Do you know what copy is in digital marketing? This is a very comprehensive field and has different techniques, depending on the objectives and stages of interaction with the public. Therefore, it is important to know how to prepare communication — such as copy — to stand out on the internet.
With the appropriate approach , you can delight your reader and make them progress on the journey to purchasing your product or infoproduct. As a result, it is possible to increase sales and strengthen relationships with the audience.
Do you want to understand what copy is and how to explore this technique? Continue reading to check it out!
What is copywriting?
Copywriting — or simply copy — is a content production strategy that is part of digital marketing. Its purpose is to persuade the reader to take a certain action, leading that person through the sales funnel .
To achieve the objective, the copywriter, that is, the professional who prepares the text, uses techniques such as mental triggers. These are psychological stimuli that influence human behavior, triggering automatic and emotional reactions.
This content can be distributed through various means, such as websites, social media pages and email. Therefore, it is necessary to adjust the tone and way of communicating according to the selected vehicle, the objective of the copy and the characteristics of the audience.
How important is copy in a business’s marketing strategy?
As we learned, copywriting has the potential to encourage the reader to take action. The objective may be, for example, to purchase a product or subscribe to a service.
Thus, the strategy helps to get closer to the consumer, by understanding their pain points and offering efficient solutions — without using the invasive tone, common in advertisements. With this, the practice is able to effectively communicate the brand’s message, offering content that not only sells a product, but also informs.
Furthermore, when using copy, you arouse interest and lead the reader towards the desired behavior. To this end, the text uses language capable of establishing an emotional connection and generating the expected impact.
How to produce copy that converts?
Now that you understand what copy is in digital marketing, it’s time to learn how to apply this technique and create content that converts. Follow along!
Know your persona
Knowing the persona is fundamental for any digital marketing technique. It is a semi-fictional representation of the ideal customer, based on real data. Among the characteristics considered are demographic, behavioral and psychological aspects.
With this information, the creation of the persona will support your decisions in communication and design, for example. This way, it is possible to direct the message more appropriately, generating an approximation to the specific needs of the audience you intend to reach.
Keep in mind that content with the correct targeting is more likely to obtain greater engagement and conversions. Therefore, the strategy contributes to increasing sales.
Create relevant content
The content offered must be relevant to your persona. In this sense, remember not to focus on the nature of the advertisement, but on offering value to your reader.
Therefore, aware of who your ideal client is, you must dedicate yourself to understanding their main doubts, difficulties, desires and reservations. From this data, it will be possible to offer answers and solutions using copy techniques.
Content must be well written, with clear and organized ideas. It is also essential to ensure compliance with grammatical rules. The tone of the text can be more formal or informal, depending on the persona and their area of activity.
The material can also be enriched with images, infographics, videos and other resources that make sense for the communication channel used. But value moderation to prevent the content from becoming polluted and difficult to consume, right?
Finally, know that you must find the keywords that are part of the persona’s searches, using them as a reference for your production. They help direct search engines so that texts are presented to your audience.
Offer a demonstration of your product or infoproduct
When the copy is directed to an infoproduct , a strategy that can have good results is to offer a demonstration of the material. For example, if it is an e-book, you can make an excerpt of the content available for free that speaks to the topic covered and helps the reader.
Another possibility is to provide a free trial for a limited period. However, for this technique to be effective, the demonstration must help the reader with their difficulties — after all, it is not interesting to provide content that will only have some value to the audience after purchase.
The purpose of this strategy is to show the quality of your product or infoproduct, awakening the user’s desire to consume more than what was offered. This way, there will be a perception of how much they can benefit if they have all the material available, and this consumer’s chances of closing the purchase will increase.
Understand the persona’s objections
Understanding your persona encompasses the objections they have. Understanding the potential customer’s doubts and barriers to making a purchase allows you to anticipate expected solutions. Thus, the copywriter can eliminate potential obstacles that would impede progress in the decision process.
Showing empathy in the face of these difficulties strengthens trust, reduces uncertainty and helps make the message more convincing. In this context, copywriting highlights the benefits and provides arguments that respond to the persona’s concerns.
Use efficient CTAs
Finally, a fundamental technique for copy that converts is to have efficient CTAs . This is the acronym for call to action — CTAs are commands that invite the reader to take the desired action in the content.
Some examples of CTAs are:
- “download the content”;
- “subscribe to the channel”;
- “purchase the complete content”, among others.
Calls to action should be located at strategic points in the text, especially after the conclusion. This way, you offer a direct request for the action you want the reader to take.