What is copywriting? What are the benefits of good copywriting? Copywriting takes many forms: B2C (Business to Consumer), B2B (Business to Business), Email Copy, Web Copy, Landing Pages, and many more. However, copy has only one purpose: to persuade your reader to take action in some way. This isn’t about being pushy or coercive, but presenting information in an engaging way. Copy that builds trust and allows your reader to come to a conclusion: “Yes, I will buy this product,” or “Yes, I will subscribe to this newsletter.” In short, copywriting is about turning traffic into conversions (depending on the goal of your copy).
Type Matters
Depending upon what type of copy you are after (email, B2B, etc.), alters the structure and strategy of your content. For example, email copy does not need SEO, but web copy does. B2B copy will be more technical as you are selling to a different audience. For example, let’s say that you are a company that sells printers to offices. We’ll call this company QuickSlide INC. You’re going to want to focus on how your printers are better for businesses. Do you offer an intriguing deal that’s attractive to business and helps with maintenance? Or reduced prices on ink and accessories?
Whereas if QuickSlide INC is focusing on selling to customers, their copy might put more emphasis on the user experience. For example, “this printer is so easy to set up, my grandpa Jack just plugged it in, no jamming or fiddling with settings, 10/10 QuickSlide.” As you can see, different copies demand vastly different tactics.
Good copy is of paramount importance to any business. Good copy is the difference between closing more sales and getting more engagement from customers. The benefits of good copywriting are, without a doubt, tangible and measurable and can allow your business to soar to new heights.
Good Copywriting – DIY or hire a guy?
Copywriting is arguably one of the most skill-intensive forms of writing. The words in any given copy have to be carefully calibrated to gently guide the reader to a given conclusion. This takes a lot of skill and practice. Reading a book on painting won’t make you a master painter, and the same applies here. If you take a look at most social media or messaging sites like Quora or Reddit, the standard of writing is pretty bare bones. I’m not saying this to be elitist. Most people want to convey a message, and they aren’t concerned about structure. It’s the difference between driving to work and driving for the Thailand Touring Car Championship. If you’re trying to create copy, then you need the highest performance you can get.
So adequate spelling and remembering to put full stops every now and again doesn’t cut it; the writing has to be top tier. Why so? It boils down to the first rule we all learn at writer’s school: show, don’t tell. If your copy is grammatically sloppy and jarring to read, you aren’t convincing anyone to do anything, and you certainly aren’t building trust. Hiring a professional will save you a lot of time and effort in the long run and give you a valuable resource for the future. The benefits of good copywriting can’t be understated.
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