magic of copywriting.

The magic of copywriting.

By Blessing Mhlanga. 06 March 2020.

Copywriting is not just throwing words to a document. Anyone can do that. Copywriting is not pasting meaningless and purposeless text on social media, on your website or blog. It’s more than that. It’s beyond writing. It’s beyond the basic rules of just writing.

Compelling copywriting has its own rules and language. The rules involve having a clearly defined purpose for the copy before writing it and predicting the desired results called return on investment (ROI). Copywriting that has no purpose is just mere copy with no substance. Anyone who disobeys these rules will not achieve the ROI. Copy in the sense of copywriting must have a hooking ability, a connection plug and an irresistible magic to penetrate the depths of audience’s mind and heart. It must leave a mark and evoke a certain interest that will prompt them to drop what they’re doing and give you their undivided attention. It must propel them to take some kind of action after reading your copy, preferably buying what you’re selling.  This is why every word must be carefully crafted and creatively modified as relevant and exciting as possible but without sacrificing the authenticity of the message.

Copywriting has the power to reach anyone at their specific level. The idea is to initiate some kind of fellowship between the brand and the customer before revealing the motive of the copy. Think of it as a boy flirting with a girl that he likes. You’re trying to attract and grab attention before you throw the punchline and expressing the magic words of romance. But it should be juicy enough to spark some fire to the reader.

The language is simple: persuasion. Copy must be both relevant, unique and fun enough to arrest the reader to read the entire message. This can be achieved by twisting the language-use and incorporating elements such as humour and creativity. Once a reader’s attention is won, you have to give them more reasons why they should keep on listening to you and reading your copy. Copy must connect with the reader by identifying the customer’s needs, problems and how you intend to solve it for them.

You’re not just selling a smart-phone, you are showing them why they should buy it and how it will improve their lives. Throw in some storytelling techniques, use bizarre but clever phrases, humorous but relevant cliches and those juicy but descriptive elements but without losing the voice of the brand.

Copywriting shouldn’t be general. General copywriting is to weak to defeat the corona virus of no sales. You can manage to drive a lot of traffic to your website or social media, but to maintain that traffic, to increase it and turn it into customers require the magic of copywriting. This is very prominent especially for start-ups because it separates famous but unprofitable brands from productive, profitable and market-dominating brands. With the rise of darling digital marketing, it is essential for brands to master copywriting because guess what, marketing has combined with king content to give rise to content marketing, with copywriting remaining at the centre of the mainstream.

If you haven’t mastered the art of copywriting, don’t panic. Blessing -the creative is a copywriting brand that creates content that ignites and creativity that innovates. Get compelling copy for all your advertising and marketing needs; Press releases, content marketing, speech writing, website/blog content, social media management, proofreading and editing, script writing for tv/radio commercials and short films, e-book ghostwriting.  

Write your copy. Connect with your audience. Drive traffic that brings sales.