Copywriting techniques – the most important ones you need to know

Copywriting techniques – what to know

Their nature should depend on the target group and the company’s brand. The marketing resources of your competitors are also important – if you compete with large, visible portals, it is worth using more niche keyword phrases that will avoid fighting in the open.

For this purpose, it is worth doing research to select keywords that provide the best results given the assumed possibilities. You can easily determine this using dedicated copywriting tools or – adopting a more time-consuming solution – check yourself in the search engine to see what phrases there are “gaps” in the competition. Only when we have a specific strategy can we start using copywriting techniques. First plan, then action.

Basic copywriting techniques

Most sales content, offer subpages or product descriptions consist of three basic elements: specifications, benefits language and CTA. We will discuss them below with a note on which method is worth implementing.

Specification

We define it as a fragment that contains all substantive information about the product. Consumer needs today can be summed up in one word: conciseness. The specification should be included at the beginning of the text in the form of bullet points or a highlighted paragraph to effectively retain the audience’s attention.

Remember that if a potential customer does not receive a response within the first seconds, he or she will most likely leave the website. In the first stage, you need to ensure that it is factual and concise – there will be an appropriate time for persuasion in the second step.

The language of benefits

Another necessary element is to present information showing specific benefits of the purchase. Specifics are also important here, but they no longer refer to the features of the product/service, but to the customer’s problems that will be solved thanks to the transaction. This style of expression, called the language of benefits, is currently the most popular copywriting technique for a reason. It is highly effective due to the basic fact that you buy not only with your mind, but also with your imagination.

For example, if you sell engine oil, do not limit yourself to providing specifications (brand, viscosity, etc.), but clearly suggest that such oil is associated with better engine operation and, therefore, will prevent frequent breakdowns and persistent visits to the mechanic.

Moreover, keep in mind that – despite their marketing message – texts must be rich in hypotactic conjunctions (i.e. because, because, in order to, because) to increase reliability when justifying your position. The arguments for benefits are much stronger, while baseless, hieratic slogans without credibility lose their importance. Their excess may even harm the overall image of the company.

Enriching the content with the language of benefits will not only increase the attractiveness, but also the volume of the text, which implies more effective positioning.

Call to action

The culmination of every professional content is a call-to-action (CTA), which will ultimately encourage the recipient to complete the conversion. Regardless of whether we are talking about purchasing a product or subscribing to a newsletter, it is definitely worth telling the recipient what we expect from him. Although phrases such as “Don’t wait and buy now!” and “Visit the website and learn more” may seem obsolete, they are still a lucrative element of content.

The most frequently used copywriting technique in the case of CTA is to create time pressure: positive (“if you order the product today, you will receive a 20% discount!”) or negative (“3 hours left until the end of the promotion, don’t miss the opportunity!”). An alternative is to add social proof (“60% of mechanics already use this product. What about you?”)

The higher the visit rate (CTR), the better the visibility in the search engine and the greater the number of visits to the website. In short, the game is worth the candle.