel. Emotions trigger decisions. »»
HubSpot study (2024)
“The landing pages that use copywriting techniques oriented benefits rather than descriptive have an average conversion rate higher 36 %. »»
Gary Halbert, copywriter
“The best advertisement is the one who speaks to one person, at the right time, with the right words. Copywriting is the art of this precision. »»
