What is copywriting? For many, it's the art of writing persuasively, arranging words in a way that impacts the reader. But it goes beyond that. It's the ability to convey a message that excites, moves to action, or connects with the audience on a deep level. Recently, in a training session held at Inkua, all the key aspects of this discipline were explored, from its functions to the most advanced techniques.
Functions of Copywriting
Copywriting is the art of conveying a message effectively and promptly to the audience, representing the brand consistently and persuasively. Whether to promote a product or service or for other purposes ―such as promoting talent, as in the case of InkuA―, copywriting is essential to generate the necessary engagement with the audience. It sparks interest in consumers towards what is being sold, focusing on the benefits the product can offer.
Essentially, copywriting has three fundamental functions:
Persuade the reader that the article will address their needs.
Convert and retain potential customers for the brand or service.
Sell in a coherent, approachable, and honest manner, without magical formulas or miraculous deceptions.
Key Points
In the realm of copywriting, mastering certain key elements is paramount for crafting effective messages. Let's delve into these key points to understand the essence of copywriting strategies.
Grab attention: arouse the reader's interest with curious facts, proven studies, or catchy phrases. The text must have a unique and appealing characteristic to capture the customer's attention and achieve a sale.
Highlight benefits: explain how the product can help the customer and the benefits they will gain from using it.
Call to action: direct users to take specific actions, such as completing a form or subscribing to a website.
Accurate details: to enhance sales, it's crucial to avoid vagueness and unclear data by providing precise information. This entails filtering and condensing information into a clear and effective sales message.
Techniques of Copywriting
During the training at Inkua, various copywriting techniques were explored, designed to address specific aspects of persuasion and connection with the target audience.
Storytelling: this consists in telling a story to communicate a persuasive message that emotionally involves the audience.
AIDA (Attention, Interest, Desire, Action): it focuses on guiding the reader through a process that captures their attention, generates interest, awakens the desire to own the product or service, and motivates them to take specific action.
PAS (Problem, Agitation, Solution): this means identifying a problem, stirring up related emotions to intensify the need for a solution, and presenting the product or service as the ultimate solution.
USP (Unique Selling Proposition): it implies highlighting the uniqueness of the product or service and how it differs from the competition, mentioning distinctive aspects that make it attractive to the target audience.
These techniques not only involve writing texts but also require a deep understanding of the target audience and the ability to connect the product benefits with user and non-user insights.
SEO and Social Media
Integrating copywriting with SEO strategies is essential in the digital age. SEO copywriting aims to find the perfect balance between content that is appealing to users and content that Google ranks highly through target keywords.
Furthermore, social media copywriting has become a vital tool for brands. Generating key dates, sharing real stories, and using emojis and hashtags are just some of the techniques used to maximize impact on platforms like Instagram.
Building Brand Personality
When copywriting is effective, it generates active interaction with the target audience, causing reactions, comments, shared content, targeting, or content virality, establishing a meaningful connection with the audience.
On this matter, brand personality is built not only with recurring messages on the internet but also with a solid strategy behind those messages. Therefore, it is crucial to conduct internal and external audits and surveys to identify the best short and long-term strategies.
Although trends change, it is essential to maintain the brand's identity. Preparation and qualified personnel are important for successfully implementing these copywriting strategies and maintaining brand consistency over time.
And how do we build this distinctive personality? We can describe the brand as if it were a real person, considering its tastes, preferences, and way of expressing itself. For example, each brand has a specific tone to deliver its messages; while Nike uses an inspiring and challenging tone, Coca-Cola communicates in a cheerful and festive manner. Another aspect is the voice type, which should be strong, consistent, and inspiring, capable of connecting with the audience and motivating them to act or believe in something. For instance, if an animal foundation is seeking donations, modified text can appeal more to emotion and a sense of belonging, generating a more effective call to action.
Copywriting is much more than writing persuasive words. It is a skill that has evolved over time and has become an essential part of modern marketing and advertising. From creating strong brands to generating specific actions by consumers, copywriting plays a crucial role in the success of companies in today's market.
Knowing how to write, understanding advertising, staying up-to-date on trends, and knowing the brand's personality are just some of the skills required to excel in the field of copywriting. Also, frequent practice and learning from mistakes are essential to perfecting writing skills.