Are you that person who is mind-blown by the amazing copy of the Ads and wanted to learn how to write them? However, you thought you are not a writer and just moved on? Or maybe you didn’t know what is copywriting?
Well, you have just landed in the right place. Trust me; I was not a writer as well when I got started and had the same thought and resistance as you but had the same passion as you when it was for Copywriting and advertising. All I had in my mind was “How do I develop my copywriting skills?”
Let me debunk your myths and help kick-start your Copywriting journey.
Copywriting Vs Content Wrting
Meaning of Copywriting has always been misunderstood or taken synonymous with content writing, and this puts an aspiring copywriter into the following thought — Do I have to be an exceptional writer to be a copywriter? or how to start copywriting with no experience in writing?
No, you need not have to be a writer because, as a writer, you follow a lot of grammar rules to have all your sentences in sync with the syntax.
However, copywriting is a more relaxed way of writing in terms of grammar, vocabulary, sentence structure, or any kind of syntax.
You are free to break the rules and write as we talk to anyone in person.
One word to differentiate copywriting and content writing is “PURPOSE.” Copywriting is more on the advertorial side of content where you want people to take a particular action for something, be it subscribe for a newsletter, book a seat for a webinar, or make a purchase.
On the other side, content writing is informational or educational. It is a more formal way of communication where brands want to reach out to their audience with a clear purpose behind any content in the form of blog posts or articles.
So the bottom line is you need to understand more about your persona or customers than the grammar rules and always understand the purpose behind your words to make people take a particular action. So, let’s know what exactly do you need to become a Copywriter or even to get started.
Your Ammunition To Get Started With Your Copywriting Journey
So let me list down a few things which you will need to be good at or maybe something you can get started with:
Understanding Customers well
More than knowing how to write well, you have to understand your customers exceptionally well and the kind of problem they face, pain points, and more so that you can communicate with your copies and laser target them.
It’s always good to get started by designing a customer avatar, which encapsulates all the essential details about your ideal customer.
Thinking of benefits over features
Features tell you a computer has “16 GB RAM” while the benefit says, “Play CALL OF DUTY without any system LAG.” A consumer will be interested to know the latter because it gives him a future cast of what a 16 GB RAM can do to his system.
One way of doing this is to write down a feature and try to ask as many whys as you can and note down all the answers to “why a particular feature will be useful to your target audience or customer persona. Keep digging until you get the best reason a feature will be valuable to the consumer.
Either to understand your consumer or product; the only thing you need is exceptional research skills because if your research skills are weak, it will result in a bad copy that will not resonate with your audience.
You can always get started with sites like Google, Bing, Wikipedia, and start digging in all the information you would need about your product or customer.
Research may sound counter-intuitive, but this can be a deal-breaker for how good your copy would come out to be. Always remember its 80% research and 20% copy.
Idea of one
One of the ways you give clarity to what exactly you want your visitors is by always sell on one single promise. Typically people want to have as many USPs on the headline; having as many USPs is no doubt a good point.
But trying to sell on all the points might put your visitors in a dilemma and make them leave the site without taking any action. Try to sell on one significant promise, which will ideally go on the headline and the body, and you can have the other USPs as you go down the page.
The idea is to align your page to one particular theme throughout to have your customers think in that direction, which you believe is a differentiator from the competition.
Copywriting Exercises to Help You Sharpen Your Skills
Like any other skill, you learn better when you practically do it. In copywriting, the best way is to learn while executing because this is not a skill that you learn theoretically.
You might be wondering as you are getting started, how you can execute without having any project at hand. To be frank, you don’t need to have one. Here’s how you can practice copywriting skills with no client or project in hand.
- You can google and find a few brands like Slack, Intercom, or any other pages and write the exact copy again; it would be great if you can handwrite the copy of these pages.
- If you don’t know which pages or sites you can get started with, just go-to swiped.co, and pick up any of the swipe files you like and write the same thing in your notebook.
- You can write the same copy multiple times for a few days, and you will reach a point when you start understanding what the exact emotion is and the promise the writer is targeting; basically, you will walk in the shoes of the writer.
Most of the people think it is counter-intuitive and a tedious task which might not help improve copywriting, trust me you have now this can work wonders. Just do this for a week and tell me how confident you feel.
So now you know to learn Copywriting, neither you have to be a magician nor a grammarian; all you need is to understand your prospect’s problem and align your copies accordingly.
Most importantly, execute more than theoretical learning and stay consistent. You should start falling in love with copywriting because it’s art! So let’s get started!