Copywriting is a crucial aspect of marketing that can make or break a company’s success. In today’s digital age, with the ever-increasing competition in the market, the importance of great copywriting cannot be overstated. It is no longer enough to just put a product out there and expect it to sell on its own; it requires great copywriting to convince potential customers to take action. If you are able to do that, then you are on your way to success! Marketers know that this kind of job is not only about using the right words. It’s more about connecting with the audience and persuading them to take action.
In this article, we will explore the qualities of great copywriting work every business needs for their campaign.
8 Traits of Great Copywriting
The first quality of great copywriting is clarity. The purpose of copywriting is to convey a message effectively, and the best way to do that is by being clear and concise. Don’t beat around the bush until your focus message gets lost in all the noise.
Great copywriting should be easy to understand and free from any jargon or technical terms that may confuse the reader. Yes, the key is to make it as simple as possible. Remember that if the copy has a clear structure and is organized in a way that makes it easy for the reader to follow, you have a better chance of getting your message across.
Your target audience may disregard your message if it’s not relevant to them. Make it a point to know their interests, so that your team can craft a copy addressing their needs, wants, and pain points. This should be written in a tone that resonates with the target audience too! Stick to your branding, and decide whether that is formal or informal, casual or professional.
The ultimate goal of copywriting is to persuade the reader to take action. Here’s the thing – it’s not always about completing the sale. Some copywriting works are focused on increasing sign-ups for a newsletter or getting more attendees for an important event. Great copywriting should be persuasive, using language that encourages the reader to take action. This can be achieved by highlighting the benefits of the product or service, using social proof, giving your customers a carrot, or creating a sense of urgency.
In order to stand out from the crowd, the copy should be unique and creative, using language that captures the attention of the reader. Good copywriters already know better than to use cliches and tired phrases. They stick to fresh, innovative language that engages the reader.
5. Emotional appeal
Emotions are a powerful motivator, and copywriters should use them to their advantage. By tapping into the reader’s emotions, copywriters can create a connection, and encourage them to take action. Whether it is fear, joy, anger, or sadness, great copywriting should evoke an emotional response from the reader.
Great copywriting should be benefits-focused, not feature-focused. Customers are not interested in the features of a product or service, but rather in how it will benefit them. Address your audience’s “What’s in it for me?” question. Will it make their lives easier, save them time or money, or improve their health or well-being? Focus on that.
Command attention, and you’re off to a great start! People nowadays are always bombarded with information, so it is essential to grab the reader’s attention right from the start. This can be achieved by using a catchy headline, an intriguing opening sentence, or a bold statement. Capture the reader’s attention within the first few seconds, or you risk losing them.
People’s attention spans are getting shorter, and they are more likely to skim-read than read every word. Good copywriters successfully grab your audience’s attention and make it a point to get the message across in as few words as possible. They deliver a clear and concise message, and end with an impactful call-to-action.
Great copywriting positively impacts a campaign’s performance too
Do you need inspiration for great copywriting? Allow us to motivate you, then! Marketing professionals in the tech industry would probably remember the impact of the”Think Different” campaign by Apple in 1997.
This was created by the advertising agency TBWA\Chiat\Day, and its copy was written by Rob Siltanen, who was a creative director at the agency. The campaign was launched after Steve Jobs returned to Apple as CEO and aimed to reposition the company as a leader in innovation and creativity.
It was geared at repositioning the company as a leader in innovation and creativity, so it featured famous people such as Albert Einstein, Martin Luther King Jr., and John Lennon, and highlighted their contributions to society.
The “Think Different” campaign won numerous awards and is still remembered as one of the most iconic and effective marketing campaigns of all time. Take a look at this copy from that campaign:
“Here’s to the crazy ones.
The round pegs in the square holes.
The ones who see things differently.
They’re not fond of rules.
And they have no respect for the status quo.
You can praise them, disagree with them, quote them, disbelieve them, glorify or vilify them.
About the only thing you can’t do is ignore them.
Because they change things.
They invent. They imagine. They heal.
They explore. They create. They inspire.
They push the human race forward.
Maybe they have to be crazy.
How else can you stare at an empty canvas and see a work of art?
Or sit in silence and hear a song that’s never been written?
Or gaze at a red planet and see a laboratory on wheels?
We make tools for these kinds of people.
While some see them as the crazy ones, we see genius.
Because the people who are crazy enough to think they can change the world, are the ones who do.”
Leave the job of great copywriting to a talented team from the Philippines! Here are the benefits of outsourcing:
- Imagine creating an epic marketing campaign with great copywriting at a fraction of the cost! That’s what you’d be signing up for if you outsource to the Philippines. Outsourcing lets you enjoy reduced operation costs by up to 70%.
- Option to hire professionals for both short- or long-term assignments (freelance, part-time, full-time)
Are you looking to create a solid team of copywriters for your business? Talk to us today, and we’ll send you a free quote!