Admit it, you love to gawk at those charming pair of earrings, or a gorgeous dress that you come across while scrolling aimlessly through your Instagram, don’t you? And what is it exactly that makes you click on the “Link in Bio”? Is it the image of the product or the compelling caption written below it? Well, it is primarily the magic of copywriting that carries the load.
What is Copywriting?
Copywriting involves writing content that persuades people to buy a product. Any short-form content, such as captions, headlines, etc., is known as a copy. Unlike content writing and creative writing, whose purpose is to educate and entertain the readers to keep them engaged, a copy focuses on being efficient and selling directly to the customer.
Traditional vs Web Copywriting
Even before the onset of digital marketing, this practice was used for advertising and selling to audiences the traditional way, i.e., through radio, TV, etc. Its migration to the web has been more beneficial for the users, who can now select a product that suits their needs and learn how to interact with it better.
A micro-copy that acts as a user’s guide in the process comes under UX Writing. Using a well-written micro-copy for your website can benefit your business in multiple ways, such as-
1. Promoting your product
A good copy is the one that gets straight into the heart of a problem and provides the solution to users in the form of your product. It ensures that the product is textually shown off in the best way possible.
2. Good user experience
A user remembers every interaction, whether good or bad. Interactive micro-copies that patiently help users at every step of the way will contribute to an excellent overall experience.
3. Building a brand's image
The tone of your copy also builds up your brand’s image for the users, making it easy for them to recall and remember your brand.
Do's and Don'ts of Copywriting
Despite the above-listed advantages, your copy can fail if you’re unaware of the basic, most crucial steps involved in copywriting.
Missing even one of these steps will result in a copy that will confuse and drive the users away:
1. Know your audience
Who are you talking to? And whom do you want to listen to you? Consider these questions before you start writing a copy. Decide which age range you are targetting, and try to understand their likes, dislikes, and how they communicate. Writing a copy in their tone will help your copy significantly impact them.
2. Research well
Whether it is brand-building or reaching out to the audience, make sure that you have enough information to fall back on. Analyze your competition on how they represent their brand or what tone they are using when they talk to their audience. Research also helps avoid writers’ block.
3. All about "you"
This “you” refers to the audience. Since you are addressing the people’s problems through your copy, make it all about them. Use personal pronouns like “you” and “we” to make your copy more personal. Turn it into a reliable friend that people trust and provide them with a solution in the form of your product.
4. Keep it short and simple
The primary goal of copywriting is to make sales for a business. If you want to convert prospects into clients, make them understand your product first. Use simple language to tell people what your product is all about, and wrap up your copy in 3-4 sentences. You won’t hold the prospect’s attention if you keep beating around the bush.
5. Use SEO best practices
Everyone wants their product to perform the best in the market. And it is possible if you implement Search Engine Optimization(SEO) in your copy. Include keywords(commonly searched phrases by users) relevant to your brand so that people can quickly discover your website on the search engine result pages(SERP).
Do you copy?
All in all, Copywriting benefits both users and businesses. People can choose from a score of products to find one that suits them the most. As a result, it brings the company profit by increasing its trustworthiness among the users. Try to maintain that trust by avoiding unnecessary exaggeration of your product. You’ll only lose clients when the product doesn’t live up to everything it claims.
If you want to learn more copywriting tips and tricks, make sure you check out the Copywriting course on ProApp. It covers the different kinds of copy meant for various platforms, along with additional takeaways.
Rashika is the brain behind the content strategy on ProApp, both in terms of courses and marketing. She is an Engineer by education but a Content Writer, UX Writer, Marketer, and Mentor by profession. She has worked with tech giants like IBM and Accenture and has spent the last 3 years working with designers and training them. Currently - Focusing on Building an army of creators via ProApp.