Growth Journal

Content Writing Vs Copy Writing – Difference Explained

By February 12, 2019 No Comments

How to use Copywriting

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Creating a brilliant product with awesome features is not enough. In today’s world, without an excellent marketing template, even the most useful product will not reach your customers.

Marketing plays a crucial role when a new product is released.

Content marketing is vital for online marketing; copywriting is the best of the best. Copywriting is writing content for marketing purposes that is meant to lure customers to take the desired action.

Content is the king

This article is going to tell you all you need to know to accelerate your copywriting skills and produce copy like a pro:

  1. Polish and redefine your approach again and again:

The more you try not to push your customers directly to buy something, the more they are inclined to buy your product. 

“Here’s our new set of car washers for only $200. Grab them today before they go out of stock!”

“Johnson from your neighborhood now washes his car himself and saves $15 and 1.5 hours daily. Don’t believe me? Ask Johnson or read on for more information.”

Both these pieces of content are written to promote car washing tools.

Which one will sell better?

Of course, the second one! Write marketing content that doesn’t feel like you are pressuring them to buy.

A correct approach to copywriting should be personal and individual-to-individual. The tone of business copywriting should always be sharing knowledge as this will implicitly influence the readers’ mind to think about the products.

Keep the tone of any copy, be it an email or article, humorous and cordial.

Check your grammar and spelling. Yes, we know, this is basic stuff! Still, a considerable number of copywriters are too lazy to run a proofreading check once or twice. Otherwise, seeking the help of a professional proofreader is a practical option.

  1. Customer interaction, following-up, and further following-up:

You have your freshly-brewed content ready, you have shared it on all the outbound marketing channels. And that’s it. This is where your marketing journey stops.

Is it so?

No!

Content marketing is not limited to creating one-time extraordinary content. Rather, a true long-term marketing tactic is about constant customer interaction and keeping up customer interest.

Once you upload your copy on the web you will start to receive feedback from your readers. These tips and suggestions will help you to understand what the areas for improvement in your copywriting are.

Giving out as much content as possible in a single article is not always the most desirable thing for your customer. Learn how much they want to see first. Too much unnecessary information could actually put them off.

Be to-the-point; think from a customer’s perspective; make them understand that your product is going to solve their problem using testimonials and reviews embedded in your content.

Statistics suggest that more than 70% of copywriting relates to luxury items and does not fall under daily essentials. Therefore, try to show how the product is going to positively influence your customer’s daily lives instead of directly promoting the product.

  1. No jargon; keep it sweet, simple and crisp:

The number of internet users has grown from 16 million (1995) to 4,156 million (2017), so every microsecond counts; literally!

Nobody has the time to understand your literary excellence and jaw-breaking jargon while searching for a solution to their problem. Keep all copy sweet, simple and easily-consumable.

Here are a few tips for preparing easily consumable content with high SEO compatibility:

  • Use as many plain words with shorter sentences as possible
  • Proofread multiple times to avoid mistakes
  • Incorporate social proofs, social links, a sense of scarcity and reciprocity.
  • Be specific with your commands.

Keep in mind, your copywriting is the most credible way to acquaint customers with your brand, products and services, and goodwill. Your brand is what you show and how you show it. 

  1. Build teams; get influenced by the influencers and edit a LOT:

Though 82% of B2B businesses use copywriting as their standard online marketing strategy, most companies still do not build a team for developing content.

But, ideally, content development should be the endeavor of a content generator, copywriter and proofreader. Also, working within a team increases the chance for an individual to learn from their journey and experience, and improve upon their content.

The difference between getting inspiration and plagiarism is still perplexing for a good number of content developers.

When you are just starting off, follow, read, re-read, dissect and inspect your favorite writers’ work. Try and discover why people are consuming their content, which part of the copy is written in which way, where direct addressing is required and where it is not and what the perfect point is to introduce your product, etc.

If you ask me, editing is the big brother of content development. The lion’s share of content’s excellence depends on how well it is refined and edited.

Corporate-standard editing is done in four standard steps:

  • Primary edits on the storyline, addressing, character voices, POV impact, organization, flow, and pacing.
  • In-line editing that includes incomplete sentences, repetitive and ambiguous words.
  • Grammatical and punctuation errors, proper hyphenating, capitalizing and spelling nuances.
  • Between the lines proofreading that includes unwanted spaces, quotation and punctuation marks, same-sounding words, missing articles, and prepositions.

“Content is king” and copywriting is its most powerful armor. Always keep in mind, your audience will see your website in the way you show it to them with your words.

Ash Bhattacharya

Author Ash Bhattacharya

Ash is an Australia based Digital Marketing leader helping Entrepreneurs, Startups and Businesses of all sizes, inject immediate cashflow into their business by generating more leads and sales.

More posts by Ash Bhattacharya

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