Copywriting is a key element, as it is a tool that allows us to get the information we need to our customers. The rise of the internet as a means of communication and a mass content tool has brought with it a total rethinking of what copywriting means and how this activity can contribute to product positioning.
If we do a little research on advertising campaigns and modern marketing strategies, in any article or page specialized on the subject, we will find that a huge emphasis is placed on copywriting as a communication tool to arouse the interest of customers in a product. Certainly; to make a product really stand out from the competition in the market and one of the best ways to achieve this is by learning how to highlight its qualities and advantages through advertising copywriting.
Copywriting within advertising
It is not a secret for absolutely anyone, the power and efficiency that exist behind advertising phrases with adverbs when they are well structured and presented consistently within a campaign. Many specialists even point out that copywriting even works as a stimulus to activate certain facets of memory.
Nowadays, it is quite common to hear about copywriting; especially when it comes to marketing strategies through digital media. However, not everyone is aware of the real weight of advertising texts and how they can contribute to improving the perception of a product.
Something that must always be very clear with respect to advertising copywriting is that its purpose is not to make sales or deceive consumers into purchasing a certain product.
Said in a concrete and quite precise way, copywriting as a marketing tool consists of learning how to properly inform the public about the qualities, characteristics and even the advantages of a product. Raising the same within a coherent situational context.
In order to understand the strategic and communicational advantages that copywriting offers in an advertising campaign, it is first necessary to understand what writing is and what writing is for when it comes to arousing interest in a product.
Where can we find advertising texts?
Audiovisual
Within the audiovisual pieces, it is always necessary to incorporate tools directly related to advertising copywriting. Especially when it comes to delivering very accurate information to viewers.
Printed
If we take into consideration the very definition of advertising text, it is inevitable not to perceive the print media as the tool par excellence to present and massify information through advertising copywriting.
Digital marketing
Copywriting is an activity that was born and has been evolving together with digital marketing. To the point where most of the examples where the characteristics of efficient writing can be accurately perceived come from digital media.
Social networks
Social networks have ceased to be platforms dedicated to leisure, to slowly transform into quite efficient marketing tools. And an important part of this efficiency is thanks to copywriting techniques.
Guerrilla marketing
When talking about guerrilla marketing, a reference is made to the use of unconventional techniques to inform viewers about the existence or qualities of a product available in the market. Obviously, copywriting plays a determining role in the type and how the information is delivered to the public.
Main features of copywriting
Talking about the characteristics of an advertising text is much more than just the communicational principle that exists in written language as a means of conveying information.
Although it seems somewhat difficult to understand, copywriting techniques help create a much closer connection with the viewers. This is because, in general, they are texts written in a very personal way and focused more on the needs of the clients than on the promotion of the benefits associated with the product.
Brand identity reinforcement
As a communication tool, copywriting is an ideal technique to reinforce everything related to the identity and personality of the company within the market. Since, this linguistic resource allows the brand to be provided with a distinctive way of communicating and getting information to the public.
Hierarchy of information
A well-designed advertising copywriting is characterized by a text capable of conveying a specific idea to viewers using the fewest words possible. This is where prioritizing ideas becomes a crucial part of the features associated with copywriting.
The best known copywriting strategies
Despite the fact that copywriting is one of the most common communication tools within everything related to marketing, it is evident that it is not a resource that is used in the same way in all the media used to spread and massify the advertising message.
There are as many types of copywriting as there are ways to get information to the public. For this reason, most of the agencies and departments in charge of marketing have a division that is exclusively in charge of developing communication strategies focused on copywriting.
Even in tools that provide dynamics as similar as social networks, the copywriting for each of them must be planned and executed independently.
If we talk specifically about the most frequently implemented copywriting strategies, the first thing to take into account is the time available for the transmission of each advertising piece and the ability to capture the attention of the public. This not only allows you to define the amount of text that each piece will carry, but also the way in which the copy is presented within each piece.
Limited time offers
When thinking about copywriting strategies in the modern era, offers are one of the communication tools that most depend on good copywriting to be effective. In fact, it is in this type of strategy where the use of adverbs in advertisements is observed, in order to present ideas more clearly, with little text.
Events
Advertising events are other marketing tools where copywriting is a fundamental element to present information to the public progressively and through a wide variety of pieces.
Introduction of new products
An unknown product on the market must be presented to the general public in an appropriate manner. That is why for many marketing experts they consider that a considerable part of the success of a new product depends on how the information is presented through the advertising copy.
Strategies to build customer loyalty
To convert a frequent consumer into a loyal customer of the brand, it is necessary to resort to tools such as copywriting to present information in a much more personal way; through a speech with a strong emotional charge.
Line expansion
As it is a series of products with which the public is already familiar in some way, it is important to use marketing tools that allow viewers to automatically associate them with the brand. And once again, a part of the success of these types of campaigns rests in the hands of the department that is in charge of copywriting.
Step-by-Step Copywriting Strategy
Although the inclusion of texts in advertising pieces through tools such as copywriting might seem quite logical, copywriting is more than just adding written information to the pieces that are part of the campaign.
For product qualities, it is the first thing that must be reinforced through the advertising copy, to build a really attractive and informative advertising piece, it is necessary to follow some steps to make an advertising text. And the starting point of any advertising copywriting strategy is knowing what you have and what audience it is aimed at. More if these are not presented under the discourse and in the appropriate way, there is a risk of losing the attention of the spectators or even confusing them.
It is for this reason that we must never ever forget for whom the product has been manufactured and what its unique characteristics are within the market. Taking the above into consideration, you can have a fairly close idea of what we want to inform the public and how we are going to tell them.
From the way the written messages are distributed within the final piece to the typography used, every detail must be well thought out to ensure that the information reaches the public. That is why to develop a good copywriting, it is first mandatory:
Meet the public
When talking about knowing the target audience, it means doing research on each of the aspects that are part of their identity as consumers. This type of information not only serves to build a discursive style of the brand through the advertising copy, it is also of great help to prioritize the information provided in each piece through the texts.
Study the real attributes of the product
Once you know what the people for whom the product was designed are like, the next thing on the list is to recognize what makes it different from the competition and how it can be approached through tools such as copywriting.
Define media plan
In all the examples of copywriting that exist on the internet, there is a lot of emphasis on the importance of having a well-structured media plan. Since this tool allows identifying the scope and limitations of each dissemination tool that is available.
Present preliminary ideas
When we already know who the product is aimed at, what its unique characteristics are and through what means the information will be delivered to the public; then it is time to make use of advertising copywriting to present some preliminary pieces where all the information that you want to make public is contemplated.
Edit and publish
A crucial part of any copywriting process consists of studying the preliminary pieces and making the necessary changes so that they can be disseminated in the media. During this editing process, each of the central ideas of the campaign are rethought again and again to present texts that adapt to the discursive approach of the brand, but at the same time present the information in a coherent and easy to understand way.
Follow the evolution of the campaign
As in all activities related to marketing, the fact that the pieces previously edited through copywriting are already in the media does not mean that the work is finished for the copywriting department. It is necessary to constantly monitor the evolution of the campaign, not only to verify the efficiency of each of the pieces, but also to carefully study how the public reacts to them and how this reaction is reflected in product sales.
Never lose sight of the fact that the true objective of any advertising campaign is to inform consumers, and when it comes to sharing information through dissemination tools, copywriting is still the best option. And as we have seen throughout this article, copywriting is much more than just incorporating catchy phrases into advertising pieces; It is about giving the brand a means to make itself understood and create much stronger relationships with all the people who make use of the goods and services that it offers to the market.