Copywriting is an English term that can be understood as persuasive writing, or writing focused on conversion. Copywriting has a very specific purpose: to encourage a reader’s action, such as clicking a content, registering the email or buying something.
The career of freelance writer is often a nice job. After all, it is possible to work from home and at any time you want. However, to perform this job well, you need to know the techniques of copywriting.
Some people think that copywriting is about writing well, according to grammatical rules, proper formatting and the language to be used in the text.
However, these textual elements also need to generate conversions, be it from an article, landing page, e-mail, among other ways of producing content.
And for you to know how to do copywriting so that your texts manage the conversions proposed by your digital strategies, stay with us until the end of this post!
What is Copywriting?
Copywriting does not have a direct translation into other languages, but can be understood as persuasive writing or writing focused on conversion. Copywriting uses various techniques and triggers – such as urgency, scarcity, curiosity and storytelling – to encourage the reader to make a decision, which may be to register their email or even make a purchase.
It is the act of writing text (also called copy) that aims to increase brand recognition and ultimately persuade a person or group to perform a particular action.
So before we delve into copywriting techniques, we need to talk about something very important: the objectives of the text!
After all, writing has different purposes and identifying what lies behind the text to be written is the first step before starting the first paragraph.
A copy can have the purpose to lead the person to visit other blog articles, download some material or even buy a product or service.
More important than making the sale is to convey to the reader the information he was looking for when reading his content. And for this to be well aligned, her persona and her journey must be well built.
What is a person?
The persona is a semi-fictional character who represents the ideal client within a marketing strategy. In the case of copywriting, we can see it as the reader we want to attract and engage through the text.
What is the person’s journey?
The purchase journey (also known as a sales funnel) is the path that the person makes since when they find a content until the moment they perform the action that the text proposes. This journey is divided into three stages:
- top of the funnel: a moment in which the person discovers a problem, so that the text can be explained to explain the fundamentals of this problem;
- middle of the funnel: stage in which the person seeks to solve the problem, so the articles can give tips and directions on how to get there;
- funnel background: here, the person already knows the ideal solution, so the content should explain how the offer contained in the copy will help.
Each funnel stage may have different conversion goals. Those at the top can be instructed to read other articles in order to better understand their problem, while those in the middle can download rich materials that provide tips on how to solve the problem, and whoever is at the bottom of the funnel may be invited to enter in contact with who offers this solution.
As we said at the beginning of the text, copywriting should be geared toward generating conversions about which we will speak now.
What is copywriting focused on conversion?
Creating quality content that brings relevant information to the person and follow good SEO practices is considered the basics of a copywriting job.
But we must remember something important: what drives the customer to engage in content production is not the text itself but its ability to convert the reader into subscriber, follower into lead, if it is at the top or middle of the funnel. And on the client, if it is at the bottom of the funnel.
How to do copywriting for conversion?
The first step in generating conversions from content is to clearly know its primary purpose: to bring in more visits to the site, to increase the base of leads, to make sales of a product or service.
A copywriting focused on conversion is made up of six features:
- call to action;
It is not necessary that all be present in the text. For this to be clear, let’s see how each of them works within the copy.
It is common for people to procrastinate a decision unless it has to be done urgently. So a text should not only grab the visitor’s attention and wrap it up to the end, but also make it take a quick attitude that manages the conversion.
For this, some words and terms that cause the sense of urgency can work. Here are some examples:
- Want to find out how to put together a marketing strategy? Check out now the post we wrote on the subject.
- Want to become a successful freelancer today? Click here to learn more!
- To this day no one had told this secret how to increase sales. Read the post and find out!
Some readers may feel distant from content producers, so using connection elements makes the two sides closer and this is key in conversion-oriented copywriting. In this way, the reader no longer sees you as someone who is trying to sell an idea or product to him, starting to see an ally for his success.
Some examples that show how the connection can be applied in the text are:
- You will discover in this post how to make amazing texts!
- See how ordinary people have become very successful freelancers!
Check out this step by step to have a successful blog, even if you have never had one.
Another element of copywriting geared toward conversion is specificity. That is, text calls need to define deadlines or next steps the visitor must take to take action. Some examples:
- Learn the 7 tips for you to write the perfect text!
- Get to know the 13 techniques for optimizing text for SEO!
Learn more about the course that teaches you to do copywriting in up to 2 weeks!
What brought you up to this article is the interest in knowing more about copywriting and how to write texts that convert, right? The same is true of all people; when someone consumes content, he expects something to change after reading.
Therefore, the text must make it clear from the title that it will cause a transformation in the lives of those who read it. Here are some examples:
Find out now how to become the most desired marketing professional on the market!
Learn how to create a successful blog from scratch!
9 steps for you to change your freelance life right now.
Call to Action
Your copy needs to make clear what exactly you want the visitor to do: access another blog post, download an e-book, get in touch etc.
As long as there are links throughout the text that lead visitors to do these actions, it is very important that you call them to take a specific action. So click-throughs are higher, which raises the conversion rate of the text.
The most common examples of CTAs are:
- Read the article we wrote on the subject!
- Sign up to receive our contact!
- Download the material right now!
One thing is certain: the web is full of content! Whatever the subject, it is not difficult to find blogs and social networks that talk about it, bringing lots of information and tips.
Because of this, hardly anyone would like to read content that is “more of the same”, right? Therefore, your texts must have an exclusivity.