What is copywriting in marketing?
Imagine this...
You learn more about copywriting. It all just clicks for you. You blend copywriting into your social media content, on your website, and in your sales emails. People buy from you. They really see what it is you offer now. Sales come in (even when you sleep). It is a happy time for you and your business. This is the magic of copywriting in marketing!
Sounds like a dream, right? Don't worry, it might just become your reality. Today we are diving into all things copywriting and how you can learn the basics to start using it in your business to sell your products or services! Trust me, you won't want to miss it!
Content writing vs copywriting
While content writing and copywriting are both creative forms of content, they are actually quite different. Some similarities overlap however it is important to recognise the differences to make sure you're getting the most out of your content creation.
So what is that difference?
Content writing is building awareness, it is creating the know, like and trust between yourself and your audience. Content writing will only ask small things from your audience, it will ask for engagement, a follow, or an email - simple things like that. It is the first stage of attracting your target audience to your page and seeing if they will follow what you ask of them.
Copywriting, however, is conversion focussed. The end goal is conversion, to sell, and to profit. This is a much stronger commitment than the ‘building awareness stage’. Copywriting asks for more than just a simple follow; it may ask to book a call, buy, follow a link or download a freebie - it is always asking for more.
So, how about some examples of what you could create!
Whilst there are differences, both content and copywriting work together. In broader terms, it comes down to marketing vs sales (marketing is the content, sales is the copy).
Blending content writing with copywriting
If content writing is your marketing department, copywriting is your sales department. When we blend the two we must think about the call to action, the promotion on your social media and on your website as well.
For example, you may be blogging or writing a social media post to promote, you may be creating a newsletter to ask your audience to buy, or you may be writing a blog for someone to book a call; in all of these instances we can ask ourselves what our CTA’s are and how are we adding copywriting into our language to promote effectively?
Content writing is all about asking simple things of our audiences - alike, share or comment will suffice. However, often we have content writing where we also want to promote, this is where our sales and marketing techniques come in to help us.
Using sales language in content writing is amazing for promotion. So remember, when you are writing content to promote, switch on your copywriting brain at the same time to get the most out of your CTAs and promotion!
How can we learn copywriting?
Like a lot of marketing, it is important to get back to the basics first! On the Content Queen podcast this week we had the amazing Elena on to guide us through the world of copywriting! Fortunately for us, she has a freebie that is available to download, so make sure you check that out here to learn about the science behind copywriting to start you off.
However, if you’re looking for some quick tips on the basics, let’s run through some.
We like to use persuasive principles (stay away from the sleazy way though). We want to talk directly to the reader, so, using words like “you” instead of “your” and not “us” or “we”. You want it to be straightforward.
Utilise formulas like PASO: problem, aggravate, solution and outcome. Talking about the problem and digging deeper, talk about the solution you offer, and then talk about the outcome. You will see this on homepages a lot! It’s a great way to paint a picture for your potential clients as to what their journey with you could be.
You can use these tips in email sequences, social media pages, websites (people relate to the pain before the solution), or anywhere else you see fit. People want the problem solved and this type of writing will show them how YOU can solve it!
The connection between storytelling and copywriting
At Content Queen, we LOVE when people tell their stories because stories (no matter their format) can relate to so many people all at once in different scenarios. Telling stories in copywriting is another way we can relate to our audiences.
However, these stories don’t always have to be factual events that happened in your life, here are some examples of other stories you can use.
Hypothetical stories. We can use this to paint a picture - language like "imagine this" and "what if" creates a story that allows you to put your audience as the hero.
HERO story (remember that a great story follows a pattern). As we mentioned in the previous point, the hero is the audience, they had the challenge to overcome and they meet a guide to show them the path, at the end, they come out prosperous and satisfied. Show them how your business can be that guide
Future pacing (psychology-based). Ask the person to place themselves in a future state where they are happy with their business and the work they’ve done, and tell them how you can help them get there. Make sure to use this language in headlines and within the first few words of a piece of writing.
Remember that copywriting is all about visualization - placing the audience in a space where they can see how and why they would need your help and guidance to get them to where they want to be. If you can help your audience visualise your product/service by standing by their side on the way to success, you’ve done your job.
Copywriting and storytelling: on our website and online platforms
If you want a real-life example of copywriting and storytelling, check out the Content Queen website! We have our story, the HERO story, and the story of people we have worked with all on our homepage/about page.
We find that the about page is one of the most effective places to put your stories, it is the most suitable. Maybe have a look at your own about page and see if you can make any changes to fit your own story in!
On the podcast this week, Elana gave us an amazing Bakery analogy that sums this up beautifully! Imagine you own a bakery where you bake sourdough bread every day. You ut this information n your website and people see that but when they walk past it doesn't really resonate and they never come in. But what about if you had something memorable that you put on your website instead. For example, what if your bakery supplied scones for the Queen’s morning tea one day, people would read this story, walk past your bakery and say to their friend “Omg, did you know this bakery made scones for the Queen?”.
Word of mouth is an amazing thing in the marketing world and stories are huge catalysts for this.
So, if you have a story - tell it! This, whether you think it will or not, will boost your marketing! Just make sure to remember a hok that will bring people in and give them the details they will remember.
Another way to include stories is testimonials, they are your proof that what you can do works. Get your clients to tell a story (slabs of text are okay here). Make sure to ask the right questions (and if you need guidance on this we have a copy in the Content Queen membership) to create the HERO story that people can resonate with.
Final thoughts
So, to summarise, it is important when writing for different scenarios that we understand the difference between content and copywriting.
Content is all about VALUE. Giving your audience the value that they need, the informative and educational type stuff - something they can take away with them
Copy is all about asking for the sale. It's about marketing yourself to make that profit and get those clients.
A blend of these two together along with storytelling is a recipe for success!
If you would like some more guidance on storytelling in your content because you arent sure where to start, check out our Content Queen storytelling freebie here to get you started!
