Ange Dove.
Copywriter
What is copywriting?
What is copywriting?
This is a question I get asked all the time. Is it the same as copyright and do you copy? Why is it called copy - writing? These are all great questions.
Copywriting has nothing to do with copyright, which is a process that helps to protect your intellectual property from being copied and used by an unauthorised party. And copywriting isn't copying other people's work. Far from it. "Copy" is the name of any piece of writing in marketing pieces like in ads, your website, landing pages, etc. It's creative, original content designed to persuade the reader to take one desired action. Think of copywriting as your salesman for your business when your salesmen aren't around.
Why is copywriting important for your business?
Copywriting is a really important part of your marketing arsenal. It fuels your entire business. If your marketing efforts are focused on making your materials beautiful and the copy is an afterthought, you are doing it all wrong.
Your copy is EVERYTHING. I see a lot of businesses put the majority of their budget towards design and leave the leftovers for copy. But, imagine your website without words ... Not too persuasive, is it?
Let's put it this way: Great design isn't going to move the needle on your business, but great copywriting will!
Where do you need great copy?
Copywriting should be used on your websites, sales pages, brochures, sales catalogues, videos, flyers, advertising campaigns - anywhere where you are promoting your products or services. The best copywriting uses storytelling (not the Once Upon A Time variety, but a story with an arc that will hook the reader, pull on their emotions and compel them to take action).
What is copywriting? Is it the same as content writing?
We tend to use copywriting as an overarching term to describe all writing we do but there is a difference between copywriting and content writing. As I've already mentioned, copywriting is used to promote your business and guide the reader to take a particular action. Content isn't promotional but rather it's educational. You'll use content writing in instructional videos and blogs, for example. How to... is a typical content piece headline.
What makes good copywriting?
When people understand "what is copywriting?", when they see the benefit for their business, a lot of business owners want to learn the skill or hire someone in-house to write for the business. The good news is that copywriting is a technical skill that can be learned. It follows specific formulas and as long as you follows the template and include the needed elements, you have the skeleton for good copy. Of course, you also need to be able to write well but as long as you write conversationally, it should be all good.
Here are the essential elements of good copywriting that you should always include:
1. Attract Attention. Your headline must grab attention. This does 80% of the work of your piece so it must be given some thought. It must immediately convey the problem your target reader has and promise a solution. If your title doesn't grab interest, the rest of your copy won't be read.
2. Address WIIFM. Your copywriting must always address the concerns of the reader. Make sure your writing is all about them and not you. This is a common mistake I see businesses make all the time. You must be answering your reader's biggest question - What's in it for me - WIIFM. Avoid describing the how and talk about the why instead. Give them benefits of buying from you, not just the features. Your potential customer will only care about what you offer when they understand what it can do for them. Until then, you are just another talking head out of the millions of talking heads they encounter on a daily basis. Ouch! That's a tough one to swallow!
3. Ask for only one action. You should ask them to do one thing only. This is what we call the Call To Action. When you call your reader to action, they should be clear about what action you want them to take. Even if you think the action is obvious, tell them exactly what you want them to do. They can't focus on more than one action on one offer, so make sure you only state one call to action but mention it a few times. Marketing is the one place in writing where repetition is good!
So there you have it, my Triple A Copywriting Guide: Attract Attention, Address WIIFM and Ask For Only One Action.
Understand now what is copywriting? Can you see the benefit for your business? Need this in your business and realise design alone isn't going to work?
Hi, I’m Ange Dove …
... I'm a copywriter in Singapore and I've been writing copy for clients for over 20 years.
Through my copywriting agency, Proof Perfect, I serve MNCs, SMEs and government agencies across the full range of industries and provide copywriting, content writing and editing services for a diverse range of marketing material.
Today, I use my expertise, amassed over 20 years serving thousands of businesses, to coach startups, coaches and course creators to start and grow their own online businesses.
Welcome to my blog ... and enjoy!
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