Complete Copywriting Guide
Table of Contents
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Watch the video below to know – What are the ABCs of Copywriting.
Also, you can download my Copywriting Expert ebook.
What is Copywriting?
Copywriting is the art and science of arranging words in proper order for conversion. The main motive of a copy is to generate leads through conversion. A copywriting may be done in the form of a sales copy, ad copy, email copy or any other form of copy used for conversion.
Whenever you writing a copy, the main goal is to compel a prospective customer to take a specific action like to click on a link, or call, or sign up, or subscribe, or buy.
Copywriting is used in various forms of marketing materials, like landing pages, websites, pamphlets, posters, emails, ads, direct mail, flyers, catalogs, and other media ad campaigns.
People often get confused between copywriting and content writing.
Copywriting is very different from content writing. The purpose of content writing is to inform, engage, and educate people whereas the purpose of copywriting is to generate leads through conversion.
ABCs of Copywriting
Okay, now it’s time to go to kindergarten and learn ABC.
Here we start with ‘A’
It’s always and always the first main motive of copywriting is to grab attention. A copy, should catch the attention of people and make them go through your copy.
If your copy is not grabbing attention then no one will read your copy and the purpose of your copy fails.
So, do whatever you can do to grab attention and hook your reader’s mind to go through all the steps of the copy.
Grabbing attention is usually established with a strong compelling headline and an opening statement.
It’s time to bring on B.
B is for benefit.
No one cares what work you have done, how much effort you have put into the work, how much time you devoted to the project and how much you spent to develop the product. What customers care is they care about themselves.
Your prospect will always look for- ‘What is there for me?’. And you need to explain to them what they will get.
You need to tell what are the benefits they will get from the product or service you’re offering.
It’s time to call on ‘C’.
C for Call-To-Action(CTA)
As I have already stated above that the main purpose of copywriting is conversion. And it’s the CTA, where the conversion happens.
You must have a clear and concise Call-To-Action. And never ever do the mistake of asking people to take multiple actions. Just one action.
Use whatever persuasive copywriting techniques you can to persuade your reader to take the action.
And then you have your copywriting done for the conversion.
Types of Copywriting
Selling is the central part of any business. And a good copy helps in selling well.
Various businesses have different strategies for selling. They tailor their own methods of persuading customers. That’s the reason why most of the marketing department of a business tries to hire a specialist copywriter who has sound knowledge and ethics of their business. Due to such a reason, the way of writing copies is different for every situation.
And according to the circumstances based, below mentioned are some of the various types of copywriting-
Sales Copywriting:
Sales ads are meant for selling. Their sole purpose is designed in order to get the sales done. The marketing person who designs such ads always tries to utilize to use the best of his/her copywriting skill to convince prospects to buy the product/service.
SEO Copywriting:
SEO Copywriting is the method of writing which is written keeping in view for Search Engines as well as Humans. If you write only to impress the search engines then your page may rank higher on SERP, but it will terribly fail in conversion. Because when you solely target for ranking your page it will appear more like AI-generated content. It will fail to connect with the people. It will not be catchy.
The same problem occurs when underestimating the SEO and write catchy lines to please and impress your audiences. It will fail in ranking the page in SERP. So you need to take care of balancing both aspects in order to be in a better position. Click on the blue coloured texts if you want to know more about what is SEO? and how to use SEO in Copywriting?
Web content:
These days content marketing is preferred as the best method of publicizing the product or services. And using the techniques of copywriting to engage with readers will be helpful in developing a connection.
Press Release:
Organizations announce their information on the appointment of any senior executive like CEO, CFO, CTO, or any merger deals, big customer acquisition, a new product launch through a press release. Formerly PR(Press Release) was meant only for the mainstream media broadcast to inform the latest activities of the organization.
And now the scenario of PR has totally changed. It is now being used in social media to grab the attention of common people, used in the company’s official website to show the activities of the company to the visitors. In short- It is the promotional tool of corporates. Copywriting plays a great role in drafting a PR for grabbing the attention of people as well as of media.
Benefits of Copywriting
Conversion
Lead Magnet
What is Lead Magnet? You may have come across some of the websites where a pop-up banner comes up and ask you to put in your email ID or phone number to provide you with some freebies.
Generally, lead magnets are designed to attract or acquire leads by means of some offer. And copywriting is used in designing the lead magnet.
Branding
Copywriting helps in establishing a connection with your prospects. From TOFU (Top of Funnel) to MOFU (Middle of Funnel) to BOFU(Bottom of Funnel) copywriting plays role in retaining your prospect till the end which eventually creates a branding effect among the prospects.
AIDA Formula of Copywriting
Before going through this section, read out these questions.
- How to write a good copy?
- How does a copywriter write a great copy?
- What is the secret formula of Copywriting?
Above in this article, we have already covered- what is copywriting, What are the different types of copywriting, What are the benefits of copywriting.
In this section, we will get to know about the secret formula that the copywriters use in their copy. AIDA formula of copywriting is the most common technique used in every copy.
What Does the A stand for?
A means Attention.
The primary purpose of writing any copy is to grab the attention of readers. And that is what a copywriter’s copy should do. There are various techniques a copywriter applies to get the attention of readers. As it is just the beginning.
In every lead generation process, copywriting techniques are used to grab the attention of the prospects and tries to pull them into the funnel.
The attention of the readers or potential customers can be grabbed through strong compelling headlines, subject lines, or content. Headline or titles are given much importance by copywriters. As most of the time, readers just scroll down to check what is written there in the post in headlines.
So, a copywriter must take care of the headlines.
What does ‘I’ means?
I is for Interest.
After grabbing the attention of prospects, you must create an interest in their mind.
How to create ‘Interest’? Interest can be created by explaining what they will get for buying your product/services. Prospects will only be interested in your products if it is necessary for them or if you convinced them properly by using copywriting tactics.
What is D in AIDA?
D is Desire.
After successfully building an interest in the prospect’s mind, you need to present an irresistible offer in order to build a desire for buying your product.
Desire can be created through some lucrative offers or benefits that you are providing through your products.
What is the last A?
The last A of AIDA is Action.
When you have hijacked the mind of your prospect and build up an irresistible desire, it’s time for some action.
There must be a Call To Action, where your prospects must be directed.
It’s the call to action, for which the copywriting is designed. CTA is the end of a copy.