Most people believe that writing is a skill, which means that practice makes perfect. In this article, I’ll give you a few tips that will help you to take your copywriting to the next level! But first, let’s eliminate a source of confusion: are copywriting and copyrighting interchangeable?
The difference between a “copywriter” and a “copyrighter”
The short answer is, no, not at all–they’re just homophones, which means that the two words have the same sound, but have a different spelling and meaning. So, let’s clear this confusion up!
What does it mean to “copyright” something?
Copyrighting is all about protecting material. It involves taking legal action to guarantee that the exclusive rights to a work and its distribution remain with said work’s creator or commissioner. When the creator’s work gets copyrighted, he or she will be able to receive compensation and acknowledgment for his or her property.
So what’s different about “copywriting?”
When we say “copywriter”, we mean someone who writes text for advertisement or marketing campaigns.That big billboard covered in f that you pass everyday on the road home? It’s the work of a copywriter. Of course, that’s not all a copywriter can do. Product placement in magazines and newspapers, radio and television advertisement scripts, language for social media branding, taglines, and more–all start with a copywriter!
Importance of effective copywriting to any business
Any business, whether big or small, depends heavily on the success of its marketing campaigns. Product quality and customer service are certainly important, but a good marketing campaign founded on effective copywriting will build brand familiarity within your target audience. Your company’s name will be the first to spring to their minds if they ever need a product or service similar to what you offer.
Ineffective copywriting hurts the brand
Have you ever found yourself dismissing a brand or a product because of an off-putting or underwhelming advertisement? Well…that’s what ineffective copywriting can lead to. Like any other profession, copywriting has its own “ground rules” that should be followed in order to ensure the success of any marketing campaign. So, let’s discuss five of the most important features of and techniques for effective copywriting.
Effective copywriting rule #1: Brevity
Always remember; less is more. Á la Marie Kondo, minimalism is in. The average attention span of today’s customer is much shorter than that of customers twenty years ago.
When writing copies for online usage, researches showed that it only takes about 7 seconds to make a good impression online. can you see how short is that? Anyone can produce great content, but how many can trim the fat out of any article and transform it into a relevant, engaging, and straight-to-the-point piece?
Did you know that you can use a thesaurus to find smaller terms for complex ideas that require long sentences?
Effective copywriting rule #2: Capture your reader’s interest
Treat the content you produce for your readers the same way you would treat a presentation for an important client. You have only a few minutes to capture the targeted audience’s attention, and if you lose it, you lose the pitch!
We are living in the era of “unlimited ads.” Wherever potential customers go, they see an ad. Whenever they check their social media, they see an ad. Wherever they goes shopping with their families, they see an ad. Given that, every copywriter’s challenge it to make his or her ad stand out. What distinguishes one ad from the myriad others out there? The answer: an ad will stand out if it seems relatable to the reader!
Always make it seem like the product or service in your ad directly affects the target audience.
Effective copywriting rule #3: Use the “Inverted Pyramid” Method
This type of writing was invented more than a century ago, and it remained the basic writing formula for news writing until online copywriters chose to adopt this strategy
The inverted pyramid formula relies heavily on displaying information in a descending order according to decreasing importance. The writer should give the readers the most essential information in the beginning so they can decide if they want to continue scrolling the story or to stop immediately.
Effective copywriting rule #4: Benefits over features.
Imagine going to a store to buy a new coffee machine and the salesperson starts telling you all the technical specifications, like the material it’s made from, and the exact dimensions, etc.. Wouldn’t you be more interested if he told you about how the machine could cut your electricity consumption and costs, or about how delicious its coffee is?
The average consumer doesn’t care about the specifications or the features of your product; he or she only cares about how all of this would benefit him or her. As such, you should always start by giving your readers a good sense of how this product will turn their lives around because of its many benefits. Once that is established, you can tell them about the features, if there’s interest.
Effective copywriting rule #5: Remember the two FFs. Layout and flow!
What is the benefit of a valuable piece of content if it reads like a sentence salad ?
Hard-to-follow writing is liable to lose reader interest–and fast. Nobody wants to decipher hastily-arranged product placements or service ads. Organize your content so that it has headings, subheadings, bold fonts, and short paragraphs. This will help readers to jump directly to what interests them the most without needing to analyze the whole article.
Writing involves a broad range of skills, and mastering one genre of writing doesn’t necessarily translate to automatic mastery of the other types. A professional academic writer will not always make an excellent copywriter, and vice versa.
Every business can benefit from a good copywriter as he or she can give the business the identity it needs to distinguish itself from other competitors in the market. If you’ve ever thought about investing in professional copywriters for your business, you can always choose from our team of experts at ureed.com