Laura Darder
Copywriting: how can it help your business?
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Another article by the author: Super Apps: are they here to stay?
Knowing how to sell what you offer is a fundamental part of the success of your business, but before your potential customers want to buy your products, it is essential that you understand what their problems and needs are, and once this preliminary step has been taken, you are able to connect with your target audience through words.
Every day we receive so many advertising impacts, full of messages that don't say anything. This is one of the reasons why they don't capture our attention, because they are generalist messages written in the false belief that we will reach more people, but when we try to be something for everyone we end up being nothing for anyone.
Knowing how to sell what you offer is a fundamental part of the success of your business, but before your potential customers want to buy your products, it is essential that you understand what their problems and needs are, and once this preliminary step has been taken, you are able to connect with your target audience through words.
Every day we receive so many advertising impacts, full of messages that don't say anything. This is one of the reasons why they do not capture our attention, because they are generalist messages written in the false belief that we will reach more people, but when we try to be something for everyone we end up being nothing for anyone.
This is where Copywriting becomes vitally important, defined as:
"The ability to write persuasive, attention-grabbing copy that connects with potential customers, getting them to take a certain action, all without appearing to blatantly sell".
With Copywriting we will ensure that the message we convey helps your business to position itself as a credible, reliable and different brand from the rest, making your ideal buyer see that what you offer is really what he expects.
But finding the right words and the right structure to present your products or services is sometimes difficult. To do this, we can use formulas that work as a starting point and help us in the Copywriting technique such as AIDA, PAS, ADP, FAB or the 4Ps, among others.
Let's start with the best known, AIDA.
It can be said that the formulas of modern advertising are born from AIDA. It is an ideal formula for creating attractive headlines that include a call to action. It is also very useful for direct response ads or email marketing.
Let's start with the best known, AIDA.
It can be said that the formulas of modern advertising are born from AIDA. It is an ideal formula for creating attractive headlines that include a call to action. It is also very useful for direct response ads or email marketing.
If you notice, a customer's buying process is the stages they go through from the moment they realise they have a need until they solve it by purchasing a product/service.
Awareness: the person becomes aware that he/she has a problem, need, desire, etc.
Research: Seeks information about their problem.
Decision: Compares between different alternatives.
Action: Makes the purchase.
AIDA relates directly to the phases of the buying process.
Its acronym stands for:
Attention - Attention.
Interest - Interés - Interest
Desire - Desire
Action - Acción - Action
AIDA describes the 4 phases that a consumer must go through when faced with an advertisement or text before making a purchase decision. Let's go into detail in each phase:
1- Attention
Draws attention to a problem or need, which even the potential customer may not be aware of.
It summarises what they will find if they continue reading, but without giving away everything they will find.
Close with a short call to action to encourage them to continue reading.
Tip: The beginning is the crucial moment to entice the reader to stay and want to read the rest of the article.
2- Interest
Now it's time to pique your reader's interest by writing content that adds value.
Your content must be able to satisfy their search intent.
Tip: If you also add Storytelling, your texts will be more attractive; who doesn't like a good story?
3- Desire
Your content must be able to arouse the user's need to take action.
We develop interest with all the benefits they can get, awakening their desire first.
Tip: Ask questions, talk to your reader; make them feel the absolute protagonist of your content.
4- Action
Finish your content by asking the user to take action. A comment, a rating, a subscription to your newsletter or a reservation.
Tip: If throughout the text you have been preparing the user's mind to give you what you want, you are more likely to achieve your goal.
To recap briefly:
A. Attention. Engage your audience.
I. Interest. Awaken their interest.
D. Desire. Your solution.
A. Action. The call to action.
So let's not lose sight of this great ally, Copywriting, as it can help us to:
Create a good first impression.
Humanise and personalise our brand.
Capture the much sought-after attention.
Make our potential customers want to read and find out more.
Explain how we can help them.
Direct the user towards the action we want them to take.
Improve the organic positioning of our website.
Do not leave them indifferent.
Position ourselves as experts.
And in short, differentiate ourselves from the rest.
At the end of the day, advertising and branding attract and must support the whole process, but it will be with our words that we convince and guide our client to carry out the action we want them to take.
Author: Laura Darder
Founder and Marketing Director Mrs Disruptive
In collaboration with:
The authors are responsible for the choice and presentation of the facts contained in this document and for the opinions expressed therein, which are not necessarily those of Tourism and Society Think Tank and do not commit the Organization, and should not be attributed to TSTT or its members.
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