THE POWER OF WORDS; INTRODUCTION TO COPYWRITING

WHAT IS COPYWRITING?

Copywriting is the act or a process of writing compelling text for the purpose of advertising or other forms of marketing. The aim of copywriting is sell products to prospective client or costumer. 

Copywriting can serve as an occupation that an individual does to earn a living. You get that?

You can comfortably earn a living from copywriting if you take it serious.

In fact to some people, copywriting is their career.

So you ought to take it serious.

Don't be confused.

There is a difference between content writing and copywriting.

DIFFERENCE BETWEEN CONTENT WRITING AND COPYWRITING

The purpose of content writing is to inform, educate, or entertain your target audience. It is the slower approach, gaining the trust of your target audience to keep them coming back for more.

In contrast, while copywriting can be informative, educational, and entertaining, its true purpose is to serve as a persuasive and promotional mechanism, incorporating a strong push or call to action, and eliciting a response now vs. later.

HISTORY AND EVOLUTION OF COPYWRITING

The first evidence of copywriting dates back to Babylonian times in about 1477 where persuasive language was used to promote the sale of a prayer book. A body of Greek teachers then developed methods of sending pervasive messages, and this is when persuasion first came to be in the form of writing.

John Emory Powers is still regarded as the first copywriter in history, the father of modern advertising. Around 1870, he began his career in advertising, initially working for American department store chains, and later he established himself as a freelance copywriter.

IMPORTANCE OF COPYWRITING

Every field of study must have essential benefits it provides for humankind. On this wise, copywriting has the following importance.

 1. Copywriting helps an individual to build a unique brand and facilitate brand awareness

2. It targeta the right audience while  nurturing customer relationships

3. It facilitates the creation of relatable, informative, and educational content

4. It increases conversion rates

5. It saves you time so you can focus on the things that you do best

6. It increases organic traffic to your website. 

7. Copywriting also helps to create career concept.

8. It helps to increase and promote your sales.

ELEMENTS OF EFFECTIVE COPYWRITING

Hee we will look at those  things that give essence to copywriting.

Below are the elements of copywriting.

1.Understanding your target audience

2.Crafting a strong headline

3. Communicating the benefits

4. Creating a sense of urgency

5. Using clear and concise language

6. Using storytelling elements

7. Including a call to action

8. Using social proof

9. Editing and proofreading

10. Using persuasive language

11. Being authentic and transparent

12. Focus on the benefits of your product/service

We will discuss or enunciate on these elements in our subsequent classes.

TECHNIQUES AND STRATEGIES IN COPYWRITING

Every field of study has basic techniques you apply to really serve you well.

Below are the four fundamental techniques you can apply when engaged in copywriting.

1. When engaging in copywriting emphasize benefits, not features

2. Make sure you target the emotions of your prospects not belief.

3. Customer-focused copy. You content must be customer centered

4. Create belonging. Let your customer have a sense of belonging and feel comfortable.

ETHICAL/UNETHICAL COPYWRITING

What is ethical copywriting?

Ethical copywriting is copy that is honest, none manipulating, transparent, compassionate, clear, and rooted in human experiences.

Any ethical copywriting will not sound Ponzi like. It rather focuses on satisfying the customer. It must be a supportive copy.

On the other hand, unethical copywriting is one that is not honest, full of manipulation. Such copies aim at frustrating a client.

Most of the investment platforms that will ask you to invest 50k to earn 100k are good examples of manipulative copywriting. 

Such copies can come in form of emails, newsletters etc. You should be careful. 

THE IMPACTS OF COPYWRITING ON CONSUMER BEHAVIOUR

Consumer psychology is a field of study that explores how individuals make purchasing decisions and what motivates them to buy products or services. Copywriting, on the other hand, is the art of creating written content that persuades people to take a particular action, such as making a purchase. As a copywriter, it's important to understand the psychology behind consumer behavior to create effective and compelling copy.

One of the key elements of consumer psychology is understanding the various stages that consumers go through when making a purchasing decision. These stages include 

1. awareness,

2. consideration, 

3 decision-making. 

By understanding these stages, copywriters can create copy that speaks to consumers at each step of the process.

In the awareness stage, consumers are becoming aware of a problem or need that they have. This is an opportunity for copywriters to create content that highlights the pain points of the consumer and how a particular product or service can solve their problem. By creating copy that resonates with consumers at this stage, copywriters can capture their attention and draw them in.

The consideration stage is when consumers are actively researching and considering their options. This is the stage where copywriters can provide valuable information about the product or service, its features and benefits, and how it compares to other options on the market. By providing this information, copywriters can help consumers make an informed decision.

Finally, in the *decision-making* stage, consumers are ready to make a purchase. At this stage, copywriters can create copy that highlights the urgency and value of the product or service, such as limited-time offers or exclusive deals. By creating copy that appeals to consumers' emotions and sense of urgency, copywriters can encourage them to take action and make a purchase.

WHO IS A COPYWRITER?

Copywriters are professional writers who are responsible for writing promotional materials like landing pages, emails, promotional ads, and websites, which must be compelling and effective to reach the intended audience.

A copywriter is someone who writes with the intent of educating, persuading or influencing their audience, often with the goal of selling a product or service. Copywriters have an understanding of their audience and know how to sway decision-making with words and suggestions.

You work as a copywriter is to educate, and persuade your client to take a rapid decision to buy your products. 

As a copywriter, you can write landing pages, emails, promotional ads, and websites, ebooks on any subject matter of your choice.

The sole aim is to write persuasively to convince your audience.

RESPONSIBILITIES OF A COPYWRITER

Responsibilities · 

1. Write compelling content for print

2. Web design

3. Product packaging, 

4. Advertising

5. Marketing materials · 6.Produce well-written content that is SEO ...

7. Creating engaging, persuasive, and concise copy for various advertising platforms. 

8. Proofreading people's work.

CHALLENGES FACED BY COPYWRITERS

Frustrating Challenges for Copywriters

1) Issues with clients. If you can't satisfy your client you're bound to have issue or sometimes your clients may have misunderstanding

2) Not getting paid by the client after completing his work

3) High level of competition in the copywrite market

4) Creative differences. 

5) Technical copywriting challenges

6) Lack of time management by the copywriter

7) Lack of clarity

8) Lack of feedback and revisions

9) Plagiarism and copyright

10) Lack of fresh content

11) lack of proofreading

12) Limited Access to Research Materials and Information

To overcome these challenges, a copywriter must guide against all these listed limitations.

COPYWRITING IN DIFFERENT INDUSTRIES

Writing copy isn’t limited to just the written word either. When you hear an ad on the radio or watch a commercial on TV, a copywriter wrote that.

The demand for quality copywriting is almost endless: billboards, brochures, catalogs, emails, flyers, jingle lyrics, scripts for inbound phone calls, business to Business, Copywritiing, Brand Copywriting, Content Marketing, Content writing takes many forms: a blog post, infographics, webinars, social media posts, and more. Email Copywriting

Email copywriting is a specialized kind of direct response copywriting. It 

Public Relations, Copywriting, SEO Copywriting

SKILLS AND QUALIFICATIONS of a COPYWRITER

A copywriter must have the following skills 

✓Self-motivation. The vast majority of copywriters work from home and set their own schedules.

✓Audience Understanding

✓Creative Thinking

✓Attention to Detail.

✓Marketing Knowledge

✓Research Skills

✓Ability to Incorporate ✓Feedback

✓Passion.

✓SEO Knowledge

SEO stands for search engine optimization which is critical for blog writing

✓Writing Skills

✓Last, but certainly not least, you need great persuasive ✓Writing skills.

✓General understanding of copywriting basics.

✓Knowledge of online content strategy and creation.

✓Awareness of online content and various marketing strategies.

✓Experience with search engine optimization (SEO)

✓Ability in writing, reading, editing, and proofreading.

✓Making research.

✓Ability to Problem-solving.

As a potential copywriter you need to have at least 10 of these listed skills to be effectively carry out your work well.

BUILDING COSTUMER RELATIONSHIP ON COPYWRITING

To build a costumer relationship, you should do the following.

✓Create A Line of Communication

✓Establish Trust And Respect

✓Increased Job Satisfaction

✓More Opportunities To Work

✓Listen To Their Needs And Goals

✓Be Receptive To Feedback

✓Give Time To Adjust To Changes

✓Stay Flexible and Adaptable

✓Show Respect For Their Ideas

✓Provide Timely Responses To Inquiries

✓Be Transparent with Communication

REGULATORY MEASURES IN COPYWRITING

Copywriters in Nigeria are expected to adhere to a set of ethical guidelines to maintain professionalism and integrity.

These guidelines include:

Honesty and transparency: Copywriters should ensure that their advertising messages are honest, transparent, and do not mislead consumers.

Respect for cultural sensitivity: Copywriters should be mindful of cultural sensitivities and avoid using offensive or discriminatory material in their ads.

Respect for intellectual property: Copywriters should respect copyright laws and obtain necessary permissions when using pre-existing material in their ads.

Confidentiality: Copywriters must maintain confidentiality and not disclose any confidential information obtained during the course of their work.