Copywriting for Beginners: The ABCs of Crafting Compelling Copy That Sells
Are you interested in learning about copywriting? Are you wondering what it is and why it’s so important for your business? Look no further! In this article, we will cover the ABCs of copywriting, explaining why it’s the single most important part of any business and how you can start writing compelling copy that converts.
What is Copywriting?
First things first: let’s define copywriting. In a nutshell, copywriting is the art of crafting words for the sole purpose of conversion. Good copy convinces people to take action. Anytime you want to compel a prospective customer to click a link, call a number, sign up with an email address, or buy something, it relies on copy. Basically, it’s the messaging that fuels your entire business. It’s the foundation of your brand and the secret sauce to your sales.
Copywriting vs. Copyrighting
Before we dive in further, it’s important to clarify that copywriting is different from copyrighting. Copywriting is the act of creating compelling marketing copy to persuade people to take action. Copyrighting, on the other hand, is the process of protecting intellectual property, such as books, music, or inventions, from being copied without permission. So, when we talk about copywriting, we are, in fact, writers!
The Importance of Copywriting
Copywriting is used in various marketing materials, such as sales pages, websites, emails, promotional videos, direct mail flyers, catalogs, and advertising campaigns. But think less “Mad Men” and more “Sex and the City.” The goal of copywriting may be to increase conversion rates, but the best kind of copy out there uses storytelling, creates emotional resonance, and builds brand value, while guiding the prospect through a valuable buying experience.
Copywriting vs. Content Writing
It’s also important to note that copywriting is different than content writing. Content writing is indeed important in business, but it focuses more on engagement and brand awareness through content mediums such as blog posts, YouTube videos, social media, and about pages. Copywriting is one-directional and is written strategically for a singular call to action, whereas content is more organic and educational.
The ABCs of Copywriting
Now that we’ve covered the basics, let’s dive into the ABCs of copywriting.
A – Attention
If there’s one thing copywriting needs to do, it’s to grab attention. Good copy should hook the reader’s interest and establish a connection long enough to guide them through to the next step of the buying experience. This is usually established with a strong, compelling headline, subject line, or opening line.
Depending on the medium, whether it be a sales page, email, ad, or video script, you can do this through opening a loop that makes a prospect want to find out more, adding scarcity to create a sense of urgency, or provoking an emotion that builds up the desire for a particular benefit you offer. And if you don’t get their attention quickly, your prospect is gone.
B – Big Promise
Once you’ve hooked them in, you can move on to the letter B. The number one question on your reader’s mind will always be “What is in it for me?” The truth about good copywriting (and really selling in general) is that most of the time, your product doesn’t matter. People don’t buy the WHAT, they buy the WHY. They’re way more interested in the value and the outcome of your solution, rather than the specific product.
Benefits, on the other hand, are what really sell your product. They are the positive outcomes that your customers will experience when they use your product or service. Benefits answer the question of “what’s in it for me?” and they tap into the emotions of your audience.
For example, a feature of a fitness program may be that it includes a personalized meal plan, but the benefit is that customers will feel more confident and energized in their daily life. By focusing on the benefits, you’re able to create a stronger emotional connection with your audience and increase the likelihood that they’ll take action.
C – Credibility
Now that you’ve grabbed your audience’s attention and showcased the big promise of your product or service, it’s time to establish credibility. Your audience needs to trust that what you’re saying is true and that you’re a reputable source in your industry.
There are a few ways to establish credibility in your copywriting. One way is to include social proof, such as customer testimonials, case studies, or reviews. Another way is to showcase any relevant awards or certifications that you or your business may have. You can also establish credibility by sharing any statistics or data that support your claims.
D – Desire
Once you’ve established credibility, it’s time to create desire. Your audience needs to feel a sense of urgency or a need to take action. This can be achieved by highlighting the consequences of not taking action or by creating a sense of scarcity.
For example, you can create a limited time offer or a limited quantity of products available. This creates a sense of urgency and motivates your audience to take action now rather than later. You can also showcase the benefits of taking action, such as the positive outcomes that they’ll experience.
Plus a Call to Action
Last but not least, your copywriting needs to include a clear call to action (CTA). Your CTA is the specific action that you want your audience to take, such as clicking a button, making a purchase, or signing up for a newsletter.
Your CTA should be clear, concise, and placed in a prominent location. It should also be aligned with the big promise of your copywriting and the desired outcome for your audience. Don’t be afraid to include multiple CTAs throughout your copy, as this can increase the likelihood of your audience taking action.
It’s time to get started in copywriting!
Copywriting is a crucial element of any business. It’s the art of crafting words for the sole purpose of conversion and it’s the foundation of your brand and the secret sauce to your sales. By following the A-B-Cs of copywriting – Attention, Big Promise, Credibility, Desire, and Call to Action – you can create copy that grabs attention, establishes credibility, creates desire, and motivates your audience to take action. So go ahead, put your new copywriting skills to the test and watch your business soar!