The Art of Copywriting

Welcome to the Complete Beginners Guide to Copywriting at Courses Buddy!

What makes copywriting different from any other form of writing? 

Well, copywriting is the art of crafting words for the sole purpose of conversion. Good copy convinces people to take action. So, anytime you want to compel a prospective customer to click a link, or call a number, or signup with an email address or yes, BUY something, it relies on a copywriting. Basically, it’s the messaging that fuels your entire business. It’s the foundation of your brand and the secret sauce to your sales.

Copywriting is used in various marketing materials like sales pages, websites, emails, promotional videos, direct mail flyers, catalogues and advertising campaigns. The goal for copywriting may be to increase conversion rates. The best kind of copy out there uses storytelling, creates emotional resonance, and builds brand value, while guiding the prospect through a valuable buying experience.

Copywriting is very different from content writing. Content writing is indeed important in business, but it focuses more on engagement and brand awareness through content mediums such as blog posts, YouTube videos like this, social media and about pages.

Copywriting is one-directional and is written strategically for a singular call to action, whereas content is more organic and educational.

Well you know better everyday thousands of men and women from around the world search the internet for something. It can be their desire like watching travelling blogs, watching documentaries, listening to music, and it can be a need such as buying a smartphone, laptop or something else.  They are looking for something new, something different, something meaningful.

They want a way out of the mundane nine to five, a creative path that will fuel their passion and ignite their inspiration. Many of you are wondering if becoming a copywriter is the right decision for you or whether now is the right time to jump into something totally new, especially in today’s uncertain climate. But we firmly believe that what we call this awesome little thing called copywriting is still one of the best jobs in the world.

Alright, let’s discuss the five reasons why copywriting is the best job in the world. Reason number one, it’s timeless.

Copywriting is Timeless!

Without any doubt, copywriting uses one of the most powerful and oldest forms of communication on the planet, you guessed it right, we are talking about storytelling, which, come to think of it, even predates writing.

As a copywriter, you’re able to create storytelling, the most ancient form of communication known to humanity, into your work. Every piece of copy can include a story, whether it be a long form sales page, a short welcome email, a thoughtful social media caption, or a product case study. Copywriting is a noble task of channelling the voice of a client or brand into words and relaying their story in the most persuasive, engaging, and compelling way possible. And is a pretty powerful skill if you think about it, because you have the ability to influence and guide your reader towards a desired emotion or decision.

Copywriters have the power and responsibility to tell empowering and helpful stories. The question is, does the message matter to your audience? Will it inspire them to live a better life, restore their confidence, resolve their pain, or contribute to humanity.

Copywriting Lets You Travel the World

Yes without a single thought, there are many freelance and digital jobs that allow for this sort of nomadic flexibility today. And copywriting has an advantage, let’s face it, all we really need is a laptop. You don’t have to jump on calls throughout the day, no need for highly technical software to produce our work, and don’t require a fast upload or download speed, because the files copywriters send are simply words in the cloud.

Now, we are at the door of reason number three. Let’s knock! Knock!

Every Single Business Needs Copywriting

Always remember, copywriting comes first. Before branding, before marketing, before design, before content strategy, and even before your sales team. Those other departments cannot function properly without a copywriter. Why? The answer is so sweet copywriters need to nail down the messaging behind the business, the product, the campaign, and the marketing materials they need to do their job effectively.

Repeat after me, every business, no matter the size, needs a copywriter.

They may all have different budgets, needs, and requirements, but they will all absolutely need a copywriter that specialises in their market if they are looking to sell stuff online or offline. Now, imagine the thousands of businesses that exist under hundreds of different niches.

There are opportunities for copywriters everywhere. As long as you put in the work, get creative, become resourceful, and most of all, master this skill.

Copywriters Earn More

Copywriting can be a very lucrative freelance business or career. The client budget will vary depending on the size of their company or their campaign. Like any industry, there are companies that are just starting out with a smaller budget. Additionally, there are medium-sized businesses that are more established. Moreover, there are large companies with multiple verticals, thus requiring more copywriting services.

The more experience and the more specialised you are in your client’s niche, the more you can charge. It’s as simple as that. And the more you can prove that you’re able to understand their customer and speak their language, the more you can charge.

One of the biggest misconceptions about copywriting is that the actual writing itself is what takes up the bulk of our time, and that is completely wrong. In fact, the majority of copywriting lies in the research and the embodiment of your client’s product, voice, and customer avatar. As a copywriter, you help your client establish a relationship with their customers. 

So the more wisdom and mastery you have in this skill, the better the chances are for your copy to actually convert into a sale and the more moolah you can make. That is why the best copywriters in a particular niche can charge thousands of dollars for a single sales page.

Moving on to reason number five which is very valuable.

Copywriting: Valuable Skill for Anybody

As I earlier said that copywriting can be applied to a multitude of professions. When you learn how to copywrite, you’ll become a better marketer, a better content creator, a better CEO, a better designer, a better researcher, a better video editor, you name it. Moreover, copywriting is a skill with boundless applications across various professions. Copywriting doesn’t just enhance your ability to write compelling messages but it also elevates your proficiency in marketing, content creation, executive leadership, design, research, video editing, and beyond. 

In essence, it’s a versatile toolset that empowers individuals to excel in diverse fields, unlocking new levels of creativity and effectiveness in communication.

So, let’s understand key elements that make up the structure of any good copywriting. The ABCs of copywriting.

Are you ready? Let’s begin with the letter A.

Attention

If there’s one thing copywriting needs to do, it’s to grab attention. Good copy should hook the reader’s interest and establish a connection long enough to guide them through to the next step of the buying experience. This is usually established with a strong, compelling headline, subject line, or opening line. 

Depending on the medium, whether it be a sales page, email, ad, or video script. You can do this through opening a loop that makes a prospect want to find out more, adding scarcity to create a sense of urgency, or provoking an emotion that builds up the desire for a particular benefit you offer. And if you don’t get their attention quickly, your prospect is gone.

Now, we can move on to the letter B.

Big Promise

The first question on your reader’s mind will always be “What is in it for me?” The truth about good copywriting and really selling in general is that most of the time is your product. What? Yes, you heard it right.

People don’t buy WHAT but they buy the WHY.

They’re way more interested in the value and the outcome of your solution, rather than the specific product. And with audiences getting more savvy and the market more saturated, now more than ever you need to make sure you’re focusing on the BIG PROMISE you offer upfront. Prospects need to be convinced not just of your product, but also of YOU and your unique selling proposition.

So to do this, you need to get crystal clear on what you do better than anybody else. This is where communicating your singular benefit comes in.

Many companies make the mistake of simply describing the product they offer and not the results that one can receive when using it. There’s a big difference between your product features and benefits. A feature is something that your product has or is. It’s planned, built, and executed in order to directly solve a problem.

In copywriting, features are factual statements about your product or service. But NOT what entices customers to actually buy. Benefits, on the other hand, are WHY someone is purchasing your product. They describe the outcome that the user will (hopefully) experience by using your product or service. Or in other words, the BIG Promise.

Alright, that brings us to the letter C.

Call to Action

No matter how persuasive you are with your copywriting, none of it matters unless you have a strong call to action. You should only be asking your prospect to do one thing. You should have one clear and concise call to action and it mustn’t leave any room for confusion on what to do next and that’s usually to either visit, call, click, signup or buy. Don’t be afraid to be redundant or repetitive.

Remember, studies have shown people forget information at an alarming speed unless there is repetition. So if you’re working with a longer sales page, email, script, or ads, be sure to repeat your call to action at least once or twice!

If you’re asking for something that might cost a person their attention, time or money, do not make them struggle to understand what to do next, or what to expect. Confusion is the BIGGEST conversion killer and not having a clear and concise call to action is one of the biggest mistakes a copywriter can make.

There you have it, the ABCs to copywriting!

Attention, Big Promise, and Call To Action.

Are you curious about some puzzling copywriting terms? Why does copywriting suddenly sound like some secret language? Well, welcome to the insider’s guide of copywriting terminology. If you’re eyeing a career in copywriting, there are a few key definitions you need to master before diving in. 

So, let’s get into it. Here are 10 must-know copywriting terms to kickstart your journey as a copywriter.

Squeeze Page

It is a specialised type of landing page designed with the singular purpose of enticing visitors to provide their email addresses. It typically offers a compelling incentive, such as a free resource or exclusive access, in exchange for contact information. 

Unlike traditional landing pages, which may focus on product promotion or information dissemination, a squeeze page prioritises lead generation. Squeeze pages are instrumental in building an engaged subscriber base.

Upsell

An upsell refers to a supplementary offer presented to customers following their initial purchase. It aims to encourage customers to upgrade their selection or add complementary products or services to their order, thereby increasing the total transaction value.

Upsells capitalise on the momentum of a completed transaction to maximise revenue and enhance the customer experience. By strategically showcasing additional value propositions or premium features, businesses can leverage upsells to boost profitability and foster customer satisfaction.

One Time Offer (OTO)

A one-time offer or OTO, is a time-sensitive promotion or deal extended to customers on a limited basis. It typically accompanies an initial purchase or opt-in and entices customers with exclusive discounts or bonuses available for a single instance.

OTOs create a sense of urgency and scarcity, compelling customers to act swiftly to seize the unique opportunity. By leveraging the psychological principle of fear of missing out (FOMO), businesses can drive immediate conversions and capitalise on customers’ impulsive buying tendencies.

Retargeting

Retargeting is also known as remarketing, is a digital advertising strategy that targets individuals who have previously interacted with a brand or visited its website. It involves displaying personalised ads to these prospects across various online platforms to re-engage them and encourage further interaction.

Retargeting influences user data and browsing history to deliver highly relevant and contextually appropriate advertisements, thereby strengthening brand awareness and pushing prospects closer to conversion. By staying top-of-mind and rekindling interest, retargeting campaigns enhance engagement and drive incremental sales.

List Segmentation

It actually involves dividing an email subscriber list into distinct segments based on shared characteristics, preferences, or behaviours. It allows marketers to deliver tailored content and personalised messaging to different audience segments, thereby improving relevance and engagement.

Therefore, list segmentation enables marketers to cultivate deeper relationships with subscribers by delivering content that resonates with their specific interests and needs. 

Risk Reversal

Well, risk reversal is a marketing strategy that shifts the burden of risk from the customer to the seller by offering a comprehensive guarantee or refund policy. It aims to alleviate consumer concerns and objections, thereby increasing confidence and incentivizing purchase decisions.

Nonetheless, risk reversal promotes trust and confidence in prospective buyers by assuring them of a risk-free transaction. With this, businesses demonstrate their commitment to customer satisfaction and stand behind the quality of their products or services.

Lead Magnet

A lead magnet is a valuable incentive offered to prospects in exchange for their contact information, typically their email address. It serves as a persuasive offer designed to attract and capture leads, nurturing them through the sales funnel and facilitating ongoing engagement. Lead magnets provide prospects with tangible value and address a specific pain point or need, positioning businesses as trusted authorities in their respective industries. 

With the help of lead magnets, businesses can expand their email lists, cultivate relationships with prospects, and ultimately drive conversions.

Indoctrination Sequence

It is a series of automated emails sent to new subscribers or customers to introduce them to a brand, establish rapport, and set expectations. It serves as the initial phase of the customer journey, laying the foundation for long-term engagement and loyalty. As you know, indoctrination sequences play a crucial role in nurturing leads and acclimating them to a brand’s values, mission, and offerings. 

With indoctrination sequence, businesses can foster trust, build credibility, and encourage continued interaction.

Conversion Rate 

Conversion rate or CR, is a key performance metric that measures the percentage of visitors who complete a desired action, such as making a purchase or filling out a form. It provides insight into the effectiveness of marketing campaigns and the overall user experience. Conversion rate reflects the efficacy of copywriting and marketing efforts in persuading visitors to take action and move through the sales funnel. 

Through conversion rates, businesses can identify areas for optimization, refine messaging strategies, and drive continuous improvement in conversion performance.

Cart Abandonment Email

A cart abandonment email is a targeted message sent to customers who have added items to their online shopping cart but failed to complete the purchase. It aims to re-engage these prospects, address any objections or concerns, and prompt them to finalise their transaction. It collects behavioural data and personalised messaging to recapture lost sales and rekindle interest in abandoned products. 

By reminding customers of their pending purchase and offering incentives or reassurances, businesses can recover potential revenue and mitigate cart abandonment rates.

Of course copywriting can be done completely remotely. And all you need is a laptop and great internet connection. But what! And listen carefully, it isn’t all sunshine and rainbows all the time!

Now doubt that copywriting is a skillset that is needed by every single business on the planet, it always surprises me how many people have myths or misconceptions about what it is that copywriters do and how they work.

Alright, let’s talk about  the 10 copywriting myths you need to stop believing right now!

Copywriters Can Sell Anything

Hmmm….Hmm. Well, we are writers not magicians!

We can’t hypnotise people to hit the ‘buy now’ button, or pull money from a black hat, or make an irresistible offer out of thin air. Sometimes copywriters get a bad rap, like we’re using evil powers to convince the masses of unsuspecting consumers to buy stuff they don’t need. Like in any industry, there are bad people who do crappy things, but authentic copywriters help great businesses sell great products with great solutions that solve real problems. That’s how we convince people to buy. 

The hard truth is, not every single piece of copy or campaign we write is a success. As we all know that copywriters aren’t mind-readers, they’re highly-skilled best guessers. Writing a high-converting piece of copy takes practice, dedication and yes, real customer feedback. It’s about showcasing and communicating VALUE to the people who actually need it, without any filler, or fluff.

Therefore, copywriters rely on the business owners they work with to give them all the relevant information needed to get their sales message across in the most concise and authentic way. So that includes case studies, product features and benefits, target market research and anything else required to write a compelling and value-driven offer.

It’s your job responsibility to be discerning about the projects you choose and the clients you work with. Because ultimately you need to ask yourself what kinds of brands, people and products you’d be proud to be aligned with.

Copywriting Is JUST Writing

Let me clarify with sweet words that if copywriting involved nothing more than typing words into a document, everyone would do it. The harsh truth is, there’s a lot that goes into great copy before even a single word gets written. The biggest chunk of copywriting time actually goes into research, customer and brand analysis and offer mapping.

Well, in order to write compelling and effective copy note, you must FIRST have a clear grasp of the brand voice you’re writing for, understand the target audience, their fears, their aspirations, their pains, identify the objective, context and deliverables for the campaign, and get all the specifics of the offer you’re writing. After that, you have to go outline and write the copy, which requires a whole bunch of rounds of revisions and drafts until you end up with a version that’s worth presenting to the client or customer.

Copywriting Price Equals Word Count

The straight forward answer is that copywriting has NOTHING to do with word count. While charging by the word is a common practice for articles and blog posts, it is not the same for copywriting. Every piece of copy needs to go through the planning process. And that’s because it is HARD to pack a punch in just a few words.

There’s a reason why short copy pieces like headlines, ads and calls-to-action have the biggest measurable results when they are split-tested. These words have the BIGGEST impact on your conversions, which is why the right phrase pays! But it’s also why you can absolutely NOT price or pay for a copy based on word count.

Copywriting Is Blogging

Keep in mind copywriting isn’t just writing and writing isn’t only blogging. Yes, it can be confusing. There is one major difference between copywriting and other forms of writing, such as journalism, blogging and creative writing. We are all indeed in the same business of capturing and HOLDING attention, the purpose of copywriting is to create a singular conversion, or in other words to activate a most-wanted response, such as a click, a signup or a sale.

So this might be copy for an ad, or a webinar script, or a sales letter, or a video sales letter, or an email. On the other hand, blogging and other forms of content writing, are still very important in business though, for creating rapport, adding value and starting conversations.

Editing Copy Is Easier Than Writing It

Editing work is HARD work. So unless your copy was previously written by another great copywriter and really DOES only need simple optimising, editing takes a lot of time to review, understand, process, and restructure before the re-writing even starts.

Well, sometimes it’s simply better to hire a copywriter to write something from scratch that you can test against your current control. That’ll make sure you’re getting something fresh and not a mix of different writer’s works. It also gives you a great chance to really test a copywriter’s skill level.

Copywriters Only Work In Advertising

So copywriting has definitely been glamorised lately by the world of advertising, but it’s needed by more than just big name brands looking to come up with a catchy slogan or an award-winning Super Bowl campaign. The truth is, we are needed everywhere. There are many copywriters who work directly with small businesses or specialise in mediums like email marketing or brand storytelling.

So copywriters, get really clear on what type of copy you want to write and look for brands and businesses that use that medium and therefore have a need for your work! And for business owners looking to hire a copywriter, remember to specify the type of copy you need and ask for relevant samples to attract the right writer for your project.

Copywriters Need To Write In English

Well, Copywriting is needed by businesses all over the world, in every language in the world. 80% of people speak a language other than English and millions of businesses around the world are catering to those audiences.

If you don’t speak or write nearly perfect English, you can start your copywriting business in your mother tongue! There, the exact same tactics apply. So take what you learn, and use it in whatever language you speak.

Copywriters Need A Formal Writing Degree

For your information, some of the best copywriters actually come from unrelated backgrounds, like computer programming! Formally trained writers often have a really hard time grasping copywriting because they have to UNLEARN all of those “proper” writing habits and knowledge they have around, how to write a white paper or a Shakespearean play.

Honestly speaking, to be a copywriter, all you need is a flair for written words, empathy and passion for marketing. And of course you need to be fluent in the language you’re writing in, but you do not need to be a perfect speller. Sometimes copywriters are sometimes the WORST spellers. Not because they don’t know HOW to spell, but because they’re often moving so quickly in their creative brains that they don’t pay attention to those tiny little details that a proof-reader can just fix later anyway.

Copywriting is more about those broad strokes and the linking together of strategic and persuasive ideas, not the minutia grammar or spelling. So keep it simple and persuasive.

Copywriting Can Be Fully Automated

Sales and direct response copywriting is still human and rooted in real life emotions, like connection, empathy, and belonging. To convince people to take action, you need to ensure you are writing a copy that appeals to their unique needs and evokes an emotional response. And to be clear no robot can do that like humans! 

There are tons of different templates and proven formulas out there that you can use to help you START writing persuasive copy,  but you must always customise your messages to your audience, brand and offer. And you’re way more likely to attract clients if you can demonstrate great empathy and storytelling in your portfolio.

All Copywriters Are Created Equal

The hard truth is and I hate to tell you, but we are not all the same. It’s like saying a dentist is the same thing as a doctor! Sure, while they both have medical degrees you wouldn’t go to the dentist if you had the flu!

A copywriter specialising in one area does not mean that they’re good at them all. They are a diverse breed of creatives, with different specialities, niches and mediums. If you’re starting or scaling your copywriting business, think about what niche you want to write in and for what mediums.

Do you prefer to write in real estate? Or tech? Or lifestyle? Do you want to specialise in emails?  Or sales letters? Or ads? 

Get clear on the type of copywriter you want to become!

The advice I would like to give you is to take time to study and learn the art of copywriting, in order to become a true copywriter you need practical writing experience, regardless of how much you’ve learned. 

It can be scary that your first piece of copy will suck. Your second piece of copy won’t be that great either. But you got to start somewhere.  In order to call yourself a copywriter, you need to go through the process of trial and error yourself, and get as much feedback and guidance as possible in the process, whether that comes from your clients or a mentor.

Remember! CONSISTENCY is the KEY.

Well, if you’re a freelance writer looking to start a copywriting business, it is absolutely critical that you know the difference between content writing and copywriting. It will help you best know how to present yourself and find new clients. Or, if you’re an entrepreneur or a business owner looking to hire a freelance writer, knowing the difference will make sure you hire a writer that suits your needs.

Let me tell you, a copywriter is very different from a content writer, they often have different styles, tones, techniques, processes, and even personality types. So, if you fall into either one of those categories, whether you’re looking to start a copywriting business or scale your business through copywriting.

So with that, here are the 3 key differences between content writing and copywriting. The first key difference between content writing and copywriting is the purpose.

Purpose

Copy is written with the purpose of creating a sale. So this might be a webinar script, a sales letter, a video sales letter or a Facebook ad. Anything that’s written with the purpose of creating a conversion or a sale.

Content, on the other hand, is written with the purpose of creating engagement.

So think blog posts, videos, Instagram posts, captions, images, graphics, these are all pieces of content that are used to create engagement. The second key difference between content writing and copywriting is the direction.

Direction

Copywriting is extremely one-directional. It’s linear, it’s strategic, it’s intentional, and it ends with a singular call to action which is normally to buy, or to opt-in. A very good copywriter will write every single sentence in a way that entices the reader to read the next sentence. They’ll guide them through a buying experience, with the end result of taking that most wanted response, whatever that might be.

Content is very multi-directional. It’s like a conversation between friends. Think of a blog post and how it creates conversation and engagement. There’s often links to multiple different sources and locations, and multiple different questions and calls to action included in that blog post.

The final key difference between content writing and copywriting is the goal.

Goal

The goal of a good copywriter should be to increase conversion rate and increase revenue. Content, creates engagement and builds brand loyalty. So the goal of a content writer should be to get more likes, shares, comments, and add goodwill and value to your business.

The question is which one is important? The answer is one isn’t more important than the other, every business absolutely needs both. The more content and value you add, the more brand loyalty you create, and the easier it is to sell. So a content writer really makes a copywriter’s job a whole heck of a lot easier.

Have you ever found yourself in this scenario when you’re on a call with a new client and they ask you to write a sales page, and you confidently say, “Yes, I can do that!” But then what? What questions should you ask them? What information do you need before you start? And if you’re writing your own sales page for your business or product launch, how do you create a comprehensive sales page brief? 

Pre-Copywriting Checklist

This checklist comprises the 10 essential tips you must gather before even contemplating your first word, ensuring your copy is relevant, comprehensive, and impactful. 

Many assume that copywriting begins with writing, which seems logical. However, there’s more to it. Before offering your amazing copywriting skills to clients, you need to engage in some detective work.  You may protest, “But I’m a copywriter; my role is to be creative and write!” While true, a proficient copywriter carefully covers every detail beforehand. 

Indeed, most initial client calls will last at least an hour for you, as that’s the time required to address basics, ask relevant questions, and gather all necessary details. So, when you are done as a copywriter detective hat, roll up your sleeves, and prepare to get into investigative work with these 10 Pre-Copywriting Checklists for writing a high conversion sales page.

Campaign Context

Well, it is not just enough to know the product or business you’re writing for as a copywriter, you need to get that bird’s-eye-view of the entire scope of the sales campaign. So unless you’re in charge of every single piece of copy for the project, you need to make sure that the asset you’re writing flows cohesively with the other elements of the campaign.

For instance, if you’re hired to do the sales page, it’s really important that you request to look at the ads, the landing pages and even the emails that come before, during and after it. That way you really understand what your customer sees, experiences and is already aware of before they land on your sales page and you can make sure that you’re actually on the same page.

The last you want is for your prospect to follow an ad or a content video like this, land on your page and then notice a complete disconnect in your messaging or worse feel totally misled. That is a sure way to ruin your first impression and drive them away, possibly never to return. And if it’s an existing customer that’s coming back to your page you risk disrupting the relationship that they already have with your brand.

So be sure to request those assets so that you can understand the campaign context and flow. If they’re not readily available, it would still help to do a little digging and ask your client what’s been conceptualised or strategized already in terms of a promotion plan.

Customer Avatar Profile

Indeed, this is a critical part of any brand, you’d be surprised how many businesses out there still haven’t defined who their customer is. A customer avatar or persona goes way beyond the basic data found in your website analytics, such as age, gender and location. Your customer avatar is an actual personality that you create, name and define as you would a real person. It illustrates the personal and psychographic traits of your ideal customer down to their challenges, fears, goals and personal interests.

So the goal here is to be able to showcase genuine empathy and communicate effectively in your copy.

A customer avatar profile takes the marketing motto, ‘if you try to sell to everybody, you’ll sell to nobody‘ to the next level by having a specific person in mind. The more clarity you have on who your customer is, the better your sales copy will be. 

If your client doesn’t have a customer avatar profile handy, why not guide them through an exercise that will A – be an added value to your service and B – help you deliver great work.

Authority Credentials

Nobody wants to buy products or services from an unknown brand or maker. People want to make sure who they’re buying from is legit and qualified to sell or teach them the product offered. If they’re providing professional services, do they have the right academic qualifications? If they’re positioning themselves as an expert in their field, do they have the proof to showcase their experience, such as case studies and relevant training? If they’re supposedly renowned for their work, have they been featured in the press or taken the stage at any events?

You got the point? These are the types of credentials and accolades that will establish you or your client’s authority and help you create trust with your sales copy, increasing the likelihood of your prospect hitting that order button.

Brand Origin Story

Nowadays customers want to buy from the brands that they can relate to. Gone are the days of businesses getting away with generic identities and a lack of personality. People are no longer buying the WHAT of your product they are buying the WHY. That’s why it’s so important to get to know the story behind the product you’re writing for.

What’s the history? What inspired its creation? How does it represent the values of the company? What’s the company’s mission and how does the product aim to achieve it?

Now, if you’re lucky enough to be writing for a well-established brand, chances are there’s a brand voice guide or guidelines that you can request to help you with your copy. If not, what we recommend you do is set up a great introduction call with your client not only to understand the scope of the job and the campaign but also use this time to ask about their brand message and story.

Unique Selling Proposition 

Begin with questions like why did you start doing what you’re doing? What’s the origin of your business? What’s the first thing you want people to know about you? And of course what are your chances, are your client’s product or service isn’t the very first one on the market of its kind.

In fact, there are probably hundreds or even thousands of similar products or services just like yours already out there. So why would someone buy from you over your competition? What problem does it solve and what goal does it help your prospect achieve?

These are usually summed up in a unique selling point or USP statement or description on their website. Now, if your client doesn’t have a USP statement that they publicly use, there’s a high chance that they do have it outlined somewhere in company documents such as an investor deck or brand guidelines.

Well, if your client doesn’t have an answer at all, then it’s down to you as the copywriter to look into their brand, do some market research and suggest some ideas on how their product can be positioned for the campaign.

Product Features and Framework

It is obvious from the title. In order to write about a product you need to know exactly what the product is and everything that comes with it means everything. People like to know the specific details of what they’re buying.

The more specific you can be with your features and frameworks the better. I mean how many of us have quickly skimmed through a sales page and then very thoroughly read through each testimonial before deciding if either, one, we wanted to move on and just forget the product altogether. Or two, scroll back up to the top and read the sales page a little bit closer. Customer testimonials make a huge difference in the decision-making process.

Research says that 92% of people read online reviews and Customer testimonials can drive revenue up by 62%.

So if your client has any testimonials at all, even just one, make sure to ask for them. They can be great sources of inspiration for your hooks and headlines too. And obviously the more you include on your sales page, the better.

Price 

This is what the main question on everybody’s mind is: how much is this going to cost? As a copywriter, you’ll need to ask your client what the price point of the product is, along with any payment plan options available. But before you move on from this line-item on your checklist, you also want to get a clear idea of what the value of this product is.

Like, does the product come with additional features that other brands don’t have or charge extra for? Does it come in a package or bundle, whereby getting the features individually would cost way more? Does the product help prospects save money by getting the benefit from your client versus somebody else?

These are the types of questions you want to ask to help establish what the overall value of the product is. So your prospect would know what they would have to pay if they bought outside the offer window or if they went with another market alternative.

Here, we come to the most important details that you need to know to write a copy that sells.

The Offer Specifics

These are all the details you would need to write the close of your sales page. And this includes promotion specifics, discounts and any scarcity that can or will be used on the page. This is also a good time to clarify any formalities like conditions, application deadlines, FAQs, refund policy and any extra bonuses that will be included.

Moreover, once you map out the offer and get the green light from your client, it’s your job to spice it up and write a hot offer. This is when you can turn to their brand voice or their customer avatar profile to add in some personality to the pitch. Get creative and have some fun!

Finally, it’s number 10 on the list!

Delivery Details

You need to clarify from your client exactly how, when, and where the product will be delivered so that you can communicate it clearly in your copy. For instance, will they get login details via email? Will it be sent instantly? Where can they access their content? How long do they have to wait before they receive their product? Remember, you don’t want to leave any room for confusion in the mind of your customers. It’s best to include delivery details right there on the sales page, like in an FAQ section or you risk that customer can say good-bye because they weren’t clear on next steps and what to expect.

That’s it guys!!! The 10 pre-copywriting checklist you need to know before you can write a relevant, complete and effective sales page that connects and converts.

Well, if you’re an aspiring copywriter, you might be wondering about the difference between conversion copywriting and SEO copywriting. Also, what services you should be offering your clients to make the biggest impact and income.

A very common and dangerous misconception in the copywriting world is that it includes all kinds of online writing and that anyone who calls themselves a copywriter is supposed to know how to do it all expertly. But the harsh truth is there are different types of writing when it comes to the online medium.

Conversion copywriting, content writing and SEO copywriting are all different specialties that require a different skillset.

So, what is SEO copywriting and what is conversion copywriting? According to Google, an SEO copywriter uses search engine optimization strategies to write copy that helps boost a website search engine ranking.

SEO copywriters are writing with the search engine algorithm in mind, they write content for the purposes of getting ranked in Google or whatever other search engine you might be using.

SEO copywriters must consider things like keyword density, links, referring domains, domain authority, organic clicks and engagement. We can say, an SEO writer is a more scientific writer who is constantly following and keeping up with the latest search engine guidelines, trends, and data to create content that has a higher likelihood of showing up in the search engine. 

The next question is then who is a conversion copywriter? You might be wondering, well, a conversion copywriter focuses on one thing and only one thing, writing compelling words that connect and convert. 

In other words, conversion copywriters are writing with real humans in mind, not algorithms. They use persuasion techniques, storytelling methods, psychological triggers, and they study behavioural economics. Conversion copywriters know what makes a person tick, click, and take action. He or she masterfully uses these techniques into their copy, while keeping it engaging, relatable and useful to the audience.

No doubt, a good conversion copywriter will understand keywords and customer search terms, but they do this research not only to rank in the search engines, but because it helps them relate to and thus, effectively communicate with their audience and what they want, need, and desire.

Conversion copywriters boost your conversion rates.

SEO copywriters boost your website’s ranking in the search engines.

Both are very different skill sets. Now, it’s time to talk about the importance of both.

The question is which one is more important: SEO or conversion? Well, that’s kind of difficult to answer because they are both really important for a business’s overall success. Without compelling and persuasive copy, it doesn’t really matter how good your search engine ranking is because no one’s going to convert once they get to your site anyway. And without good search engine ranking, it will be harder to get that free, organic traffic to your website to see your amazingly persuasive copy.

Before a brand ever needs to worry about organic search engine traffic, they should be focusing on building brand awareness, their audience loyalty, getting repeat customers and they do this through powerful, compelling conversion copywriting. You need to perfect your brand messaging before you worry about getting your website on page one of Google or any other search engine.

Search engines are just one source of traffic. There are plenty of other traffic sources out there to get eyeballs to your website, including content marketing, social media, paid ads, and the list goes on. Create powerful and relevant content, perfect your messaging, attract your ideal audience, and then optimise later, that has always been my strategy and it’s worked pretty well.

Are you interested in connecting with people, psychology and creativity, or are you more interested in analytics, website navigation, and data? As you can see, there is a clear difference between the two and most copywriters will gravitate towards one over the other.

However, if you are genuinely interested in both, then of course you can add SEO to your list of services. 

Write a copy that’s valuable, creates authority and gets people to actually engage with your page or website, just be persuasive because that will always help boost your rankings in the search engines and help you get more customers too.

Let’s talk about clickbait for a while. You don’t have to be a copywriter or a marketer to know what clickbait is. Typically we think of clickbait as hyperbolic, sensational or unbelievable content that makes us desperately want to click to satisfy our curiosity.

Oxford English Dictionary defines clickbait as content whose main purpose is to attract attention and encourage visitors to click on a link to a particular webpage. A lot of marketers out there today have widely misused and abused the convenience of great copywriting, and clickbait has been reduced to an intentionally sensationalised, vague, or misleading headline that leads to content that’s irrelevant, provides no value whatsoever, or just straight out lies.

No doubt while clickbait will get you loads of clicks, it is immensely harmful to your brand and sabotages brand loyalty. Yes of course you need to capture visitors’ attention with a catchy hook, but if they feel duped in any way after clicking, you’ve likely lost that customer forever. Clickbait may attract first time readers but it usually stops there. You can still get mad clicks by peeking curiosity, but if someone feels baited, you will lose their trust for life. 

How do you know if your headline is clickbait or a catchy hook? Well, there are a few ways to know. One, clickbait creates a disconnect between the headline and the content, while a catchy hook gives people what they came for. Secondly, Clickbait leads to no value whatsoever, and uses unbelievable and pointless hype, while catchy hooks lead to value in some form, whether it would be entertainment, education or inspiration.

Thirdly, clickbait tends to be dishonest and misleading. Really a straight out bait and switch, while a catchy hook still opens a loop but doesn’t use misleading or misdirected statements.

How to sell everyday products? When there’s hundreds or even thousands of different options for the loaf of bread you can buy, how can you, the business, win the attention and the dollars of the customer?

There are many but here we will discuss three powerful strategies to keep in mind when writing sales copy for everyday products.

Customer’s Self Identity

First, you need to identify your ideal customer. Yes, ideal, your most perfect customer. Figure out who they are, and then stop trying to appeal to anyone else except them. If you try to sell to everyone, you’ll end up selling to no one. And this is especially important if you’re selling in a commodity market.

You need to gain a deep understanding of your ideal customer, but not just the things they like and dislike. Ask yourself what are their core values? How do they make decisions? What do they prioritise? What do they go out of their way to get?

Everything we buy is a reflection of who we are and who we think we are.

Now, you want your marketing to help your ideal customers self-identify with your product by speaking directly to who they are. Rather than trying to convince a broad market that they need self-care, you’re instead helping your ideal customers self-identify with your product by addressing a core value they already have, which in this case is self-care.

Unique Selling Proposition

Make your USP customer-centric. Your USP or unique selling proposition or point, is a statement that showcases what makes your product different, better or faster than your competitors. One of the most common mistakes that brands and businesses make is using their USP as a way to boast or brag about themselves.

Of course, you want your USP to position you as the clear choice, but you can’t forget that just like everything in business, it’s not about you; it is about them, your customers.

So think about exactly how your commodity accomplishes the very specific value or goal of your customer avatar, and call it out very directly in your USP.

Create a Memorable Brand Experience

Now, you’ve already gone through all of the hard work of researching your ideal customer and addressing them directly in your unique selling proposition. But it is one thing to say you do, believe, or represent something and quite another to make it a real life tangible experience.

You need to show up and be the brand you claim you are in every little hole of your business. And, that applies to copywriting too. The images and the words you use on your website, social media, captions, headlines, ads, and emails. Everything needs to be sending one clear and cohesive message that is firmly rooted in the brand experience you want to create. The biggest secret of all when it comes to outselling your competition, it is this. Even though you might be selling boring everyday products, people like to buy from brands and businesses that share the same values as them.

Having the best product is no longer enough.

Having the cheapest product is no longer the only positioning tactic, which is great news for you as marketers and copywriters. So, figure out what values are top of mind for your audience right now, and then master one. 

That is how you stand out, that is how you sell out, and that is how you build a brand that lasts.

Are you willing to write a killer e-commerce copy that gets you more attention, more customers, and more money? Of course you do. Here are five tips for product descriptions that sell like crazy.

5 Tips for Production Descriptions that Sells 

Let me ask you a question: when was the last time you purchased something online? Yes, if you’re like most people, it was probably sometime within the last week or so and more likely sometime in the last couple of days.

In 2023, it was estimated that 2.64 billion people were online shoppers.

And that number is only expected to keep rising. Collectively, we spend trillions of dollars. Yes, trillion people go online every single year and buy things online every single second of every single day.

Now, think about the process you go through to purchase a product online. It probably goes a little something like this.

You found out about a product somehow, whether through an ad, or an email, or you heard about it, or you have a need that you need solved so you browsed around, read product descriptions and customer reviews, and made a short list of your top options. Now, you decided on the one you actually wanted to buy based on those product descriptions and reviews.

With the e-commerce industry growing at such a rapid speed, more and more online stores are popping up to cash in on the action, reach a larger customer base, and scale their growth and revenue, which can only mean one thing.

The competition is fierce.

In 2019, 81% of people spend time researching and browsing products online before they actually make the decision to buy.

So it goes without saying that if you want your products to stand out in the severely oversaturated market, then you need to make sure that your product descriptions are doing more than, well, describing your product.

And yes, gone are the days of simply writing descriptions that ramble off a bunch of features and describe the product specifications. If you want to stand out, then your copy needs to go deeper than the mundane, left-brain kind of stuff.

When it comes to e-commerce entrepreneurs, there’s a pretty big misconception that copywriting actually comes secondary to product imagery and demonstration. Don’t get me wrong, those are both hugely important, but by incomplete your copy, you’re missing out on a huge opportunity to boost conversions.

Here are the five things you need to do for product descriptions that don’t suck.

Address Your Avatar’s Needs and Desires

Indeed, knowing your customer avatar will always be one of the most important things you can do as a copywriter or a business owner. Whether you’re writing ads, emails, or product descriptions, you need to know who your ideal customer is, what they want, how they like to be spoken to, and what types of messages really resonate with them.

For online shoppers, Painting a crystal clear picture of who your customer avatar is, and writing your product descriptions as if you’re speaking directly to them is one of the biggest tricks in writing copy that converts like crazy.

Benefits over Features

After you know how to talk to your audience, you need to decide which features and benefits, also known as benefits, you want to include in the product description. Of course, it is to not talk about anything and everything. When writing product descriptions, you don’t have a lot of space to work with, which means you really need to put your copywriter cap on and narrow in on those features that are the most compelling to your audience. These are the things that make your product unique, help you stand apart from the competition, and make your customer think. 

The best is to talk about benefits not features. As a general rule, most shoppers don’t really care about what the product is. They care about how it can help them, what problem it solves, and what they’ll get from it. And that goes for e-commerce products too.

Most e-commerce product pages have an entire section that includes the specifications, and that is where you can include all of the need to know features and details of the product. Make sure that the main product description is as juicy as possible.

Attract with a Killer Hook

David Ogilvy says, “Nobody was ever bored of buying a product.”

Discover the freedom of easy entertainment. Going the extra mile to make sure your product descriptions lead with an engaging hook can make all the difference in a customer choosing you instead of your competition. Always keep in mind, you want your customers to feel like you understand what they need and that your product is the solution they’ve been looking for.

Declutter

When it comes to product descriptions, less is more, like in most copywriting. No matter how captivating your copy is, most people just won’t take the time to read a lengthy description. Rather, they will scan through the information and make a quick decision if the product is a good fit for them or not.

It’s really important to not just keep the length of your copy short but to also consider formatting and readability. So break up your descriptions into easy to read sections, bullet points or paragraphs. When it comes to copywriting in general, run-on sentences and long paragraphs are always a big no-no, and product descriptions are no different.

And don’t forget to make sure your copy is optimised for mobile. The formatting might look great on desktop but how does it look on your mobile device? The vast majority of all e-commerce purchases are made on mobile devices.

End with Keywords

No e-commerce product is complete without including at least some keywords to increase the chances of it showing up in the search engines. Add a few relevant keywords, where it makes the most sense but do keyword stuffing.

It’s very important to include them strategically, but what’s even more important is that your title and description makes sense. Never ever sacrifice quality or readability, or compelling copy just for extra keywords. Use them wisely.

Honestly speaking, it doesn’t matter what niche or industry you’re working in, after your Homepage, your About Us page is the most important supporting asset that you can possibly include on your main website. Your About Us page is what potential clients will visit most frequently when they’re thinking about buying from you but aren’t quite convinced just yet.

Today audiences are seeking out more than just products and services.

They’re seeking out products and services from brands they actually connect with, and ones that share their same personal values. So your About Us page is your way of answering the question.  The question is who are you really? So even when your sales page or homepage explains every single feature and overcomes every possible objection. And that alone may not be enough to get your prospect to pick you over your competition.

Oftentimes the deciding factor in a prospect giving you their business is your brand story, mission and values, which they will find out about upon reading your About Us page. However, many businesses today are still making the mistake of treating their About Us page like a tedious obligation, and just throwing up a boring old bio to prove that they are in fact a real human being or a team of human beings.

The About Us page is a valuable opportunity for your prospects to connect with who you are, what you do, and why you do it. Now, there are two formulas that I always follow to write authentic, authority building, and all around awesome About pages that will get you more clients and customers.

But let me first address the most important question and that is the difference between an About Us page for a personal brand and an About Us page for an organisation?

About Us Page Formula 1 for Personal Brands

When it comes to personal brands, many start out by integrating their story briefly on the homepage itself, but it is always smart to have a dedicated About Us page. Personal brands have a bit of an advantage because they can share their own personal story to establish connection and emotional resonance with the reader.

When prospects can see themselves in your story, identify with your mission and visualise their own potential for success through your personal journey, they begin to form an unknowing alliance with your brand.

Every About Us page for a personal brand should include these six things.

The first one is the headline. The main goal here is to inspire your reader

and give them an idea of what your brand, not your product, is all about. And you can write a single headline or have a main headline with a sub headline, but just remember that you want your readers to feel an immediate sense of belonging and inspire them to keep reading.

Next up is your intro. In the intro you want to share your mission and give the reader a clear explanation of your purpose. Explain what makes you or your brand different, unique or special, and why your reader should choose to hang out with you and not your competition.

Next up is your story. The story part will depend on your brand personality. You could write it as a story that spans your whole personal origin story and how it led you to where you are today. Or you could write it as a detailed bio that focuses on your experience and accomplishment. 

There’s really no such right or wrong length for how much you should include in your story. Just remember that the objective here is to present a narrative that relates to your mission and vision.

Next up is your method. This is completely optional, but if the method or approach that you use in your products and services requires additional education or explanation, then here is where you could expand on it.

And authority is where you want to include additional credibility factors like content, press, or platforms you’ve been featured on.

Call to Action or CTA

Well, you should always let your readers know what the next step is, how they can work with you, or what they can do to get started. So if you offer a range of products and services, you can feature your best one here. Or offer them a free resource or invite them to set up a call with you, or whatever action you want them to take next.

About Us Formula 2 for Personal Brands

For organisations and bigger brands that aren’t personality based, you need to use your About Us page to humanise your brand. Personal brands do have an advantage over larger organisations in that aspect. So here you need to inspire the reader with your collective mission and showcase the people, practices, and values that are behind the organisation.

This type of About Us page should include these things.

Yes, the first is a headline. Most organisations are pretty straightforward when it comes to their About page. It might just be about Us, but the header is really where you should establish your brand vision or USP with an awesome headline.

Remember, you still need to catch attention and entice your readers to actually read your About Us page.

Alright, next up is the mission.

Here, you need to define your brand mission and give the reader a high-level explanation of how your products and services contribute to it. So this is where you might challenge the status quo or call out certain problems that you see in the industry.

Next is your brand story.

Now, this could be a detailed timeline or journey of how the organisation was founded, how it’s evolved, what it’s accomplished along the way. And of course, the bigger vision of what it’s working towards. If the brand is driven by a public personality like a founder or a group of friends or family, then this could be where you feature the founder’s story as well.

Moreover, when it comes to length, once again, there is no standard length here. You just need to make sure you’re accomplishing the goal of inspiring your reader and relating them to your brand’s mission.

For instance, MailChimp has a great About Us page where they share their founder’s story.

Next in the line is the method. This is where you can introduce or expand on the more unique attributes of your organisation. Things like company values, working culture, or a behind the scenes look at your company.

Alright, next up is the team.

Studies have shown that customers appreciate organisations that prioritise and value the contributions of their employees. Being able to put names and faces to the brand will make the buying experience more personal.

And lastly, a call to action or CTA. So if you offer a range of products and services, you can feature your best ones right here. Or at the very least, let your reader know what the next step is for them to get started, like a trial offer or to book a call with you or to start shopping. 

Remember, your About page is prime real estate for you to reel in your customers by being real.

What services should you offer as a copywriter? Let’s explore 15 ways you can start making more money in your copywriting business. 

Copywriters not only have extensive knowledge of marketing, but they also take keen interest in the principles of human psychology. Also, they have a flare for the written word in a way that allows us to sell in a cool and sophisticated way. Interestingly, sometimes the actual role of a copywriter can be a little out of focus at times. With clients expecting you to be a copywriter one day, a content writer the next day, and a complete strategist the day after that.

So the real question is, where do you draw the line? As a copywriter, what jobs should you actually be doing? Well, the great thing about being a freelance copywriter is that you can offer whatever you want or whatever you don’t want.

Let’s break down the common roles and responsibilities that a copywriter fulfils, but we will also share some additional services you can take on as a copywriter, to not only better serve your clients but to also put more of that money in your pocket.

The first typical question comes from people who haven’t taken the plunge into copywriting just yet and they are wondering what a copywriter does? And the second comes from relatively new copywriters who are dealing with clients who expect them to be a master of all tasks. And they’re wondering, what exactly should they be doing and not doing?

So if you fall into one of those two categories then keep reading. Coming back to the real question, what a copywriter actually does or what freelancing services you can offer to clients as a beginner copywriter. Here are 15 ways you can start making more money in your copywriting business.

Now, we have divided these services into three categories and the first one is of course copywriting services. The first category is the list of services that actually fall under a copywriter’s job description, to the best of our knowledge.

Remember: this is your copywriting business and you do not have to offer all of these assets if you don’t want to.

Crafting Compelling Ads 

First is ads. And this can include digital ads, like the ones you see on Google, Facebook, or Instagram, video ads like the ones you see right here on YouTube, or even printed ads that you might see in newspapers or in direct mail.

The main purpose of digital ads of course is to get the click.

With ads, with all forms of copywriting, it is very important to remember that your headline or that first few sentences of text are the most important thing to get right. As you know this is the age of scroll, so you have to master the art of crafting compelling headlines.

All great ads grab attention with a powerful hook.

Mastering Email Marketing

It’s exactly what it sounds like. Emails sent out to a list of subscribers with the sole purpose of marketing something. Although great email campaigns should also add a lot of value and focus on building rapport with the list. So depending on your client’s needs, they may ask you for many different types of emails, like autoresponders or an indoctrination sequence, sales emails, content emails, affiliate emails, or re-engagement emails.

Your job as a copywriter is only to write these emails. You do not need to be the one to load these emails into your client’s email-sending software, unless you want to. And frankly speaking, it is tedious and technical. Alright, next is landing pages.

Landing Pages

We can say that it’s like a sales page, but shorter, and used for the purpose of lead generation. So the number one job of your ad is to convert more eyeballs into clips, and the number one job of your landing page is to convert more clicks into leads.

You just want to motivate and inspire a prospect to enter their information, their first name and email in exchange for a free high value promise or what is more commonly referred to as a lead magnet. Next is sales pages.

Sale Pages

Sales pages! Yes, the big one!

Bear me to call sale pages a “moneymaker.” The reason is it will not only make your clients the most money and profit in their business, but it is also the page that you’ll get paid the most money to write. The copywriting magic that you need to turn prospects into paying customers is where persuasion and psychology and major writing show off comes into play.

Our advice to all copywriters is to master this skill because it is what sets us apart from other content writers. 

And now, next up are homepages and website copy.

Homepages and Website Copy

Here, the intent of our talk is branding copy or authority copy. Conversions are still really important on your main homepage. 

“Your brand message is everything.”

Keep in mind that your homepage is the first page people see when visiting your website, so you have to make a good first impression. The goal of a homepage is simple, to create trust, build authority, and offer next steps.

About Pages

You know, well written About pages are a great opportunity to share a brand story, vision, mission, philosophy, and what makes them different. It’s your way of answering the question, but who are you really?

And as a copywriter, you can offer this to anyone who doesn’t already have an About page or you can offer to revamp any About pages that are dull and less than inspiring. Whether you are wondering about your job as a copywriter is to simply write these pages. That goes for landing pages and sales pages and websites, not actually building them but making them more attractive and persuasive with the right choice of words.

Time to talk about promotional videos and video sales letters.

Promotional Videos and Video Sales Letter

In a survey, 87% of video marketers say that video gives them a positive return on investment. Promotional videos are used for the purpose of promoting a specific marketing initiative, event, or product. They are typically short and sweet and get to the point.

The copy part of promotional videos will include the video’s titles, subtitles, or any copy that’s used in the visual elements throughout the video. And of course the script. Do you know that copy is only part of what makes a great promo video, up to 85% of Facebook videos are watched without sound. So make sure that the copy you have in your script that shows in the subtitles is essential to boosting your conversions.

Moving on, another type of video marketing that requires some major copywriting skills are VSLs or video sales letters. Video sales letters are similar to written sales letters except they are written scripts rather than a written page and they are showcased in video form.

Your job as the copywriter is just to write the script, not to produce the actual videos.

Product Descriptions

They refer to that short little blurb of text that describes what a product is, what it does, and why someone should buy it. They’re typically used in e-commerce stores where copy space for products is very limited but a common mistake we see all the time is writing boring product descriptions that just describe the product.

As you know, great product descriptions need to go deeper than the boring left brain needs to know stuff. You want customers to read your product and think, “Wow, okay. That is something I really need, it is interesting, unique, smart, funny, I got to get it.”

Now we cover all the basics of copywriting services, it’s time to move on to a different service package you can consider offering to your clients.

Content writing! Doesn’t sound familiar? Yeah! Indeed, it is. As a professional copywriter, you’ll find a lot of businesses will ask you to do some content writing for them as well. Just like picking and choosing your copywriting services, you can and should use your own discretion on whether or not you’ll offer content writing to your clients as well.

Copywriting is the art of crafting words for the sole purpose of conversion, content writing focuses more on engagement, education, and brand awareness. Yes, there are various forms of content writing that you can choose to include in your services and will be beneficial to your clients.

Social Media Captions

Social media is a huge part of most brands and businesses marketing strategies these days. If it’s not already, then it definitely should be. The reason is social media is where the majority of the population is hanging out on a day-to-day basis.

Recent statistics show that globally over 5.07 billion people use social media. Handling your client’s social media captions and content is a great way to get your foot in the door with a client that you just really wanna work with. Just remember that the main purpose of social media is to connect and engage with the audience. You should always be providing value in the form of education, entertainment, or inspiration.

Blog Posts

Now is the time to talk about blog posts. Everybody knows the power of blogging. Blogs are one of the best ways to get ranked in Google searches and optimise your SEO. The problem is most busy business owners just don’t have the time or energy to pump out blog posts on a consistent basis. And that’s the time where you can step in and offer this as a service.

You could at least do one blog post a week and then of course you can go up from there.

Newsletters

Newsletters are weekly, bi-weekly, or monthly emails that get sent out to a list of subscribers. The purpose isn’t necessarily to sell or promote anything directly but to rather build rapport, trust, and credibility, and most importantly create a sense of community.

One thing is confirmed in this day and age, customers don’t stick around with brands they don’t feel connected to on some level. So if your clients don’t already send out consistent content rich newsletters to their mailing list, they are missing out on a huge opportunity to cultivate a loyal following.

Content Videos

Content videos are an awesome way to build a loyal following and brand. Like promotional videos, all content videos start out as a script or at the very least a loose outline because even though they are personal and conversational. You can still make sure your content videos are informative and valuable and follow some sort of a framework. And don’t forget to write catchy headlines and convince viewers to watch, like, and subscribe.

As a copywriter, you can add content video scripts to your list of services. Now, let’s discuss which became the talk of the town and that is SEO.

Search Engine Optimisation

SEO stands for Search Engine Optimization. SEO is focused on improving the visibility of your website by getting it to rank higher in the search engines mostly in Google. SEO copywriting is common in particular industries and niches so do your research and find out if it’s something you wanna consider mastering. And killer SEO strategies with high converting copy kind of sounds like a winning combination if you ask me.

So, we strongly recommend you to take one step further and add SEO to your list of services.  The best SEO secret in the world is to write copy and content that is valuable, creates authority, and gets people to stay and engage with your page or website, which as a copywriter you already know how to do so you are one step ahead.

It’s the need of the time to discuss the third category of services you could offer as a copywriter is number three, marketing support.

You should consider offering marketing services to your clients as well. Offering additional marketing support can make you invaluable to your clients because they’re basically getting a unicorn, someone who can write, strategize, and implement and that is hard to find. Now, a question will be arising in your mind: what kind of marketing support as a copywriter? Let’s talk about three of them.

Community Management

A major part of writing in business comes down to communication with your followers, subscribers and customers via email, membership sites, and social media.  So, if you’re looking to get your foot in the door with a brand you’d absolutely love to write a copy for, why not offer community management as a service to showcase your writing ability.

The next is funnel building.

Funnel Building

So if you have a more technical knowledge and are familiar with online tools like GRU funnels, ClickFunnels, Kajabi, or all the others, you can absolutely add funnel building to your list of services. This is where you essentially create the pages and sales funnels that you are writing.

This is a highly valuable service that you can offer your clients because it will save them time from having to hire someone else or spend hours trying to do it themselves. Alright, lastly marketing consulting.

Marketing Consultation

A marketing consultant is an advisor and strategist who works with the companies to create and design marketing campaigns. So as a marketing consultant you could help create detailed marketing plans, determine a business’s marketing message and identify the right marketing mediums to most effectively get that message out to the masses.

Always remember, as a copywriter, you’re like a superhero with the power of words and marketing skills combined. So, choose the services that suit you best, and remember the incredible value you bring to the table.

Many aspiring copywriters dive into studying tips, techniques, and templates without realising the great importance of mastering copy formatting. While you may have tried writing landing pages, emails, or sales pages, the absence of structured formatting might be the missing piece hindering your portfolio’s completion or delaying client submissions.

The Importance of Formatting in Copywriting

Your copy might be a genius combination of stories, headlines, and benefits, but without a coherent format or flow, it creates confusion. To make your final copy polished, engaging, and reader-approved, it’s crucial to understand the differences of formatting.

Now, before jumping into the website design list, let’s emphasis the significance of structuring your raw copy document. The visual presentation of your content is as vital as the words themselves. Strategic formatting enhances readability, highlights key elements, and optimises typography design to captivate your audience effectively.

Formatting Tips for Copywriting

Font Selection

Keep your font simple and easily readable. Opt for Arial or a similar sans-serif font to ensure clarity and accessibility.

Headline Structure

Limit your headlines to a maximum of three: a pre-headline, main headline, and sub-headline. Ensure clear differentiation in font sizes to emphasise their importance.

Section Breaks

Visually break up your text with horizontal lines to delineate different sections. This aids comprehension and ensures your intended layout is conveyed effectively.

Buttons and Boxes

Incorporate buttons strategically throughout your sales page to prompt action. Use square brackets to mark CTAs and highlight key sections with boxes for emphasis.

Readability Enhancements

Break up long paragraphs into smaller, digestible chunks to improve readability. Utilise coherence markers, ellipses, and bolded text to guide readers through your copy seamlessly.

Final Editing Steps

After formatting your copy, utilise tools like the Hemingway Editor to assess readability. Ensure your content is mobile-friendly and proofread meticulously to eliminate errors. These formatting tips can promote your copywriting from ordinary to extraordinary.

Remember, while copy may be queen, formatting is its trusted advisor, guiding readers through your message with clarity and impact. 

So, embrace these techniques and witness the transformation in your copy’s effectiveness.

Content marketing and copywriting. Sounds familiar? They are two different skills and services. Before we dive into the most valuable piece of content marketing that you absolutely must be doing as a business owner or a copywriter, let’s first talk about what exactly they are. How do they differ?

What is Content Marketing?

It is the strategy of putting out valuable, shareable, and free content to your audience on a consistent and regular basis. This can include a whole variety of things, like blog posts, social media posts, podcasts, YouTube videos like this one, newsletters, and the list goes on and on.

What is Copywriting?

Copywriting is the art of writing words with the sole purpose of getting a conversion. So typical forms of copywriting include sales pages, ads, sales emails, landing pages, VSLs, webinar scripts, and on and on.

We can say that the overarching goal of content marketing is to put out crazy good value in order to build your brand awareness, trust, and reach. However, copywriting is what you rely on when it comes to actually turning that audience into paying customers. Without any doubt, both are different skills and services, but they absolutely should be done together in parallel to create a very effective and powerful marketing campaign.

For instance, while the best email strategy involves sending both sales emails and content emails, they should not be treated as completely separate from one another. And that is because great content emails build trust and rapport with your audience. A copywriter who knows how to use content marketing, storytelling, and sales strategies to create powerful inbox messaging that both connects and converts.

So with that, here’s the first tip.

Email Your List

Do not just email your list during launches and promotions. Majority of us tend to focus our time as business owners and copywriters because launches and promos are the moneymakers. The fact is if the only time you email your list is when you’re selling something, then you’re really not taking the time to build up that foundation of trust with your audience, and they’re not very likely to buy from you. 

Remember, today’s consumers are smart. And they are sceptical that you’re a legit brand who actually has a product that will help them solve their problems. We literally live immersed in an online world that shows us thousands, thousands of targeted ads a day, completely oversaturated with exaggerated claims, aggressive sales tactics.

Consumers have seen the same sales tactics so often. They want a real connection. They wanna feel valued and seen. And if your audience doesn’t feel connected to your brand, they will not buy from you. That is why all your emails are important, not just the sales emails that make you money, and nurturing your audience through consistent high value content emails is arguably the most important piece of content marketing that you can be putting out as a business.

It is literally your secret sauce to selling without really selling at all.

So, content emails are vital to the success of any business, but what exactly is a good content email marketing strategy? Well, the content and consistency of your emails will vary massively depending on what your brand or business actually does.

So, here tip 2 is waiting.

Make Your Emails Educational

Always make your content emails educational, inspirational, entertaining, or personal. You want to write them informally, just like you’re emailing back and forth with a friend. You want to include tons of storytelling and personalization to make your audience feel more connected to you. You want to provide enough education to make your audience trust in your knowledge and skills. And you want to do it all without asking your audience for a single thing.

Now, you’re probably wondering how often you need to be sending these content emails. Is it once a week, once a month, every single day, right? Well, once again, it totally depends. Depends on you and your brand.

The key here is not to overthink the frequency, and this is the most important tip of them all. Pick a schedule that works for you and stick with it. 

People want consistency and consistency builds trust, and trust is what sells your products and services.

Video isn’t just something that we as humans like to consume for education and entertainment, it’s also something that we like to watch when it comes to our buying decisions. Stats says that 73% of people prefer to watch a short video compared to just 11% who would rather read a text-based article, website or post.

Moreover, 88% of people say they’ve been convinced to buy a product or service after watching a brand’s video.

Now, business owners of all sizes and in all niches have really started to take notice and are beginning to incorporate more video into their marketing efforts. Indeed, great news for copywriters, because as consumers continue to demand more video content from their favourite brands. 

There are various types of video scripts out there. And there are tons of ways that you can use video to sell your products and services. There are video ads, video case studies, welcome videos, thank you videos, sales videos, short promo videos, long webinars, and everything in between. 

Anything you could write online could also be said in a video.

Of course, the way in which you’ll write and structure each type of video script will be slightly different depending on the purpose and the context. The form of video script that we’re focusing on today is a VSL or a video sales letter.

A VSL is exactly what it sounds like, a sales letter designed to persuade and convert an audience, but in video format instead of a written format. And a good VSL will still follow the same general flow of a written offer and will include many of the same elements. 

5 steps to writing a high converting VSL from scratch.

Where and How is it Being Used?

Before you get started on the actual writing, you need to consider the context and placement of your video sales letter. Is it gonna be a standalone VSL? Something that needs to do all the selling by itself? Or will it act as a supplementary support to some written copy, maybe on a long sales page? Is it an upsell, a downsell, or your primary offer? How is your audience finding the VSL? Is it via an email, a social post, a paid ad, or maybe affiliate traffic? How aware is your audience of your product or brand? Is this the first time they’re finding you or have they heard of you before, or maybe purchased from you before?

All of this context around your audience and campaign is extremely important to have before you start writing so you know what the user is experiencing on the page and how long your VSL should be.

Everyone wants to know, how long should a VSL really be? And the sweet answer is it depends. Depends on a variety of factors, like how complex your offer is, how aware your audience is, how expensive your product is, or what the end goal is.

Remember to follow the golden rule of copywriting, it should be as long as it needs to get your point across, no longer, no shorter. And this led me to the very first key difference between a written and a video sales letter. In a written sales letter, people can scroll ahead, they can skim and they can explore the page. They can jump ahead to the price and then jump back. They can click around. They cannot do this with a standalone VSL. They either watch it or they leave, so you really don’t wanna risk losing their attention even for a split second.

The Core Problem and Benefit

Always focus on the core issue and its solution. The very first thing you need to do in your VSL is to capture the attention of your ideal client, and the faster you can do it, the better. This is the second key difference between a written and a video sales letter. In a written video sales letter, the headlines hold a lot of weight because they decide if the reader continues to read at all. And they are written in a way to grab attention visually by someone reading it.

In a VSL, it’s the opening line of your video that holds all the weight, and it really needs to grab attention in a whole other way. It needs to be done conversationally as if you’re speaking to your customer. One of the most effective ways to do this is to clearly call out your audience’s core problem.

So you can do this by leading in with a really compelling story, something that really grabs attention, or by asking a question you already know the answer to like, “Hey, do you want to get paid to write?” “Do you want to learn how to write a high converting sales page?” “Do you want to master the secrets of email marketing?”

No doubt, these questions is completely rhetorical, but they serve as a great way to open your VSL and get straight to the primary problem that your audience is facing and what they’re hoping to achieve. It can help them immediately self-select and think, “Yes, I absolutely need to pay attention to this video.”

Another way you could do this is by simply calling out the biggest benefit. For instance, “If you want to ignite your copywriting business in just 8 weeks. If you want to learn the highly sought-after copywriting skills and marketing secrets that businesses are looking for right now. If you want to have a complete portfolio that potential clients will find absolutely irresistible. If you want to turn your passion for writing into a real life business.”

Here, you can see how using “If you” statements really help clearly communicate who I’m talking to and what the offer is all about.

Solution of the Core Problem

Alright, you’ve called out the audience. You’ve captured their attention. You’ve helped them self-select and you’ve hooked them into listening to what you have to say. The next thing you need to do is let them know that there is in fact a solution to the problem that you just called out. This is where you can tell them, “Hey, look, I do have something that can help you, and here’s how.” This is where you’ll give them a rundown of your offer and specifically how you or your product or service can solve the big problem that they’re facing.

And we are at the door of the next key difference between a written and a video sales letter.

In a VSL, you are telling your customer stories to your audience. So it needs to be more conversational and free-flowing, and you need to tell stories in a way that continually opens loops and creates interest to keep your audience listening as you introduce your product or service.

The Big Deal!!?

Just like in a written sales letter, in a VSL, you need to go deeper than just the left brain. Here’s your problem and here’s how I can help this type of stuff. If you want to compel your audience to buy, then you need to explain why your solution is in fact the best solution for them. This means talking about your USP or your unique selling proposition. It means talking about the benefits of your solution, and of course, not just the features.

It also means showcasing why you are the authority on this subject and why you’re the person they should buy from. That leads me to the next difference between a written and video sales letter.

In a written sales letter, you might list out the benefit bullets one by one really visually. You might include an authority bio written in third person about yourself or whoever created the product or service. You might list out every single feature and module and asset along with its value. Whereas in a video sales letter, this all has to be done, but it has to be done verbally, which means you need to cut out the fluff and make sure the copy flows conversationally.

Also, make sure the script is structured in an easy-to-read format and add in any natural pauses and transitions. Lastly, all good VSLs must answer the next question. 

What’s The Next Step?

After getting your prospects on board with how your product or service will make them feel and what their life could look like after buying, next is when you want to really juice up the offer and make it irresistible. This is where you can overcome objections, remove any risks, throw in any last minute bonuses.

Now, you’ll need to wrap it all up with one very clear and concise call to action like click the button below to enrol now. You may have one or two buy buttons at the bottom of the page. And that’s because anyone who is looking to purchase knows what to do. They’ll just quickly scroll down to the bottom and hit the button when they’re ready to buy. In a VSL, you definitely don’t want to wait until the very end to drop your first CTA because most people will not make it that far. 

I would say make sure you’re dropping verbal calls to action multiple times throughout the script starting immediately after you introduce the product and the offer.

Will you do line editing or copy editing or both? Spoiler alert, these are two completely different services. Clients will have certain expectations of your work, depending on which service you choose to offer or agree to do. What’s the difference, and which one is right for you if you’re planning to offer these services to your clients? 

The reason we need to talk about this is because so many freelancers and copywriters out there offering editing services when they really have no idea about what that actually is. Many business owners out there are looking for editors, and when you ask them, “Do you need a line editor or a copy editor?” They’re like,

“Uh, I don’t know, what’s the difference?” Of course, there are some similarities between copy editing and line editing. They are two very different services that will have different goals and responsibilities. And they actually are needed at completely different times during the writing process, so it’s really important to know the difference between the two.

What is Line Editing?

Well, a line editor is to look at the overall content, writing style, and language that’s being used throughout the entirety of the copy. The real purpose of a line editor is not to comb a document looking for errors but what a line editor is focusing on is the way that language is being used to communicate with the reader.

In simple words, their job is to ask questions like, does this make sense? Is there a good flow? Is the language clear? Does it convey the desired emotion, goal, and purpose of the copy? Do the words communicate precise meaning, or is the messaging too broad and all over the place?

According to masterclass.com, “A line editor is attentive to the writer’s individual style (for that reason, the job is sometimes called stylistic editing) and approaches the manuscript as a careful reader. A line editor works line-by-line, tightening up sentence structure so the language is sharp and clear. They look closely at how a writer’s word choice and syntax contributes to the tone or emotion of a piece of writing.”

They are really helping you to improve the overall feel and flow of your writing so that you’re telling a story and writing a copy that actually makes sense and reads well. And a line editor needs to be familiar with the audience, they can really make sure the messaging works and takes the reader from point A to point B to point C.

What is Copy Editing?

We can say that the goal and responsibility of a copy editor is to address flaws and errors found in writing on a very technical level, like a proofreader. This is the person you want going through your writing with that fine-toothed comb to ensure there are zero spelling, punctuation, or grammar errors. As a copy editor, they correct spelling, grammar, punctuation, and syntax. They ensure consistency in spelling, hyphenation, numerals, fonts and capitalization throughout your copy.

Copy editors also point out ambiguous or factually incorrect statements.

Line editing should always come before the final copy editing or proofreading. Because what’s the point of going to all the trouble of extensively proofreading when your writing could be changed or altered or completely scrapped after a thorough line edit? That’s why you want copy editing to be the very last and final thing that’s done before pushing publish.

To make it super simple, think of it this way. A line editor helps you tell a better story and really craft the messaging from point A to point B to point C, where a copy editor makes sure your grammar and spelling is good to go.

Do you wish to become a highly paid copywriter? Of course, everyone wants to be paid high.  Actually, there’s a bit of natural talent and inherent skill that’s needed in the beginning, but what long-term success really comes down to is practice, practice, and practice, and nothing else.

There are hundreds of different practices that you could implement into your daily, weekly, or even monthly routine to help you stay fresh with your copywriting skills. But let’s discuss a few of them which we consider the best practices for copywriters. 

Every Time Wear Your Copywriter Cap

If you are indeed interested and want to become a professional copywriter then the first step is to act like it. The reason is, copy is literally everywhere you look, billboards, product packaging, bus ads, and even those cute little A-frame signs that you see outside your favourite café or restaurant.

Once you start appreciating and recognizing the copy that is hidden in plain sight, you’ll naturally get better at writing your own copy. Just analyse copy everywhere and anytime you see. Easy and incredibly powerful.

Rewrite Headlines

Indeed, it takes your precious time but rewriting copy is one of the best ways to sharpen your copywriting skills. It’s easier than just sitting down and practising headlines because you’ve already got something to go off of, and all you have to do is make it different and hopefully, better.

The question is where can you find headlines? The simple and sweet answer is: look around, don’t you find any copy? You can also visit different websites that are notorious for writing majorly click-worthy headlines.

Just pick the very top headline that shows up on each site you visit, and sit down to recreate it into something totally different. Also, to make this super practical for you, make it a goal to maybe rewrite three headlines a day. And when rewriting them ask yourself, “Who is the target audience, what hook are they using, and what is the open-loop?”

Always, always keep in mind that all great headlines should speak to a target audience, whether directly or indirectly, right?

Begin with a strong hook and include an open loop to peak curiosity.

When you are rewriting your headlines, try to switch up these three different factors. Direct your headline to a different audience, maybe, or use a different hook and try a different open loop. So this way, you’re not just changing out a word or two, you’re completely reworking the entire headline into something new. This practice of rewriting will help you build up those copywriting skills.

Rewrite Ads 

Do practice famous ads from the copywriting legends of the direct response marketing world. Remember, mentioning ads that worked decades ago may not be that effective today. So, avoid practising that. 

Handwriting proven ads word for word might be is a good way to put yourself into that copywriter state of mind. But you’re not really sharpening your own skills when you just rewrite something word for word. That’s our opinion.  Moreover, you can search the ads that are being run on your favourite brands or businesses pages.

Hook and Solution: Level Customer Awareness

You can find a great resource for finding ads on Swiped.co. Just type in ads or ads in the search bar and then take your pick from literally hundreds of ads in their database.

In the meantime, once you find the ad you want to rewrite, ask yourself these questions. “What’s the hook? What’s the solution this ad is addressing? What’s the level of customer awareness they are speaking to? What’s the open-loop? And what’s the CTA?”

Read very carefully and change up all of these factors into something totally different, and because ads take longer to write than just headlines, so give them a day. 

Check Your Email Daily

Well, we all check our emails daily, sometimes multiple times. Instead of mindlessly scrolling through, turn it into a copywriting exercise. Notice which emails grab your attention and make you click. This exercise is particularly helpful for personal or non-business emails. 

Simply analyse what hooks you in the subject lines and ask why. By doing this regularly, you’ll naturally improve your own copywriting skills. Save your favourite emails in a folder for inspiration when crafting your own messages.

Learn Everyday for 30 Minutes

Make reading books your strong habit. Also, you can study free guides like this or maybe listening to a podcast, or taking or retaking a course, carving out just 30 minutes from your day and dedicating it to learning something new. It is one of the best ways to stay relevant in your writing, freshen up your skills, keep your mind active, and gain a brand new perspective.

You should learn something new about copywriting every single day. Agreed?

The whole purpose is to find what works for you. Figure out how you learn best and then make it a point to dedicate time to expanding your mind just a little bit every single day.

Will AI ever replace copywriting? Hmmm… It’s a million dollar question. Maybe more than that. Let’s draw a realistic picture. Indeed, it’s a valid question and while there are huge advancements being made in the areas of machine learning and artificial intelligence.

Well, it’s a bold statement but we truly believe that automated copywriting will never completely replace real copywriting skills by a real human. 

The question is why?

One of the secrets behind great copywriting is empathy, truly being able to relate and resonate with your readers and customers. The truth is emotions govern a great part of our intelligence.

In a neuro study, they proved that emotional intelligence and cognitive intelligence actually share many of the same neural systems for integrating processes and making decisions. The point is, we are human and we need an emotional connection period.

It is possible to emulate empathy with AI, but we don’t think robots will ever completely replace real human interaction. We mean you wouldn’t marry a robot would you?

So rather than see this emerging technology as a threat to not get started at all, instead think smartly  about how AI can support you on your copywriting journey. AI will continue to play a bigger role in certain aspects of copywriting, like mass template creation and fast real time content generation.

Still after the boom of AI, Copywriting continues to be one of the highest paid and most highly sought after freelancing jobs in the world today. Most people know what copywriting is and how it works, but not enough people realise just how much good copywriting positively impacts a business.

It is copywriting that massively impacts business revenue and that’s because copywriters are not just filling in the blanks or copy and pasts. The best copywriters in the world are also great marketers, strategic thinkers and powerful communicators. They understand that copywriting is a science of connection and conversion, they relate and tell stories. They are passionate about creating community and credibility with powerful and precise wording.

Here are five reasons why we believe copywriting is the most important part of any business and will never be fully replaced by AI.

Without Copywriting You Don’t Have a Brand

A brand gives your company and product meaning in the minds of your customers, it defines your mission, your personality and more importantly, your voice and story. If your brand doesn’t have any of those things in the 21st century, you don’t really have a brand at all. Still, many businesses make the mistake of jumping straight from product to market with just a name, a price tag and packaging, and they wonder why they don’t get the attention they want.

Moreover, creating a strong brand voice involves clearly and creatively communicating what is unique about your business, what it stands for, and what stories it needs to tell to engage and resonate with its audience. Exactly, that is where copywriting comes in. Every single element of a marketing strategy, from social media, to ads, to the website itself, cannot work straight line without a strong and a clear brand voice. Which is why it’s the job of a copywriter, not some automated AI software.

Taking the time to craft the right message will result in more customer loyalty and brand recognition down the line, especially if you’re a new business trying to stand out in today’s overcrowded market.

Without Copywriting Design Doesn’t Matter

Another mistake most businesses make over and over again, is to put design ahead of copy. Copywriters are creative and strategic, and we need to be able to communicate with the right language without being boxed in by an already designed web page.  Yes, here don’t get it wrong, we believe that great design is a crucial element of any website, ad or sales page. But in most cases, great design will only work with great copy. Your sales page is way more likely to convert with great copy and crappy design, versus great design but bad copy.

If you try to rush your website without putting a copy first, you will massively hurt your long-term conversions and ultimately end up having to redo your entire website and that is a lot of money wasted.

The fact is that copywriting is a thoughtful and strategic process, not machine generated, to fill in the blank content.

Without Copywriting your SEO is Pointless

SEO can certainly enhance your website’s visibility in Google searches, but retaining and converting prospects requires more than just optimised content. Google’s algorithm has evolved significantly over the past decade, favouring websites with high-quality, engaging content that doesn’t read like it was generated by a machine. Today, the key to survival online lies in captivating your audience and motivating them to take action. 

Whether it’s keeping them engaged with your articles, guiding them to explore more of your site, or encouraging them to sign up or make a purchase, effective copywriting is essential.

To truly connect with your audience and compel them to act, your content must be relevant, engaging, and tailored to their level of awareness. By understanding their needs and crafting compelling messages that resonate with them, you can foster deeper engagement and drive conversions.

Without Copywriting You Don’t have a Content Strategy

If you haven’t integrated content into your marketing strategy yet, it’s time to catch up with the times. A survey reveals that 90% of businesses utilise content marketing to promote their brand, and the best part? It costs over 60% less than other marketing methods.

However, jumping into content marketing isn’t as straightforward as outsourcing your content creation or relying solely on AI-generated material. Success hinges on consistently delivering high-quality content that resonates with your brand and your audience. Even if you have a team of skilled content creators ready to share your story and brainstorm innovative ideas, it’s essential to establish a clear voice and vision at the top level. This requires someone who understands the significance of a compelling brand voice—a copywriter.

Whether you’re spreading your message through blogs, videos, or social media, content marketing and copywriting must collaborate seamlessly to steer your messaging, engagement, and conversions in the right direction.

Without Copywriting You’ll Lose Sales

For companies depending on a sales team to engage with prospects who sign up on their website, common in B2B enterprises and rapid services. The number of prospects acquired ultimately hinges on the quality of the copy on their landing page.

Yes, the sales team is obviously a critical part of the organisation, but while they work on closing new prospects, the copywriter is actually in charge of inviting them to the party. It’s that top of the funnel that a lot of businesses with a longer sales cycle just completely forget about.

So think about it, if this particular landing page converted at say 20%, that would mean that for every 100 people who visited the page, 20 would sign up for a sales call.

These are the five reasons why we are convinced that copywriting will remain a crucial component of any business, despite advancements in AI and the emergence of new copywriting tools. These are the copywriters who grasp that it’s not about tricky tactics or shady marketing strategies; it’s about crafting an entire integrated sales funnel of copy assets. They prioritise branding and storytelling, crafting copy that not only resonates but also converts.

Don’t forget to blossom!