Copywriting is the creative process of interweaving information with one’s imaginativeness. It is an art form, but at the same time, it is also factual. And copywriting is also an important component of any effective content marketing strategy.


Copywriting’s impact should not be downplayed. It is a tool that can literally make or break your marketing campaign. In fact, copywriting is a powerful method to get that all-important conversion rate.


Above all else, copywriting has the potential to turn prospects into leads. And ultimately to convert them into customers of your products or services.


Writing a copy is indeed an arduous process, but once it’s done, you can apply it in a myriad of ways. You can use your copy to attract leads, stimulate word-of-mouth marketing, create traffic, blogs, and so on. In other words, a great copy will ensure that your content will be seen.


To be seen is to be heard. Thus, all the more important to use copywriting in the most effective manner possible. With that said, here are some essentials a great copy definitely needs.

Research & Focus On Your Customer Profile


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First things first, you have to know who you’re writing your copy for. Always ask yourself this question before you start, “who are my customers and how do I appeal to them?”


In other words, you have to know your customers before you write your copy for them. Research is key here. Make sure that you have identified and profiled your ideal customer.


Find out what they want, and how your product can be of use to them. It’s also fairly important to understand what their problems and frustrations are in the field of your business. And to address this problem head-on with your copywriting.


Do a deep dive into your customer persona research, even if it may seem tedious. Focus on something specific about the kind of customer you’re targeting. All information gained from research can help you craft your story. You can then introduce your products or services into that story as you go along.


Bonus Tip: Always focus on the reader and talk directly to him or her i.e. keep it conversational. Using the singular “you” instead of the plural “you” is an excellent start. For instance, “some of you may already know this…” is an example of a plural “you”, whereas “you may already know this…” uses a singular “you”.

Go Trigger Happy With Your Trigger Words, Keywords & Linkage


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Trigger words and phrases are used to incite an emotional response in your customers. Before you begin, think about what words or phrases would trigger the emotions you want them to feel. The goal is to leverage this emotional response to spur your target audience into action.


Everyone has different triggers depending on their own circumstances. Some people are more impulsive, whereas others buy because they feel an emotional connection.


Our tip? Add in words like “save money”, “free”, “bargain”, etc. Stay focused on these triggers and use them as motivators throughout your copy.


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On the other hand, if being seen is your goal, then ranking on search engines is the way to go. If you want any search engine traffic, readers need to be able to find your content. And using keywords will help immensely.  


Always try to pepper your content with relevant keywords. And always use suitable language that your audience knows, and not the language you think is right.


Alternatively, linking is another way to rank on search engines. In particular, inbound links, outbound links, and backlinks are vital to a great copy. They not only bring readers directly to your content but also boost your search engine ranking.


Internal links between your own pages are also important. They draw your readers deeper into your website. And keyword-rich links can improve your rank for that phrase.

Convincing Your Customers Through Copywriting


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The end-goal of copywriting is, and always will be to sell a product or service to the customer. To do this, it takes some convincing but your copy should also not outright demand that your customers do business with you. Your sales pitch has to be subtle, succinct, and unique.


Firstly, the value of your offering should be translated into terms that your customer can understand and relate to. If your customer is unaware of the nature of your product and/or business, it is the copywriting that will enlighten them.  


And at the end of it all, your copy must focus on how their lives will change for the better, or the benefits if they take up your offer. Make sure to mention all the negatives they can avoid by using your services or buying your product. This is a good tip to remember as most people would pay more to avoid inconveniences.


However, your readers will be automatically suspicious about everything you say. Most people are cynical. You would definitely think that your own product is great, but does it really stand up to the hype?


In this case, testimonials go a long way towards assuaging these fears. If you’ve had positive experiences with your customers, we’d recommend getting an honest testimonial from them.

The Most Essential Part of Great Copywriting is… The Writing


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Straightforward, clear, and concise.


A great copy needs to be all of the above and more. Being able to write in plain, direct sentences can be a daunting task. But if you can manage it, you’ll be up there among the greats.


When you work on your copy, definitely pay attention to your grammar and punctuation. Readers like writing that’s relaxed and conversational. Most people won’t like writing riddled with grammatical errors. These mistakes imply that you’re careless and they’ll be put off by it.


Similarly, punctuation is also important when writing your copy. Some punctuation mistakes are minor, but others can alter the whole meaning your body. You don’t need to be an expert, but you do need to know the basics to write a great copy.


And last but not least, your copy shouldn’t be too by-the-books since that doesn’t get you any sale or repeat traffic. What we mean is, try adding a little extra oomph to your copy. For example, using powerful words or images can make your copy more engaging and memorable.


In Closing


In short, it’s good to remember that a well-written copy can lead to more readers showing up. It can build trust with your prospects, as well as to guide them to a better understanding of your products.


A great copy is one that is straight to the point, clear and is able to bring the positives of your product to the attention of the reader. Now that you know the importance of great copywriting, it’s time to put on your thinking caps on and get those creative juices flowing!