And if you haven't, you're probably thinking "copy what? "
It is the most normal reaction, it happens to almost everyone.
Although it may seem like a new word invented by the English, the truth is that copywriting has been with us for a long time.
Specifically, in magazine, radio and television advertisements.
Copywriting emerged at the beginning of the 20th century in American thailand phone number list advertising agencies and was popularized by renowned publicists such as David Ogilvy .
However, today we are not going to talk about typical advertising agency copywriting.
Today we will explain what copy you can (and should) incorporate into your website and/or e-commerce business .
With this article, our intention is to get you to go from “copy what?” to “it is clear to me that the figure of the copywriter is essential if I have an online business . ”
Let's go there. ?
Let's start with the basics: what is copywriting?
We could start this section with a typical dictionary or Wikipedia definition of copywriting .
But we won't (at least for now).
We would like to explain to you what copywriting is in an illustrative way, so we will give you an example.
Imagine that, instead of a website, you have a physical store .
People come into your store because it's one of the first ones they see on the main street in your city, they are attracted by the sign outside, or perhaps they come thanks to the flyers/posters you've been leaving in busy places in the area.
This would be the traffic that goes to your website from Google search results, social media posts, Facebook and Instagram ads, Google Ads, etc.
Once inside the store, people like what they see: the store is tastefully decorated and they want to take a look around. In the online world, this would be the web design.
And now we come to the most important part. Imagine a potential customer comes into your shop and is interested in one of your products, but is not sure which one would best meet his needs. He needs advice from someone who knows the product well and can explain the benefits he will get from it.
This person is the salesperson or salesperson . He or she is the one who speaks with the client, listens to their problems and proposes the solutions that best fit their needs. And, finally, ends up closing the sale.
Imagine that a customer comes along who isn't quite sure what they need, and no one helps them. What do they do? Simple: they go somewhere else.
This is what usually happens on most websites: people come in looking for something, don't connect with what's offered, and leave after ten seconds .
However, if you have your own salesperson on the web 24 hours a day, things change. But since we are talking about the online world, and we cannot have a physical person there, we have to find a substitute.
And guess what: this replacement is nothing more than the text on your website . That is, as long as it follows certain techniques that make it connect with potential customers. In other words, it is written with copywriting .
Therefore, and now we are going to use definitions, copywriting is writing persuasive texts on your website so that the ideal client who visits it is interested in what you say, stays reading and ends up taking action, which is almost always motivating a purchase .
What is the difference between copywriting and blog writing?
Now that you have a better idea of what copy is, you've probably thought about the following:
“So, if copywriters write the texts for my website, they are also the ones who write the blog, right?”
The answer is simple: no. And the explanation is even simpler.
As we have already mentioned, copywriting is focused on awakening the reader's curiosity and getting them to take action .
Blog writing, on the other hand, is done with a different purpose: to inform the reader about a topic . This content, on its own, does not sell (usually).
And since we are a lot of examples, here we leave you another one so you can clearly see the difference between copywriting and writing , this time from the hand of the renowned copywriter Bob Bly :
"If you write 'apples help fight cancer', you're writing."
"If you write 'a delicious fruit that helps fight cancer', you are doing copywriting."
Therefore, we can say that blog writing or web writing is based on writing articles that provide information of interest to our target audience.
By writing articles, we raise the “temperature” of a client, that is, we bring them closer to purchasing the product or service. We are creating authority : we are telling them that we have control over the topic we are writing about. In addition, we generate credibility and trust with readers interested in the topic.
If the content we are generating provides value to the reader, over time we will have people who regularly visit our blog.
And this is where copywriting comes into play to ensure that a percentage of those readers end up becoming customers.
And how will you do it? Well, as we were saying at the beginning with the example of the physical store, empathizing with the customer and offering them the solution they are looking for.
That is, copywriting points out the pain points/problems/desires and then presents a very specific solution in the form of the product or service you offer.
Copywriting for e-commerce
