What is copywriting and why it boosts marketing and sales activities

Many experts claim that copywriting is one of the most essential skills for business success. If you know how vital advertising copy is for selling products and services, your chances of success are much higher. This is because advertising copy adds value to your products, arouses customers' interest, and encourages them to buy.

Advertising copy has a more significant impact on revenue than anything else.

To show you how vital advertising copy is, let me quote Jim Edwards, a world-renowned copywriting expert and author of several books. He owes his journey from the trailer he lived into a world-renowned expert and businessman to copywriting.

Jim Edwards writes in his book Copywriting Secrets:

"Creating a great product didn’t make me rich.
Building an amazing sales funnel didn’t make me rich.
Driving traffic didn’t make me rich.
Building a list didn’t make me rich.

Copywriting is what made me rich. It is a great amplifier. It has more impact on how much money you make with your company than anything else."

This quote is always on my mind when I write copy for clients or for our own needs. It always reminds me how vital the texts are and how much effort I have to put in so our customers or we can benefit from them.

What is copywriting?

Copywriting is an English word that refers to the art and skill of writing persuasive sales copy designed to persuade someone to take a particular action. Of course, we want to encourage someone to buy products, but other actions include leaving a contact, joining a mailing list, clicking on an ad, etc. 

Copywriters use the written word to add value to your products and services. Experienced copywriters use proven methods and techniques to write advertising and sales copy.

I have a great product, but the competition sells their inferior product better.

If you are in business, you have probably seen cases where someone sells products and services successfully even though their competitors offer better and cheaper products. You may also have experienced situations where your competition is more successful in selling despite providing less. Such cases can often be very frustrating and question everything we do. The problem could be a poor promotional and descriptive copy. It is possible that your texts do not give enough value to your products and services.

Often the reason for sales failure is not the product but poor presentation of the product's value. Having a good and competitive product on the market does not guarantee success. Those more successful in convincing customers that their product or service has more value win.

The key concept we are discussing here is the product's value in the eyes of a potential customer. Unfortunately, marketers and manufacturers are often too subjective about their products, so they fall into the trap of emphasizing the product's features instead of relying on its benefits.

A product has value to a customer if it offers any of the following reasons for purchase:

• to make money
• to save money
• to save time
• to avoid effort
• to escape mental or physical pain
• to make him more comfortable
• to be healthier
• to gain prestige, 
• to increase his popularity and social status
• to feel loved.

These are the main reasons why customers buy products and services. The motives for buying can be divided into rational and emotional reasons.

Rational reasons include the desire for higher earnings, lower costs, efficiency, reliability, usefulness, safety, health, etc. Emotional reasons are pride, fear, convenience, envy, laziness, self-affirmation, and the need to be like everyone else.

A common misconception is that business people only make decisions based on rational motives. On the contrary, business people are only human.

Copywriting is a chance to beat the competition because they are usually asleep

Copywriting is all around us. Wherever we are confronted with sales and marketing messages, we talk about some form of copywriting. However, it is questionable how successful and scientifically based this copywriting is. In this article, we write about copywriting as the skill and method of writing persuasive sales copy based on scientific findings and knowledge about customer psychology.

From my more than twenty years of professional work in web design and Internet marketing, the lack of copies is one of the biggest obstacles in realizing all promotional materials, from websites to printed materials such as flyers and brochures. Small businesses usually do not have such materials or the experience or time to create them. It may seem simple, but designing and writing advertising copy is challenging unless you are a professional. Without good texts, you will not have effective websites, flyers, brochures, etc.

To help our users get high-quality promotional materials, we offer the service of writing texts for websites, social networks, advertisements, and other promotional materials. In doing so, we are guided by creative copywriting methods.

Copywriting delivers measurable results and is, therefore, increasingly in demand

Recently, digital marketing has been taking a bigger and bigger share in advertising. Unlike traditional forms of marketing, where it is challenging to measure the effectiveness of advertising campaigns, everything is usually known in digital marketing. There are statistics and analytics for everything, so we can know how many times someone clicked on an ad, how many sales that ad generated, how many people visited the website, or how many of them took the desired action, such as asking us for a quote.

Since everything in digital marketing is measured and analyzed, advertisers expect tangible results. This forces digital marketing experts to design highly effective advertising campaigns, which are only possible with good sales copy. That's why copywriting is an increasingly sought-after service.

The copywriting style differs depending on the text's intended medium.

Copywriting is used when writing material for:

• web sites
• posts on social networks
• product descriptions on social networks
• blogs
• Internet ads
• advertisements in print media
• radio ads
• advertising emails (newsletters)
• video ads
• printed promotional materials such as brochures, flyers, catalogs, business cards, etc.
• advertising signs, posters, and the like
• product packaging.

How does a copywriter write?

A person who writes persuasive sales copy is called a copywriter. With the help of the written word, he convincingly highlights the advantages of your products and services, builds trust, and overcomes possible objections and resistance that a potential customer may have. A copywriter must be clear, concise, and convincing.

Sales copywriting is not like any other writing. A good copywriter knows how to write persuasive content. He uses techniques and little tricks based on psychology. A copywriter uses words and phrases strategically to activate psychological triggers in potential customers.

To understand the importance of good sales copy, compare sales copy to a salesperson in a store. The salesperson sells a product or service in direct contact with the customer. The sales copy also sells the product without direct contact with the customer. We know that salespeople can be good or bad; the same is true for sales copy. A lousy salesperson is just as bad for your business as a bad sales text.

A copywriter must be a good analyst who tends to research the situation from someone else's point of view, from the point of view of the people he is addressing. At the same time, he creates the so-called buyer personas, your imaginary ideal customers, to adapt the sales text to them.

Addressing the right target group for your products is crucial. Not everyone in the world is a customer of your products, and the sooner you come to terms with that, the better for you. Focus on selling to an audience interested in your products; you will always get better results at a lower cost.

8 out of 10 people only read headlines

A good copywriter must be able to capture the attention of your target audience. Statistics say that 8 out of 10 people only read headlines. So the job of headlines is to grab the attention of your target audience, make them stop what they are doing and study your ad, read the text on your website, and watch a video...

For this reason, in the world of copywriting, there is a rule called 50/50. This rule says you should spend half of your time on the headline and the other half on all other sales text.

Conclusion

Copywriting is a particular skill that has a significant impact on your income. There are many books and articles about copywriting from which you can learn a lot.

You may never become a copywriter, but you must know how important copywriting is. Sales problems are often caused by the inadequate presentation of the product value. You can always hire professional copywriters to avoid such issues because good sales copy enhances any marketing activity.

Website visitors decide within 15 to 20 seconds whether to stay on or leave the website. You only have so much time to grab their attention and offer something to keep them engaged. A printed flyer may not even have that much time. That's why what and how it's written on all your promotional materials is very important.

Remember that copywriting boosts all promotional and sales activities. All the audience you bring to your website and all the ads are unimportant; if you do not have good, persuasive sales copy, the sale will often fail. Of course, it happens all the time that someone buys despite the shortcomings of our sales messages and processes, but that is often very far from the real possibilities.