Do you remember the last purchase you did online? Or when you tried to find out who was offering an specific service in your neighbourhood? I would bet that on both occasions you have used the internet, you have found several options, compared its characteristics and decided which one fit best for you.
Probably you have checked out the companies’ website, read some contents, watched out the design, photos and fluidity of their navigation system. You were also looking for social proof in their social network. Then you would draw some conclusion.
In case you have perceived a strong attention to detail, a consistent message and a sense for aesthetics, perhaps you think that this particular offering is better and therefore more expensive.
What would happen in case you see a good design but he content seems written by robots? And if you see a well explained and catchy message, but the design looks demodé?
It will probably give you more confidence the one with a well crafted text. And this is because the images are captivating, they attract our attention and evoke emotions, but the persuasion is in the text. It is very difficult, if not impossible, to sell something without using words.
Copywriting is a type of persuasive writing that shows the unique characteristics of the product and its benefits in a non-aggressive way, facilitating the connection with the consumer and the sale.
The copywriter is the professional specialized in writing persuasive texts, but his work goes beyond mere writing. In fact, the fundamental part of his contribution lies in the investigation of the product or service itself, its position in the market and its competition.
Only when you have identified the deep motivations that lead the consumer to choose your product or service, including their possible objections and pain points, can you create the value proposition that makes your offer unique, and, from there, start writing .
The structure of copywriting texts is never the result of intuition or a moment of inspiration. There have been a series of proven and proven formulas for years that use aspects of human psychology and neuro sales to be effective in generating connection, memory and desire to consume your product or service.
The copywriting persuasion techniques are so effective that they sometimes are confused with manipulation. Persuasion is just a powerful way to convince your interlocutor, while manipulation is based on deception that benefits only one of the parties. Therefore, depending on the intention of the speaker, persuasion may be used as part of manipulation, and this is why they are sometimes confused.
When we talk about copywriting it is important to show the message with honesty and clarity. Never mislead the reader with abstract concepts. Try to use concrete words to create an idea as accurate as possible of what they can expect of the product or service.
If your product is good, why do you need texts to prove it?
On the internet the seller of yesteryear who spoke with customers and explained the benefits and their unique characteristics, has been transformed into a website that speaks through its content.
Is it necessary to have your copywriting written by a professional?
The professional can make you the fastest way and guarantee you quality in the texts.
However, if you like to write, you can learn copywriting techniques to better connect with your own audience or even become a professional.
How to know if the texts of your website are deterring your audience or if it is necessary to hire a professional?
In this article you can see the 10 most common copywriting errors on a website and in this other one how to write a landing page.
Any questions about copywriting? I answer in the comments.