In the same way that email marketing is a powerful tool for growing your business and building relationships with your audience, copywriting is a powerful tool for writing content that converts.
Copywriting is the art of writing persuasive text that compels your target audience to take action. It’s a skill that can be used to clearly pass on knowledge and sell products, services, and ideas.
But before we dive into the details, let’s start from the top.
What Is a Copywriter?
A copywriter is a professional writer who creates persuasive text for marketing and advertising purposes. They use their skills in writing, persuasion, and cognitive psychology to create copy (text) that gets people to take action.
Copywriting can be used for a variety of purposes, including:
- Selling products or services
- Generating leads
- Building brand awareness
- Persuading people to take a particular action
Copywriters need to understand their audience in order to create effective copy. They need to know what their audience wants, what their pain points are, and what motivates them.
We’ll delve into these topics within this post, but now that we know what a copywriter is and what they do, let’s take a closer look at why copywriting is so important for your online marketing success.
Why is Copywriting Important in Online Marketing?
Copywriting is extremely important in the online space because it helps you achieve your marketing goals. When you write effective copy for online ads, web pages, email marketing messages, and social media posts, you can:
- Generate leads
- Increase sales
- Build brand awareness
- Drive traffic to your website
- Persuade people to take a particular action
- Resonate with your target audience
- Make an emotional connection with your ideal clients
I think you’ll agree, that’s a big list of benefits for your business!
In fact, once you’ve finished with the technical aspects of your digital marketing, it’s time to focus on copywriting for the long term. Your website pages, social media posts, and promotional emails are just empty spaces without compelling copy.
Now that we know more about the importance of copywriting, let’s take a deep dive into how to write copy that converts readers into paying customers.
How to Write Conversion Copy
If you’re interested in writing great copy that converts readers into customers there are a few key things you need to keep in mind.
Let’s run through them:
- Understand Your Audience
Ask yourself, “Who am I writing for?” What are their pain points and desires? What words do they use to find someone with your expertise?
To identify the words and phrases your ideal clients use, learn how to do keyword research. I’ve created a number of powerful keyword research AI prompts that I’m using in my marketing coaching programmes that can help you fast-track your success.
1. Craft Clear, Concise Copy
People are busy, and they don’t have time to read long, complicated sentences. Make sure your copy is easy to look at, read, and understand.
2. Use Persuasive Language
Use words and phrases that will appeal to your audience’s emotions and make them want to take action.
Remember, your client’s desire is ultimately what you are selling, so be sure to fully understand what they want to resolve and position yourself as the desired solution.
3. Upsell The Benefits of Your Service
As the saying goes, features tell, benefits sell. When you’re writing copy for your business, focus on the benefits that your product or service can offer to your customers rather than just listing the features.
Features are the technical aspects of your product or service. They’re what your product or service does.
Benefits are the emotional and practical advantages that your product or service can offer to your customers. They are what your product or service can do for your customers. Hint, they provide their desire!
For example, a feature of a WordPress website builder platform like, Elementor Pro, might be that it has a drag-and-drop interface. The benefit of that feature is that it makes it easy to use. Which, when it comes to online technology, is always welcome.
4. Include a Call To Action (CTA)
Tell your readers what you want them to do after they’ve read your content.
Do you want them to buy a product? Sign up for your email list? Visit your website? Make sure your call to action at the end of your content. Ensure it’s compelling, uses an active voice, and is clear, and concise.
Now that we’re more informed about how to enhance our copywriting for conversions, let’s look at a proven formula that’s been used in the copywriting world for decades to drive results.
The AIDA Copywriting Formula
The AIDA copywriting formula is a simple but very effective way to write well crafted conversion copy. It stands for:
Attention: Get your reader’s attention.
Interest: Create interest in your product or service.
Desire: Make your reader desire your product or service.
Action: Tell your reader what you want them to do.
If you are a beginner to copywriting, follow the AIDA formula. It can help you to craft online copy that is more likely to convert your readers into customers.
Let’s take a look at the formula in action in my Canva embed below.
This example of the AIDA copywriting formula follows the four steps of attention, interest, desire, and action.
- Attention: The headline “Are you tired of feeling stressed and overwhelmed?” is designed to grab the reader’s attention and get them interested in reading more.
- Interest: The body copy then goes on to describe the problem that the reader is facing and how the product or service can help them solve it.
- Desire:The body copy also uses emotional language to appeal to the reader’s needs and desires. For example, it talks about how the product or service can help the reader “break the cycle of stress and overwhelm” and “create a life they love.”
- Action: The call to action at the end of the copy tells the reader what they need to do next. In this case, it’s to click on a link to learn more and sign up for the program.
By following the AIDA copywriting formula, you can write copy that is more likely to grab the attention of your readers, get them interested in your product or service, and persuade them to take action.
Use it on your long form sales pages, social media posts, in fact, across all of your marketing!
I hope you found this beginner’s guide to copywriting valuable! In it we found that copywriting is certainly a powerful skill that can help you achieve your marketing goals.
By understanding who your audience is, the basics of copywriting for the web, and the tips in this post, you can go on to write conversion copy that gets results.
If you want to learn more about copywriting, join my FREE Facebook group, The Marketing Clarity Club.
In the group, you’ll gain access to my exclusive resources and easy-to-follow video trainings that will help you improve your copywriting and overall digital marketing skills.
Join The Marketing Clarity Club today and start writing conversion copy that gets you results!