What is Copywriting?

Learn the Main Techniques and Triggers to

Persuade and Sell With Words

Copywriting is the art of crafting compelling content strategically designed
to drive conversions and boost sales. From engaging emails and
captivating blogs to persuasive advertisements and enticing catalogs, the
copywriter is the skilled professional entrusted with the task of creating and
refining the perfect "copy" that captivates and converts.

Are you able to convince your target audience through the strategic use of
words? Can you delight and make your blog reader follow all the actions
you indicate?
So you’ve probably mastered some of the skills needed to be an excellent
copywriter.
It’s important to know that your content can make a difference in a
company’s marketing strategy by increasing the number of conversions
and your network of customers and potential customers.
Do you want to better understand what copywriting is and how it can be the
missing piece for your brand to achieve success? Then, this definitive
guide is for you!
 What is Copywriting?

 What is Copywriting in Digital Marketing?

 The Difference Between Copywriting and Content Writing

 What Does a Copywriter Do?

 Why is Copywriting So Valuable?

 What Is The Relationship Between Content Marketing and

Copywriting?
 Copywriting Strategies

 Types of Copywriting

 How to Get Copywriting Experience

 Top 5 Tips for Writing Copy

  What to Look for in a Copywriter
 Examples of Copywriting
 How to create a copywriting strategy?
 What Are The 14 Main Copywriting Techniques?
 Is It Possible to Create a Perfect Copy?
 The 11 Most Important Elements and Triggers in Copywriting
 What Are The 10 Most Common Copywriting Mistakes?
 How to Optimize Your Pages With Copywriting and SEO?
 Is Copywriting “Manipulation”?
 How to Become a Copywriter?
 How Is the Scenario Changing, and Why Should Your Company Care
About Good Copy?
 Learn How to Win More Leads With Good Content
 How Can Your Company Hire the Best Copywriters?
 Where Can Your Company Find Qualified Copywriters?
 Use Copywriting to Boost Your Conversion Rates

What is Copywriting?

Copywriting is a content production strategy focused on convincing

the reader to take a specific action.
The copywriter must write the “copy” (the content) thinking about its
persuasive character, using triggers to arouse interest in the reader, in
order to generate conversions and sales.
But anyone who thinks that this concept is new is mistaken.

The rise of copywriting

No, copywriting is not a new term. The word copy was first defined in 1828
by Noah Webster and, unlike its literal transposition—”copy”, the term
referred to “something original that must be imitated in writing and printing”.
This definition fell out of favor in literature but persisted among journalists
and printers who, in the mid-1870s, began to define the copywriter as the
professional who writes ads, to differentiate this activity from the traditional
news writer.
The copywriters of the 20th century, therefore, were nothing more than
copywriters, and the work of these professionals helped several brands
to gain fame and millions of dollars at the time.
However, with the popularization of the internet and the rise of Digital
Marketing, copywriting was reformulated and started to distance itself more
and more from advertising.

What is Copywriting in Digital Marketing?

Copywriting is an essential part of your digital marketing strategy. It can

capture the attention of your target audience, tap into their emotions, build
curiosity, and excite them into taking action.
It can also increase brand awareness, generate higher-quality leads, and
help you acquire new customers.
When used in digital marketing campaigns, copywriting can persuade your
readers to take action immediately, and often is found in the following:
 PPC ads
 Social media ads
 Sales emails
 Product pages
 Landing pages
 Sales letters
 Press releases

The Difference Between Copywriting and Content Writing

Confusion often surrounds copywriting and content writing and many lump
them into the same category. Yet, it is essential to note that there are
distinct differences between the two.
The purpose of content writing is to inform, educate, or entertain your
target audience. It is the slower approach, gaining the trust of your target
audience to keep them coming back for more.

In contrast, while copywriting can be informative, educational, and

entertaining, its true purpose is to serve as a persuasive and
promotional mechanism, incorporating a strong push or call to action,
and eliciting a response now vs. later.
With copywriting, the tone of voice differs and is deliberate. It is
motivational, prompting readers to click on a link, accept a free trial, donate
to your cause, make a purchase, or schedule a phone call or consultation.

What Does a Copywriter Do?

A copywriter usually has a plan before sitting down to write copy. Once
they obtain a project overview, the next step is to research all possible
sources, and this can include:
 Finding the facts supporting the product or service’s claims
 Locating interesting and unique details to include
 Looking for any past or present stories from your organization’s
origins or customer experiences
 Searching for a different angle to surprise customers
Some of the questions a copywriter will seek to answer during this early
stage include:
 What are consumers currently talking about in online forums and
groups, customer reviews, and other sources?
 What keywords are most relevant?
 Are there any relatable interviews available?
The copywriter may even go so far as to acquire the product or service,
examining and using it to find a way of presenting it in a new way.
Once the research is compiled, the next steps are to write and edit until it is
concise enough and meets its purpose of persuasiveness.

Why is Copywriting So Valuable?

Copywriting may seem like something that fits neatly in the sales and
marketing realm, yet much can be said about its particular value to your
organization.
To start, good copywriting is valuable in strengthening your brand’s
messaging and image, keeping you top of mind with your target audience.
It can also succinctly point out what makes your business special, your
strengths, and what distinguishes you from your competitors. And finally,
good copywriting can increase your overall conversion rates.

The difference between copywriting and advertisement writing

Paul Hollingshead, one of the founders of AWAI, one of the largest writer
associations in the world, differentiates the two areas as follows:
“Copywriting brings a strong CTA, that is, a strong call to action,
while advertising writing refers to a ‘soft selling ad’”
From a more practical point of view, copywriting is more appropriate for
attraction strategies, such as Inbound Marketing, in which the sales
process extends over a long persuasive process. Advertising writing
remains an instrument aimed at direct sales.
This does not mean that the two fields are perfectly distinct. Copywriting
“was born” from advertising writing and a good portion of its tools were
incorporated by renowned advertisers from the past.
The two types of writing, therefore, are complementary and their
approaches are always mixed.

The main goal of copywriting

If the CTA is one of the main elements of a copy, it means that throughout
the customer’s journey, it will be necessary for the reader to take some
action such as subscribing to a newsletter, downloading in-depth
content, or just continuing on the blog and read another post, according to
the strategy that was established.
It is from this technique that the copywriter is able to convince and capture
the visitor’s attention to a website or blog and make them follow the
instructions that are given.
This professional educates and trains the persona about a certain
product or service to make it clear that their product is the best
solution for their demands.
This is done through the production of rich, quality materials such as blog
posts, infographics, e-books, whitepapers, webinars, and so on.

What Is The Relationship Between Content Marketing and Copywriting?

Like copywriting, Content Marketing is an old practice that has gained a

new guise after the popularization of advertising strategies on the Internet.
In the previous sections, when explaining the concept of copywriting, it
was said that it focuses on conversion. Because of this, you must keep in
mind that it will have great relevance in the adoption of Content Marketing
by a business.