Copywriting is nothing more than the practice of writing persuasive texts using collaborative techniques, also called by many as the art of persuading.
It brings together a variety of user-oriented writing techniques for better results with texts designed to persuade the reader to do something.
Being a practice that really brings results, copywriting has grown quite professionally and is used by many communication professionals.
If applied to your business the right way, copywriting can bring you more conversions and boost your business as a whole.
But what are copywriting techniques anyway ?
Rest assured, in this post we will talk about some of them, as well as give tips and talk a little more about what copywriting is.
What is Copywriting?
As we have already said, copywriting is the art of writing persuasive texts.
It consists of a set of textual techniques that aim to encourage the reader to perform some action.
This can range from buying a product or service to signing up for a webinar, for example. They vary according to the writer’s goals with the text.
Copywriting techniques allow your texts to be more convincing to readers and, as a result, your communication with clients becomes more efficient.
To help you understand, we can summarize copywriting as the act of writing texts that sell products / services and ideas in general.
Copywriting texts can be produced in any format, from ebooks and articles to slogans and emails.
Marketing has a lot to benefit from your copywriting strategies, especially with the rise of digital marketing , where the details make the difference.
Why is it important to practice copywriting?
With the growth of digital marketing and other strategies such as inbound marketing and content marketing , the need to create compelling and relevant content for people has increased significantly.
The web has enabled consumers’ purchasing power to grow significantly.
They now have the ability to compare several options of the same product before purchasing it.
For this, it takes into account not only the price but the experience as a whole.
And that’s where copywriting comes in.
In addition to encouraging users to opt for your product rather than competing for more persuasive text, copywriting also enables the writing of great text that contributes to a good user experience.
These texts attract more and more people and can be the difference your company has over others, even if they both deal with the same products or services.
After all, consumers are already tired of classic ads, which tell them to buy something. Copywriting is much more subtle and uses other, more efficient ways to persuade someone.
Principles You Need To Understand To Make Good Copywriting
When talking about Copywriting, the main word you should keep in mind is persuasion .
This is the focus of texts that use copywriting practices: to persuade or convince a person to do some desired action.
For digital marketers, this is usually the sale itself or contact information to generate leads.
To make a persuasive and really good text, you need to know more about the behavior of consumers and their different profiles.
In this way, it is possible to define the appropriate approach and project which answers will have to be used by a given technique.
The persona also fits this scenario.
To truly understand users’ behavior and reactions to different elements of writing, you must have a business-specific persona and understand it.
You must first build trust in the reader so that he can buy your idea. To make this easier, there are some trends in the behavior of people you should know.
We separated some of them to help you:
Reciprocity is a psychological principle that people tend to follow. This principle can be used to your advantage in copywriting.
This is when a person does something positive and gets something positive in return, that is, usually when you offer something of value to someone or give something to them, they tend to return it by returning the favor. .
And how does this apply in writing?
Assuming you intend to persuade the user to enter their email.
To do this, you can create relevant content that really adds something new to the user and then requests their email.
Understanding and identification
Another very important factor for your texts to sell more is that you understand what your user is going through and what their pains are.
It is essential not only to understand but also to demonstrate that you know this to the reader.
This makes it easier for the reader to identify with your text and, as a result, is more likely and confident to do business with you.
After all, you have shown that you know what he is going through and therefore you must know how to best solve your problem.
This is where the persona comes in. You should try to understand as much as your audience’s pains are, demonstrate that you understand their needs and can meet them.
In addition, you must understand which expressions your persona uses most to take an approach that makes her identify with you and thus have more affinity for what you say.
Creating urgency is a great ally of successful salespeople.
To decide to buy something, many people think and evaluate the options. This can take time and they may even forget about your offer.
One feature used by professionals to prevent this from happening is to create a sense of urgency, that is, to make an unlimited or exclusive offer, giving the impression that the consumer needs it urgently.
This tends to persuade people more easily and lead them to conversion.
Social approval occurs when someone performs some action, such as buying, due to the referral of others who have already bought it.
That is, individuals are more likely to trust your brand, for example if it is referred by someone else and has references.
To use this concept to your advantage in the texts, you can insert written testimonials or a video of people who have already used and liked your value offer.
If so, you should make it clear that your product has already been tested by others and is trustworthy – your chances of converting the reader can be greatly increased if done.
Now that you have a copywriting background, check out the tips you need to keep your attention on.
8 copywriting tips for you to apply to your texts
These tips are simple, but make a difference. You can now start putting them into practice.
1. Understand your persona
We’ve talked a bit about this before, but it’s worth mentioning. By defining your persona, you already have an idea of your language type, recurring expressions, and your likes.
Keeping this in mind, write the text as if it were for this persona. This allows for more personalized and assertive text, as well as empathizing with readers.
2. Show that you know what you are talking about
It is important that you prove by A + B that the product / service offered really yields good results.
To do this, you can present practical examples of your offer, explaining how it works and its differentials.
If you do this, the person will feel more confident in you, as in addition to talking about the characteristics of the value offering, you have also demonstrated them in practical examples that best illustrate the situation.
In addition, analytical and graphical data can give your text a special touch and make a total difference in conversion.
3. Avoid overdoing it
Be careful not to look like that boring salesman who uses jargon all the time and keeps insisting on buying.
Many consumers already have this view of sellers, and any element that reminds them of it can act as a trigger for them to give up on the action.
You must be subtle when making a call to action. Make a natural trigger that makes sense with context, without randomness.
Your trigger should be discreet and very subtle so as not to generate a negative reaction on your persona.
4. Be clear and objective
Don’t wrap the readers too much. This impairs reading and can make them confused. No one likes it when reading repetitive text that goes round and round without reaching a conclusion.
So, be as clear and objective as possible about the characteristics of your products and their differentials, and clearly state what proposal you are offering.
If the reader really understands what you are talking about, they trust you more. Omitting the proposal or rolling the reader up to it can make you impatient or even suspicious.
5. Encourage interaction
This aspect is very important in any text.
To create a connection with the reader, they must agree with what you are saying, but not only that, they also participate indirectly in your content.
How to do this?
Nothing better than asking indirect or reciprocal questions. They catch the reader’s attention, as well as make them want to read the rest of the content, after all, they want to know the answer to the question.
A good copywriter always tries to write in a way that makes the user feel comfortable and engaged.
6. Offer something without asking for anything in return
E-books, giveaways, short courses, in short, there are several not-so-costly alternatives that you can offer readers without asking for anything in return.
By doing so, your image becomes very good in the consumer’s mind and stimulates trust and connection. This makes it easier to request something like email or mobile number.
7. Apply Storytelling
The storytelling is a practice widely used by writers which is also used for copywriters to produce texts that sell.
It involves telling a captivating story to readers while sharing knowledge that, in the case of copywriting, induces them to take action.
Storytelling is a good persuasive technique and it makes readers well involved and attentive to what you have to say, as well as making it easier to identify with your brand if the story represents something to the reader based on information about the persona.
8. Make quality content
And lastly, of course, your texts must be complete, informative, and engaging.
Produce texts based on in-depth research and teach people new knowledge.
In addition, web-based text must fit Google’s search algorithm – otherwise it’s worthless.
This is where the SEO strategies that you should apply in your texts come in, so that they rank in the search engines.
Top Copywriting Techniques in Practice
In addition to the tips we have given, we have separated some techniques that we use ourselves in our content and proved to be very efficient.
Now you can use them too!
Take a look…
1. Use “sticky” phrases
What do you mean “sticky”?
These are simple sentences that, when inserted in a context, can be determinant for the reader to continue or leave the content.
Through them, you can increase the time a reader stays on your page and how far they actually read your content.
They create some expectation to see the next few paragraphs, arresting reading and optimizing their copywriting techniques.
See some examples:
The best part?
And the most important.
These are just a few phrases you can use throughout your content to captivate the reader and lock them into reading until the end.
2. Make short paragraphs
Another aspect of good copywriting that makes reading easier and encourages the reader to see more is to use short paragraphs.
This does not mean absence of information. As stated before, your texts should be complete and share as much useful information as possible.
So make paragraphs shorter and more objective. Giant paragraphs tend to scare the reader as they will require more reading time.
3. Convince the reader that your text is good
This copywriting technique refers to the beginning of the text, one of the most important parts, the introduction.
It is by reading it that the reader chooses whether or not to continue on your post, or not to see the rest of the ad.
There is a process you can apply in your introductions to captivate the reader and convince them to read more.
How it works?
We can divide the process into three steps:
At the outset, you should show that you know why the reader is in your post and make them agree with you.
By doing so, the reader realizes that the post really talks about what he wanted to know.
For example, in a post about writing better, you could start with the phrase:
“I think we agree when I say it’s not so easy to write great text that converts customers.”
Then make a promise, tell what the reader will learn if you read the entire post using the same example as before:
“In this post, you’ll learn how to write very good text and apply the techniques to your business.”
3. Summarize the post
Finally, in the introduction, make a short summary of exactly what the reader will see, as if it were an index.
Still in the same example:
“We’ll talk about the 3 textual techniques every copywriter should know and give 7 amazing tips for improving your texts.”
So, ready to apply your new copywriting skills?
Copywriting is a practice that encompasses many aspects of a text and focuses on what really brings business results.
A good copywriter knows that he needs to be constantly innovating and always wants to be up to date on content consumption trends.
This way, it is possible to have a constant differential in your texts and, consequently, better results.
Apply your knowledge gained in this post to your business and see how beneficial it can be!
We hope we helped.