My internship at Better & Stronger as a Web Copywriter - Brand content
23 November, 2021
Emma comes back on her internship as a Web Copywriter at Better & Stronger. Student at EMLyon Business School, she joined the ...
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Copywriting is often misunderstood. Some people mix it up with copyrighting, others with content marketing, brand content or storytelling, but it is none of them. In a nutshell, copywriting is writing for the purpose of selling.
This practice can take various forms: whether it is online on emails, commercials, blogs, newsletters, social media posts or offline on billboards, catalogs, flyers, or newspapers, copywriters create content that is then used in advertising campaigns. If that sounds easy, copywriting requires specific skills; it is not within everyone’s reach to do copywriting. Think about all the brands you know; how many slogans do you remember from them? 2? 5?
Copywriting is the art of writing good striking content to make someone act. Want to try?
Between the decision of a customer to buy from your brand and the idea of the content you want to write, there is a world. Copywriting aims at making the user behave the way you want. Whether you want the user to sign up for your newsletter or buy from your ad, you have to be convincing.
To do so, we advise you to follow the two following steps:
When you decide to launch a new product or to make sales, the opportunity to make conversions is high. To attract as many customers as possible in your store or e-commerce, you need to raise people's awareness about your event, but above all, you have to attract them to drive them to your store. Copywriting is about making them act, but how?
Once you have identified the concept you want to put in the spotlight and the audience you want to reach, it is time to write.
Yes, as you imagine, copywriting is (also) about writing. Think about all the ads your audience goes through during the day. Ads are everywhere: on their way to work, on TV, on their phone, on their inbox… If you want to stand out:
See, here is a good example of writing optimization. On this page of the Airbnb website, you can find a lot of best practices that we listed earlier, including: clear CTAs, the use of verbs and direct appeals to the readers, strong messages such as “I’m flexible”...
Now that you have copywriting’s takeaways in your bag, you may be interested in making the most of your copywriting’s efforts. There are 3 copywriting formulas that you should consider to enhance the effectiveness of your writing:
This formula gives you the path of processing you should follow:
To make your writings more efficient, follow the 4Cs rule, be:
And last but not least... AIDA
To understand AIDA, something good to do is to put yourself in people's shoes for a while:
In the end, copywriting is about making your audience take action and help them along their buyer journey, providing them consistent content. Copywriting helps you increase organic traffic, transform your prospects into qualified leads, and boost your online sales. It is a powerful means to improve your conversion rates in the long term.
To put yourself in your customers’ shoes: question them. Then, you will be able to tailor your content to their needs.
If you want to know more about copywriting, you can read on the process of continuous improvement of your copies which is called CRO copywriting in our article: 5 key benefits of combining CRO and copywriting. Want to know more about this specific topic? Contact our storytelling team, they'll be pleased to help you!
By Emma Jeanpierre
03 Sep, 2021