Copywriting consists of creating specific content that essentially aims to convert a target (readers) into customers. This technique relies on strong headlines and a set of methods aimed at selling a company’s products. Essentially on the Internet today, copywriting dates back to the beginning of the 20th century.
Find out what copywriting is and the job of copywriter.
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Focus on copywriting and the job of copywriter
Sometimes seen as an overpaid web editor, a manipulator or, on the contrary, a magician of words and an outstanding communicator, the copywriter intrigues as much as he confuses. What is this discipline that he practices behind his keyboard, copywriting?
copywriting definition
Copywriting is the production of written content that brings together a set of techniques whose purpose is to push the reader to perform an action such as a purchase (most often), a donation, a registration…
This Anglo-Saxon term designates, by “copy”, the word “text” in the journalistic and advertising environment, and by “writing”, “to write, to write”. In French, we could speak of “advertising copywriting”, but it immediately sounds less chic, it goes back to the hackneyed level of “advertising, advertising”! We therefore use the concept of “design-writing “, it gives a boost to copywriters!
What is the copywriter: a strategist who uses words to sell
The copywriter sets up a precise plan and uses the text as a tool. His text is composed of specific words, chosen for a single purpose: to bring the reader where he has decided from the start. No coincidence!
Its content is therefore based on a commercial strategy and uses psychological levers to “convert” prospects. We also speak of “conversion tunnel “to evoke the series of techniques that gradually lead the reader to press the “order” button and then to pay. But this art of selling with persuasive and captivating words existed long before the Web. We can cite a few copywriting stars that were rampant at the beginning of the 20th century:
- David Ogilvy (we are preparing a very interesting article for you on this master of persuasion, so we are not “spoiling”!),
- Gary Halbert, self-proclaimed “The Prince of Print”, after relaunching the anti-wrinkle cream of a failing company. Its unstoppable title: “the best Hollywood stars swear by it!” The incredible new formula from Beverly Hills that makes you look years younger”.
- John Caples, who defended simplicity in messages, and whose very famous title intended to sell piano lessons “inspired hordes of copywriters! “They started laughing when I sat down at the piano. But when I started playing! “.
- Eugene Schwartz, inventor of the “5 Steps to Customer Awareness”. They correspond to “ignorant, aware of the problem, aware of the solutions, aware of the product, the most aware” which corresponds to the evolution of the customer’s state of mind when reading a well-copywritten page. His mantra: “not to create mass desire, but to channel and direct it”.
Closer to home, remember this name: Blair warren, author of a short book whose title says it all “The forbidden keys to persuasion: forbidden persuasion to get others to do whatever you want”. He explains in a single sentence of 27 words how to convince customers.
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What a copywriter is not: a web editor or an SEO editor
If some copywriters started with web writing, writing blog articles or product sheets, the two professions have more differences than commonalities. Indeed, the copywriter is focused on the commercial strategy, the one that will allow him to sell directly after reading his words. The web editor is part of an editorial strategy which, itself, is part of a more global marketing strategy. While the copywriter is dedicated to a specific web design sales page, the web editor will work on blog articles, newsletters and different forms of content.
As for the SEO web editor, who writes, among other things, with the aim of gaining places in Google’s search pages, the choice of his words is oriented towards SEO and therefore feeds Google’s appetite. It does not necessarily use psychological levers or persuasive writing aimed at triggering action from the reader.
Of course, the copywriter must never lose sight of the psychology of his target, but this is not necessarily the main element of his strategy.
How to create a sales page that converts?
There are essentials. If you miss it, the whole page is missed. Keep these recommendations in mind:
- Take care with the title: think of David Ogilvy: “When you have written your headline, you have spent eighty cents out of your dollar.” In French “when you wrote the title, you spent 80 cents of your dollar”.
- Find the good “pain point” of your reader: his problem, his difficulty.
- Demonstrate the benefits of your product: how it responds to the reader’s problem.
- Provide proof of what you are saying: quantified results, studies, testimonials, etc.
- Break your prospect’s locks: what are called purchase brakes or obstacles or objections. You need to anticipate their responses.
- Use simple, clear, direct language. No convoluted turns or unnecessary words. Each sentence must bring something, move the reader forward in his tunnel towards action.
- And last but not least, think of the CTA, or call to action, the icing on the cake, the raison d’être of all the above: the famous words that make your reader click where you brought him!
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Learn Copywriting
No specific degree is expected. Several paths are therefore possible to become a copywriter, provided that you learn to master the right techniques to convert.
Training To Become a Copywriter
Different paths lead to the profession of copywriter, from bac +2 diplomas (BTS and BUT communication) to bac + 6 (MBA Marketing, for example) via a license (marketing communication, etc.), bachelors (advertising, web marketing, letters…), a master’s degree (digital communication, among others). The communication, marketing and digital sectors are the most appropriate.
At the same time, many training courses are available, both face-to-face and online, for those who wish to retrain as well as for web editors and other web professionals looking to evolve or diversify (Udemy, Live mentor, coaching and tutoring provided by copywriters already well established in the industry, etc.).
The Level ‘up web writing training also devotes one of its modules to the notions of copywriting. Indeed, it is very useful for the editor to have some secrets and techniques to give impact to his texts and obtain an action from his reader.
Copywriting Techniques
We cannot list all the copywriting techniques as there are so many. But what is important to note is that they should never be obvious to the reader. Like the strings of a puppet or the tricks of a magician, if they are spotted, the show will lose its impact and therefore its effectiveness.
However, there are a few techniques to help you dig deeper into the subject. We have chosen not to detail them because that would require dedicating an entire article to each of them.
In any case, we find that the text must be structured in a structured way, respecting precise stages with a unique objective for each one. Here are some methods to dig into:
- AIDA (attention, interest, desire, action);
- 4 P (promise, picture, proof, push);
- NOT (problem, arousal, solution);
- Pastor by Ray Edwards (problem, amplification, story and solution, transformation and testimonies, offer, response);
- 4 U (unique, useful, ultra-specific, urgent).
