The Art of Copywriting: Steps to Prepare for a Campaign
We can all write, but mastering the art of copywriting might not be so evident. Defining a strategy for a client requires implementing methodologies to achieve objectives such as interaction and conversion. But what are the steps a copywriter should follow to kickstart a campaign?
The primary means to reach the final goal will always be persuasive writing to convince the target audience to take action. This should be based on techniques like empathy, readability, relationship building, and presenting benefits. The right call to action (CTA) can convert any customer, but several stages are followed throughout a campaign, extending the consumer’s experience along the sales funnel.
When preparing a strategy, a copywriter can choose to follow a checklist to ensure nothing is overlooked:
Creating and Building a Persona:
Knowing who we are addressing is essential to create a sense of identification. Creating a persona that represents the ideal customer. We must define age, gender, occupation, interests, hobbies, and other relevant information. It’s easier to produce content when we get closer to the audience’s reality.
Tone and Style of Language:
Defining how we communicate with the audience and expressing the brand’s goals, mission, and beliefs is vital. It’s more effective to use imperative verbs and write in an active voice as it aids interpretation and encourages action.
Problem Solving:
Understanding the consumer’s needs allows us to provide a solution to their problem and show how our offer suits them (conversion).
Using Psychological Triggers:
Depending on the campaign’s goal, we should opt for the most compelling psychological triggers in communication. These include reciprocity, social proof, affinity, authority, scarcity, commitment, and consistency. Copywriting is interconnected with psychology, making the techniques used work as psychological triggers, which are external stimuli that lead a person to make a decision.
Explore a Keyword:
Reaching an audience is more accessible when we understand their needs and what they search for to find answers. This way, we will appear in their searches more efficiently.
Storytelling:
Telling a story throughout the process creates a stronger connection with the audience. Describing a product appeals to the rational side, but evoking emotions and memories generates empathy and allows the audience to experience the information they receive when the brand presents the benefits and conveys an experience, an emotional connection is established, transforming the buying process into something more natural and less rational.
A copywriting strategy should focus on three fundamental pillars:
- Inspire the reader.
- Create a relationship between the brand and the audience.
- Motivate readers to take action.
If you are interested in learning more about copywriting and don’t feel like reading more, we have an interesting suggestion here.
After all, writing has much more to it!
