Did you know that eight out of ten people read the headlines only and that readers only go through twenty percent of the text on a webpage? Copywriters take this into account when they’re doing their work. What is copywriting? The occupation or act of writing the persuasive text for advertising and marketing purposes.
The history of advertising copywriting had existed since the times of Babylon when a copywriter promoted the sale of a prayer book. Copywriting has existed since the first printed newspapers were issued on the streets. Persuasion, in general, has been around for centuries, and it’s a valuable tool in the modern business world. I’ll write more about it next.
What is persuasion?
The art of persuasion is paramount to the creation of good sales copy. What is persuasion? A suitable definition is using influence with an individual to make them change their mind or do something. It’s important to mention that no coercion is involved, and people make up their minds with influence. If this wasn’t the case, then the term used is manipulation.
What are the 6 laws of persuasion proposed by Robert Cialdini? The first one is reciprocity. It means that people feel obliged to return a favor. The second one is consistency. If someone has a self-image of being responsible in their daily affairs, their conduct will likely match this belief. The third one is social proof. In this principle, you’ll find that most individuals want to conform to their reference group.
The fourth principle is liking. You’ll find that liking is the reason why there are models showcasing products in many industries. The fifth principle is about authority. We tend to follow people of high rank or at least consider their indications. Finally, the sixth principle is scarcity. We tend to value what is rare, hence the price of diamonds.
What does a copywriter do?
Copywriters are at the center of the creation of free reports, webpages, promotional emails, brochures, billboards, jingle lyrics, catalogs, newspaper and magazine advertisements, direct mail, sales letters, scripts for radio or TV commercials, whitepapers, taglines, social media posts and other forms of marketing communications. Businesswise, the job of the copywriter, is an important role.
Maybe you’ve found ads that were funny or memorable. Perhaps you read an easy-to-consume website where you learned something new. You may remember an email that convinced you to buy a product or service. This is the product of effective copywriting. A copywriter can persuade, inspire action, or change your mind in just a few lines of copy.
Some content is educational and works as a sale tool at the same time. For example, the copywriter takes care of using an advertising brief for a client and turning it into original ideas that capture the attention of the target market. This phase may involve the creation of body copy, slogans, straplines, scripts, and jingles. A copywriter usually works on many projects simultaneously, primarily if he/she works for an advertising agency.
Typical daily tasks include meeting with account executives to understand the customer’s needs. They will research the service or product, brainstorm ideas, write several copy options, supervise the production phase, and cast models and actors.
What skills do copywriters need?
It may seem evident that, in the first place, a copywriter needs writing skills. However, it’s not only enough to write a phrase. This phrase needs to sell. This is a reason why copywriters are compared to salespeople. This is not far from the truth since their copy needs to sell, and they’re usually effective at scale.
Interviewing and research skills are critical when it comes to the work of a copywriter. They are the required skills to produce satisfactory work. In addition, a professional in the field needs a systematic investigation of sources and materials so they can reach conclusions and establish facts.
A copywriter needs to be able to accept feedback. Sometimes a member of the team or a customer has valuable data that changes the course of action. A key to adding feedback is understanding that it’s not a personal attack. It’s just part of the process of doing this type of work.
Perfect is the enemy of good. Therefore, the copywriter can produce more high-quality work by having a process that avoids perfectionism.
As with any writing, the writer needs to be an avid reader. This may involve specific research and sometimes acquiring extensive knowledge.
Who hires copywriters?
Most businesses need copywriters. Do you find yourself agonizing over a Facebook Ad? You probably need to hire a copywriter. Many modern-day Do It Yourself (DIY) entrepreneurs do copywriting work. The craft is helpful for businesses that want to share their message with prospective customers to engage current customers or to expand their market.
Many copywriters are employed in advertising agencies, marketing departments, copywriting agencies, and public relations firms or are self-employed. As a result, the list of clients varies from small to large corporations.
Digital marketing agencies employ copywriters as employees or freelancers. Sometimes the work of content writers overlaps with copywriters, especially when creating landing pages, pay-per-click ads, or persuasive email copy.
Specialized copywriter agencies use copywriting and various services such as consulting, positioning, search engine optimization (SEO), proofreading, copy editing, speechwriting, fact-checking, and page layout.
Advertising agencies usually include copywriters as part of their creative team, working with creative and art directors. So who writes the script or copy for advertisements? Usually, the copywriter uses information gathered from client requirements.
Because of the internet, learning copywriting has become more accessible and affordable. In addition, you can find global talent and skills if you take the time to search.
We’ve explored some facts about copywriting, then we delved into what persuasion is: The art and science of using influence. When then studied what involves being a copywriter. Then we analyzed the skills needed to be a good copywriter. Finally, we understood who hires these professionals.
The future of copywriting is excellent. The changes in the business landscape, such as the inclusion of artificial intelligence (AI) in some projects, only make the job more enjoyable. In addition, this means that a copywriter can find more data about a topic faster than ever.