Copywriting may sound like it has nothing to do with marketing, but the truth is, the two areas work together more than you realize. Having great copy on your webpage is essential to having a solid marketing approach, which will allow you to have higher conversion rates. In order to have good copy on your page, though, you need to know what copywriting is and how it’s used correctly.
What Is Copywriting
Simply put, copywriting is the text written that acts as either advertising or publicity material for a product or business. Anytime you see an advertisement online, words on a website, or a product description, you’re looking at copywriting. The goal of copywriting is to get the reader to take part in an action: click on a link, make a purchase, download a document, or subscribe to content, for example.
Copywriting can look very different depending on your brand’s tone and the type of material you are wanting to publish. You can have very thorough, in-depth descriptions of your products, filled with anecdotes and emotional words. Or, you can have short and sweet taglines that become what people recognize your brand for. Of course, you will likely find yourself using a mixture of these, though it’s important to be consistent across your different platforms in order to develop a cohesive brand tone.
Benefits of Copywriting
Now that you know what copywriting is, it makes sense that it is tied in with marketing very closely. There are many ways that having a team with experience with copywriting can help build your brand, so let’s look at a couple of them.
Copywriting can help us make sure you have a consistent tone and voice throughout your many platforms. While each platform may require its own styles of media (Instagram stories versus your website, for example), it’s still important that your voice is consistent and clear no matter where a user finds you.
Having inconsistent messaging or even language choices across your different social platforms can be off-putting to potential users and can even be costing you conversions. Without a solid tone, you may be unintentionally giving off an appearance of being an unprofessional brand, which can hurt the trust people have in your company. Good copywriting across your platforms will help you eliminate this possible issue!
Increase in Conversions
Another huge benefit of copywriting is the increase in conversions it is likely to lead to. Our copywriting can help your posts and website stand out from your competition when it’s done well. Most users are more likely to make a purchase from a company that stands out among the competition as unique and inventive. Copywriting can be your ticket to standing out among the crowd!
Tips on Proper Copywriting
It’s clear that copywriting is important when it comes to marketing your business, but there is such a thing as poor copywriting, which won’t help you out as it should. To avoid the pitfalls of bad copy, we utilize these tips for generating great copywriting pieces!
People are busy these days, and that business affects every aspect of their life, including the time they are willing to give the words on your page. We won’t be too wordy with your copy, and will make it easy to skim while being attention-grabbing.
People will be able to tell when you’re exaggerating in your ads or product descriptions, so it’s best not to. We take the truth about what you offer and make it exciting and eye-catching. When a reader can tell you’re being honest, it will allow a better connection between them and your brand, making you seem more reliable and trustworthy.
Write In the Active Voice
When copy is written in the passive voice, it can feel awkward and wordy, plus it doesn’t give off the confidence that the active voice does. The line “Our products are loved by those who use them” doesn’t pack near the advertising punch as “People love our products!” While this is a vague example, it gets the point across. Active voice copy will give off confidence and authority to readers, helping to drive conversions.
We won’t write in a technical, robotic voice while copywriting. We want to come off as relatable and connected with your target audience. This will make readers feel more connected to you and your brand, which will allow them to feel like they may even have a personal connection with you. While we don’t have to go full casual with your tone (unless that’s your brand!), we avoid sounding like a clinical form or textbook when writing.
Putting stories and anecdotes into your copy can make it more memorable to those who read it. Think about how many lists of benefits from a product you can list off without looking – not many, most likely. However, if you read about the benefits through someone’s experience with the product, they’re more likely to make a lasting impression. Of course, we don’t overuse stories, but sprinkling them into your copy will help it stick with your target audience, even after they’ve read it and moved on.
Keep Your Goal In Mind
While all of the above tips can help us build the tone you want to use with your brand, all of it is for nothing if we aren’t clear with your audience about what you do and what you want them to do. We won’t beat around the bush when it comes to your call to action. We make it clear what you are offering your target audience and what they need to do to get the results you can give them.
While being clever and witty is enjoyable and will grab your target audience’s attention, we have to be useful and provide an actionable task to them if we want to see the conversions that good copywriting can give you.
Copywriting is an essential part of marketing. What started out as advertisements in newspapers has boomed into digital ads, website landing pages, and extensive product descriptions. Any part of your brand that involves text to inspire your audience to take an action is considered copywriting. It’s important that we use copywriting to both create your brand’s tone and sell your services and products to the reader. Doing so will help you see an uptick in conversion!
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Performance Based LLC wants to help your business achieve its full potential. We have worked with countless clients who have seen results that they couldn’t achieve on their own.
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