Have you ever started reading a text from an organisation and found you simply couldn’t look away? You can be sure that text was written by a brilliant copywriter. But, Do you know what copywriting is? No, it’s not about writing long-winded paragraphs or knowing how to use full stop correctly; this discipline, which falls under the umbrella of marketing and communication, goes far beyond that. Stay with us if you want to find out more and, why not, make a career of it.
So, what is copywriting?
If you have a quick look around the main job search websites, you’ll see that there’s a new role in high demand: that of a copywriter. He is neither a journalist nor a run-of-the-mill content writer; is a wordsmith, trained in marketing, advertising and communication, who, through creative techniques, manages to convey a message in the most effective way to ensure it is remembered by a specific target audience. In other words, the copywriter must have a thorough understanding of the values, tone and communication strategy to be followed in order to meet the communication objectives set by the company.
To do this, the copywriter uses a range of tools and follows certain guidelines, which we’ll look at later in this post.
5 Copywriting Tips
If you enjoy writing, are witty and have a way with words, don’t hesitate to look into copywriting as a potential career path. This blend of storytelling and advertising, make creative copywriting a very interesting role for companies wishing to develop their brand and establish their position in the market. Adopting a consistent communication strategy, with a in-house style guide and by focusing on tangible goals, we will succeed in making an impact on our ideal user.
Here are five key tips to help you start writing your first persuasive pieces with that touch of freshness that really hooks your readers.
Create an emotional narrative
Technique: Use stories featuring characters and emotionally compelling situations to connect with the audience. For example, describe how the product or service solved a real problem and brought about a positive change in someone’s life.
Use of metaphors or similes
Use clever metaphors or comparisons to illustrate benefits or features. For example, describe a product as «the spark that ignites creativity» or «the comforting embrace your home needs».
Fun and persuasive calls to action
Use creative and inspiring calls to action that encourage the audience to take action in a fun and persuasive way. For example, «Dare to be different! Click here and discover a world full of surprises».
Humour and Wordplay
Whenever you can, include a touch of humour, wordplay or sarcasm to grab the reader’s attention and create an emotional connection. For example, «Our coffee is so good it makes Mondays feel like Fridays».
Creating a sense of scarcity or urgency
Create a sense of scarcity or urgency to spur people into action. For example, «Limited-time offer! You’ve only got 24 hours left to claim your special discount.».
Discover the most essential copywriting tools
Dictionaries and thesauruses: Resources such as the dictionary of the Royal Spanish Academy (RAE) and online thesauruses help you find synonyms and antonyms, and enrich your vocabulary to add variety to your writing.
Research tools: search engines such as Google, trend analysis tools such as Google Trends or AnswerThePublic, and social media to research the target audience and relevant topics.
Text editors: programmes such as Microsoft Word, Google Docs or specialised writing tools, which offer grammar and spelling checks and enable you to structure your content.
SEO platforms: Tools such as SEMrush, Ahrefs and Moz help to identify keywords, analyse the competition and optimise content for search engines.
Title and topic generators: tools such as Portent’s Content Idea Generator, HubSpot’s Blog Ideas Generator or TweakYourBiz Title Generator to come up with eye-catching title ideas and engaging topics.
Text analysis tools: tools such as Grammarly or Hemingway Editor to improve readability, check sentence structure and correct grammatical errors.
Project management and collaboration: tools such as Trello, Asana or Slack for organising tasks, collaborating with teams and managing content writing projects.
We hope this post has inspired you to continue learning about communication and marketing. Subscribe to Educa.Pro and explore the areas that interest you most!
