On the internet, you have 15 seconds to retain your potential customer’s attention. Do you know what that means? That your text must be catchy, your promise true and your bait effective. Only then will your brand attract attention and, consequently, you will get sales. Copywriting is just for that!
If you don’t know what copywriting is, come with me! Otherwise, your traffic will go down the drain and your bounce rate (the one that measures how many people enter and leave your page without any interaction) will be the only number that stands out in your metrics.
That’s reason enough to worry about how to communicate with your target audience, right? In this context, copywriting techniques arise that, bluntly speaking, answer the reader why he should spend his time with you and with your service and/or product.
So stay here with us. Good reading!
What is copywriting?
Copywriting is directly linked to content production. Going straight to the point, copywriting is the act of producing persuasive texts with the aim of guiding and convincing the audience to take action. This action may vary depending on your sales strategy. For example, an action might include subscribing to a newsletter, answering a survey, and even buying a product.
In a nutshell, copywriting techniques engage your target audience through certain communication practices, that is, the production of content that convinces the reader about the importance and quality of your business.
This breaks your main sales-related objections when it comes to purchasing a product or service or other process-related action, such as offering content to gather lead information.
Where can copywriting be applied?
The answer is simple: copywriting can be used in any material that seeks some type of conversion, for example, sales.
The fundamental persuasion for copying to work is an ancient weapon, used long before the internet existed. Direct mail is an example of this. A time when it was common to send letters with “attractive” texts to get more buyers. Currently, this same text is what we know as copywriting and is used in digital marketing in channels such as:
What defines good copywriting?
You already understand that a good copy is one that can encourage action. However, there are other factors that identify good quality copywriting.
On the internet, it is common to find texts that try to persuade readers using dubious and even dishonest tricks. Therefore, before defining what is good copywriting, it is important to emphasize what is not and what does not define a good copy.
Good copywriting does not:
1. Deceives, deceives, or makes exaggerated promises
For your copy to work, it needs to convey credibility. If you try to deceive, deceive or make exaggerated promises that are not in line with what your product really is, your audience’s trust in the brand will be lost.
This type of attitude is very harmful since the relationship with the customer is not built overnight. Remember: if you don’t trust, don’t buy. This is why credibility is so important to a brand.
2. Copy another copy
Plagiarizing other copywriting also damages (a lot!) your company’s credibility. So, always be original and don’t copy other content, create your own!
3. Uses clichés and jargon
It’s normal for segments to have jargon of their own, but that doesn’t mean you always have to resort to them. Your target audience will not always know these words. If you really need to use jargon, at least explain it.
The same goes for clichés. Avoid using ready-made phrases, repetitive speech or common sayings. It is true that the language of copywriting needs to be simple, objective and clear, however, this does not mean using clichés, flee from them.
4. Has poor or bad text
Obviously, good copywriting cannot have grammatical errors or appeal to poor vocabulary. This does not inspire any confidence. Therefore, producing content of this type will not increase your sales. Your text must have, above all, coherence. So, if you don’t have the slightest experience with copying, hire specialized copywriters and do a thorough review.
5. Abuse of the amount of information
The production of content for copy must be concerned with the amount of information in the text. It is not necessary to put everything about your product in a single content. You won’t get sales or communicate with your audience if you repeat the same formula over and over again.
6. Talk only about the product
Copywriting aims to show what the product is, but that doesn’t mean that copy should only speak ostentatiously about its features. This will look like you want to push for a solution.
This will only scare off the customer who will believe that your product is not what they need. He will only see someone desperate for sales. So, the best thing is to show the benefits of your solution and dispense with exaggerated details that add nothing.
Good copywriting has:
Once again reinforcing, the premise of copywriting is to establish persuasive communication, always focusing on the positive characteristics of the business and/or product and highlighting what is really relevant to the target audience, through the production of content.
In this way, good copywriting creates a connection with the reader, making him/her identify with the content, leading the user to believe in some information based on a real and legitimate fact.
In practice, this means answering the following questions:
These questions serve as a starting point for copywriting to reach its goal. A good copy will not only get other people’s attention, but it will make them buy much more than a simple “click here”. It will let people know more about the brand, communicate with those interested, and then complete the purchase.
To learn more, see the tips given by best seller Paulo Maccedo in the video below:
What are the benefits of copywriting?
It is already clear, then, that the copy will attract the customer’s attention in order to achieve sales. However, in addition, this strategy also allows you to improve your communication, delivering more efficient and objective messages, focusing on those who really see value in your business and have the potential to become your customer.
Furthermore, in an increasingly competitive digital environment, a copy is responsible for highlighting your solution and showing users why you are better than your competitors, positively persuading readers and generating recognition for your brand.
How to plan a copywriting strategy?
The planning is an essential step in any activity and this is no different in the copy. Before approaching more specifically the techniques of copywriting and content production with persuasive writing, it is important to talk about the process that precedes the text itself. Come on?
1. Know your reader
Effective copying is not based on guesswork. This means that you must know exactly who you are talking to, what their questions, needs and desires are.
Keep in mind that copywriting is all about convincing, and it’s impossible to convince other people if you’re not clear about what they’re wanting or needing, right?
There are specific practices to discover and profile your potential customer, such as creating your avatar — semi-fictional profiles that represent your ideal customer based on real data such as age, gender, occupation, interests, hobbies, among others.
2. Pay attention
Copywriting techniques are based on content production. Therefore, give all your attention to the materials, they need to be made with sales in mind. This is an essential step.
The headline will only attract attention if it is designed to do so. Another aspect to be aware of is talking about one subject at a time so as not to distract the reader’s concentration.
Therefore, we have prepared complete material with 67 headlines for sales pages. Check out.
3. Have a clear goal for your copy
Earlier in this article, I mentioned that the purpose of copywriting is to generate a conversion. However, this is not always related to making sales right away.
When the copy is used in a journey, such as a sales funnel, the text serves to guide the user through the steps, and in each of them, the objective may vary. Opening an email, filling out a form, downloading content, among other things, are examples of these goals.
Therefore, it is necessary to design a strategy and define what is intended to be achieved at each stage. Only then is it possible to determine how copying will help you in this process?
4. Connect with reader
For the brand to identify the audience through copy, it is necessary to resort to the reader’s emotion. That way, you’ll be able to establish a connection and, thus, make sales.
For this reason, bet on storytelling and other characteristics that the interlocutor has in common with the reader. People try to talk to people who are like them.
5. Know what and how to offer
The relationship with your potential customers and target audience is built by generating value. In other words, value is “something” that adds to the reader’s life, makes an impact and transforms their current moment. Content production is extensive. It can be an educational text or in-depth support material, such as an ebook, a video lesson, an online course, among many other options.
Therefore, a value offering is responsible for intensifying contact between your business and your audience, allowing the user to trust and connect with you. And in return, your target audience gives you some relevant information about them, like their email and/or phone number.
Do you see why it’s so important? Only an assertive offer (with convincing copywriting) allows a visitor to engage and become a lead, in other words, a potential qualified customer for your business. Do an analysis to understand what kind of value to generate and deliver to your audience before starting your conversion-focused strategy.
Copywriting techniques are based on content production, but that does not mean that these materials are the focus. The solution you must deliver is not the content, but your product. The function of texts is, exclusively, to make your business grow.
When making an offer, the ideal is to give real guarantees that your product is effective. To do this, use phrases such as “we refund your money” or “get your money back” in your copy. In addition, as said before, including testimonials and cases from other people who have seen the solution work in practice.
5 copywriting triggers to sell more
Now let’s go deeper into the field of copywriting techniques.
In copying, you need to lead your reader to believe, accept and/or make a decision, and this is only possible by mastering the skills of persuasion. But, after all, what is this concept about?
Persuasive writing makes use of psychological principles that structure the way we act. These principles are linked to what we call mental triggers, which must be present in the production of content.
There are five major mental triggers that encompass the most important copy tactics. And that’s exactly what we’ll talk about next.’
Have you ever felt compelled to reciprocate a nice attitude that other people had towards you? This happens because the human being, by nature, tends to respond to actions with equivalent ones. In essence, this is how the reciprocity trigger works.
This trigger is directly linked to the offer and aims to generate value and deliver it to the potential customer in a way that he will reciprocate this action (we talked about this in the planning!).
Therefore, the best way to get something from your reader is to offer a benefit in return. You can use content, bonuses, trials and whatever else you prefer (and it makes sense for your target audience, of course).
2. Social proof
People are influenceable. And this is not just a theory, there is a lot of evidence that consumers prefer to buy from companies that have already had their products tested and validated by other customers.
In copywriting, this factor is used as a persuasive weapon to create a stimulus and highlight the credibility of the business. Some ways to put this trigger into practice are through testimonials, success stories and number of customers that show how the product is and how it helped other people who bought it.
The idea of this trigger is also related to the validation of what the product is, but this time, by big names in the market, seeking to highlight your product’s reputation and proving that you really understand the subject.
Testimonials from experts, indications from digital influencers, success stories of highly relevant companies in your niche are some examples of formats that address this trigger.
Other ways to work your authority is by developing accessible content that establishes you as an expert in front of consumers, such as videos, articles, market research and more. Remember: the purpose of this trigger is to gain the trust of your audience, which you are seeking to gain in order to convert sales.
This is possibly the most used trigger when the goal is to generate sales. The shortage explores the fear of losing something or some opportunity, so he stirs emotions such as fear, frustration and a sense of belonging (after all, no one likes to be left out, is not it?).
Therefore, this trigger is among the best copywriting techniques when your goal is to get sales. Some of the most used scarcity triggers are:
Despite being a very effective trigger, it should be used with great responsibility. It’s important that you keep your promise, especially if you don’t want to lose your credibility in the marketplace.
For example, if you sent an email with a special discount only available until midnight, make sure that this discount is only actually available until that time.
Have you ever been able to refuse a favor to someone you like a lot? Even if it requires an effort, it is very likely that you will say yes when someone special asks for something, whether friends, family or even in professional relationships. When we take this to copywrite and content production, the result can be quite efficient.
So, how to arouse your readers’ affection? The biggest stimulus is empathy. When you (as a seller) put yourself in a situation similar to that of your buyer, you can generate familiarity and affinity – key factors to win over your potential customer.
When using this trigger, copy generally explores storytelling techniques, as it tells a story that promotes a connection between the reader and the writer. This makes it easy for the user to hear what you have to say and accept your proposals.
You need to know your avatar to use this trigger. This is a basic point of copy. Only then will you be able to communicate with customers. Know your persona to be able to produce content that shows affinity and affection. Since it will be easier to answer questions and fulfill the wishes of your personas.
What is it and how to use the hero’s journey in copywriting?
When I mentioned storytelling in the trigger of affection, I couldn’t help but remember the hero’s journey, one of the most relevant principles of copywriting (and, therefore, it is essential in this post).
The hero’s journey is a concept used in mythological narratives and usually has 12 steps that serve to guide and tell a story. It is such an effective technique that you can find it among the most famous stories in the world, such as Star Wars, Lion King, The Lord of the Rings, The Wizard of OZ and many others.
The hero’s journey has become an important part of copy building. It allows you to tell your story in a way that engages the reader and brings them closer to you, your business, and your solution. Below, learn about the 12 steps that structure this journey.
12 stages of the hero’s journey
In copywriting, these 12 steps can help you produce content with a creative and emotional narrative, highlighting turning points and transformations capable of engaging the reader to the end.
Tip: Use the journey to tell your story, that of your company or even that of a customer as a success story — the options are diverse!
Bonus: Copywriting doesn’t walk alone
Copywriting is a very powerful technique for sales strategies. Mainly, if it is combined with other marketing strategies such as the landing page. Copy has been gaining more and more strength in the digital infoproducts and services market.
In addition, it will show you how to stand out in a market that is increasingly competitive. I hope this post has helped you to understand your concept and your main techniques for writing an engaging copy and, above all, that converts.
When building your copy, remember the persuasion weapons, mental triggers and other communication tactics mentioned here. Never forget that, above all, the goal is to win over the reader through content production.
So enjoy the emotions and always stay open and truthful with the audience. If you still have any doubts about what copywriting is, write a comment below and we can talk.
It’s no use having good copywriting if you don’t have the right tools to trigger information for your audience. So, get to know HeroSpark. The platform allows you to create landing pages, trigger free emails and much more!