February 22, 2024
Image created with Dall-E to represent copywriting
Table of contents hide
1 Why is copywriting essential to your online success?
2 SEO is nothing without copywriting (and vice versa)
3 What is the role of a copywriter?
4 Where to use copywriting? Everywhere!
5 How to use copywriting?
Copywriting, also called copywriting, advertising copywriting or mexico whatsapp persuasive writing in French, is a rather "new" term in France. However, this writing method has always existed and the profession of copywriter has long been recognized in the United States. It has been in vogue for a few years in France and is gaining momentum.
But what is copywriting ? And how to use it well for your website?
Learn how to write an optimized AND copywritten article!
Why is copywriting essential to your online success?
Copywriting is the art of convincing, seducing, and persuading your audience with words . But convincing them of what exactly? To take action, whether it's to discover your services, subscribe to your newsletter, or make a purchase .
So you can see why this is a very important tool to use when you own a business. Especially when you know that Internet users only read on average 20% of the content they browse according to Nielsen Norman Group, an expert in user experience.
Because if to write copywritten content , it is essential to have good writing skills , to understand human psychology (empathy is essential), you must also know how to attract the reader's eye to the right place, to the right information.
Used in your content marketing, copywriting can help you increase your site traffic , improve conversions and therefore sales and your turnover . Interesting, don't you think?
Read also: Why is storytelling important for a business?
SEO is nothing without copywriting (and vice versa)
SEO and copywriting work together. In copywriting as in natural referencing, everything starts with the Internet user.
In SEO , we will ask ourselves: what is the search intent? Is the Internet user looking to get information or to buy? What keywords do they use to carry out their search?
In copywriting , we will ask ourselves about the target's problems and the best way to meet their needs. What is their pain point? What has the target done so far to solve their problem? Why didn't it work?
In all cases, we try to meet the expectations of our targets and Internet users as best we can.
SEO allows you to get a better positioning in search results. It is easier to be well placed if you have a certain amount of traffic.
However, by working on titles in particular (but not only), you can make Internet users want to click and further improve your SEO .
It’s a virtuous circle that should not be overlooked!
Let me give you an example. You type “zero waste tips”. Do you feel more like clicking on:
10 mega simple tips to go zero waste
How to go zero waste?
Probably on the first proposition that gives a number (10 tips) and makes you a promise (mega simple). In the second title, we have neither one nor the other. You are not sure what you will find behind.
Zero waste can seem quite restrictive, so if we tell you that it's simple, it makes you want to click and find out what's behind it, right?
Of course, the promise must be kept so that you are not disappointed. This is the whole point of good copywriting and not a clickbait title as they say
whose only goal is to generate traffic (and not to create quality content).What is the role of a copywriter?
The role of the copywriter is to arouse desire without lying (well, I added the second part, I'll tell you about it right after).
Whether it's making people want to read more with a striking title , click to discover an offer, subscribe to a newsletter or even buy a product.
I said "without lying" because for me it is essential. You must never forget the reader, your prospect. Lying is of no interest. You will not be able to retain your readers and will short-circuit your chances of transforming a prospect into a buyer.
Be REAL or TRUE!
That's the only thing that works.
I don't call myself a copywriter because that's not my specialty.
I use copywriting as a tool in my profession.
I am an SEO consultant and web editor, I learned to use copywriting during my web writing training.
Sometimes I use it, without overdoing it and especially without going to excess by trying to copywrite everything
If you need a service focused on copywriting, clearly, I advise you to follow Chloé (on Instagram, on her blog and in her newsletter) and Anaïs from Tu vois c'que j'veux dire (same).
(My two favorite copywriters
)Where to use copywriting? Everywhere!
You can use copywriting just about anywhere as long as you're writing content!
We often think about it when we talk about sales pages . It is obviously the basis: a sales page is made to convince . You will find an example for a service here and another very different one for a product there .
Sales pages are often long, which is why it is important to structure them well to attract readers' attention to the right place and allow them to skim the page.
You will also find copywriting on site pages from the home page, but also in the services, about or landing pages. There is not always a need to write a lot to do copywriting.
Copywriting is also widely used in marketing emails , first to make people want to open the email, then to take action.
But copywriting can also be used in your content strategy to write a blog article , social media posts , video scripts or even podcasts .
Read also: Storytelling technique should be a priority for brands
How to use copywriting?
You will find many articles on the internet with copywritten titles explaining X and Y ways to do copywriting for a sales page, a blog article or a newsletter.
Unfortunately, by using the same formulas as everyone else, it's like traditional advertising: we tire Internet users .
I'm the first to say that I can't stand seeing posts with the same structure, systematic line breaks, smileys everywhere... I'm sure you know exactly what I'm talking about.
You can of course use the PAS (Problem, Agitate, Solve) or AIDA (Attention, Interest, Desire, Action) formula which have proven themselves and are still widely used in the world of copywriting.
But for me, there is no magic formula and there are a thousand and one ways to do copywriting . As with everything, you have to test and see what works. Copywriting works best when it is true and coupled with storytelling .
Here are some things to help you. It is essential to:
Know your target and your personas well
Determine the issues , the pain points or points of pain of your target but also the obstacles which can prevent them from making a purchase (to then respond to objections). Example with the Tediber brand .
Use simple, direct language , as if you were having a discussion with the reader.
Address your target directly using the tu or vous
Tell a story like Odette and Lulu does for each of its products whether on the product sheet or on the brand's Instagram posts. Example with the Suzette dress here .
Demonstrate the benefits of your product or service
Air out the text and structure it
Use the inverted pyramid method: go from general to specific, give the important information at the beginning and then go into the specific
Take good care of your titles.
If you want to know more about copywriting, I recommend you look at Stan Leloup's YouTube channel, Marketing Mania , Danilo Duchesnes ' website , Alexandra Martel (from Quebec), Les mots pour vendre or Selma Païva (especially for marketing emails).
They are all recognized copywriters with a different style and who give advice on how to copywrite various content on the web .
