We live in a world where infoxication (information overload) is part of our day to day. A world in which journalists receive hundreds of press releases every day, where the algorithm of social networks puts us to the test in each post or where users become really selective about the content they consume. That is why the communication experts have long forgotten the anything goes approach and one of the main challenges of the sector is attract journalists and users attention in just a few seconds…
Which is also why we are increasingly concerned in improving our copywriting skills. But what exactly is it? And what benefits can it bring?
As Maïder Tomasena explains, copywriting is the art of using language so that a certain person acts in a concrete way. In other words, write unique, attractive and persuasive texts that appeal to the feelings and desires of the reader or client and influence their decision making. That is the reason why a copywriter is often associated with a person who radiates energy and creativity; however, it is a process that goes one step further.
- Analyze the DNA of the brand you work with: It is essential to sit with the client in a quiet place to analyse what their philosophy is, what their values and their objectives are and what differentiates them from others in their sector And, above all, detect the key issues of their sector and define how they what they want to be known for.
- Do not try to cover all audiences: Focus the messages to the target audience so that they are effective and are addressed directly to the buyer persona. Analyze their profile, tastes and needs and discover how the client can help them.
- Define the tone and the style: What emotions do we want to wake up in the readers? What is the tone that best suits the company’s philosophy? Natural, close, daring, direct …
- Be clear. Yes, we all know that communicators carry a Shakespeare inside. But in this case, we must focus on the message and convey it clearly and concisely. Do not mislead your reader.
- Be emotional. What feelings do you want to wake up in your audience? Speak from empathy and keep storytelling in mind. Make your audience feel identified with the story.
- Show your personality. It’s easy to do what works for others, but it’s more important to differentiate and stand out? Show what makes your customer unique and don’t forget to pay attention to the essence of the brand and the tone used.
- Make sure they never forget you. When you write, the main tool is the word. Share words that mark and fit in people, since they generate trust and favour the long-term relationship.
- Be authentic. Speak naturally and tell real and human stories that are examples of the success of your client’s work.
And remember the key to success:
- Reread: Reread your texts carefully and put yourself in the place of the reader, is it an attractive content? Would you be interested in it?
There are still many people who relate the word copywriting only to final consumer sales. However, it is essential to apply this technique to attract the attention of readers through all our tools, such as press releases, content for social networks, newsletters, press dossiers, key messages, etc. The objective is to hook the receiver of the message so that they remember much more than the headline, so they become interested in the contents, and end up becoming a brand prescriber, sharing your copy in their social networks and positioning our client as an expert in the sector.