Copywriting is an integral part of writing that helps to draw attention to a product or service by storytelling. Yes, you read that right. Copywriting is essentially storytelling for a brand or business; it helps translate a product or service feature into benefits that match consumer psychology. 

In short, copywriting is the process of producing engaging, clear text for different advertising channels such as print ads, catalogs, and websites.

In this blog, I will talk about three concepts that will help your copywriting pack a creative punch on the Ad & PR problem you’re trying to fight! 

Research: Use it, Wear it, Eat it

To become a better copywriter, you must be overinformed about the product you’re advertising. In other words, you MUST do your research! This is one of the first steps everyone should take to better understand who they’re talking to and why.

Your knowledge of the target audience and the product you’ll be advertising will always be your limiting factor when it comes to copywriting. The more research you do, the more effective and in tune your copy will be. 

Research translates into captivating, compelling, and result(s) driven ads. By doing your research, you’ll be able to ask the right questions to find the right solutions that the customer is looking for. 

To find out specifically what consumers think, you need to become a student of that product or brand. You need to know it inside and out, backward and forwards. You need to understand the consumer relationship associated with the psychology behind their wants. 

In the end, you’re trying to sell the category, not the product. Remember, the goal of copywriting is to translate the features into benefits. 

The Right Phrase, Pays

As the name implies, copywriting is writing, but on a more intentional and creative level. Once your research is complete, you should better understand both the product and the consumer you’ll be writing for. As a result, you’ll be able to translate those features into benefits that consumers will associate with by using witty and relatable language authentic to the brand image. 

As a copywriter, it’s your job to understand the brand’s characteristics to create a personality through your story that resonates with and encourages consumers to take action. 

It’s crucial to remember that copywriting is about crafting words for the sole purpose of conversion; thus, the right phrase pays. As a copywriter, you should be speaking the audience’s language. 

Here is a list of things you can do to drive conversion rates with your copywriting:

  • Attention: hook the interest of the customer by using understandable and stylistic language in your copy. Be wary of jargon. 
  • Big Promise: It’s important to remember that people buy the why. It should be clear what the product or brand offers and how it will benefit the consumer. 
  • Call-To-Action: Do one thing; use your story to convert. Tell people what to do without confusion.

Find The Basic Human Truth

Copywriting is all about locating the obvious thing consumers think and say; this should be relatively easy if you have done your research. 

A key question to ask yourself is: How do the habits of the consumer play into the product category that you’re writing for? Thinking like the consumers will enable you to find the basic human truth for the product or service you’re writing for. You should have a solid understanding of the following factors when segmenting your audience. Those include:

  • Lifestyle – lifestyle choices of the consumer, such as family values, hobbies, and mindset.  
  • Behavior – consumers’ reactions to a product or service. 
  • Location – segmenting consumers based on their geographics.
  • Demographics – personal characteristics such as age, gender, and occupation.

The closer you understand your target, the more likely you will find the human truth that stimulates awareness to drive conversion. 

If implemented correctly, the three concepts described above will help your copywriting pack a powerful punch that’s full of witty, stylistic language that consumers will relate with while making your work standout from the rest. 

About the Author:

Nic is a senior studying Advertising & Public Relations. He currently works as a brand cinematographer & photographer for Right Rope, helping to increase brand awareness and sales across multiple social channels. Nic’s visual media interests have also led him to Grand Valley’s Office of Student Life’s Promotions team. He serves as a photographer capturing everything from student lifestyle to professional headshots. Additionally, Nic is on Grand Valley’s Ad Club E-board, where he serves as their Membership Director. This is Nic’s first year with PRSSA and GrandPR, where he’s taking on the role of Visual Media Coordinator.