Copywriting is one of the most underrated forms of digital marketing. You see it anywhere and everywhere. Every commercial, every ad, every billboard has copy on top of it.
Copywriting is essential because it drives sales and action from customers. More than just words, copywriting allows you to build a sense of trust and authority in the eyes of the consumer. It convinces people to buy your product.
Despite the key role that it plays within your business, many people actually have no idea why copywriting is important. In this article, we’ll go over what copywriting is and why it’s important for your business.
- Who am I?
- What is copywriting?
- What is the purpose of copywriting?
- Why is copywriting important?
- Where can I find a copywriter?
Table of Contents
Who am I?
My name’s Matt and I’ve been an SEO content writer and copywriter for almost half a decade now.
I first started out writing for sports and general news but I’ve since transitioned into writing copy and content for blogs and startups focusing on fintech. In that time, I’ve helped grow over a dozen businesses and written over 50k pieces of content, be it for social media, a landing page, a commercial, or your blog.
Needless to say, I’m confident in my ability to create copy and write about it.
What is copywriting?
Like I said before, copywriting is the activity or occupation of writing the text for advertisements, commercials, and other forms of publicity material.
A copywriter will have to perform marketing research and identify consumer insights that will help them produce interesting written content. Afterward, they are in charge of proofreading their work for accuracy and quality.
To provide better context, I want you to fish your memories for memorable taglines from brands or commercials.
If you can think of any, congratulations – you now have a better understanding of what copywriting is. It’s responsible for the memorable taglines and funny ads that reflect the company’s voice.
If you’ve formed any form of attachment with a company, it’s probably because of their copywriting.
What is the purpose of copywriting?
The main purpose of copywriting is to create PR and marketing materials that reflect a company’s voice, engage with customers, build trust, and direct a lead towards a certain action.
It convinces you to do something and in a business environment, this something is to buy.
Copywriting, in my eyes, is designed to do one of two things: education or persuasion.
When a piece of copy is meant to educate, its main goal is to inform the viewer, listener, or reader about a product.
In cases like these, when copy is designed to educate and promote, the copywriter can also be referred to as a content writer.
When a piece of copy is meant to persuade, its main goal is to build on the familiarity and awareness that the informational pieces have created.
Copy leverages the familiarity of the brand and uses it to persuade you into action – whether it be to sign up for a newsletter, create an account, or purchase a product. Copy is responsible for all of this.
Why is copywriting important?
Copywriting is the act of persuading customers to perform a certain action- but that’s not all it does.
Here are 5 more reasons to explain the importance of copywriting and why you should implement copywriting in your business.
Reason 1: Copywriting builds trust between a business and a brand
Commercials and ads are how businesses communicate with their consumers. Through constant communication and relationship building, a business begins to develop trust with its consumers; remember, trust is critical.
Reason 2: It creates a single voice for the brand.
It might not be immediately obvious but having a unified voice in your company’s promotional material is key to writing great copy.
I have a story for you.
When I started college, one of the first things I looked to buy was a laptop. Understandable, right? Everyone needs a laptop. So I shopped around and saw an ad for a laptop that was perfect for writing and school work. I was ecstatic so I went to their website.
On the retailer’s website, the laptop copy told us about all the amazing specs it had but I was confused. What good would the latest graphics card do for me if I just needed something to use excel on?
The copy lacked context.
Where the commercial spoke about the laptop in the context of the everyday person, the product page told us all about the technical details and specs.
There was no context and no single, united voice. If a copywriter were involved, he would have made sure that the product page put into context all these amazing details and communicated effectively how these improved specs would improve your daily working capacity.
Reason 3: It attracts customers.
Have you ever seen a funny commercial and then remembered the brand because of the way the commercial made you feel? Have you ever read a funny caption and then told all your friends about what you saw? Maybe even a jingle that got stuck in your head for a couple of days.
See all of this falls under copywriting and the witty, creative nature that it attempts to convey. Copywriting attracts attention to your brand and gets people to talk about it.
This means that through copywriting and creating brand awareness, you could 10x your customer base, especially if you’re a new company.
Reason 4: It communicates pain points that the product solves
As a business owner, you know exactly what your product is supposed to do. You know why and how it was made. However, you’re customers don’t. So, it’s up to the copywriter to communicate to the customers what pain points this product solves and how they could do it.
As a copywriter, you can achieve this through the following frameworks:
- Before-After-Bridge: provide your client with two situations: one before they received the product and one after. This shows them the amount of improvement that your product can make in their quality of life.
- Problem-Agitate-Solve: in this formula, you remind the customer of a pain point or proble that they have, you remind them about how they’d feel about the problem, and then present a solution. It’s easy, quick, and works all the time.
- Features – Advantages – Benefits: this formula highlights a key piece of advice when it comes to copywriting: focus on benefits, not on features. The average person won’t understand every technical detail but they will understand once you explain how it would help them.
Reason 5: Copywriting directs customers towards an action
Copywriting, as I mentioned earlier, involves persuading your client into doing a certain action, whether it’s signing up for your newsletter or purchasing a product. You leverage the trust you’ve previously built and turn that into action. If your product does what you’ve promised, then this will later turn into brand loyalty and you’ll have a recurring customer for your business, driving up sales and your return of investment
Where can I find a copywriter?
Well, if you’re looking for a copywriter, feel free to message me. I’m always looking for new businesses on the rise and passionate owners to connect with. I have a form on the sidebar which you could easily fill up and leave a message on. Don’t worry, I don’t bite but it may take a couple of days before I can get back to you. The time I reply varies depending on my current workload.
That said, if you’re looking to learn more about copywriting and becoming one yourself – explore around the blog or email me.
I’d be happy to help.