I’ll start by saying that not all copywriting is good copywriting. Being able to write with proper punctuation isn’t what makes someone buy your stuff. There’s a huge gap between the skill levels of someone starting out and someone who has made writing their life. Most business owners don’t understand the difference and can’t fully understand the importance of quality copy. Or they don't have time to educate themselves on the "How-To's" of writing converting copy, so they don't make the effort.
Can anyone become a decent copywriter? I think the ability to learn is there, but it’s definitely not for everybody.
For example, there are always going to be topics that you know more about than I do. We all have our areas of expertise, and without a reason to gain interest in learning more than the expert, it’s simply not going to happen. As business owners, we’re busy enough doing things we’re already familiar with. Most of the time it doesn’t make sense to invest in a skill that we can outsource.
This is why so many companies have such garbage sales copy. Cutting costs is important for a business but is often confused with cutting corners. Resulting in the business tasking an existing team member with writing the copy. Sure, you may be making sales, you may even be profitable, but you can be doing better.
As a copywriter, it's important to take that time to learn what others are, for whatever reason, incapable of committing to learning. Given enough time and enthusiasm, yes, I think anyone can become a decent copywriter. Just remember that the enthusiasm to learn is more important than the availability to learn in this case.
Moving forward I want to focus mostly on why copywriting is important rather than the different types of copy available. In doing this I think you’ll see the importance of good copywriting yourself.
Without getting too into copy types, it’s important to know that their individual processes can be very different at times, but all of them have one common goal; getting the reader to do something specific. That something can be clicking a button, inputting their email, sharing a social media post, etc. Sounds simple enough, right? Let me ask you this: when was the last time a complete stranger did what you told them to just because you demanded it? Yup, that’s what I thought...
All copy should be created with a defined purpose. Understanding that each piece of copy has a defined purpose, then communicating that purpose in a consumer-friendly way is the key to good copywriting. This article is a form of copywriting, so what’s my purpose? It’s to help you discover something new in hopes that you come back and read more of my stuff later. This way when I have something cool for you to check out it’ll be easier for you to trust my judgment.
"If you don’t know WHY you’re writing you’ll never know WHAT to write. You’ll never know how to direct the reader to do what you need them to." -Me
Understanding your audience is a must. Copywriting is about capturing the emotions the reader doesn't expect to feel, then harnessing those feelings to lead them on a path they didn't know existed to solve a problem they don't always know they have. It requires a deep understanding of the audience you’re writing to. Got a bit poetic there for a second… Moving on.
If you don’t know what I need how are you going to offer me a solution? If you try that I’ll be the first one to tell you to take a hike. You need to create a balance between relatability and understanding to let the reader know they can trust your judgment; this is what separates the pros from everyone else. A good copywriter will make sure they know who they’re writing to and what they need from them no matter how much research is needed.
A brand’s image depends on how it’s represented. Your copy will make or break the public perception of your business, while also reflecting on their buying habits. If they can’t relate to what they’re reading they’re not going to build an emotional connection to your brand.
Your sales copy needs to reflect what you want to represent; through the words you use, the tone in which they’re written, and the bluntness of its contents. If the copy is rushed or sloppy it’s going to directly reflect on your business as a whole. Make sure you keep things congruent so your audience knows what to expect and look forward to seeing it again..
Every word should share your purpose. Nobody enjoys wasting time reading things that don’t add value. I’m talking about information, entertainment, insights, and whatever else your target audience is looking for. Understand that the content you write or have written needs to provide the correct information. As well as the features and benefits of what you’re offering. A good copywriter knows the difference between an ad and a sales page and should be able to create their unique content accordingly. Any extra elements to either will both give too much misdirection, and take away from the relevant content.
Copywriting is about communicating with your audience. You don’t want to give them anything they don’t need, but need to be sure they’re getting everything they do. Boring copy mixed with garbage content is not going to give you the results you’re looking for. You can’t just share facts about the product and expect buyers to be interested.
Most people expect you to cater to their individual wants and needs-- and you should! Knowing how to write specifically for your audience is what’s going to keep them interested. If you attempt to copy and paste a sales page from a sports team when trying to sell yoga mats, you’re going to run into problems. Make sure what they’re seeing is what they needed, even if it takes a bit of persuading to help them see it.
Remember that copywriting is not about the company as much as it’s about the customer’s perception of the company. It’s the first thing and the last thing they see before they buy from you. And very much a deciding factor in their returning to buy more from you later. Make sure your copy properly represents what you want to express by getting someone who can make that happen; regardless if that person is you or someone else. Opting to hire someone who doesn’t understand these important areas will lead to wasted time and money, and just as likely angry or uninterested consumers.
If you want to take your copywriting for a test run the best way to do this is with minimal risk. Using your email lists to try new copywriting techniques will save you money on paid advertising, and give you real-time feedback on how your audience is reacting to it.
Take a look at a quick walkthrough I created about building a solid brand foundation with email marketing HERE. And don’t be afraid to get creative with your creatives. The content you write and create is what you'll be remembered by, so make it as close to your vision as possible. Your audience will appreciate it.
