An important goal for any business is converting customers to paying clients, so creating copy that resonates with readers is of utmost importance.
Great copywriting serves as a one-to-many salesperson for your company without needing an army of staff to promote it. It explains your product or service in an engaging, captivating and clear way to its target audience.
What is Copywriting?
Copywriting is a form of marketing that involves developing content designed to attract visitors and convince them to take some form of action, whether that is visiting a website, purchasing something online or signing up for email updates.
Effective copywriting requires extensive research in order to be accurate and compelling. Research can help you gain a deep understanding of your audience, industry trends and competitors; while also uncovering pain points or needs of customers so they can be addressed directly within your copy.
Good copywriting should be clear and succinct. Avoid filling your text with incomprehensible jargon or hyperbole; rather, speak directly to your audience while writing like you would to a close friend; this approach will be far more successful in conveying the desired message to their target market.
Copywriting for B2B
Copywriters often make significant profits in the business-to-business (B2B) arena. B2B projects typically center around increasing leads or sales within an organization and may take the form of brochures, case studies, landing pages or emails.
B2B copywriters must identify and speak directly to decision-makers within target businesses in their target market, by emphasizing the value of their product or service.
Grow increases their website’s conversions by emphasizing its benefits such as “double your customer acquisition.” This makes the call to action clear and straightforward for businesses.
B2B copywriters must also strive to emphasize the unique value of their brand. One effective strategy for doing so is through crafting an engaging brand story like Notion’s; their story creates trust with their target audience by being personal and relatable – increasing sales significantly!
Copywriting for B2C
B2C copywriting involves creating content to market products and services directly to consumers. This type of copy is often found on blogs, landing pages and social media. B2C writers utilize techniques like storytelling and emotional appeals in order to connect with audiences and build trust with consumers.
B2C audiences tend to be more easily persuadable and respond better to visual content such as images and videos; therefore including these elements in your marketing mix is crucial.
Keep in mind that consumers aren’t just searching for information about your product; they want an experience that makes them feel something. If your content can make people laugh, cry or experience anything else, they will remember it and keep thinking about your brand – this is called evoking an emotion and it’s the main focus of great copywriting – keeping people talking and recommending your product is the ultimate goal of every good copywriter!
Copywriting for Email Marketing
Email copywriters are responsible for crafting emails that drive conversions. They compose subject lines, copy that engages readers, and calls-to-action (CTAs). In addition, email copywriters work closely with marketers in developing an overall plan to expand a brand’s reach via email marketing.
Email marketing requires great care and consideration, particularly with its delivery to inboxes of various email clients. Avoid being too spammy as this could land your emails in junk folders – potentially negatively affecting deliverability and even being penalized by some email services!
Writing as though you were speaking directly to an individual reader will make the email feel more personal and resonate more strongly with its target audience. Avoid using industry terms only your colleagues understand; these will not create the desired effect of making the message relatable for its intended readers. Email copywriters can use A/B testing to discover which subject lines, preheader texts and email bodies work better among their target audiences.