The Ultimate Guide To Copywriting In 2021: A Brand Story That Sells

The creative team at Propel Guru is in real chaos today! They’ve got a new client for copywriting, and the team is all set to shoot up with a captivating brand story. While having talks over beer, chit chats over coffee, they are planning a full-proof copywriting strategy to launch the newly made Fruit Jam for one of their clients. There’s just one week left for the launch of Fruit Jam in the market, and things are full of excitement. This is how the agency-client relationship works, the content marketing agency proposes (an idea), the client disposes of the idea. 

After hours and days of hustle, both parties slowly arrive at what they are looking for. A senior copywriter at the agency admits that people eat with their eyes. The eyes are followed by emotions, which is why brands tend to rely on premium quality images and designs to sell.

So here it is; while words can be tricky to get right, copywriting seems just as crucial if viewed from the marketing context. A good piece of copy can trigger both an emotional response and a physical craving. 

Writing copy is the practice of utilizing any piece of content that implies the art and science of using words in a copy; it should be a promotional emoji to sell products. So, there’s a lot of buzz around the word Copywriting! Is it in any way different from Content writing? 

Long story short: Yes, it is. How? 

Copywriting is basically the content that is aimed directly at making sales, whereas content writing can have many goals other than just making sales, brand awareness, lead generation, educating, amusing and increasing online presence are to name a few. Copywriting is to the point, without any fluff, focuses more on the benefits and the next action users should take. 

According to the creative team, in making the brand debut a super hit, it is the copy that does the heavy lifting. You would never know that amazing features or that killer price unless someone spends some time figuring out what would be the most appealing to you and put it into words. 

So, let’s keep our Fruit jam aside for a moment; let’s see this in a bigger light now. So, where can we find copywriting? 

To be precise, copywriting can be found on 

• Website pages
• Brochures 
• Paid ads 
• Landing pages 
• Product pages

And there are various types of copywriting, and it is as lucrative as it gets. There is not just one strategy that a Copywriter follows, but it widely varies from sales, SEO perspective, website content (blogs, articles, social media), technical, creative (advertising), and PRs. Thoroughly mastering the nuances of multiple niche content will help you better understand what the art of persuasion copywriting actually is.

What Are The Basic Aspects Of The Copywriting Process?

Understanding the nuts and bolts of copywriting is simply beautiful, from watching a billboard on the road that compels you to see more of it to a product that is so nicely described that you are bound to purchase it; everything mentioned here is an example of copywriting. The first and foremost point that comes forward during the whole process of copywriting is understanding the product and the client’s emotions behind it. 

“At 60 miles an hour, the loudest noise in this new Rolls-Royce comes from the electric clock.” Here is a very solid example of what good copywriting fetches the company, a very successful and historical ad campaign of Rolls-Royce drafted by David Ogilvy took him many days to draft and half a dozen of employees to agree upon it. Once the write-up bloomed in newspapers, in 1958, sales of Rolls-Royce rose by 50%, and many companies, including Pierce-Arrow Cars, used somewhat similar quotes.

The crux of this example is simply to state that investing time in using the products or understanding them is worthwhile and helps you to forge a strong connection with them. Apart from that, dismantling the entire product to understand what it offers that is unique and can smash the market once introduced is the key. With every product, there is a target audience in the mind of the creator, that the end goal is to know who is going to consume it in the future; once that is figured out, consider the job done. 

How To Write A Copy That Sells? 

• Be Goal-Oriented 

Get stuck on the idea of making an effective CTA (Call To Action) and then build a strategy of how you can land your whole content on it without imposing your products on the mind of the readers. Be creative with it. The ultimate goal is to get consumers to like the product that you are so passionately introducing; developing a good outline will cultivate interest, and that comes after a lot of research.

• Understand Reader’s Psychology

Reader’s are actually interested in knowing your connection with the product, and introducing them to your sentiments can help them build a better connection. Also, focusing on the target audience, like in our case, we focus on customers who are jam fanatics or have little kids at their place.

• Emphasize The Headline, Make It Compelling

The headline should deliver an 80% idea of what the product will be all about. The headline is where you either make it to retain customers’ interest throughout or break it. Ensure that it is captivating enough.

• Why Is What You Are Selling A Breakthrough?

There’s one feature that can ship the product amongst brimming competition, and here comes your part to highlight it as much as possible to keep the ball rolling. One thing that can entirely change the whole perspective is also making your copy conversational; this makes the role facile for the customers to read the whole paragraph ideally. 

Conclusion

Copywriting drives value to a business immensely and is used for multiple purposes ranging from promotions to entice audiences with the services. In order to make sure that people are actually buying your product, you need to think of a few things. 

• Who you are writing for
•  What are they interested in
• Is your product falling under their budget?
• How does your product benefit them?

Copywriting is catering to the needs of customers and enabling lead generation marketing. And oh! Let’s get back to our fruit jam. As a copywriter, one thing that makes sense is that food brands tend to rely on high-quality imagery and design to sell their products. Something lucrative that invokes the emotion of greed and hunger. Why? Because consumers take their first bite from their eyes. People eat with their eyes, or so the expression goes.

Want to create an out-of-the-box story for your business with compelling content? Join hands with the skilled teams at Propel Guru who will provide you creative content marketing solutions and harness the power of content marketing.