Ads writing or copywriting:
Copywriting is known as the science or art of writing product description, different ads and promotional content for online stores, in order to encourage clients and users to take the decision to purchase products or services, look for more details about the company, and contact it.
In addition, copywriting aims to achieve high sales rate and indirect targets such as education or entertainment and raise brand awareness.
Steps to create a good sales copy:
In order to ensure that you provide competitive advertising content, you must follow a set of steps to achieve this:
Know the audience:
It is necessary to know the nature of the audience and the way they think, by creating or drawing a fictional character for the ideal customer that you want to target, including age, location, job title, and general information about his income.
After knowing and identifying your client, ask yourself these questions:
- To whom are you selling now?
- To whom do you want to sell?
- What do your existing customers prefer?
- What difficulties do your customers encounter, and how do you provide them with solutions?
Good and appropriate writing:
The writing style is an important element and it is more than just choosing correct words, it is important to pay attention to the tone of the writing, meaning the general context for drafting the content so that you can tell potential clients if you are fun, professional, serious, etc.
Emphasize showing the unique value you have:
Your sales copy must be different from other competitors, and therefore you need to display your unique value, with the need to focus on the specific audience that is right for you and who really interests you without striving to appear perfect in front of everyone.
Using sales copy to address problems:
Although the beauty of your product or service attracts customers, their main demand remains to find solutions to the problems that represent the main focus of your advertising copy.
For example, when people think of using the main search tool, they want to find more traffic and this is the problem that they are trying to solve.
Make use of social evidence:
Social proof is considered an effective marketing principle, as we trust the experiences of users, such as celebrities or friends, more than we trust information from the brand.
Social proof can be used in copywriting in two ways:
- Use Social proof to inspire your copywriting.
- Include social proof close to your sales copy.
Getting rid of additions and avoid stacking the content:
When writing sales copy, each word should serve an educational purpose or provide some benefit, and there is a group of words that should be avoided in writing the sales copy:
(Which, could, with a purpose, is abstract, and therefore, maybe …) However, sometimes you may have to use these words to make your sales copy readable.
Test regularly and frequently:
The reactions of potential customers are part of the writing process, so you need to perform an A / B test for your sales copy, which is, measuring the change resulting from modifying the variable A and convert it to a variable B.
For example if you own a technological device sale website with an interface that starts with a landing page to convince the visitor to register on your own site to get the discounts and offers.
Moreover, the registration button is at the bottom of your site and among the suggestions was to change the sentence written on the button from (join now) to (subscribe now) in this case you will easily know which is better.
The pillars that copywriting depends on:
Copywriting is based on two main pillars:
Understanding the product:
The process of understanding the service or product is the most important thing that you may offer to customers and users, so the advertising writer must study his product carefully.
In order to be able to know all the mysteries associated with the product by discussing the owner of the product to understand its nature with some questions such as:
- How to describe the product.
- The most distinctive feature of the product.
- The most important feature that the product offers to the customers.
Understanding the client:
It is illogical to write your sales copy for a product without the knowing and understanding the target audience or customers, to be able to reach the needs and requirements of the customer and thus achieve the goal for which it was written.
You can know your audience in many ways, including:
- Social media platforms.
- Personal interviews with the audience.
It is also necessary to put yourself in the shoes of the customers so that you can imagine and understand how they think about your sales copy and your product.
The skills you need to get into the business of copywriting:
Copywriting requires you to formulate a lot of readable content on all digital platforms, which is why you must learn the grammar of the language you are using, without making spelling mistakes and write punctuation correctly.
Conversational writing, or what is called dialogue writing:
Clients complain about dry or petrified ads, and they always prefer that you address them and interact with them in the form of the advertisement directly because it makes them feel friendly and positive.
Be a listener:
It is imperative that you listen carefully to know what they like about your products and what they want.
If you think about the way customers think and understand their needs and requirements, you will succeed in convincing them of your products and earn their sympathy, especially if you write an advertisement that addresses them and resembles their reality.
Letting go of the idea of perfection:
It is wrong for the copywriter to think that he will reach the perfect and complete picture of the content he provides because in this way he will remain dissatisfied with what he offers and will constantly edit his work.
The copywriter must master the skill of searching for information and be familiar with the basics of research and the use of various keywords in order to obtain the full information he wants.
Writing accurate and strong sales copy is the key to a successful and distinct digital marketing strategy, as the content will help your target audience to understand your products and services and thus the marketing and selling process becomes easier.