Copywriting describes the authoring of advertisement texts with the goal of presenting a product in such a way as to motivate potential customers to buy the product or service.
The goal behind every good advertising text is to generate excitement, create interest, awaken desires and initiate an action. A product is supposed to be sold, a newsletter subscribed to, a brand recognized, or a new contact established in social networks. Copywriting uses psychological insights to type – appropriately appeal to and influence a target audience.
In online marketing, copywriting is part of content marketing and is often used as a synonym for content creation.
Besides the goal of persuasive communication, copywriting for websites like blogs, corporate identity or social media sites also has the goal of increasing search engine rankings. In the process of copywriting for search engine optimization (SEO), relevant keywords and headings are integrated into the text according to the rules of SEO. Through this, certain pages are supposed to be found by Google and others.
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Even if this very text is not an advertising copy, but a glossary article, its title, “Copywriting – Short Explanation”, is an example of professional copywriting. First of all, the defining word for this text – “copywriting” – is included. Furthermore, this word also appears as close to the beginning of the text as possible and is like this almost next to the title. All of this is relevant because advertising copy generally attempts to be search engine optimized. To be recognized as relevant, the keywords have to appear in the title, just like in this text. Secondly, the title creates interest for the readers. This is part of the AIDA formula, according to which copy is structured in the advertising field:
A for attention
I for interest
D for desire
A for action
If the title has succeeded in attracting attention, the second important task is to awaken the readers’ interest. Online there’s always the threat of a quick jump to another website, or a page being skipped in print material. Boredom cannot be allowed to ensue. The potential customer is supposed to be captivated by language that creates images in the mind and by an appealing choice of words that provokes emotion. If the text succeeds in presenting itself so that readers want to find out more, then the copywriter has successfully mastered the AIDA formula’s second step.
Every copywriter is faced with creating desire for a certain product. If the producer has a unique selling proposition (USP) for an item, then the copywriter will attempt to distinctively highlight it. Toilet paper for example is found in almost every household, but perhaps the consumers weren’t aware that they absolutely wanted scented or patterned paper until reading an advertisement about it. Not just the product is being sold, but also a lifestyle. A scented, colorful hygiene article conveys the feeling to the consumers that they are always living life to the fullest, even though they are actually just in their bathroom.
The success of copywriting is seen in the action of the consumers. In the end, only when a product is purchased or a newsletter subscribed to was the copywriter’s work successful. To provoke immediate action by the customers, it is often suggested, for example, that the product is in short supply, is only priced low right now, or that it creates a particular image.
Research comes before the writing of effective advertising copy. Copywriters thoroughly acquaint themselves with the product to be sold and inform themselves about the target audience for whom the product was created. The goal is to find the product’s USP. Subsequently, the copywriter dives into the living environment of the potential customers, to determine how to address them on an emotional level. Copywriting draws on psychological insights in its attempt to influence an audience.