What is copywriting?

Copywriting is writing unique texts for business. This includes: posts for social networks, advertisements, articles for blogs and in the media, landing pages, letters to be sent to your e-mail address, texts with business proposals and inscriptions on the windows of commercial premises (stores, shopping centers). Such texts are written to inform about the business, talk about its advantages and eventually sell the reader the proposed product. From which it follows that the copywriter is the author of commercial texts.

What are the types of copywriting

1. Copywriting texts for advertising

Otherwise, they can be called “selling texts”. These are advertisements that talk about a product or service and push the reader not just to think, but to act: order the product, leave your contacts or call the manager yourself. The main purpose of these texts is to convince the user that the product will certainly be valuable and useful for him.

2. Image copywriting

These texts help to form and maintain the reputation of the company and its goods or services, rather than calling for a direct purchase. They can include informational publications in the media or in a blog. Such materials in any case indirectly influence sales. They increase the reliability and authority of the brand, demonstrate the expertise of the enterprise or teach how to use the product correctly.

3. SEO copywriting

SEO texts help to promote websites in search engine rankings. In order to promote the page to the top, the article must necessarily apply keywords that people use to find the necessary information on the Internet. But remember that you cannot completely fill the entire article with keys, it will only be to your detriment. Let the text remains useful, easy and entertaining.

4. Rerating

A certain number of people think that copywriting and rewriting – it is the same thing, but it is completely different things. A copywriter is a person who writes texts either by himself or with the help of specialists. Copywriting is content that is created on the basis of information found on the Internet, that is, someone else’s text is remade and edited. Often beginner copywriters start with this.

5. LSI-copywriting

Latent semantic indexing is an algorithm by which Google checks the text for suitability in relation to the search query. During this process, not only keywords are taken into account, but also their synonyms. We can say that this is SEO-copywriting. Only writing such content is easier, since you do not need to specifically add keys, but at the same time they work more effectively. For example, you need to promote an article on the request “how to drink coffee”. To do this, you can apply the words “brew”, “coffee beans”, “boiling water”, “drink” and so on. Google will understand what this text is about. This is exactly what LSI is all about.

It is not quite right to single out this type into a separate one. It is enough just to write texts competently; thematic words will be present in them anyway.

Who is a copywriter and what he does

Businesses always need new texts: for social networks, videos, advertising, blogs, online stores. The person who writes them – and is a copywriter, as mentioned above. Now let’s consider what else a copywriter does to write an easy and useful text:

• studies the business, its product, consumers and competitors;
• researches the sites where it is planned to release the material;
• discusses the topic with experts and studies reliable resources;
• finds suitable images on the topic of each text;
• publishes the material on websites or social networks;
• analyzes the effectiveness of the published articles and optimizes them.

How to write a commercial text

These texts are necessary to attract the interest of the user and after – to make a certain action. For example, an advertisement in a newspaper leads the reader to make a call, a text on a landing page – to purchase a product, an announcement in social networks – to subscribe to a profile.

In order for content to help the business and solve its problems, the copywriter needs to prepare for writing an article:

1. Analyze the target audience

It is necessary to understand the potential client: what he is interested in, what his plans are, what he wants, what the product will be useful to him. Thus it will be possible to write a text that will attract the reader’s attention and induce to purchase.

2. Analyze competitors

It is necessary to find out what they can interest the buyer, as well as their pros and cons. This data will help explain what is the customer’s benefit in buying goods from a particular company.

3. 3- Study the product

It is important to know the advantages and disadvantages of the product and competently take this into account when writing a text, paying attention to the positive sides and negate the negative ones.

4. Write a draft of the paper

Studying the previous three points makes it possible to understand what exactly will interest the target audience, what people are afraid of and what information will incline them to the necessary action. This needs to be applied when writing the paper.

5. Take SEO requirements into account

In order for the text to show up in the search engine, you need to put the right keywords in it and form the structure in such a way that it answers all the questions of a potential client.

6. Apply CTA (call to action)

In order for the user to eventually come to the target action, you need to spell it out directly: “Fill out an application form”, “Call”, “Provide an email address”.

Depending on the functions of the content, the algorithm may change. For example, an article for a blog does not make a sale directly, and accordingly, there is no need to analyze the product or competitors.

When the draft is written, proceed to editing it:

• check all the data, so as not to confuse or deceive the reader;
• remove everything unnecessary, everything that does not make sense and value to the user;
• make the text simpler (give examples, divide large sentences into smaller ones, explain complex concepts);
• correct all errors (spelling, grammar, stylistic);
• visualize the material (choose pictures that will help to perceive the text more easily).

To summarize

In this article, we looked at what copywriting is and who copywriters are. Copywriting is first and foremost about business research, and then it’s about writing. The finished text is the last stage of a copywriter’s labor, which is preceded by a huge amount of analytics.

Olha Tyshchenko

Editor

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