Copywriting and content marketing – can they exist without each other?
Posted: Wed Dec 04, 2024 9:29 am
Content is the king – you are probably familiar with this saying, because it is repeated ad nauseam. No wonder – despite being said almost 30 years ago, it has not lost its freshness. It is content that all marketing activities are based on. And there is not a drop of exaggeration in this.
All you need to do is… pick up any leaflet (yes, they still have a place), brochure, catalog or simply open any website. What do you see? Letters forming words. Words forming sentences. Content reigns everywhere and that will not change . However, the channel through which texts reach the recipient is also important. Without it, even the best content will have no impact.
Copywriting – words that have power
Copywriting is the professional formulation of advertising messages in order to increase sales. It includes the preparation
There is currently no place for creating content that directly encourages a purchase. Modern consumers have had enough of intrusive advertising, which is why they japan telegram phone number list are becoming increasingly immune to it. They do not like being sold something, but they like to buy. They reach for what they need. Therefore, the role of the copywriter is to trigger such a need in the recipient through the appropriate choice of words. Without persuading or even encouraging a purchase.
Copywriting uses the language of benefits and many other tools to tailor content to the audience. This increases the likelihood of achieving the intended goal.
The ultimate goal of copywriting is to increase sales. However, this is not always done directly. It is increasingly about performing specific actions that – step by step – will lead to closing a transaction.
However, this must be done very skillfully, because one wrongly used word can ruin everything. It will destroy previous efforts and increase the probability that the customer will "turn on his heel" and go to the competition. This can happen when, for example, you exert pressure to buy immediately, use techniques that approach manipulation.
Good copywriting is characterized by:
creativity and uniqueness – when you surprise your customers, you increase your chances of success; write about your offer in a way that your competitors do not; this will make your texts unique and memorable;
matching the customer’s needs – a text addressed to everyone will not reach anyone; it is impossible to include everyone’s needs in it; therefore, you need to specify to whom you are addressing your message;
linguistic and spelling correctness – texts with errors do not inspire confidence, so you need to eliminate even the smallest mistakes.
However, the following “errors” can lead us astray.
Unexciting headlines do not encourage you to read further content. They should intrigue and inform you about what is in the next part of the text. Without them, it is difficult to attract the user's attention for longer.
Overcomplicated headlines are nothing more than an exaggeration in the other direction. Don't try to shine, but convey to the reader the benefits of reading the rest of the text. Writing good headlines is a real art!
The lack of clear emphasis on the benefits for the reader most often means that the content is quickly forgotten. Such "sterile" text rarely encourages returning to the page in search of more information.
Content that doesn't build trust or rapport won't win you loyal readers. You can get attention in many ways (including controversial ones), but it usually doesn't translate into the number of loyal readers, or even customers.
Failure to use social proof makes it harder to gain new readers and customers. Even if your site isn’t popular yet, you can use a few tricks to increase its credibility, such as encouraging comments, collecting testimonials, or adding any information that will help build authority.
Words that speak to your customers
Today's consumers are different from buyers from a dozen or so years ago, so copywriting must keep up with their expectations. That's why it's important to precisely define your target group - taking into account their pains, needs, and aspirations.
Your target group is NOT EVERYONE . So if you want to have a large group of customers, you have to know who you are writing to. Otherwise, there is a huge probability that your message will reach random people. This in turn will translate into large costs that will generate no or poor profit. And yet you want something completely opposite, right?
There is no universal copywriting. Effective texts must be based on the needs of the target group. Only then will you be able to choose the right words that will speak to your customers. So you need to know who you are talking to in order to use the right language.
Let's say you run an online store for avid anglers. To reach your target group and find common ground with them, you need to speak their language. If you use slang in your texts, e.g. when offering sticks or spinners, you will build trust. You will become one of them - and it's better to buy from "your own" than from a stranger.
To increase the effectiveness of your copywriting, create an image of your ideal customer, a persona . Once created, you will use it in most of your marketing activities.
This may interest you : Target group – who are your customers?
Words that hypnotize and stimulate the imagination
A good text should attract like a magnet. How to hypnotize with words? Copywriting uses many sales techniques that, although persuasive, should not have anything to do with manipulation. There is a fluid boundary between the two, crossing which can cost you a lot.
Manipulation in sales is not very effective. It attracts customers... one time , and yet you want something completely opposite. That is why you need to use appropriate techniques that are far from unethical exertion of influence.
Copywriting is primarily based on the language of benefits. Instead of focusing solely on the features of a product/service, you need to focus on the advantages. However, this is not enough – the customer must know what they can gain from it.
Let's say you sell sports equipment - a pull-up bar. It is characterized by its thick sheet metal construction and modular design. If you only describe the product's features, you won't convince them to buy. However, if you focus on the advantages and benefits, your chances increase.
The pull-up bar will allow you to plan a comprehensive workout and will allow you to safely implement it. The product is distinguished by:
excellent quality of workmanship – solid metal profiles and steel sheet reinforcements guarantee durability for years;
modular construction – you can expand the structure with additional elements, thanks to which you will create your own private gym fully tailored to your needs;
multifunctionality – you can do pull-ups on the bar, do dips on the parallel bars or train boxing thanks to the suspended punching bag; and all this with just one structure.
When it comes to his money, the customer becomes selfish. That's why he wants a list of specific benefits that can be achieved. You have to give them to him - put them on a platter.
Words that are a guide
Your customers need to know where to go. For your texts to have an impact, they need to contain words that are signposts . The way to you will be marked out for them by a call to action, the so-called CTA ( Call to Action ).
It's not always about encouraging a purchase. A call to action could be signing up for a newsletter, downloading an e-book, going to another subpage, etc. The most important thing is for the customer to clearly know what to do. If you don't indicate a specific action, they won't know what is expected of them. Guessing requires too much effort, and it also increases the feeling of being lost. As a result, they will get discouraged, give up, and then leave the page. And that's all you'll see of them.
All you need to do is… pick up any leaflet (yes, they still have a place), brochure, catalog or simply open any website. What do you see? Letters forming words. Words forming sentences. Content reigns everywhere and that will not change . However, the channel through which texts reach the recipient is also important. Without it, even the best content will have no impact.
Copywriting – words that have power
Copywriting is the professional formulation of advertising messages in order to increase sales. It includes the preparation
There is currently no place for creating content that directly encourages a purchase. Modern consumers have had enough of intrusive advertising, which is why they japan telegram phone number list are becoming increasingly immune to it. They do not like being sold something, but they like to buy. They reach for what they need. Therefore, the role of the copywriter is to trigger such a need in the recipient through the appropriate choice of words. Without persuading or even encouraging a purchase.
Copywriting uses the language of benefits and many other tools to tailor content to the audience. This increases the likelihood of achieving the intended goal.
The ultimate goal of copywriting is to increase sales. However, this is not always done directly. It is increasingly about performing specific actions that – step by step – will lead to closing a transaction.
However, this must be done very skillfully, because one wrongly used word can ruin everything. It will destroy previous efforts and increase the probability that the customer will "turn on his heel" and go to the competition. This can happen when, for example, you exert pressure to buy immediately, use techniques that approach manipulation.
Good copywriting is characterized by:
creativity and uniqueness – when you surprise your customers, you increase your chances of success; write about your offer in a way that your competitors do not; this will make your texts unique and memorable;
matching the customer’s needs – a text addressed to everyone will not reach anyone; it is impossible to include everyone’s needs in it; therefore, you need to specify to whom you are addressing your message;
linguistic and spelling correctness – texts with errors do not inspire confidence, so you need to eliminate even the smallest mistakes.
However, the following “errors” can lead us astray.
Unexciting headlines do not encourage you to read further content. They should intrigue and inform you about what is in the next part of the text. Without them, it is difficult to attract the user's attention for longer.
Overcomplicated headlines are nothing more than an exaggeration in the other direction. Don't try to shine, but convey to the reader the benefits of reading the rest of the text. Writing good headlines is a real art!
The lack of clear emphasis on the benefits for the reader most often means that the content is quickly forgotten. Such "sterile" text rarely encourages returning to the page in search of more information.
Content that doesn't build trust or rapport won't win you loyal readers. You can get attention in many ways (including controversial ones), but it usually doesn't translate into the number of loyal readers, or even customers.
Failure to use social proof makes it harder to gain new readers and customers. Even if your site isn’t popular yet, you can use a few tricks to increase its credibility, such as encouraging comments, collecting testimonials, or adding any information that will help build authority.
Words that speak to your customers
Today's consumers are different from buyers from a dozen or so years ago, so copywriting must keep up with their expectations. That's why it's important to precisely define your target group - taking into account their pains, needs, and aspirations.
Your target group is NOT EVERYONE . So if you want to have a large group of customers, you have to know who you are writing to. Otherwise, there is a huge probability that your message will reach random people. This in turn will translate into large costs that will generate no or poor profit. And yet you want something completely opposite, right?
There is no universal copywriting. Effective texts must be based on the needs of the target group. Only then will you be able to choose the right words that will speak to your customers. So you need to know who you are talking to in order to use the right language.
Let's say you run an online store for avid anglers. To reach your target group and find common ground with them, you need to speak their language. If you use slang in your texts, e.g. when offering sticks or spinners, you will build trust. You will become one of them - and it's better to buy from "your own" than from a stranger.
To increase the effectiveness of your copywriting, create an image of your ideal customer, a persona . Once created, you will use it in most of your marketing activities.
This may interest you : Target group – who are your customers?
Words that hypnotize and stimulate the imagination
A good text should attract like a magnet. How to hypnotize with words? Copywriting uses many sales techniques that, although persuasive, should not have anything to do with manipulation. There is a fluid boundary between the two, crossing which can cost you a lot.
Manipulation in sales is not very effective. It attracts customers... one time , and yet you want something completely opposite. That is why you need to use appropriate techniques that are far from unethical exertion of influence.
Copywriting is primarily based on the language of benefits. Instead of focusing solely on the features of a product/service, you need to focus on the advantages. However, this is not enough – the customer must know what they can gain from it.
Let's say you sell sports equipment - a pull-up bar. It is characterized by its thick sheet metal construction and modular design. If you only describe the product's features, you won't convince them to buy. However, if you focus on the advantages and benefits, your chances increase.
The pull-up bar will allow you to plan a comprehensive workout and will allow you to safely implement it. The product is distinguished by:
excellent quality of workmanship – solid metal profiles and steel sheet reinforcements guarantee durability for years;
modular construction – you can expand the structure with additional elements, thanks to which you will create your own private gym fully tailored to your needs;
multifunctionality – you can do pull-ups on the bar, do dips on the parallel bars or train boxing thanks to the suspended punching bag; and all this with just one structure.
When it comes to his money, the customer becomes selfish. That's why he wants a list of specific benefits that can be achieved. You have to give them to him - put them on a platter.
Words that are a guide
Your customers need to know where to go. For your texts to have an impact, they need to contain words that are signposts . The way to you will be marked out for them by a call to action, the so-called CTA ( Call to Action ).
It's not always about encouraging a purchase. A call to action could be signing up for a newsletter, downloading an e-book, going to another subpage, etc. The most important thing is for the customer to clearly know what to do. If you don't indicate a specific action, they won't know what is expected of them. Guessing requires too much effort, and it also increases the feeling of being lost. As a result, they will get discouraged, give up, and then leave the page. And that's all you'll see of them.