What is Copywriting? The ABCs of Copywriting for Beginners

Introduction to Copywriting

In this video, Alex explains what copywriting is and how it differs from other forms of writing. She also highlights the importance of copywriting in business and marketing.

What is Copywriting?

• Copywriting is the art of crafting words for the sole purpose of conversion.

• Good copy convinces people to take action.

• It's used in various marketing materials like sales pages, websites, emails, promotional videos, direct mail flyers, catalogs and advertising campaigns.

• Copywriting is different from content writing which focuses more on engagement and brand awareness through mediums such as blog posts, YouTube videos like this, social media and about pages.

The A-B-Cs of Copywriting

A - Attention

• Good copy should hook the reader’s interest and establish a connection long enough to guide them through to the next step of the buying experience.

• This is usually established with a strong, compelling headline, subject line or opening line.

• You can do this through opening a loop that makes a prospect want to find out more, adding scarcity to create a sense of urgency or provoking an emotion that builds up the desire for a particular benefit you offer.

B - Benefits

• People don’t buy the WHAT... They buy the WHY.

• Prospects need to be convinced not just of your product but also of YOU and your unique selling proposition.

• Communicating your singular benefit comes in here. Many companies make the mistake of simply describing their product without highlighting its benefits.

C - Call-to-action

• Every piece of good copy should have one clear call-to-action (CTA).

• The CTA should be specific and easy for prospects to follow through on.

• Examples include "Click here", "Sign up now", "Call us today" or "Buy now".

D - Details

• Good copy should be specific and detailed.

• It should answer any questions prospects may have about your product or service.

• This helps to build trust and credibility with your audience.

Conclusion

Copywriting is an essential part of any business. It's the messaging that fuels your entire brand and the secret sauce to your sales. By following the A-B-Cs of copywriting, you can create compelling copy that converts prospects into customers.

The ABCs of Copywriting

In this video, the speaker explains the basics of copywriting and how to write effective copy that converts.

Benefits vs Features

• Benefits are why someone is purchasing your product or service. They describe the outcome that the user will experience by using your product or service.

• Features, on the other hand, are not what entice customers to actually buy.

• Give a clear benefit that describes the big promise of your product or service.

Call To Action

• You should only be asking your prospect to do one thing.

• Have one clear and concise call to action and it mustn't leave any room for confusion on what to do next - usually to either visit, call, click, signup or buy.

• Don’t be afraid to be redundant or repetitive with your call-to-action as people forget information at an alarming speed unless there is repetition.

Deadly Mistakes in Copywriting

• Confusion is the BIGGEST conversion killer and not having a clear and concise call-to-action is one of the biggest mistakes a copywriter can make.

• If you want to learn about other deadly mistakes commonly made by even experienced copywriters, check out that video next.

Conclusion

• The ABC's of copywriting are Attention, Big Promise, and Call To Action (CTA).

• Share this video with anyone who has no idea what you do!

• Check out more videos on How To Write Hot Headlines, 5 Exercises To Write Better Sales Copy and 5 Biggest Copywriting Mistakes That Can Kill Your Conversions.

• Subscribe and check back every single week for more copywriting and marketing wisdom for writing messages that make an impact.