“A word is dead
When it is said,
Some say.
I say it just
Begins to live
That day.”
-“A Word” by Emily Dickinson
This poem is an insightful way to understand the impact of words- that their power lies in their ability to be shared and passed on, taking on new meanings and significance as they are used by different people in different contexts.
Wordsmiths possess the capability to sew words together that drive actionable results- meaning, that despite the window of contextual interpretation remaining open, they are able to get their desired intention understood by the audience.
What is copywriting?
This process of writing with the primary purpose of promoting or advertising a brand, persuading its audience to take a specific action, such as making a purchase, signing up for a newsletter, or engaging with it is called copywriting.
Effective copywriting involves understanding the target audience, their needs, and their pain points. It uses persuasive language, storytelling, and psychological techniques to elicit emotional responses and create a sense of urgency or desire.
Copywriting vs Content Writing
The content created by copywriters is called “copy”. While copies are usually succinct and persuasive in nature, the content written by content writers are generally long-form and informative. The sizes stem from the perspective they are written from.
Long-form content is usually written at initial stages of the sales process where the primary goal of the business is to make its target audience aware of its brand, hence the informative nature. While copies are written to convert the engaged audience to customers.
How Can Small Businesses Gain from Hiring Content and Copywriters?
Both content and copywriting are commonly used in creating various marketing materials, depending on the business goals of the organization that is employing the practices.
Subject to the stage of the sales funnel you are currently in, based on your business model and industry, you must decide whether to create brand awareness materials (content writing) or conversion materials (copywriting).
The writing assets include, but are not limited to:
- Advertisements Both online and offline advertisements use copywriting to attract attention, convey key messages, and entice potential customers to take action, driving sales and marketing revenue while reaching a wider audience.
- Websites Copywriters craft the text found on websites, including homepage content, product descriptions, and calls-to-action, to inform visitors and encourage them to explore further or convert into customers.
- Sales and marketing emails Copywriters write persuasive emails- be it detailed and informative or crisp and advertorial- to build relationships with prospects, inform them about products or services, and encourage conversions.
- E-books, Blogs and Whitepapers Informational in nature, these reading materials help a brand gain authority in their respective domain by publishing research study excerpts and conveying them to the masses in simple language.
- Brochures and flyers Copywriting is used in printed marketing materials to communicate the benefits of products or services to a target audience, detailing the pros and cons of the product and highlighting their USPs.
- Social media posts Concise and engaging copy is essential for capturing attention on social media platforms and driving user engagement, a result of which is reaching a wider online audience and enhancing brand awareness.
- Landing pages These pages are designed to convert visitors into leads or customers, and copywriting plays a crucial role in compelling visitors to take specific actions, such as filling out a form or making a purchase.
- Press Releases These assets serve as a powerful tool for organizations to proactively manage their public relations and communicate key corporate and brand messages to their target audiences, while positioning themselves as industry thought leaders.
- Ghost Written Materials One of the most in-demand skills, an efficient ghostwriter can interpret your briefs to tell your story for you- be it in the form of novels, screenplays, books or anything else- in your voice and to sell to your target audience.
- Screenplays and Scripts Video marketing is in, and writing TV screenplays and scripts never went out of fashion, so whatever your requirement, a skilled writer can craft compelling and memorable narratives that resonate with and keep your viewers engaged from start to finish.
Examples of Successful Businesses that have Benefited from Copywriting
Copywriting is a powerful tool that can significantly impact a business’s success by effectively communicating its message to customers. Many successful businesses have leveraged copywriting to boost their sales, increase brand recognition, and drive customer engagement.
Here are some examples:
- Apple Their advertisements, product descriptions and marketing copy focus on their benefits and USPs, which has contributed to its massive sales and immense success. Their simple yet creative taglines like “Think Different” and “Designed by Apple in California” evoke emotions and build strong brand loyalty.
- Nike Nike’s “Just Do It” slogan is one of the most iconic and successful taglines in advertising history. The brand’s copywriting focuses on inspiring and motivating its customers to pursue their goals, making it a powerful driver of their marketing success.
- Airbnb Airbnb’s success is, in part, due to its persuasive and engaging copywriting. Their listings often showcase compelling descriptions of properties and destinations, creating a sense of wanderlust and adventure for potential travelers.
- Coca-Cola Coca-Cola’s marketing has always emphasized emotions and experiences, thanks to their well-crafted copy. Their timeless campaigns, such as “Open Happiness,” have helped maintain their brand’s popularity for over a century.
- Old Spice Old Spice’s “The Man Your Man Could Smell Like” ad campaign became a viral sensation, partly due to its clever and humorous copywriting. The campaign’s success revitalized the brand and introduced it to a younger audience.
How can Businesses find Cost-effective and Efficient Copywriters?
It is not at all difficult to find cheap content or copywriters out there, keeping in mind the cost of hiring based only on their prices. While it is not necessarily true that a cost-effective copywriter, or any other resource for that matter, would be bad at their job, it is oftentimes the case.
And in such scenarios the businesses end up paying much more than their hiring budgets for a copywriter. A bad copywriter ends up costing their brand image, their customer loyalty, and ultimately their revenue.
An efficient copywriter, on the other hand, is an inexpensive way of generating sales through attractive websites, diligent marketing, engaging social media, persuasive advertising and much more!
When starting a new business or trying to grow your small or local one, it might seem like a realistic approach to do it on your own. But copywriting involves the technical know-hows of marketing and psychology, which might not seem obvious to readers at a glance.
So, it is always a sound decision to leave it up to the professionals.
