One of the most modern and at the same time attractive terms in case you have an eCommerce is, without a doubt, that of copywriting. This strange and at the same time striking word encompasses a professional and a technique that seeks to create texts that sell. But what is copywriting and how to use it to generate more sales?
That is what we are going to explain to you next, not only what is copywriting, but also how to use it to get your eCommerce to get more sales of products and / or services that you have for sale. Do you want to know how to do it?
What is copywriting
Copywriting. It is a foreign word, and many think that it means to be a "copy of the writing", but in reality it is not like that. The word is translated as redaction. And actually it refers to the tool (writing) focused on a specific objective, which is to sell. What goals can you achieve with it?
- You can get the attention of users. These texts are not really like the ones you usually see on web pages but, either because of their sound (remember that many times we read by pronouncing the words in our mind), or because of their impact on the sentences, or for other reasons, they make be attractive.
- You can convince users. Because what these texts seek is to connect with users, but at the same time achieve a result, whether they buy a product, leave their email to subscribe ...
- They offer the reality of a product or a service. In this case, it does not go around the bush, it tells you about a problem it has (to connect) and then it gives you the solution to that problem.
In general, copywriting is a new technique in Spain, but very effective. In fact, great personalities have given up on content (for example, in 1996 Bill Gates already claimed that "content is king"). And it is that, although you think that blogs are already out of fashion; or that people no longer read, the truth is that it is not true. But they do not like to read simple and lifeless texts. They want to connect with them, and in an eCommerce, the figure of the copywriter can be what really makes the difference.
Copywriting has always been there
Did you think that this is something that has come out as an invention of someone current? Well it is not true. The reality is that we are talking about a concept that has been with us since 1891; only he was not known by that name. And why 1891? Because it was the year that August Oetker, a pharmacist, developed a baking powder, Backin. This product became such a hit, and it really didn't because the yeast succeeded, but because it included recipes in the packages to give people ideas on how to use that product. And those same recipes were also published in the newspapers.
And for some recipes did it succeed? You are right. Because if we look back at the content, the copywriting that Oetker used was: you have a problem, a product, and a solution with that product. Actually, from that example, there are many more, such as the Michelin guide, or even Netflix.
Where it can be used
If you think that copywriting can only be used in an eCommerce, you are very wrong. The maxim of this technique is to convince users to do something we really want. And that something does not have to be solely and exclusively what they buy, but also other things: that they subscribe, that they share, that they download something ...
Therefore, the channels where you can use it are very varied:
- Social networks. It is the way of reaching out to the public and offering them something that captures their attention. For example, telling stories that are enjoyable to read; connect with users, or attract attention with short and powerful texts.
- ECommerce. For example, on the home page, where short and powerful phrases can impact and at the same time attract users. Also in the product files, making descriptions of them in a more practical way (I have this product that solves this problem you have).
- The "about me" page. In many blogs, whether personal or business, there is always a page telling the story of the person or company. And although it is not one of the most visited, it should not be neglected for that. In fact, if copywriting is used, those who visit it to find out a little more who is behind that page may end up being convinced and giving it a try.
- Landing page. These shuttle pages are very simple, and they usually have one clear goal: to sell. Here a single page is presented to attract the user and that he has all the information in one place. But you cannot saturate it with text, and that it also does not attract. Which is why copywriting works so well on them.
- The blogs. Well yes, even writing an article you can do copywriting. In fact, this text could fit that definition. Because, although we are not selling you anything, we are taking you step by step to something you want to know, to a problem (ignorance) that we solve with the text.
How to use copywriting to generate more sales
And now let's get into what you sure want to know: how to sell more with copywriting. This is really easy to answer, although when it comes to putting it into practice it is much more difficult than you think.
Copywriting can generate reactions from users, but if your web page, product ... does not reach them, no matter how high the quality of those texts, that result will not be achieved. What to do then?
- Bet on investing in advertising. In fact, all companies do it as it is a way for businesses to reach the target audience. And you can use the copywriting itself with short and attractive sentences to achieve that call effect.
- Texts with copywriting on your website. We recommend that you check your website to turn boring texts into copywriting texts. For example, imagine you have a flower shop. And that you report your products. But what if instead it tells the story of a person who was looking for a gift and who had never stopped to think that a flower is not only a joy to behold, but with it he can express emotions?
- E-mail marketing. Email-focused copywriting can help you sell more. If you are one of those who send a newsletter to subscribed users and expect positive reactions and higher sales, these can be achieved if you put a text that makes them want to read more, visit the web or yes, buy the product. And this all starts with a short but shocking affair. For example, and seen on Linkedin: "I sell you to my sister."