From Website Copywriting to SEO Copywriting
If you’re a copywriter or aspiring copywriter, you know your job is to turn words into cash.
The concept may sound simple, but it is not easy.
Copywriting is the art of persuasion.
But here’s the thing-
It’s a subtle art.
Business and sales people get a bad rap for a major reason-
They are too direct.
and sometimes just plain annoying.
As society changes, so does marketing.
Digital marketing is the new trend in 2020 and beyond.
Digital marketing uses persuasion through building returning relationships.
This is called “inbound marketing,” as explained by HubSpot.
in 2020, digital marketing is built by forming relationships,
and nurturing leads through conversation.
People don’t want to be sold to.
Customers want value through solutions and mutual support.
Be part of the solution.
Give up the old sales techniques.
Make returning relationships through conversations.
That’s how to be an in-demand copywriter.
Earn respect through your words.
Copywriting is the oil in an engine.
The butter on the bread.
You get the idea.
Copywriting glues your business together.
The written word has powers.
When you buy something,
You are not just buying that thing.
You are subconsciously buying from that person.
That means they are buying from you.
You are a brand.
Your brand is what people say when you are not there.
People may not remember what you said to them,
But they will always remember the way you made them feel.
A telemarketer or salesperson interrupts your day?
No matter what they have to offer,
They have ruined your peace of mind.
Now let’s say you got an email that resonates with you.
The email states:
Something I want you to hear.
I wanted to share another message with you.
“Let me know how you’re doing during this disaster.
Everyone is having a difficult time and I wanted to reach out to you.
I hope we still have time to chat, and you’re okay.
For being a loyal subscriber,
I am giving 50% off my new book,
Conversational copywriting and how to influence anyone.”
What do you like more?
The annoying phone call or the personalized email?
I know emails can flood your inbox,
But it’s the genuine showing of concern that counts.
You’re not an object.
You’re an empowered human being.
And you should be treated as such.
As a buyer,
YOU have the choice of who to buy from.
That’s why personal copywriting works.
Because it talks directly to YOU.
And you may be wondering how professional copywriters do that-
It’s because they research their target market.
This brings us to the next step…
Copywriters know their target market.
They know them very, very well.
Do you talk to a stranger the way you talk to your best friend?
That’s because you get to know someone over time.
You learn about them.
Get to know what makes them tick.
And this takes time.
But it is essential.
The promotional email discussed above is an example of copywriting used to sustain rapport with the client.
This is where creativity comes in.
All copywriters are creative professionals.
So use all of your resources to your advantage.
The first line of defense is the internet.
Pay attention to conversations in your niche.
Social platforms like:
Practicing social listening is essential for copywriters, and the copywriting process as a whole.
There are many tools for social listening, and the more research the better.
It goes beyond basic demographics.
What exactly makes them tick?
How about word choice and tone?
What pain points are you trying to solve.
A copywriter does surgery with words.
That is not an understatement.
Your words are all you have to stand out.
As stated on my previous blog article, the best way to know who you’re selling to is to have a conversation with someone in your target market.
This can also be done through interviews, surveys, and analyzing data.
Either way, you must tap into the buyer’s mind.
Research is the foundation copywriting is built upon.
3. Deliver Across Multiple Channels
A copywriter must get their CTA out.
The research has been done.
You know who you want to target.
So now it’s time.
Copywriting is no longer limited to direct mail.
Now, your message must be transmitted across digital platforms.
And your platform of choice will be dependent on who you serve.
Your job as a copywriter is to get your reader to take action.
You could be writing an email sequence for an SEO course…
A landing page to promote a webinar…
An SEO optimized blog post in the health industry.
Other examples include…
- Catalogue description
- Social media ads
- YouTube scripts
- Google Ads copy
- Website copy
A copywriter has to think of every case scenario.
And use their words to solve the problem of the moment.
Different copy is used in different situations.
You may be wondering how to choose your words….
As well as which medium to use to promote your message.
It’s a combination of both.
So you must test, test, test your work and analyze data.
As a copywriter (and digital marketer), you must be able to back up your decisions with hard data.
Your KPIs (Key Performance Indicators) are like a lighthouse to a sailor in the sea of marketing:
Without them, you’re lost.
How many views did your ad get?
Where are your users located?
What is your converion rate?
And so on.
Let’s take a look at how a copywriter uses data.
4. Test and Adjust.
Copywriters test, refine, edit, and re-launch
Nobody has a crystal ball.
Life is full of uncertainty.
We adapt as we go and learn from our experiences.
It makes us a better person.
Same deal with business and marketing.
Digital marketing is based on data; computers compute.
So a little pre-testing should be done first.
Let’s take a preventative approach.
You have an online course that teaches people how to become an SEO specialist.
Is SEO an in-demand skill?
Hmmm… let’s think.
So we type the question into a Google search bar.
And the results are astounding!!!
An article by General Assembly on the first page of Google states that “a projected 20.5 million new jobs will have been added between 2010 and 2020, a 14.3% growth in employment.”
So now you want to do some social listening and see what other people are saying…
So you go to Reddit and Quora and you see people asking questions about what SEO is and how to get a job in the field.
Then you go to LinkedIn and search for SEO jobs and their requirements…
Then your wheels start turning…
It seems we’ve identified the problem.
Remember, copywriters have to be able to position whatever they are selling.
They do this through selling the benefits over the features of their services.
As we know, SEO is a good career and can offer a decent wage.
And you can work remotely as well.
This appeals to a lot of people.
After making the course, you decide to name it.
BUT… you want it to get noticed so you do keyword research with keyword tools to see what people are searching.
That’s how you you create a selling name for the course.
But the course won’t sell itself.
And the launch…
Now the real testing comes when you launch.
AB split-testing is a way of simultaneously measuring several versions of your marketing strategies.
This can be your:
- Landing Page copy
- Facebook Ad copy
- Email sequence
- Company website
- The name of your course
It’s important to test everything.
Make decisions based on hard evidence.
When promoting a course on the internet, it’s best to go with a calculated approach as opposed to blindly launching.
In the beginning we did our first investgation-
Seeing if the course would be in-demand in 2020.
Then we did some social listening.
Finally, we launched and tested our efforts across multiple mediums to see which did best.
Granted, there would be more steps in real life.
But you get the point.
A copywriter has to research, test, and readjust to the audience.
How do you measure your copywriting?
As always, thank you for reading.