The power of effective copywriting
By Giselle Borg Olivier for The Sunday Times of Malta, Technology supplement
Whenever I’m asked ‘So what is it that you do in life?’ I tend to hesitate. Not because the answer embarrasses me, but because it often embarrasses the person who asked. However, I choose to be polite so I reply that ‘I’m a copywriter’ and am inevitably greeted with a half-smile and ‘knowing’ nod whilst the person’s eyes are clouded in bewilderment. Some let it go and move on to safer areas like what I think about the divorce debate, but there are those who, beguiled by this response, want to know more. ‘Right… So what is it exactly that you do?’ Oh great, we’ve specified it now… well, here goes…
A copywriter is really self-explanatory – it’s someone who writes copy. It doesn’t sound particularly sexy, and in fact it isn’t. It’s all about you and a computer – and the thousands of people whom you hope will read your words. Copy is a generic term for words found in adverts, jingles, taglines, website pages, press releases, whitepapers, newsletters and other forms of media where the idea is to promote a product, service or even a person. Then there’s also web copy, which is often referred to as web content because a website usually tries to persuade the reader to buy a product or service by informing them about its features, uses, advantages and desirability.
Content is a mainstay of the Internet. If there was no content, you’d likely be staring at a blank screen! Therefore content development has grown into an important area for any website owner who wants to get traffic and retain readership. Web content is an important factor that will influence a user’s decision about whether or not to remain on a site and whether to purchase the product/service/advice etc. so content must be informative and interesting in order to engage the reader. If you’re not providing the answers that they’re looking for, then they’ll just look elsewhere. Internet users tend to be a fickle lot with minimal patience and an attention span so short that it can’t even be measured. They want their answers and they want them now!
Think about your favourite websites; why do you visit them time after time? It’s likely because they provide you with the information that you are looking for and they present it in a way that is appealing to the eye. This wasn’t done by chance, there was thought and effort put into the creation of the site and the content that was developed to hook readers and turn them into repeat visitors.
Indeed, there is one extremely important tool when it comes to copywriting and that’s a spell checker. Spelling and grammar mistakes have no place on an official medium. Carefully chosen words lose all their effect if they are misspelled. Mistakes make a site look unprofessional and whilst it may not have anything to do with the product/service, a shoddy site could be interpreted as a reflection of the company.
Knowing that the correct words could affect a person’s decision-making process is quite a responsibility. That decision could mean money… and, let’s face it, money is quite an attractive prospect; or it could also help build a reputation. Bylined articles not only feed the pocket, they also feed the ego. Consequently effective copywriting does hold a certain amount of potential in its grasp. When words appeal to the senses they are making an impact on the reader; describing the balmy summer evenings of the Maltese Islands on a travel website invokes the idea of relaxation and tranquility, far from the mundane routine of daily life. Yes, a holiday in Malta sounds perfect! A designer fashion website describes the glamorous lifestyle that a handbag can bring; a jewellery website promises that she will love you forever with their diamond rings. The right words can result in the desired actions and that is what effective copywriting strives for.
Methods, tips and tricks about copywriting and content development are plentiful and can easily be found online. It need not be a very complicated process but the benefits of effective copy are just as plentiful.
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“So what do you do?”
“I hook people into reading the words I write, don’t let them escape until they can’t wait to buy, and then compel them to pull out their credit card and buy. What about you?”