The global writing industry can be broadly categorized into two segments: writing out of passion, and writing as a profession.
More so, with the rise of the digital sphere that has connected the world through the mighty world wide web, there has emerged a new class of writers – the copywriters – and likewise, copywriting has emerged as a lucrative career option for people who wish to pursue their passion and flair for writing professionally.
Before we delve into the details of how one can kickstart their career as a copywriter and craft compelling copies, let’s get to understand the basics.
In this blog, we’ll cover the fundamentals of crafting kickass copies that sell like hotcakes.
Let’s start with what exactly is copywriting.
The Oxford Dictionary defines copywriting as ‘the activity or occupation of writing the text of advertisements or publicity material.”
In other words, it is writing a concise set of words put together strategically to influence the audience into taking action about a product or service. The copy is one of the fundamentals elements that contribute to creating a voice, image, and persona of a brand and sets the foundation for your marketing, advertising, SEO and sales strategies.
Simply put, copywriting is the art and science of writing for business objectives and therefore, there are certain intricacies to look into before crafting copies or pursuing a career in copywriting.
But, how is a copywriter different from other professional writers?
If you’re of the view that all professional writers do the same kind of work – that is, write – you should give it a break at this point. Because that’s not true. There are various sub-categories of professional writers, such as content writers, technical writers, professional dissertation writers, research and assignment writers, the copywriters, and so on.
While all of them share the writing part in common, the actual difference lies in the purpose, approach, and the methodology of writing and reflects in their work.
- For instance, content writers write ‘evergreen’ content such as blogs, articles, web content, etc.
- Academic writers write research-intensive assignments, thesis, research papers, etc.
- Copywriters write copies for a business’ marketing, advertising, and branding initiatives, such as for print and digital ads, online campaigns, marketing collateral, billboards, press releases, etc.
So, what does it take to write compelling copies even without any experience?
Since the focus of copywriting essentially revolves around business objectives and influencing people into taking action, there are certain skills required for a copywriter to craft copies that sell.
Research is the cornerstone of effective and influential copywriting. Being a novice in the domain, you may wonder how to go about research for a marketing copy. Take a look at your competitors and understand how they are targeting the audiences, the kind of tone and verbiage they incorporate in their copies, and how they talk about the product.
§ Understand the Product
To write a compelling copy, you need to understand what it is about, that is, the product or service you’re going to promote in your copy. Get to understand what your product offers, your unique selling proposition, and also emphasize how it is going to benefit the customers.
§ Understand your Audience
It is crucial to identify what your particular audience niche is looking for or what drives their buying decisions so you can strike the right chord in your copy, to drive the desired response.
§ Understand Your Message
Focus on the objectives of your copy. Is it to inform the audience about the product? Is it a reminder or an offer? Different goals require you to adopt different approaches to crafting copies. Therefore, before you actually get down to writing, identify the purpose the copy is aimed to serve.
§ Be Minimalistic
Nobody likes to read long paragraphs or listen to long tales about how amazing your product is. Cut all the clutter and be concise and selective with your words to deliver a message that’s heard and triggers action.
§ Don’t overdose on creativity
Too much creativity or overdosing on elements in your copy will overshadow your business message and will only give the impression that you’re trying too hard. Don’t do that. Keep your brand’s persona and voice in mind and weave your way around it creatively.