What Is Copywriting and Why Is It Important for Your Business?
5-minute read
One of the best ways to observe our understanding of the world around us is by looking at the person looking back at us in the mirror. Alright, I know how cheesy that sounds but as a consumer, you should always observe your own behaviour, you are most likely not alone in the way you feel about a certain topic.
What comes to mind when you hear copywriting?
Many of you might think of Madmen, the advertising world, and maybe some famous ad comes to mind.
The reality is that many terms coined before the information age have evolved, and quite honestly need to evolve. Copy no longer refers solely to the words you see in an ad because there is a lot more real estate that brands need to cover with compelling words. Let’s explore some definitions, and really get to the bottom of why they matter.
What is Copywriting?
Copywriting refers to any written content that inspires, and motivates people to believe in your brand which ultimately results in them buying from you. If you’ve been successful in getting someone to your website, then the copy on your website must settle their curiosity and convince them that you are an expert in your field.
As a prospect, what is the first piece of information I see the moment I land on your website?
I should be able to tell what you do and who you serve without having to click or scroll. And your content must resonate with me so that I am inclined to scroll and click further.
Every piece of content on your website contributes to the feeling your brand creates. Essentially, the written words on your website have either two purposes, to sell or to inform. Content marketing costs 62% less than traditional marketing, and it becomes the gift that keeps on giving because it lives indefinitely on your platforms and has the potential to reach more leads. According to the same study, content marketing is three times more effective than outbound marketing efforts.
Why Is Copywriting Important for Businesses?
If you’ve worked in a corporate environment, you will have noticed that being able to communicate effectively with different characters is a skill set that will get you far in your career. I can guarantee you that if you are able to effectively communicate with a project manager, an executive, a developer, and a designer in a language that resonates with them, not only will they respect you, you will gain their trust and advance in your career.
You’ve heard it before, but what it boils down to is all about knowing your audience.
That is why knowing your target audience is the foundation of a successful business plan. At times when businesses grow too fast, they can lose sight of who their target audience is, but that’s why every great marketer knows that going back to the basics is what you need to do.
This is why Tiffany & Co is going back to the drawing board and trying to understand Gen Z. Check out their new efforts of turning NFTs into jewelry.
And how do you speak the language of your target audience? It is through effective, well-researched copy. While yes at the surface copywriting is comprised of short text scattered throughout the website that gives the impression of an easy task, what most people don’t see is the amount of research and understanding of the audience that’s required to write persuasive copy.
Content Marketing VS. Copywriting
Can any written content on your website be considered copy?
It’s important to consider two factors when comparing content marketing and copywriting: emotion and length.
Through content writing, you are providing valuable and educational information for your audience, this leads to a higher level of trust. Let’s say you are a boutique gym owner, while the benefits of a boutique gym sell themselves and are well-known to audiences that gravitate towards those facilities, what will make yours stand out? One of the ways you will drive customers to your website and set yourself apart is through blogs and other educational forms of content.
You can be a boutique gym owner that advocates intuitive eating and really focuses on solving the pain points of parents with busy schedules (know your audience, remember 😉). Your content will be answers to what your target audience might search for. As a parent, I have a busy schedule and sometimes I forget to eat which then leads to binging, and after putting the kids to bed, I might be searching for some answers on the internet.
This is where content marketing and search engine optimization come in.
By having valuable and educational content on your website, you have grabbed their attention. As a prospect, I am now more likely to spend more than a couple of seconds on your website and you are slowly gaining my trust. I might not become a lead or convert on that day but you have planted a seed. The goal of content marketing is to become a trusted expert in your field.
The way you will catch my attention next time is potentially through a second or third visit, maybe I find you on social media or another useful piece of content brings me back to your website. Hopefully, you have a well-designed website with the right content and the right calls to action that will lead me to become a potential client.
As a boutique gym owner, you also benefit from having an audience that specifically speaks to you and your values.
While content marketing has the goal to educate and is generally lengthy, copywriting consists of all additional written content that evoke the feeling of buying or answering a call to action.
Does your business invest in copy and content writing?
Let’s work together!