Are your sales on the decline? Have advertised in various media, but still no one is interested? There may be something wrong with your ad text. As trivial as it may seem, the text in ads is one of the main factors that motivate people to make a purchase.
This is where copywriting comes into play. With the right copywriting techniques, you can create effective ad text to encourage people to buy the products you sell. Well, you’ve come to the right article. Here you will learn what copywriting is and how to make copywriting that sells.
What is Copywriting? Copywriting is the activity of writing text with the aim of persuading the reader to take the desired action of the author. This term consists of two words, namely copy and writing. Copy itself means advertising text and writing is writing.
Initially, copywriting was known as the process of creating creatives. However, in its development this technique is also used for various purposes. From writing blog articles, writing video scripts, making captions on social media, writing press releases, to writing emails can be done with copywriting.
Here are some of the benefits of copywriting for your business.
You can understand what the audience wants. Copywriting is a writing technique that prioritizes the needs and desires of the reader. So, with copywriting, you will be able to write text according to what the target audience wants. Good copywriting will encourage people to share your content on social media. That way, your business will be increasingly recognized by many people. Last but not least, good copywriting can increase your business profits. The more persuasive the copywriting, the more people will be interested in using your product. 5 Steps to Writing Copywriting That Sells Learning copywriting is not difficult. You can learn it in five steps below:
Understand Your Product The first step you need to do in copywriting is to understand your product. Without understanding the product, you will find it difficult to write copy. Because the material you will write is your product.
You want to get other people to use your product. If you don’t understand the product yourself, how can you convey it to your audience? So, don’t start writing right away. Study your product in as much detail as possible.
Here are steps you can follow to help you understand the product:
Describe your product Try to describe your product in a few short sentences. You don’t have to create one long page about your product. Just write three to five sentences that describe your product.
What’s so special about your product? Your product must be special. Why does it have to be special? Because that’s what will set it apart from other products. Without something special about your product, customers have no reason to buy it. They can easily switch to another product if your product is not unique.
So, think about what special things you can highlight about your product. You can highlight anything, low prices, various features, lab tested, and so on. Find that special thing to show off to your audience.
What Problems Does The Product Solve? Customers use your product in the hope that their problem will be solved. Your product should be a solution that solves their problem. So make sure your product solves customer problems, not adds to new problems.
For example, most people have trouble booking plane tickets and train tickets. Customers have to come to the station or agent to buy tickets. Of course it is time consuming and ineffective. This problem can be solved with a ticket booking application. Customers can buy tickets anytime and anywhere only through the application.
What Benefits Will Users Get? Not only unique, your product must also provide clear benefits to customers. What benefits can they enjoy by buying your product? You can’t just say your product is good or your product is the best.
You need to explain the benefits of using the product. For example, the service you are promoting is an online motorcycle taxi. The benefits that can be obtained from this service are that customers can order motorcycle taxis quickly through the application, safety during the trip is guaranteed, and the fare is definitely clear.
Understand Your Potential Customers After understanding your product in detail, now is the time to understand your audience. Understanding your audience is also an important step in copywriting. You must have a clear target audience.
You can’t sell your product to everyone. That is impossible because humans are diverse, from gender, age, education level, habits, hobbies, to income.
Your product is unlikely to satisfy everyone. Customer group A may need feature X, while customer group B prefer feature Y. This means that you don’t have to satisfy everyone.
However, you can meet the needs of one or more customer groups. That’s why you need to define your target audience before creating copy. Who will you talk to? What style of language is more suitable?
Well, to find the right target audience, you need to do audience research. Here are some questions you need to answer for your target audience research:
Who’s Buying Your Products Now? If your business is already running and already has customers, find out more about them. This is the first step in knowing who is buying and using your product. However, if you’re just starting a business and don’t have customers yet, you can go straight to the next step.
In this step, you can conduct a small survey of your customers. Be it via email, WhatsApp, or face-to-face interviews. Get as much information as possible from your customers.
Who Will Buy Your Product? If the previous step is only for those who already have consumers, this step can be applied to anyone, whether their business is already running or just starting out. In this step, you need to make assumptions about who your potential customers are.
After making assumptions, you need to prove them with data. You can get this data by surveying the customer groups you assumed earlier. Ask questions in as much detail as possible, from their job, income, place of residence, to their hobbies.
From the survey, you will get confirmation whether your assumptions are correct or not. If it is correct, you can proceed to the next step.
What do customers like about your product? By conducting surveys, you can find out what your customers need and what they want. What are their expectations of your product? What do they consider when deciding which product to buy? What do they like about your product?
Make a list of the audience’s three answers to the three questions above. This will help you determine what features and benefits need to be prioritized. As a result, the copy-making process will be more effective and attract the attention of the audience.
What Are Your Buyer Characteristics Like? From the survey above, you already know who your potential customers are. With this data, you need to create a buyer persona. A buyer persona is a profile of a person who matches the characteristics of your customer.
Buyer personas will help you create more effective copy. You can imagine writing copy for the buyer persona you have created. So, the copy you make can be more detailed and personal.
Create Unique and Interesting Headlines In the previous two steps, you have focused on product research and customer research. You already have enough stock to start making copies. In this third step, you will create a headline or title copy.
The headline that you create must attract the attention of the audience. You can’t just make a plain headline. Because the headline is the first thing the audience sees. So, you must be able to get the audience’s attention through the headline.
If the audience is interested in your headline, they will continue to read your copy to the end. On the other hand, if your headline isn’t strong and compelling enough, they won’t bother reading the rest of the text.
Here are some tips that you can use to create unique and catchy headlines:
Show the benefits When your audience sees your headline, they should know right away what they’re getting
Create a Specific Headline Avoid long-winded headlines. Make headlines that are short, concise, clear, and specific. That way, the audience will not be confused about what the main message you want to convey
Use numbers Use numbers to grab the attention of the audience. For example, like the title of this article 5 Steps to Writing Copywriting That Sells.
Use emotional words Emotional words tend to grab the reader’s attention. As the title of this article suggests, we use the word “who sells”
Write Persuasive Copy The goal of copying is to get people to do what you want them to do. So you have to make a persuasive copy. How to make persuasive copy? Here are the steps:
Create a Clear Opening Unique and interesting headlines are not enough. After reading the title, the audience will see the text below, namely the opening. What do you need to write in the opening? In this section give a clear promise or offer to the reader. For example, at the opening of this article, we promised that you would learn copywriting in just five steps.
Continue with Benefits After creating a compelling headline and opening, you now need to create content for copy. Good copy content is one that can explain the benefits that will be obtained. When making headlines, you have written down the benefits you offer.
Well, in this content, you explain in detail these benefits. Remember, you need to describe benefits, not just features. So, make sure your readers can immediately understand the benefits of your product.
To be clear about the differences in features and benefits, try to compare the two examples below
Auto-Install Website (feature)
Create Your Own Website Without Coding At All (benefits)
Which sentence is more interesting? Certainly the second example, right? The first example just conveys its features. It also uses foreign words that not everyone understands.
Unlike the second example. When reading the copy in the second example, readers will immediately understand that they can easily create their own website. From the two examples above, you can clearly see the difference in how to write benefits and features. So, avoid writing features only. Make sure you also write down the benefits of the feature that everyone can understand.
Make Easy-to-Read Copy Readers should be able to read your copy easily. That way, they can more quickly understand the benefits of your product. Here are ways you can apply to make easy-to-read copy:
Make short sentences
One of the biggest challenges in making copy is that you have to explain complex points in short sentences. Short sentences allow readers to more quickly digest your points. In addition, they also do not have much time to read a copy that is too long.
Avoid using foreign terms
The use of unfamiliar and complicated terms should also be avoided. Foreign and complicated terms will make it difficult for your audience to understand your product. Therefore, use words that are familiar to your target audience.
Use bullet points
Another way that is quite effective is to convey your important points using bullet points. As you can see in this article. We often use bullet points to make it easier for readers.
Add Social Proof You need to convince your audience that your product is the best fit for them. However, unfortunately, the audience often doesn’t believe it when the company itself says it.
So you need statements from other people to convince your potential customers. You can ask some of your users to provide testimonials. You can even work with influencers to provide testimonials about your products.
Don’t Forget to Insert CTA Last but not least, don’t forget to insert a Call to Action or CTA in your copy. Readers often don’t know what to do after reading a copy. Well, you can use CTA to solve this problem.
A CTA is a button that directs your audience to take the action you want. Usually this button is placed at the end of a copy. On that button, you can put a link that directs readers to download, sign up, or buy your product.
Read More and Ask Others' Opinions By following the four steps above, you have succeeded in creating effective and attractive copy. However, the copywriting process doesn’t stop there. There is still one more step you need to do. This step is proofreading.
Proofreading is the activity of rereading, either by yourself or by others. After you finish writing the copy, you should reread it first. Check for typos, use of complicated words, and so on.
After that, give the copy to other people, it can be friends, family, work colleagues, or even to one of the target audiences. Ask their opinion about your copy. That way, you will get input and criticism from other people’s points of view. Feedback and criticism is what will make your copy even better. So, don’t be shy about showing your copywriting results to others first.
Conclusion The copywriting techniques you learned above, you can apply to various types of ads. From articles on blogs, social media captions, to video scripts you can make with the five steps above. Whatever media you use, make sure to always match the needs and wants of your potential customers. Good luck!