What is Copywriting? Copywriting Explained For Beginners

Key Takeaways

today I'll be answering the question what is copywriting so copywriting is writing with the intention to sell products or Services it involves creating persuasive and compelling written content which is also referred to as copy so copy is the content that you're writing that is trying to sell somebody a product or a service so if you are a copywriter basically your goal is to get the attention of your prospects try to communicate selling points and the benefits of your product or service to them as effectively and as efficiently as you possibly can so that you can persuade them to become customers copywriting is really the process of trying to get a prospect to go from Prospect to customer with your written words so the process of copywriting is to First you need to understand the product the service whatever it is that you are promoting so for the rest of this video I'm just going to Pretend We're promoting a product so you need to start by understanding your product and understand the audience for that product who is your target market what are some of their pain points and how are the features benefits and selling points of your products going to appeal to them that's your whole goal when you're writing copy and then you test you measure your conversion results and you try to improve so when you're doing copywriting it can be really difficult because a lot of times you only get one or two shots at something now when it comes to ad creation landing page development product descriptions anything like that you can easily test all of the copy that you've written and test those pages with an A version and a b version and basically whichever the winner is as far as the conversion results is the one that you stick with and you can continue to run those tests over and over and over again and that's really what a great copywriter does a great copywriter doesn't just write copy and end there they also test measure the results and improve their copy over time to basically do everything they can to appeal to their customers pain points so a few different examples of if you have no idea what copywriting is if you go to Google enter any search term you're going to see some sponsored ads for a lot of different Search terms so I just put an email marketing software these are examples of copywriting expand your reach with powerful list building tools find new customers keep them coming back and then down here best email marketing software try our top rated CRM for free streamline sales and marketing tasks deliver amazing service now link whisper very very simple copy build internal links fast boost your website's SEO with link whisper boost your SEO today build internal links fast sometimes it might just be there is a marketer out there like me who is having trouble building internal links on a large website so a tool like link whisper is exactly what I needed to build internal links faster that's basically the ultimate goal that I had and Link whisper solved it and their copy they don't need to explain every single thing their product does just build internal links fast now some different examples where you're going to see copywriting any type of advertising so there's a million thing things you could list here but any online print ad copy Billboards any written advertising materials now websites the actual copy on a website that is intended to sell a product or service landing pages product descriptions any call to actions that are being used and any types of ways that you're trying to get people to take that next step is going to be copywriting I will explain the difference between copywriting and content writing later on in the video social media posting not necessarily always copywriting but basically anytime you're trying to get people to go to a page where they're going to purchase something that is where that would come in email campaigns subject lines and email copy and then sales collateral any brochures sales letter product catalogs any type of advertising that you're sending out that is collateral for some type of product or service that you're trying to sell so some different terms related to copywriting call to action is a prompt to suggest an action that somebody should take start your free trial contact us now shop now add to cart all of these are different call to actions you're basically telling your customer here is the next step we'd like you to take please take it book your vacation now those are call to actions unique selling proposition basically the unique selling point of your product or service that no competitor can claim so if you have some type of selling point that 10 other competitors also have it's not really a unique selling proposition it basically means that you have a similar product or service to a bunch of your competitors so with your unique selling proposition you're trying to stand out from the crowd and give here is the thing that our product or our service does that no other product or service does Aida is attention interest desire action basically the process of that copywriters try to get prospects to take so you try to drive some attention grow the interest in whatever it is that you're promoting create desire and then get your customers to take action now benefits versus features so basically the unique features of a product or service should be presented as benefits to your customer you don't have a pizza oven that gets really hot you have a pizza oven that can cook a pizza in 60 seconds so basically what you're trying to say is the benefit to the consumer is you're going to have pizza really quickly if you purchase our pizza oven not our oven gets really hot so when you're creating pizza you can take advantage of this hot oven so basically the whole goal is to be basically say here is a feature as a benefit now to go over some different examples of copywriting a lot of times images can be very useful so the ridge wallet very popular wallet but if you go on their website they have this graphic here Slimmer and easier to use RFID blocking technology designed to hold exactly what you need while remaining slim expands to carry 12 cards that are easily accessible from your front pocket no more back pain so basically what they're saying is you don't need to put a big massive wallet in your back pocket you could put our small Ridge wallet in your front pocket now Red Bull sugar-free sugar-free wings wings without sugars Red Bull sugar-free is a Red Bull energy drink without sugars very simple copy but for somebody who is watching their sugar intake who is interested in an energy drink that doesn't want to add more sugar to their diet if you do a Google search for sugar-free energy drink and you click on the Red Bull ad this is probably the screen you're going to see this is their landing page so very simple copy that gets the point across that this is sugar-free you're still going to have plenty of energy now next are Brooks running shoes so a couple different examples of some different advertisements is it us or did the Earth get softer turn streets into pillows very similar concept for both of these basically you can run with less pain it's going to be softer every time that your foot hits the ground and ultimately what you're trying to tell Runners is it's going to be an easier run if you use our sneakers so pretty simple copy pretty effective for runners who are looking for a more cushioned run now Porsche is pretty well known for some famous advertisements over the years but you can see up here at the top nobody's perfect first second third everything is Porsche except for ninth and 10th Porsche and then they have some copy at the bottom here another one tired of the view of this Porsche try this one very simple copy and images to get the point across of are you interested in purchasing our vehicle and obviously with Porsche you're selling a luxury car so you're trying to get people to make that large purchase for a luxury car now what is great copywriting great copywriting appeals to emotions so basically what you're trying to say is we you have a problem here is how our product solves it you're offering a solution that people will face frequently so for example let's just say I'm selling running shoes I create a tagline run farther and faster pain-free basically I'm telling Runners that somebody who runs long distances you're going to experience pain in your legs your back at some point basically what you're trying to say is you can run farther you can run faster with our running shoes and you're not going to experience the pain that other running shoes may give you so you're trying to appeal to their emotions and basically their goals are I want to run 10 miles a day I want to run 10 miles a day in under an hour and I want to do it without having the issues so basically what you're saying is here is our shoe this will solve all your problems even if it's not going to solve all their problems what you're trying to do is tell them our shoe will solve your problems your ultimate goal is to make someone feel like the product or service will make their life easier so that is what great copywriting is and to finish off the video copywriting versus content writing content writing refers to longer written pieces so blog articles white papers ebooks any type of long written content really the goal is to educate with copywriting there's shorter versions so they're going to be landing pages advertisements where you're trying to get people to purchase something so with content writing if I write a blog article of here are 10 different SEO tools that are the best tools for 2023 that would be content writing copywriting would be the SEO tool you can't live without the SE the SEO tool that will boost your rankings and double your organic search traffic so basically copywriting is trying to get someone to purchase something content writing is going to be educational now to finish off the video did a quick Google search e-signature platform and you can see DocuSign down here free electronic signature pretty basic advertisement but I clicked on it this entire page is just an example of copywriting the way the world agrees get started with e-signature here is a call to action here's a call to action buy Now call to action try for free as we scroll down every single part of this are different types of copy that they're writing on their landing page and the ultimate goal is to say okay you this didn't interest you at the top at the here it's a very simple design and very easy to send so e-signature keeps your modern business moving forward from virtually anywhere at any time it's really easy to use this so get started with DocuSign still not interested contract collaboration for every stage of the life cycle so doesn't belong in email documents with your most important store to manage one place you can focus on what matters most still not interested integrated for every single workflow if you're using Salesforce you can use DocuSign with Salesforce so if all of that doesn't get you basically we empower the world's biggest brands people are in people love our products all these large brands use our products and ultimately every single piece of the landing page is trying to get people to click try for free so I clicked on it we come here try DocuSign free for 30 days here is our call to action enter your email get started so this is copywriting if you're somebody who is constantly writing Google ads all day or you're designing landing pages or you're doing anything with the intention to sell a product or service you are a copywriter so if you have any questions about copywriting please zoom in the comments section thanks for watching my video today and make sure you subscribe to the Surfside PPC YouTube channel