If you have an eCommerce you will know how important it is to have varied products so that your customers are interested in them and buy from you. But do you really think that anyone can write a few words and have it work? Copywriting is not putting words together to make a text look pretty, but it goes much further.
Sales, psychology and other sciences come into play in copywriting. Do you want to know more? I'll explain it to you personally.
What is copywriting
The concept of copywriting is quite simple to understand, but at the same time complex. It is a ability to write texts related to a brand. The objective is not to make that brand known, but to impact its target audience and get them to take an action that is established in advance.
To give you a better idea. In your eCommerce you have just uploaded a product that, due to the benefits you obtain from its sale, you want to sell a lot. That is, more people hit the buy button.
A copywriting would be based on create a text whose sole purpose is to convince the public to buy. It could be because of the price, because of what they get, because of the need for that product. Or for everything, but the text must be focused on overcoming all the objections that your audience may have so that, when they finish reading it, they hit the buy button.
And, believe me, that's not easy.
Why it is important to hire an advertising writer, or copywriter, for your eCommerce
Let's focus now on your business and copywriting. You know what it means. But sometimes, the fact of paying someone to write, when you think that writing is done by anyone, is difficult, right? How are you going to pay someone who writes you four things that you could also have thought?
Children start writing at 3 years old. That is why it is thought that it is not that difficult to do. But it's not true. Because in advertising writing you need to know about sales, persuasion, empathy, psychology, anticipation and some other keys.
What good are they?
- You do not sell products or services to your customers. You sell solutions to their problems. What's more, I can go further. You also don't sell solutions, but rather a state of mind that they desperately seek. I'll give you an example: You don't sell a bracket to hang a television, you sell the fun of watching TV and enjoying that soccer game safely.
- Customers are not stupid. And that is why the texts must speak to them, but be realistic. It's okay to say that your product or service is the best, but that only makes them think that there is something hidden, something that you don't tell them.
- Furthermore, related to the above, Now customers are more selective. There are so many selling to them day after day, that they are now calmer about making decisions. And that makes it harder to sell to them.
All of these are barriers that you have to overcome. And that's what copywriting is for.
Imagine that you decide invest in your eCommerce and in an advertising copywriter. Do you know what you are going to get?
- Effectiveness. Because the texts created will be personalized for your brand and your target audience. Those texts are how your brand communicates with them, and no two are the same. Writing a text can be done by anyone, yes. Writing an effective text no.
- Emotion. Maybe you've seen it in more than one publication and training, but just in case, do you know that 80% of purchasing decisions are made with the heart (or emotions) rather than reason (the brain)? Well yes. So the texts have to move. They cannot be flat, boring, simply informative…
- Empathy. And related to the above, you have to connect with those people. At the same time as transmitting the brand's values and its form of communication, you also have to connect with customers. For example, if you sell products for newborn babies, you have to know how a mother feels about her baby that makes her look for those products to talk to her about what she will get with yours.
- Attraction and retention. That they feel attracted to your brand, that when they need something you go to that page before any other to see if it has what they want. And, of course, repeat.
All of this can be achieved with good copywriting. Of course, it is not overnight.
How to write an advertising text
When a copywriter is faced with a “blank piece of paper” to write persuasive or advertising copy for a client, the steps followed are as follows:
Research
First of all is know the brand and the product or service. There is no point in writing a text if the professional does not put himself in the shoes, first, of the business, and second, of the target audience he has.
That is, imagine that your eCommerce is clothing. The editor must know the brand, why it was created, how, when, what type of products it sells and what the target audience is (and no, an eCommerce does not sell to everyone).
Meta
Once you have all that information and process it, the next thing you focus on is the target audience: who he is, what he is like, what objections he has, what he is looking for, what prevents him from buying...
In other words, you get under the skin of that client to find out how they think. Only then can you connect with him and get him to do what you want.
Newsroom
After the research and analysis phase, the last phase would be the writing phase, where the advertising text is prepared (normally several versions). This is characterized because it does not sell, at least not directly. Furthermore, it appeals to the irrational, to the heart and not to the mind.
For that, Different techniques and strategies are used that will depend on the length of the text and the objective to use one or the other.
I could tell you a lot more about copywriting and the true value of it. But perhaps I would overwhelm you with so much. However, do you understand now why it is so important for your businesses on the Internet and even offline?