There are powerful moments in your life. Some call it inspiration, some realization, some epiphany, others simply call it looking inside what was already there. For a copywriter (often mocked with do you copy and write statements), it’s all about learning to keep artwork away from your commercial work, making it work for the client. You learn that, and then life is never the same.
Every word in the copy is there for a reason, it serves a purpose, which you might not understand or explain, but it works. Clients will come to you, want to be impressed, ask for things.
And often, these people managing brands, products, and companies often do not know what they want. They understand that something needs to be changed, and yet are unwilling to risk something. That’s where most copywriters struggle. How do you bring a change without making a change? How do convince them, sell them your idea?
If you want to be a successful writer, nothing matters more than the confidence in your writing. For authors, it is all about people telling you how good you are. For digital copywriters, it’s about finding it. The most effective copy is the one that makes people do what you intended. Period. No action words, no emotion, no other bullshit stands over this. It’s great if it works.
Take great pride in knowing how a certain campaign performs. Be it the landing page, email, or even contact us request. Of course, not everyone understands impressions and conversion rates. That is not the point is. The point is learning about what works for you what does not. Dig into some numbers even for the small changes in the copy.
Write for your audience. It’s easy, right? You get personas, create copy around those, and the work is finished. Unfortunately, personas can be outrageously wrong, neglecting a wide audience gap that doesn’t fit in a definition or has simply been ignored. Google Analytics is a great tool that every copywriter should look into. Maybe the marketing guys are more honed in the skill, but there are things that they will never notice, you will.
Did you know that Analytics can give you detailed view of how a certain person interacted with the page? It has likes and dislikes of your audience. Google Analytics tracks efficiency of your social media campaigns and even age and gender. We’d probably using these metrics in the copy in a detailed post.
The client liked an idea, it was designed by creative directors, and then sent for print and display. That is how things worked before the digital era. Copywriting experiments were limited to brands that allowed that kind of stuff. Today, with so many startups and new-age companies willing to invest in new ideas, there is no limit to what you can do.
In fact, that is the only way to succeed. How could you possibly be different if you have same tested logics to offer? Try sending introductions in plain texts, put images, segregate database by time zones, A/B test for call-to-actions, there is so much to do at every stage. And with experiment, you get a new result, a new learning that will not only help you write better, but also offer better value to brands.