It is the goal of businesses to make a profit. To make a profit, one must have customers. And to have customers, businesses must promote themselves through marketing. Depending on the services they offer, some brands use visual forms of advertising, such as videos, infographics, or pictures. Others prefer textual methods, may it be through attention-grabbing headlines and articles. But to be effective in both of them, one must employ the use of copywriting services.
Copywriting and copyrighting are often confused with one another. These two terms are wholly unrelated to each other. Copyrighting protects the legal rights of someone’s work and prevents–or at least tries to–its illegal use.
Copywriting, on the other hand, is the process of creating a “copy”–promotional materials in the form of text. It is strategically putting together words in such a way that they motivate people into taking a particular action–which for businesses means buying the product.
One can see examples of copywriting in commercials, emails, billboards, and website banners, among others.
There have been many instances wherein copywriting is considered both an art and a science. For some, this is not an exaggeration. It simply goes to show the difficulty involved in making this form of sales talk very persuasive to the reader.
Copywriting may be a talent or it may be a skill that is taught, but that does make the line of work any less easier.
The subtle intricacies of copywriting have led to businesses preferring to outsource the work to those that offer copywriting services. Through these outsourcing companies, time, cost, and effort is not wasted by brands that lack experience in copyrighting.
Experienced copywriting services use some of these methods to ensure the reader’s interest:
Eye-catching Titles or Headlines
Headlines and titles are the first lines of text that a reader lays their eyes on. A potent headline will forgo the use of complex words to make it simpler to read and pronounce. A copywriter may sometimes use “strong” language, as these provoking words tend to generate intrigue or shock.
Playing with Emotion
As one of the goals of copywriting is to draw attention, the worst thing that can happen to a copywriter is for their reader to remain apathetic. The copy must evoke some sort of reaction from the person, from joy and amusement or anger and fear. This emotion in turn must make them feel as though they will need the product.
Some copywriters use wit and humor to draw interest. It is advised that they are used sparingly, however, depending on the subject and the desired tone of the advertisement.
Using your Humanity
Copywriters that write as though they are speaking to the reader on a personal level helps the potential customer relate more to the brand. Using personal pronouns such as “We” or “I” and addressing readers candidly builds a connection with them. When it comes to marketing, people prefer authenticity over superficiality.