Advertising copywriting, its essence

Advertising is the engine of trade, and copywriting is the locomotive in advertising. Especially now, when a product or service can be ordered on the company’s website without leaving home. If you think about it, descriptions of goods / services are compared on the Internet – in fact, the texts that the Copywriter writes.

Copywriting in modern advertising

Given the variety of goods and services on the market, most of them may simply be overlooked by the client. Without advertising, it is impossible to sell any product. Especially in the conditions of modern supply, when all niches are occupied. And the competition is growing exponentially every day. Copywriting in advertising is the creation of such a text that would sell the product to the end consumer.

Features of advertising copywriting

First of all, a copywriter needs to interest a potential client. Make him want to read the text. Then, to inspire confidence in the client and desire to buy. Yes … for this price. And right now. All this should be done in one small article that is easy to read and easy to understand. What should be in this article?

• A working headline that will grab attention.
• Description of the product and benefits from its purchase.
• Justification of the price.
• A call to make a purchase.

Is everything as simple as it seems?

How to write sales texts?

Before you get started, you need to study the product/service to be sold. All the nuances and advantages over others. Advertising copywriting is the ability to justify to the client why he should opt for the product of this particular seller. Therefore, competitor analysis is of great importance.

An example of a bad description is “Our product is better than others.” A good description is “Our product is different because…”. Based on the data collected, the copywriter needs to catch a thin thread – what is really important to the client.

Sometimes one phrase can be more powerful than a whole page.

The second step is to define the target audience. To make the selling text as effective as possible.

Only after that you can proceed directly to writing the article.

SEO copywriting

Appetite comes with eating. And the desire to buy comes … at the moment of choice. On the websites of online stores there is a description of all goods. Companies that provide services also have websites and maintain pages on social networks. Attracting new customers plays a huge role. But how do we get our site on the first page when asked by search engines? Practice shows that only 20% of buyers go to the second page. How to be in the TOP?

Writing texts for websites has its own nuances. This direction is called SEO-copywriting, which consists in increasing the ranking of sites when requested in search engines. This is achieved thanks to:

• keyword density (a certain number of keywords);
• SEO text should contain useful information for the consumer;
• be easy to understand and read;
• should motivate the customer to make a purchase now.

P.S. The author of the text understands that the use of the phrase “advertising copywriting” is incorrect from the point of view of the Russian language, because “copywriting” means “advertising” text. But as mentioned above in the article, people in search engines ask that way, so this error was made intentionally.

Author of the article: Ekaterina Vostrikova. Engaged in photography. Prior to that, she worked as a sales representative for 3 years, experience in b2b sales.