Whether you're pursuing a career in copywriting or simply want to learn the in and outs for your own benefit the SMMU will help you understand what copywriting really is. Copywriting does not involve the law such as copyright. Copywriting plays an influential role in marketing because its purpose is to create conversions through phrases. In this article, you’ll learn how to use copywriting for social media marketing. You can use copywriting in different ways such as asking your audience questions, using copywriting for emotional appeal, encouraging learning, and creating the fear of missing out.
What is Copywriting?
Copywriting is creative writing for the sole purpose of generating conversions or persuading people to act upon the message. Anytime you want a person to click, sign up for emails, or even call a number it all relies on copywriting. Copywriting is the messaging that will fuel the company with conversions. This kind of marketing can be found in sales pages, websites, ads, emails, direct mail, and more. A copywriter, Alex Cattoni, always says, “The right phrase pays”. Therefore, the best kind of copywriting connects with storytelling and helps create an emotional resonance to build brand value.
Many people misinterpret content writing for copywriting since the two are similar but serve different purposes. For example, content writing focuses on engagement and brand awareness through content mediums such as blog posts, social media, and video. Copywriting, on the other hand, tends to be more directional and is written for a singular call to action.
3 Different ways to Copywrite for social media
Copywriting is an essential tool in marketing because it creates the values of a company in writing in order to show people what the company is about. For copywriting to yield results the writer should write to grasp attention, this part is important because it will establish a long enough interest for people to move to the next step of the buying experience. You will usually establish attention through headlines, subject lines, or even the opening line to a written post. Sometimes the best way to grab attention is to add scarcity in the writing in order to create a sense of urgency or provoke an emotion that builds up the need for the benefit you offer.
Write to ask questions
If you want to create copywriting content that engages consumers by sure to be writing in a context of asking questions such as asking consumers what they think of your current product or service. For example, say phrases like “tell us what you are thinking” or “what are you excited to see next?”. This kind of copywriting makes the reader feel heard.
Write with emotional appeal
Another way to appeal to an audience is to use copywriting from an emotional approach. For example, if you are trying to get consumers to come to relax and have a great time at your establishment you can present a picture like the one below and write in a way to make the reader visualize himself enjoying themselves.
Imagine relaxing and having the time of your life with your best friends. Lucky for you, you no longer have to search for the next place to enjoy an evening of fun. Come join us at Harlow’s Brew.
Write to leverage the FOMO (fear of missing out)
If you want to create content that attracts a fast call to action, consider creating content that leverages the fear of missing out. You can do this by writing in the following ways:
Exclusivity- this kind of writing promotes exclusive access or first “dibs” to an offering
Urgency- this kind of writing promotes an offering available for a limited time
Scarcity - this kind of writing communicates limited availability to an offering
For example, look at the picture below posted by Skyline Salon, it creates a sense of urgency with their giveaway since you can only have a limited time to enter. Not only does this copy create urgency, but it also creates engagement with its writing.
Another aspect to consider when copywriting is the promise you will offer to potential customers. When people are looking at your company they often ask, “What’s in it for me?”, in a nutshell meaning that people do not buy the “what” they buy the “why”. Customers are more interested in the value and outcome that your service or product offers. Copywriting delivers the message that will convince customers that your company is valuable and unique. A very important part of copywriting effectively is to be super clear and direct with your messages so customers can quickly move to the next step without confusion. In many instances, companies make the mistake of describing the product or service and the results they can receive while using it. Writing about results connects with the customer through emotions because they will often visualize themselves using it.
What is copywriting? Copywriting is the words, phrases, and values used for the purpose of increasing revenue for the company through writing. Three different ways to use copywriting in your post is to make copy that asks questions, creates an emotional appeal, and that leverages the fear of missing out. The SMMU can provide many articles about the different writing in marketing such as copywriting to extend your knowledge in the marketing field.
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