When it comes to marketing on social media and other online platforms, attention is the name of the game. Arguably, due to the fast-paced nature of social media and content creation, it is hard to make people look where you want them to be. An advertisement or post that stops people from scrolling is a great one. This is the job of a skilled copywriter.
Like the other types of writers, a copywriter’s most powerful weapon is words. However, copywriting is in a different league from other writing fields. While novelists and bloggers can describe something using a thousand words, a copywriter’s job is to use words effectively, even if that means writing an ad using just three words.
Copywriters write materials that persuade their audience to take action–from advertisements to social media posts, to landing pages, and to sales pages. All of these fall within the scope of responsibilities of a copywriter.
A copy is useless if it doesn’t appeal to any human emotion. The core of marketing is to make people understand that there is a need within them to fulfill using a product or a service. Effective copywriting makes people recognize this need (or even manufacture it) through the effective use of words to touch human emotions.
A good diaper advertisement will touch a mother’s desire to give only the best of the best to her child. An advertisement for an online course should appeal to the need for a worker to upskill in an economy where the job market is tight.
When someone logs in to Facebook, a newsfeed filled with funny memes, intriguing news, amazing dance performances, and heartwarming videos is waiting. All of these contents are a competition for the attention of the target audience. The job of a copywriter is to write copy that will make a Facebook user stop scrolling.
Once someone is hooked, it is then the copywriter’s job to make sure they keep reading until the part where the call to action is written. Whether a copy is long or short, it must be attention-grabbing enough to make people show interest.
Targeted ads are a great innovation, but they won’t stand in a sea of inattentive potential customers. This is just one example of why great copy must go hand in hand with the technical side of marketing.
Companies could be paying a fortune for email marketing services but without intriguing and attractive subject lines, customers will never open them. Open rates, click-through rates, and conversion need a persuasive and engaging copy.
Companies no longer have to rely on printing flyers and handing them out on busy streets for marketing. A lot has changed in marketing because of technological advancements, but what didn’t change is the industry’s need for the power of words to engage and persuade. Flyers or emails, they both need some great copy.
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