Copywriting is an essential element to effective online marketing. The content you produce should be delivered so that it meets your business goals. This content should reflect the vision developed in your content strategy.
Writing may seem simple and many companies fall into the trap of thinking that anyone can do it. But writing effective copy for online marketing is both an art and a science. Copywriters not only have the ability to write beautiful, flowing content but they also know why and how it needs to follow certain rules and conventions.
This is the most simplistic approach to writing content but can still be very effective. There is no excitement, no wow to the content. The content simply introduces the product or service and its facts and benefits.
Plain copy should be used when you have a simple product or service that doesn’t require much explanation. You present potential customers with the information they need to make an informed buying decision.
In this approach you tell the reader a story where your product or service is the resolution to the story. In the storytelling approach you evoke reader emotion by telling them about challenges that have been overcome by using your product or service.
Storytelling copy should be used when your product or service can evoke that emotional response or feeling of “I need that”. This approach is particularly useful in landing pages or videos.
This approach is a conversation between the writer and the potential customer. This type of copy is the same as if a salesperson tried to sell the product for you – think of your website as another salesperson always working for you.
Using conversational copy can be very effective if written well. This should be used for products or services that you can promote by saying “I know how you feel but that all changed when I found this product/service”.
This approach often starts with words like “imagine” or “pretend”. With this type of copy you’re asking readers to imagine your product or service and how it could solve a problem or provide value to them.
Asking potential customers to imagine your product or service in their life can be very effective. People are more likely to use your product or service if they can imagine it solving their problem or providing them with a benefit.
The long copy approach is exactly that, long. This approach provides a large amount of facts and benefits of a product or service.
Long copy is best used when you’re talking about a complex product or service. This product or service may have need a long description or have many benefits.
