Definition, Education, Salary… All About Copywriting

Copywriting (design-writing in French) is the art of writing to sell and get the reader to take action, i.e. leave his email, make an appointment or even buy. This writing process is based on conviction. Focus on this technique that will transform your marketing strategy.

Copywriting is an essential way to sell and generate traffic. It is essential to gain visibility and attract new customers. If you were marked by an ad to make a purchase or a flyer collected on the street led you to download that application, it’s because the editors have mastered this art of copywriting. The question that arises is: how can you best use this?

What is copy writing?

Copywriting consists of writing persuasive texts to grab the reader’s attention and get them to take a certain action (download content, donate, make an appointment, make a purchase, etc.). Copywriting has a strong presence in our daily life, it is especially prevalent in promotional content (paper or online), advertisements, product pages on e-commerce sites, promotional emails, etc.

Copywriting has certain peculiarities. For example, the headlines contain so-called calls-to-actions, which encourage readers to take action and immediately provoke a response. The most successful marketing campaigns are the result of the talent of creative, emotional and persuasive copywriters.

This technique represents an adequate response to the needs of a company or a site to improve the conversion of pages or the sale of products and services to increase the customer panel. It’s about making tell a story and engage the reader in engaging and emotional reading. Today, many websites rely on copywriting writing techniques to promote their products.

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Copywriting vs. Web Writing

However, it should not be confused copywriting and web editing. The latter method consists of simply writing articles with an informative purpose, while the copywriter wants to convince the reader of the value of his brand. He uses very specific techniques. that go far beyond the text. This method applies to building a page, editing a video, or launching an ad. A good web editor doesn’t necessarily know the secrets of an excellent copywriter (and vice versa). Copywriters can attract and convert leads without promoting the brand, simply by creating audience engagement and displaying a credible brand image.

Copywriting techniques apply to a variety of media:

  • articles
  • Newsletters
  • Site pages
  • Videos
  • Social media posts
  • Podcasts
  • Landing pages

Why copywriting?

Copywriting is primarily a sales technique to improve the conversion of your leads. It also helps to create engagement and build emotion, while having a direct impact. This strengthens the brand image and makes the link with the public more robust. For example, on social networks, a good copywriter will see the results of his publications directly at the level of his subscribers’ engagement.

In addition, copywriting allows you to convince your target audience and provide a well-tailored solution by sending them the message they want to read, exactly when they need it. And this in a subtle way, without promoting the product or service.

This method also allows you to differentiate yourself from your competitors and increase the impact of your articles. It is therefore important to cultivate this aspect and above all not to neglect it.

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Things to consider for successful copywriting

For a text to be successful, special attention must be paid to the title. Indeed, it should set the tone and express the interests of the content, with an emotional touch, while arousing curiosity. Copywriting is the combination of editorial skills and a good knowledge of human psychology. The copywriter should take an interest in this area to identify his reader’s desires and fears. He will rely on this knowledge of psychology to write appropriate content and grab the attention of readers to turn them into prospects and possibly customers.

Readers read on average only 20% of the content of a web page. Copywriting addresses this problem by relying on certain specific methods.

How do you activate an action in the reader?

  • Adopt a speech that speaks directly to the target
  • Explain how the product or service solves a problem the reader is facing at a given moment
  • Indicate how the product or service solves this problem

In addition to these three important aspects, it is essential to adopt the following practices:

1. Create useful, simple and direct content

Copywriting has the special feature that it does not follow four paths. It leaves only the essential and excludes all useless or meaningless turns of phrase. When writing it is important to ask the question: Do I provide specific information? If the answer is no, then the sentence should be reformulated or simply deleted.

2. Apply concrete

Prospects need concrete things to grab their attention. With approximate numbers, which may seem impressive at first glance, readers run the risk of missing out on the information. It is best to focus on real numbers to increase credibility.

3. Prioritize Call-to-Action

Copywriting aims to increase the direct conversion rate. You then have to place direct calls to action, clearly explaining what you expect from your reader, without starting with “ifs” or making assumptions.

4. Offer value!

In order for a reader to act, there must first be a good reason to do so. It is therefore recommended to highlight the reasons why this would be beneficial for him: to make him more creative, increase his productivity, develop his sales, etc.

6. Give Testimonials

Testimonials bring a more human and honest side. However, we must keep a factual side and not fall into the trap of idealizing the brand. Testimonials should prompt readers to project themselves and enrich the discourse with content generated directly by users.

7. Present Powerful and Unusual Arguments

To capture the attention of readers, it is important to adopt an unusual and eye-catching style. We can take the example of Burger King, known for its originality and mastering the art of copywriting. During the incarceration, the hamburger giant published numerous messages highlighting the daily worries and showing a lot of humor.

We can also take the example of Nike, which launches striking communication campaigns. For the 30th anniversary of its “Just Do It” slogan, the giant is sending a powerful message to its audience: “Believe in something. Even if that means sacrificing everything.”

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What training to become a copywriter?

There is no formal training to become a copywriter. A good copywriter can indeed train by focusing on: ways to find new users, persuasive writing techniques, for example the structure of different content formats. Copywriting isn’t an exact science, but you still need to master certain web writing basics and have impeccable French.

If you want to train yourself, we recommend the following free resources:

  • Gary’s Arsenal: Probably one of the best editors in the world.
  • CopyHackers: CopyHackers publishes an average of 2 videos per month to help people train their copywriting skills.
  • The Copywriter’s Handbook (Bob Bly): A book to learn the basics, improve your writing techniques, and write all kinds of content.

Copywriting: salary of a copywriter

The salary of a copywriter can vary according to several variables: the agency he works in, the experience, etc. The salary of an entry-level copywriter is around €1,600 and can go up €2,000 per month. A confirmed copywriter can find themselves between: 3,800 and 5,100 euros per month. According to information from Glassdoor, the average salary of a copywriter is $37,000.

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