So you want to know about copywriting? Cool. Keep reading to learn why it’s the single most important part of any business…And no, it has nothing to do with this *©Now,
if you’re already a copywriter, chances are you’ve been asked over and over again to explain what it is you do.
Trust me, ten years in, and I still have to do it. Copywriting is different from copyright,
No, we don’t deal with copyright law, we are, in fact, writers!! Were you confused by the difference too? If you were it is cool, you are not alone.
What is a conversion copywriter?
So then what is a conversion copywriter? You might be wondering, well,
a conversion copywriter focuses on one thing and one thing only, writing compelling words that connect and convert, or in other words,
conversion copywriters are writing with real humans in mind, not algorithms.
They use persuasion techniques, storytelling methods, psychological triggers.
And they study behavioral economics, conversion copywriters know what makes a person tick, click, and take action.
And they masterfully weave these techniques into their copy, while keeping it engaging, relatable, and of course, useful to the audience.
Now sure, a good conversion copywriter will understand keywords and customer search terms,
but they do this research not only to rank in the search engines,
but because it helps them relate to and thus, effectively communicate with their audience and what they want, need, and desire.
So let me say it one more time.
What makes copywriting different from any other form of writing?
Well, in a nutshell, copywriting is the art of crafting words for the sole purpose of conversion.
Good copy convinces people to take action.
So, anytime you want to compel a prospective customer to click a link or call a number, or signup with an email address or yes, BUY something, it relies on copy…
Basically, it’s the messaging that fuels your entire business.
It’s the foundation of your brand and the secret sauce to your sales.
As I like to say, the right phrase pays!
Copywriting is used in various marketing materials like:
sales pages, websites, emails, promotional videos, direct mail flyers, catalogs, and advertising campaigns.
The goal for copywriting may be to increase conversion rates.
But the best kind of copy out there uses storytelling, creates emotional resonance.
And builds brand value while guiding the prospect through a valuable buying experience.
And this is particularly important, guys.
Copywriting is very different than content writing.
Content writing is indeed important in business,
but it focuses more on engagement and brand awareness through content mediums such as:
blog posts, YouTube videos, social media, and about pages.
Copywriting is one-directional and is written strategically for a singular call to action, whereas content is more organic and educational.
So, in this article, I’m sharing the A-B-Cs tips of copywriting to help you understand the key elements that make up the structure of any good copy…
The A-B-Cs tips of copywriting.
Read all about it! If there are one thing copywriting needs to do, it’s to grab attention.
Good copy should hook the reader’s interest and establish a connection long enough to guide them through to the next step of the buying experience.
This is usually established with a strong, compelling headline, subject line, or opening line…
Depending on the medium, whether it be a sales page, email, ad, or video script.
You can do this by opening a loop that makes a prospect want to find out more,
Adding scarcity to create a sense of urgency, or provoking an emotion that builds up the desire for a particular benefit you offer.
And if you don’t get their attention quickly, your prospect is gone.
Here’s the thing — the number one question on your reader’s mind will always be —“What is in it for me?”
The truth about good copywriting (and really selling in general) is that most of the time…
And listen very carefully…. Your product. Doesn’t. Matter. What?
Yup, I said it. And here’s what I mean by that.
People don’t buy the WHAT… They buy the WHY.
They’re way more interested in the value and the outcome of your solution, rather than the specific product.
And with audiences getting savvier and the market more saturated,
Now more than ever you need to make sure you’re focusing on the BIG PROMISE you offer upfront.
Prospects need to be convinced not just of your product, but also of YOU and your unique selling proposition.
So to do this, you need to get crystal clear on what you do better than anybody else.
This is where communicating your singular benefit (and that’s a second B by the way!) comes in.
Many companies make the mistake of simply describing the product they offer…
And not the results that one can receive when using it. There’s a big difference between your product features and benefits.
A feature is something that your product has or is.
It’s planned, built, and executed in order to directly solve a problem.
In copywriting, features are factual statements about your product or service. But NOT what entices customers to actually buy.
The benefits, on the other hand, are WHY someone is purchasing your product.
They describe the outcome that the user will (hopefully) experience by using your product or service. Or in other words, the BIG Promise.
So for example — if you’re writing for a workout app that gives people access to various studios around the world, a feature would be “Get access to over 100 studios”.
But your benefit could be “Don’t commit to just one gym.
Get a variety of workouts every single week, anywhere, anytime!”
See the difference?
No matter how persuasive you are with your copywriting, none of it matters unless you have a strong call to action.
And the rule of thumb is this— you should only be asking your prospect to do one thing.
You should have one clear and concise call to action and it mustn’t leave any room for confusion on what to do next – and that’s usually to either visit, call, click, signup, or buy.
And don’t be afraid to be redundant or repetitive.
Studies have shown that people forget information at an alarming speed unless there is repetition.
So if you’re working with a longer sales page, email, script, or ad… be sure to repeat your call to action at least once or twice!
Think of it this way… If you’re asking for something that might cost a person their attention, time, or money,
Do not make them struggle to understand what to do next, or what to expect.
Confusion is the BIGGEST conversion killer and not having a clear and concise call to action is one of the biggest mistakes a copywriter can make.
Alright, there you have it — the ABCs to copywriting!
What are the differences between a copywriter and a conversion copywriter?
There is a big difference between a copywriter and a conversion copywriter. You’ve likely hired the other, meaning you’ve worked with a blogger, eBook author, or newsletter writer.
They have come in, hit out many projects, and perhaps stayed on as an ongoing freelancer to meet all of your content needs.
Still, also you are likely slightly writing any of your own content, if at each If they are especially good.
However, they are handling everything from your blog to your lead attractions, and everything in between, If they are good.
They’ll research topics, pinpoint gaps in your content, edit pieces previous to publication, work in tandem with contrivers on your branding (unless they do that themselves), shape language, etc.
You get the idea.
But a conversion copywriter works with one thing in mind to get you conversions.
- They increase click-through rates and analyze data
- Perform A/ B tests and link structure
- Effectively restate your ideas to your target audience using the aid of tongue specialists
It’s all performance- grounded.
This means one thing if you are looking to make up your B2B or B2C content and branding, your Google Advertisements, or your SEO, you should be hiring a copywriter.
But if you want to increase your deals or other conversions, you should work with a conversion copywriter.
Immaculately, in the best-case script, you’d want to work with both,
So the conversion copywriter can lead the charge and inform your copywriting team what is required, why, and how to go about it.
But first thing’s first, before you go reaching a conversion copywriter on vagrancy, let’s dive deep into this part, and see why it’s so important to business success.
Then is everything you need to know on how to find and hire the right conversion copywriter.
SEO Copywriting vs Conversion Copywriting
What comes first, search engine optimization or the art of persuasion?
If you’re an aspiring copywriter, you might be wondering about the difference between conversion copywriting and SEO copywriting,
And what services you should be offering your clients to make the biggest impact and income.
If that’s you get you here to this article, because I’m about to debunk some common copywriting misconceptions and share the best-kept SEO copywriting secret ever.
So here’s the deal posse. I have noticed a very dangerous misconception in the freelance copywriting world lately.
And that is this, which copywriting includes all kinds of online writing and that anyone who calls themselves a copywriter is supposed to know how to do it all expertly.
Now the truth is there are different types of writing when it comes to the online medium.
Conversion copywriting, content writing, and SEO copywriting are all different specialties that require a different skill set.
Roi Stream is dedicated to teaching copywriting, content marketing, sales, freelancing, and persuasion.
And listen, we wanted to do an article for educational purposes only because we see way too many people confusing these two skills.
There are clients hiring copywriters, expecting them to be SEO experts.
And there are copywriters offering SEO services when they actually have no clue how to do it,
which just ends with unsatisfactory results, unimpressed clients, and lowered confidence in your copywriting abilities.
So conversion copywriting versus SEO copywriting.
What’s the difference and why does it matter? We are here to finally set the record straight once and for all.
Now, what is SEO copywriting and what is conversion copywriting?
What is SEO copywriting?
Well, according to Google, an SEO copywriter uses search engine optimization strategies to write copy that helps boost a website search engine ranking, or in other words,
SEO copywriters are writing with the search engine algorithm in mind.
they write content for the purposes of getting ranked in Google or whatever other search engine you might be using.
SEO copywriters must consider things like keyword density, fact links, referring domains, domain authority, organic clicks, and engagement.
An SEO writer is a more scientific writer who is constantly following and keeping up with the latest search engine guidelines, rules, trends, and data to create content that has a higher likelihood of showing up in the search engine, that’s it.
Conversion copywriters boost your conversion rates,
SEO copywriters boost your website’s ranking in the search engines.
And these are very different services.
Now I use the terms copywriting and conversion copywriting interchangeably.
So if a copywriter does offer SEO writing in addition to copywriting that needs to be clearly differentiated and specified separately.
All right, so now that we know the differences between these two types of writing,
Which one is more important, SEO or conversion?
Let’s talk about the importance of both.
Which one is more important, SEO or conversion?
Well, that’s kind of like asking, which came first, the chicken or the egg, it’s kind of difficult to answer because they are both really important for a business’s overall success.
Without compelling and persuasive copy, it doesn’t really matter how good your search engine ranking is because no one is going to convert once they get to your site anyway,
And without good search engine ranking, it will be harder to get that free, organic traffic to your website to see your amazingly persuasive copy.
Now, with that being said,
I firmly believe that conversion should always come before search engine optimization, which I know is the opposite of what you’ll read online.
So just hear me out for a second.
In my experience, before a brand ever needs to worry about organic search engine traffic, they should be focusing on building brand awareness, their audience loyalty, and of course, getting repeat customers,
And they do this through powerful, compelling conversion copywriting.
You need to perfect your brand messaging before you worry about getting your website on page one of Google or any other search engine.
Plus search engines are just one source of traffic.
There are plenty of other traffic sources out there to get eyeballs to your website, including content marketing, social media, paid ads, and the list goes on.
But listen, I am not by any means going to sit here and pretend like SEO isn’t important because yeah, it is.
I just don’t think it’s more important than conversion copywriting.
Create powerful and relevant content, perfect your messaging, attract your ideal audience, and then optimize later, that has always been my strategy and it’s worked pretty well.
And it’s what I recommend that all of my high-end clients do too.
Now, speaking of clients, if you’re a brand new baby copywriter, just starting to learn the craft and grow your business, which service should you offer?
Well, that’s completely up to you.
Are you more interested in connecting with people, psychology, and creativity, or are you more interested in analytics, website navigation, and data?
As you can see, there is a clear difference between the two and most copywriters will gravitate towards one over the other.
For me, I am a conversion copywriter all of the way, that technical SEO stuff really doesn’t interest me at all, beyond incorporating keywords and phrases where it makes sense in content like on YouTube or blog.
Clients know that if they’re looking to optimize their website content or blog in the search engines, they need to hire an SEO expert separately and I am very clear about that from the get-go.
Now listen, if you are genuinely interested in both, then, of course, you can add SEO to your list of services if you know what you’re actually doing, but I repeat it is not enough just to incorporate keywords.
SEO is a really interesting science that’s ever-evolving and changing, now at the end of the day, you always want to remember this best-kept SEO secret.
And that is this, write copy that’s valuable, creates authority, and gets people to actually engage with your page. or website, or in other words,
just be persuasive because that will always help boost your rankings in the search engines and help you get more customers too.
I hope you found this article helpful and I hope it cleared up some confusion you might have about SEO copywriting versus conversion copywriting,