What is marketing copywriting?

The marketing copywriting, or simply copywriting, is textual communication for advertising.

It may sound trivial, but it's true: this aspect of marketing focuses on writing texts that vary in each field in terms of terminology, vocabulary and tone of voice, as well as formatting.

Writing texts for the web and generally creating effective corporate communication through text is an art that is anything but simple! Here's how to make a marketing copywriting strategy.

What are the areas of writing for copywriting?

The types and areas of use of these writing techniques are many and are mainly divided into two large families:

Copywriting for the web, which includes:

• texts for advertising banners
• texts for sponsored campaigns on social media and organic posts
• texts for websites, e-commerce, and landing pages
• newsletter

Copywriting for print media, among the many formats we find:

• brochures
• billboards
• flyers and all other print formats
• packaging

Now that we know where copywriting takes place, let's discover who writes the texts for companies:

The professional figure who writes texts to communicate corporate values and describe products and services of companies is called a copywriter.

Let's now go into more detail.

What are the main copywriting techniques and what are they used for?

Basic copywriting is used to promote companies (on the web or in print formats). A good copywriter is able to communicate the advantages of a company's product and its values.

This is done in a clear, simple, and immediate way!

Just like a visual marketer with images, the copywriter must be skilled at communicating the company through text!

The goals of a copywriter are: to capture attention and evoke emotions!

Persuasive Copywriting

To sell a product or service through a website or social media (online) but also in print formats, the copywriter must be persuasive.

Here are some of the most important techniques of persuasive copywriting.

As you read this text, you are already experiencing many of the techniques I am about to explain (hopefully, it means I'm doing a good job!!!) 

• Title repetition: if you notice, very often I repeat the concept expressed by the title: why? Simply because one of the simplest yet most effective techniques of copywriting is precisely to repeat the main concept perhaps using synonyms to avoid forced repetitions (this technique also helps with SEO if you're presenting a text for the web).

• Present the problem, find the solution: a skilled copywriter pushes to ensure that in a few lines the problem or question finds a solution by giving value to the product or service that solves the problem.

• Shaping the text: formatting is important! Writing for the web and beyond means creating short sentences, punctuated by many full stops, using headings and bold text to break up the flow of a boring and flat text, and uppercase phrases strategically placed within the text.

In both the web and print formats, it is essential that the text leads to a call to action.

After presenting the advantages and values of the company, it's time to convert (achieve the goal that has been set). It could be receiving a call, a click on the website, buying a product at the supermarket; in short, a phrase that incites the user to take action is necessary.

In our case here, you can like our Facebook page for example!

• Create storytelling: not just boring descriptions but also stories, so as to create empathy with the customer. More and more, users want a narrative. Only after reading a story about your company will they be ready to invest in you!

IMPORTANT: where possible, include testimonials and reviews from your clients to increase your social value and brand relevance.

The watchwords: quality and simplicity!