What is copywriting?
Have you ever drove past a giant billboard with words slapped on it? What made it catch your eye?
Whether it was particularly good or bad — that, my friend, is copywriting in action.
You’ve seen it all around you. As you enter shopping malls, click on websites, and even in digital courses today. Copywriting is everywhere.
If you want a clear-cut definition, it’s the art and science of using words that persuade prospects to buy. It’s another tool in your digital marketing box, sown alongside your social media and website. Well-written copy can make or break your entire marketing strategy.
Pre-Mad Men era, copywriters were mythical unicorns who wrote words on billboards. With Don Draper, the characters spent weeks formulating the perfect copy to present. They were the backbone of the company. Plus, they could whip out a strategy to attract the right audience.
– Don Draper, Mad Men
Advertising is based on one thing: happiness. And what is happiness? Happiness is the smell of a new car. It’s freedom from fear. It’s billboard on the road that screams reassurance that whatever you are doing is okay. You are okay.
A compelling copy is your 15-second shot to convince someone to invest in your business. If not, at least spend more time reading blog posts or sign up for your lead magnet. Which will lead them to your nurture sequence and finally, dun dun dunn, the sale. Yay!
See – the words used on your website, or lead magnet, can offer you the highest ROI. Because you can’t write good copy when you don’t know what you’re about and who you’re targetting.
If you’re new to the world of copywriting, the goal is for your reader to take an action. Whether it means tapping the Sign Up button or whipping their credit cards out. The best copies are ones where people don’t think they’re sold to.
Copywriting Vs Content Marketing
People assume since copywriting and content marketing both deal with… well, words, they’re exactly the same.
Ugh, not exactly. No.
Content Marketing means you’re sharing free information about your services. This can be in the form of blog posts, emails, podcasts, social media content, and much more! If you’re wondering what it looks like in action, you’re actually reading a piece of content right now. 🙂
I write blog posts you can find through Google, social shares, and Pinterest marketing. I aim to attract ambitious boss babes who want to learn from my content and sign up for freebies on my email list.
Content Marketing opens communication between us without question about the value I offer. Plus, you don’t even have to see my services page.
Establishing yourself as an expert in the field is a long-game with content marketing. You will be using this to attract people into an offer while nurturing a great relationship.
The key difference is how content marketing isn’t used to direct prospects into a sale, per se. Rather, it’s geared towards brand credibility and audience building.
Copywriting pops up when you’re selling to an audience – whether on email, blog, or Facebook. You’re persuading people to take a specific action that changes their lives. An easy way to see this in action happens when sales pages have a “Buy Now” button!
Can one exist without the other?
I’m not going to tell you it isn’t possible. But if you’re okay with half a cake served to you, then that’s exactly what copy without content is. Although these two unicorns can be the same breed, the skillsets are different!
Content marketers add a little more SEO while copywriters can spin your copy like a pro. Copywriters also have the unique ability to hook you into interesting stories too. Especially looking at the anatomy of a sales page which includes testimonials and a FAQ.
But a sales page wouldn’t be effective if your content doesn’t attract the right audience. It won’t matter how many thousands you spent if people aren’t interested in reading it. This begins with reading your blog posts, emails or listening to podcasts.
Admittedly, selling something can feel a little squirmy. But content marketing helps nurture leads using an authentic, no-fluff approach.
Why your business needs to invest in copywriting
Real talk – getting a copywriter who can generate leads can increase conversions 4x more. Online businesses who invest in a copywriter earn more profit and seen as experts in their niche. And, no, it doesn’t matter how long since they’ve set up shop. An amazing site design or brand identity is great. But it isn’t enough.
You need powerful wordplay that encourages people to take part in your community. Or improve their lives through your products and services.
Copywriting moves them to action. Whether that means joining an email list, Facebook group, or signing up for training.
Similarly, if readers don’t like what they read, there’s a higher chance of opting out altogether. This happens when your website content isn’t true to one’s brand voice and goals.
Pro tip: before creating copy for your website, get clear on what your brand is all about.
Copy that’s written well doesn’t scream for attention. Instead, it’s independent – can be a gradual build up to uncovering a story or one with plenty of photos. It toes the fine line between a conversation and advertisement.
One thing to always remember — it’s never boring.
By being clear on your brand, you will automatically stand out to the right people. You need the proper words to help elevate that presence and get you from Point A to B.
Position your brand effectively through a shared social media presence or a good website. Translate what aligns with your customers to make them take action with copy. It’s also fun to tow the line between copywriting and content marketing
The best part of mastering their necessary skillsets is increasing your presence online. You can stop throwing spaghetti on the wall and hoping it sticks!
I tell my Brand Clarity students that niche building is the foundation of your business. You can’t create content people love if you’re not targeting them correctly either.
So, what’s next?
Learn more about copywriting and its effect on your business’ growth.
I would recommend hiring a copywriter who can elevate your presence online. If it’s out of your budget, I have a free training on how to create with a more in-depth look at content marketing — training!