Let’s say your friend sends you a link.
You open it to find a blank page with a “buy now” button.
Would you click the button? Why not?
Because you don’t know what it’s for.
For all you know, you could be signing a digital deal with the Devil!
This is where copywriting comes in handy.
Copywriting is what makes you click on that button.
Let me show you how.
Some people treat copy like it’s just “text”.
They just need words to fill in the space for their fancy looking website or sales page. No one reads anyway, right?
Well, they will when they have to pay for something.
Copywriting isn’t there to look pretty. It has to convince your customers that what you’re offering is what they’re looking for.
For example, let’s add some basic text with this button.
“This is a bag. It’s great.
Buy now.”
You know what it’s for. But does it make you want to click the button?
No. Because you’re not obliged to. Instead, it leaves you with more questions.
What kind of bag is it? What does “great” even mean? Is this a joke??
Questions left unanswered means move on.
This time, let’s add some copy that I’ve seen people write.
“Hi, I created this bag. I spent years building this because everyone needs one.
This is the best bag you’ll ever wear. No one has ever worn this bag. It has straps, pockets and a material never used before.
It’s a killer bag. And it’s super cheap! Not enough to break the bank.
Everyone needs this bag, so you should buy it.
Buy now.”
When people write about their products, here’s what they usually focus on.
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They talk about themselves.
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They advertise its features as if they were selling in a fruit market.
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They assume that being cheaper is what makes it easier to sell.
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They try to sell to everyone who has a pulse.
What they don’t do is address the most obvious question: why should I buy it?
So what if it has these features? What’s in it for me?
You’re not everyone else, so you’re not going to buy for the sake of buying.
Let’s see if we can write a better example.
Mini disclaimer here. There are steps you have to take before you can write copy that appeals to your audience, but for this example, let’s assume we’ve already done those and formed the brief we need below.
Brief – The bag is for professionals who frequently travel, whether for everyday work or across continents. The problem is that they hate adjusting their bag during peak times or packed bus, train stations or airports. They need something they can run with and never lose. Bonus: They’re into storage and straps that are secure and easy to adjust.
Here’s how I would write it.
Introducing the new ultra-sleek backpack that will never betray you
Welcome to another hellish morning.
Your only objective is to get to work.
But morning means peak times. And peak times mean war.
Whether you travel by bus, train or plane, you can handle selfish passengers.
But what’s unforgivable is your new enemy. Your bag.
When you’re running for the bus, your bag bounces out of control and slows you down. You miss it by a second.
When you’re rushing through the aggressive crowd, your strap falls off your shoulder, but not in a seductive way. You break free, but with no bag.
What will it take to make your bag stay still without losing your sanity?
Our ultra-sleek backpack always has your back.
Designed for innovators who travel under perilous conditions, so you can turn big ideas into reality without the small inconveniences.
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Bounce-proof, adjustable straps that can be worn in six different positions to reduce your shoulder fatigue and posture damage.
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Durable, waterproof material that protects you from sudden downpours and conceals your items for extra security.
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Multiple compartments inside and out that carry all your office necessities, from your laptop, headphones and notebooks.
Want to get ahead of the morning crowd? Grab your bag for just $59.
Buy now.”
Again, we can always refine the copy, but do you see how much better it sounds?
Let’s break down what I’ve done in this example.
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I made it clear who my target audience is.
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I related to their problem and gave a solution.
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I boosted the value of the features by adding benefits that matter.
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Bonus: It wasn’t a digital deal with the Devil after all!
I told you everything you needed to know, making it easier for you to click the button.
Copywriting helps you relate to your audience by speaking to them as a friend, not just a customer. It builds trust and gives them something to get excited about.
This is why I enjoy it so much.
I hope this quick demonstration gave you a taster of what you can achieve when you put a lot more thought and effort into your copy.
Take care,
Sanam
✨Hi, I’m Sanam and I’m a Brand Narrative Copywriter. If this post gave you a eureka moment, restack so more writers can experience it too!
