Why is copywriting important?
Imagine your website getting organic traffic while you sleep.
With expertly crafted SEO strategies and a user-friendly design, your Squarespace website can work tirelessly to attract visitors and showcase your brand, even when you're not actively promoting it.
So, how does that work?
First rule of copywriting. Write great content.
Essentially, write great blog posts.
Write posts that inform, entertain, and solve problems for your reader.
And use a good strategy…
… by incorporating relevant keywords, optimising meta tags, and creating valuable content.
A solid copywriting strategy helps your website rank higher in search engine results.
And that, in turn, helps to drive continuous traffic and potential leads.
Let your online presence work for you 24/7, establishing a strong digital footprint that resonates with your target audience and reinforces your credibility in the competitive online landscape.
And you’ll get more time to relax with the people you love.
A (very) short history of copywriting
Believe it or not, copywriting goes right back to Roman times.
That’s when advertising first emerged as a form of communication.
Inscriptions on walls and monuments were used to promote products and events, laying the foundation for written advertising.
As the printing press was invented in the 15th century, the demand for written content grew, leading to the rise of advertising agencies in the 19th century.
Copywriting evolved alongside other media, such as newspapers, radio, television, and eventually the internet, becoming a vital aspect of marketing and communication strategies worldwide.
Today, copywriting remains a fundamental tool for businesses.
It’s writing that helps you connect with your target audience and get your brand messaging across effectively.
What makes copywriting different from other writing?
Copywriting is a form of writing that focuses on creating persuasive and compelling content .
Copywriting is any form of writing used for advertising, marketing, and promotional purposes.
Unlike other forms of writing that aim to entertain or inform only - copywriting is specifically designed to drive action.
This means you want to elicit a response from your reader.
How to write good copy
It requires a deep understanding of
your target audience,
the product or service being promoted,
and the intended message that needs to be communicated effectively.
Good copywriting is concise, clear, and strategically crafted so that it influences the reader's decision-making process.
Remember:
Your product or service is something people want.
Copywriting is simply letting them know about it.
It is a blend of art and science, combining creativity with data-driven insights to produce impactful content.
When you approach copywriting with a heart — it resonates with your reader.
And achieves the desired outcome.
5 main techniques of copywriting are:
Emotional Appeal: Evoke emotions to connect with your reader. Let them imagine how good it will feel when their problem is solved. Like in the first line of this article: Imagine your website getting organic traffic while you sleep.
Clarity and Simplicity: Write clear and straightforward copy that’s easy to understand for your target audience.
Unique Selling Proposition (USP): Highlight the unique benefits and value that a product or service offers compared to competitors. Something simple like: Asking for help to develop a content and copywriting strategy is a great idea for non-writers.
Call-to-Action (CTA): Include a compelling CTA to prompt the audience to take a specific action, such as making a purchase or signing up.
Storytelling: Engaging the audience through using narrative structure if you can. This can include anecdotes that resonate with them on a deeper level. Like the time when I wrote a campaign for a charity that helped thousands of young people get support during the recent and ongoing cost of living crisis..
