Copywriting Techniques: 3 Steps to Effective Copywriting

copywriting techniques

Did you know that there are copywriting techniques that can greatly increase your sales?

When discussing copywriting techniques, entrepreneurs either – usually – feel overwhelmed or do not refer to the idea of copywriting as an essential element of their online marketing strategy. However, the words that appear on a business website are much more important than one might think, because beyond design and visual appearance, copywriting strategies are the ones that shape a brand’s image.

How do you describe your services or products? How do you tell your story? What information do you choose to provide and how do you communicate it to your potential customers?

The way the texts are written on your business website will influence the customers’ perception both in what concerns your brand and the products and services you offer. The tone of voice, attention to detail, originality, kindness, correctness of sentences – all directly or indirectly convey valuable information about the competence, seriousness and other values assumed by your company.

Moreover, if you pay due attention to copywriting, sales will increase considerably! These copywriting recommendations and techniques are not just for “text writers”, but primarily for entrepreneurs and managers.

For in vain are you able to spin words,

if you do not start off with the right techniques. 🙂

Apply effective copywriting techniques and observe the conversions!

We know so many online stores that have invested considerable resources to improve their design, for example, but the implementation of basic copywriting techniques has been completely omitted. The outcome? Low conversion rates. In other words: beautiful, beautiful, but that’s about it.z

If you own an online store or if one of the goals of your website is to sell, you will face these challenges:

  • How do you highlight the uniqueness of your products / services and the benefits that users can have through you?
  • How do you arouse interest and emotions that lead to the purchase of your products / services?
  • How do you develop a beautiful, long-lasting relationship, with a focus on the values that brought you together – you and your customers?

Here you can intervene with intelligent copywriting techniques. And the numbers in the field show that, in general, an improvement in copywriting leads to a conversion rate of up to 2, 3 or even 4 times higher!

What copywriting techniques are key to selling?

copywriting techniques
Step 1. Put all the important information about your product on paper

In order to be able to sell with words, you must first decide what information is relevant about your products or services and, implicitly, what information unnecessarily “crowds” the mind of the potential customer. We recommend that you go through the following steps, for which you allow enough time, and seriously refine the information:

  • Describe the product in a maximum of 3 lines so as to capture those aspects that define it.
  • Identify the elements that give it uniqueness and that cannot be found in other products or at your competition.
  • What benefits your product brings and how it wouldimprove the lives of those who buy it
  • What problems doesit solve and what needs do(es) your product / services cover?
  • Create the “product sheet” – a list of technical, concrete features. Usually, starting from the features, you can then identify (also other) more specific benefits for customers. For example, the fact that the product is made of a certain material can bring certain benefits to a subcategory of your audience. In the end, it is not the material itself that matters, but the benefit it brings to customers.
Step 2. Identify Buyer Persona and write for your target audience

You shouldn’t write anything until you identify, in great detail, who that Buyer Persona (customer profile) is for your business. Otherwise, it’s like sending a letter to a recipient you don’t know much about. How do you address them, what do you tell them? Sure, you can write with a rough picture in mind, but you can feel the difference.

It happens to all of us to browse a website, to read a few words and to be left with a feeling of confusion: is it for me, does it address me, does it suit me, am I the guest who is being paid attention to or is it for someone else?

It is obvious (and we know from experience) that one of the most neglected stages in the development of a marketing strategy within many companies is precisely the starting point: identifying that Buyer Persona around which the strategy should be developed later.

There are different ways to identify and sketch (literally, it would be good) this person of interest for a business. We will approach this topic in a more detailed way in the future, because a demographic profile is not enough.

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Some types of clients

For starters, you can consider these types of clients and apply appropriate copywriting techniques:

The rational client – logical, methodical, detail-oriented. About 40-45% of customers fall into this category. It is the customer who carefully analyzes the product, the offers, the quality-price ratio before ordering. How do you write for them? With a focus on details and technical features; avoiding vague, flowery, pompous and unnecessary expressions.

The impulsive client – spontaneous, optimistic, prone to risks. About 30-35% of customers can be characterized as impulsive. It’s that customer who makes quick decisions, being attracted to the benefits when they buy. What copywriting techniques to apply for them? Emphasize the benefits, convey the story of the product, use impactful words (“power words”).

The responsible customer – they care not only about the product, but also about its impact. This customer will not only analyze the product, its benefits and characteristics, but will want to know more about you and your company’s values, as well as about the impact you have on the community, the environment, other people, etc. The responsible customer is gaining “ground” in recent years. Currently, about 15-20% of consumers can be classified here. How do you write for them? Show how your business, the products or services you provide, have a positive impact on the environment or society.

The aggressive customer –they are rational, focused on their personal development, they have very high standards and integrity and expects to receive the same from you. About 5-7% of customers meet the qualities of this type of person. How do you write for them? Focus on the technology behind the products and how it can improve performance, how the product will help them become better in their field of interest, on the history and experience of the brand (credibility of your business, implicitly of your products / services).

copywriting techniques 1
Step 3. Where do you focus your attention: it’s not about you!

From experience, we know that it can be difficult to understand and perhaps even painful to assimilate: even if the goal is to increase sales, the messages you send do not have to be about you. It takes a lot of exercise and the application of subtle and effective copywriting techniques to draw attention to yourself, without mentioning you.

The texts that sell are not about you, they are about the customer. The information about you and the product must be easy to find and necessarily present, not to be misunderstood, but you will catch the attention if you talk to people… about them. What does this thing mean?

  • The texts must show that you care about the client, their passions, needs, challenges and problems. And that you are here to help them, with solutions and guidance. But we have always drawn attention to honesty: people have a special sense for detecting falsehood. Identify those aspects of your customers’ lives that you really care about! Start with them.
  • Establish the register you want to use to address them (formal, informal, singular or plural) and try to keep it throughout all your marketing messages. Avoid wooden language, words whose meaning is unfamiliar to them or extravagant expressions that mean nothing to them. Write in a conversational and friendly manner, even if you prefer a more polite form of address (“plural you”). The goal is for the message to reach them, to be understood and for it to matter to them – »and not to put out information that is important to you, but irrelevant to them.
  • In more clear words: for any text you write and for any other copywriting techniques you test, imagine that beyond the screen there is a client who tells you: “Okay. And how does this help me? Why would I care about what you are trying to tell me? ”

Knowledge is not in itself a strategy

Only after we have taken all these three steps seriously and clarified what copywriting techniques should be applied according to them, can we move on. We know that many entrepreneurs think they already know the customer’s profile, already know their products or know how to talk to potential customers. Obviously, most of the time, we know, they’re right. It is knowledge gained through experience, and the above steps were taken by putting them into practice. However, they were left without a serious and thorough analysis, because there are always emergencies in the development of a business (we went through the same attempts and omissions).

If you have taken the above steps out of inertia, habit or chance, but without a clear strategy, without intention and purpose, we recommend that you take the required amount of time. As we said in the beginning, by applying effective copywriting techniques, the conversion rate can increase 2, 3 or even 4 times. It’s not negligible, is it?

Moreover, these steps are the basis of all your future online marketing strategies, just as copywriting is that tool without which the rest of the marketing methods cannot be achieved. In SEO, Social Media Marketing or E-mail Marketing you will need some solid foundation and effective copywriting techniques.


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