What is copywriting? Why is it crucial for your brand?

 Why good copywriting is essential for every business and how it helps turn readers into loyal customers through persuasive content

Copywriting. Certainly, a word almost everyone is familiar with in this technological mediatic era we’re living in, but can you define what exactly is copywriting and why it is a key function in marketing? After all, it is something we see, read and consume everyday through television, internet and social media. If you have little to no idea what I’m referring to, hold on tight and keep reading as I take you through the basics of copywriting. Let’s dive into it, shall we?

What is copywriting?

Basically, everything you read and every content you consume – whether it’s online or on the cover of a cereal box - is copywriting. Its main purpose is to cleverly advertise a product or a service in a way the target audience will relate to the problem it’s trying to solve and make a purchase. So, essentially, copywriting is a persuasive text, article or caption that’s intended to drive sales for a company or brand.

What most people don’t know is that copywriting, besides being clever, also needs to be authentic. “Authentic to what?” You may ask, and to that I reply: to what the audience is looking for now, the human experience side of things. In copywriting, that applies to having a well-crafted unique writing voice. That’s what differentiates good copywriting from regular advertising.

How important is copywriting to convert customers?

Since advertisement is the soul of every business, having good copywriting is fundamental to make a regular person become a loyal customer. It is through persuasive content that you can make your audience stop scrolling through their medias and pay attention to your product. An attention drawing headline or a gripping caption on Instagram could make or break your business. If done right, it leads not only to an increase in revenue but also to the consolidation of your brand’s reputation in delivering good quality content.

If you can create content that makes your audience believe in your product enough to buy it, you’re doing copywriting right.

And let’s not make this complicated, as it doesn’t have to be. Copywriting isn’t all complex and well put together 2000-word articles. It can be as simple as a small sentence. The important thing for copywriting is to carry the message across in a memorable way. Some of the best advertisements ever created involved a short but punchy one-liner that stuck in people’s consciousness for a lifetime. After all, who can ever forget about the “I’m lovin’ it”?