What is copywriting and how do you create persuasive words?
Every entrepreneur has their own way of convincing a customer to buy . Each regularly publishes content that showcases their skills and sales experience. However, their level of success varies. If one succeeds better than another, it's because they use persuasive language that inspires a desire to buy . This is what marketers call "copywriting ." It's a vast subject, but the key points for adding value to your writing will be discussed below.
What is copywriting?
Copywriting is a marketing strategy aimed at generating conversions and sales . Among other things, it's a content creation strategy that persuades customers to take a specific action. More precisely, the business owner must ensure that the published texts lead their audience to purchase a product or service.
An entrepreneur with a website should at least know the basics of copywriting . Otherwise, they will need to hire a professional copywriter . This professional must be able to write all types of content, such as emails, blog posts , and catalogs. Whether the entrepreneur's goal is to sell or change the world, targeted copywriting can be a powerful tool .
Identify your target audience
The first rule of copywriting is to identify your target audience . You shouldn't try to please everyone. The best approach is to appeal to a specific group of people who are genuinely interested in your offer . This way, inspiration will flow naturally during the writing process once you have clearly defined your ideal customer profile.
target audience 's profile in mind every time they write a word for their article. Specifically, they must use language that this target audience can understand and approve of . The writer must also demonstrate in their text that they understand the reader's perspective. Above all, they must help the reader solve their problems . In short, there must be a deep connection between the potential client and the writer .
Crafting and targeting the title for copywriting
The first sentence of an article in copywriting is always the "headline ." Its role is to entice the reader to read the next sentence, then the one after that, and so on. In this case, the writer must provide a compelling headline to make the reader want to continue reading the entire article.
Bob Bly, a marketing , created a formula called the "4U formula" for writing effective headlines.
- Useful: the title should highlight a benefit to the reader.
- Urgency: the reader must feel an urgency to read the text.
- Unique: to show the reader that the article announces something new.
- Ultra-specific: making the reader believe that the article is intended for them.
However, a title doesn't necessarily have to contain all these criteria at once. The key is that it piques the reader's curiosity . Here are some examples of impactful title openings for an article:
• “How to…”;
• “The top 10…”;
• “The steps to effective…”;
• “The secrets of…”
Talk about a specific problem
The article should clearly describe a problem the reader might encounter and provide appropriate solutions. Simultaneously, the article should introduce the service within this solution and justify why the reader should choose it over another.
To be effective in writing, you must use the reader's language . How do they describe their problems? How do they react to them? What are their pain points? To find the answers to these questions, you can browse competitor websites. Then, look at reader comments on forums and articles that address the same topic.
Speak briefly and clearly
Copywriting is about expressing ideas , not impressing. That said, you should avoid using complicated words in your articles. The goal is to connect with the reader, not to showcase your literary skills. It's essential to always write briefly and clearly so that your message is easily understood by your audience.
Often, the first simple word that comes to mind is the most effective at convincing the audience. The writer must therefore write naturally . To do this, they should read from time to time to enrich their vocabulary.
In short, for effective and understandable writing, copywriting requires:
- avoid jargon and clichés;
- be clear and concise;
- link 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 to good writing is brevity . There's no need for convoluted language and long sentences. Simply use useful and meaningful words .
Improving your sales copy for copywriting
In writing, you shouldn't focus on a product's features, but rather on the benefits it offers . To persuade, it's crucial to emphasize how the product or service can be important to the reader . The reader should be able to picture themselves using the product before making a purchase.
As the title suggests, copywriting should remind the reader of the product's scarcity and the urgency of buying it. Then, it's essential to demonstrate its quality using testimonials from those who have already used it. This increases brand credibility and improves consumer confidence .
Furthermore, in copywriting , it's essential to address the reader's potential objections . Then, anticipate their decision by offering a solid guarantee on the product. This can alleviate any doubts and hesitations the customer may have before making a purchase. The prospect will then have peace of mind knowing that if the product doesn't meet their expectations, they can request a refund later. This a relationship of trust between the customer and the brand.
In conclusion, copywriting is a good methodology for selling products. However, success depends on how a company uses it. In any case, the basic principles of copywriting have already been outlined above. It is therefore up to copywriters to apply them wisely.
🗣 User reviews on copywriting
Élodie P., founder of an e-commerce site for natural cosmetics
"I redesigned all my product descriptions, incorporating copywriting techniques: customer benefits, calls to action, storytelling. In one month, the conversion rate increased from 1.8% to 3.2%."
Marc T., insurance consultant
“Before, my sales emails were ignored. By learning to write compelling headlines and focusing on my prospects' pain points, I doubled my response rate.”
Inès L., freelance in UX writing
"As soon as I used the basics of copywriting in my projects (clear CTAs, benefit-oriented headlines), my clients saw more engagement on their landing pages."
Damien B., career transition coach
"A well-written LinkedIn post, using copywriting techniques, can bring me 4 to 5 qualified leads. That's much more powerful than a raw ad."
🎓 Expert experiences and quotes on copywriting
Joseph Sugarman, legendary copywriter
"The purpose of a title is to get the reader to read the first sentence. The purpose of the first sentence is to get the reader to read the second. And so on."
Valérie Demont, specialist in digital strategy and copywriting
"Copywriting isn't about writing to sell, it's about writing to evoke feelings. Emotions trigger decisions."
HubSpot Study (2024)
"Landing pages that use benefit-oriented rather than descriptive copywriting techniques have an average conversion rate 36% higher."
Gary Halbert, copywriter
"The best advertising is that which speaks to a single person, at the right time, with the right words. Copywriting is the art of this precision."
