The art of persuading with Copywriting

Writing is one of the oldest trades, since it arises from the beginning of history, in order to record the events that have occurred to humanity. To this day, it continues to be a fundamental part of communication and even one of the quintessential ways of transmitting messages or exposing something.

Although it is not the only method of reporting, it crosses almost all communication channels, be it a headline on a social media image, a blog article or a billboard in the supermarket.

How would we define Copywriting?

Copywriting is a persuasive writing technique, which pursues objectives and a precise commercial intention. It is used by individuals and companies to conduct and complete businesses.

The writing was conceived for marketing and advertising. Using psychological factors to capture the attention of target audiences, leads them to take specific actions.

However, advertisements are not their only purpose, as we can find copywrites in emails, scripts, headlines, catalogs, and in most commercial media.

What does a Copywriter or ‘copy’ do?

A person in charge of writing these persuasive texts, regardless of the type they are, is a ‘copy’, as they are often called within the field.

Unlike a writer of novels or short stories, a copywriter writes texts for commercial purposes, so they are also in charge of creating the concept and idea that allows the execution of the creative piece.

Linked to advertising and the press since its origins, with great personalities and milestones, today the editor diversifies his work and acquires prominence in many other areas.

In recent years they have gained prominence in content marketing and community management.
Copywriting and coronavirus: paradigm shift when it comes to reaching customers

Due to the Covid-19 pandemic, all commercial, advertising and business strategies in general collapsed. Consumer habits, now terrified and full of uncertainty, have changed fleetingly in a few weeks. Today, the way to communicate a message must take these new market demands into account. The great key to writing persuasive texts in times of crisis is to keep in mind that the concern of your clients is greater than ever, so the way of conversing with them has to be more transparent, empathetic and fast, even carrying out campaigns to convince customers to buy when their situation improves. The trends that have marked the purchase decision of its consumers are:

Online presence: The use of electronic commerce has skyrocketed and it is essential that the customer knows you and chooses you so as not to go unnoticed by the competition. A genuine connection between your brand and customers is what will make your business survive. Mastering social networks, developing an application, having a complete and attractive website, are some of the tools that you have at your disposal to face this trend.
Communicate hygiene and safety processes: informing about what you are doing to prevent the spread of diseases and care for your loved ones is the first step to reduce uncertainty for your customers.
Exceptional branding: the purchase of your products or services must be a memorable event. ‘microcopies’ of personalized thanks on the packaging, satisfaction surveys, gifts, excellence in design and logistics…

The purchase of your products should make your customers feel part of a movement, of a chain of support for local consumption, give them a sense of familiarity.

Sustainability: The forced recession in our way of consuming has made many customers reconsider their habits when choosing brands. There is a clear tendency for users to choose brands because their products are local and have environmentally friendly production processes.
Impeccable customer service: Credibility is going to be one of the fundamental pillars of your brand: digital word of mouth is going to be decisive for new customers to choose you over your competitors.

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Gerard Heperd

Gerard Heperd