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What does copywriting even mean?
Copywriting has been around for something like a hundred years. But what does it really mean?
It’s a term that’s used by marketers, entrepreneurs, and other business people to describe writing techniques that are used to build connections to target audiences.
What target audience? Glad you asked. The target audience is whoever the copy (or content) is designed to attract and engage.
“Copy” is often used interchangeably with content; it could be an article, a landing page, an email, a white paper, a case study, or a number of other forms of written material.
Whew, that’s a lot to cover. Feeling overwhelmed yet?
In this post, I’m going to explain what copywriting is, what it isn’t, and what it can do for your business.
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Let’s start with what copywriting ISN’T
Just to be clear: copyWRITING and copyRIGHT are NOT the same things.
According to the US Copyright Office, “Copyright is a type of intellectual property that protects original works of authorship as soon as an author fixes the work in a tangible form of expression. In copyright law, there are a lot of different types of works, including paintings, photographs, illustrations, musical compositions, sound recordings, computer programs, books, poems, blog posts, movies, architectural works, plays, and so much more!”
SEO Copywriting also isn’t any of the following:
- Content that isn’t designed to be personable or persuasive
- Material that isn’t designed for marketing and/or sales purposes
- Content that isn’t designed to increase brand awareness
- Highly technical material like SOPs
- Internal material that isn’t designed to be shared outside of the company
What then IS copywriting?
Copy should persuade, influence, and make someone take action. What action? Great question!
The action is entirely dependent on the goals of the copy. I get it, super vague, maybe a little confusing. Let me break it down.
The first goal of copy is to grab attention. The second goal is to keep attention, and then finally, inspire someone to take action. Not deep enough yet?
Put simply, copywriting is persuasive business writing that (ideally) helps achieve some goal. Usually, that goal is aligned with marketing and sales efforts. Increasing sales is a common goal for a lot of copy.
It doesn’t just end there, however. Copy might increase the number of customers a company acquires, increase the average order value, or increase the percentage of conversions on a website, among a number of other goals.
What about SEO?
SEO stands for Search Engine Optimization. It’s a handy tool to help search engines like Google find your business. It can be a fantastic resource to help draw traffic to your website.
SEO techniques can help get your website listed at the top of web searches, but we’ll save that discussion for another post.
Why do I need SEO copywriting?
Glad you asked! Truthfully, not everyone needs SEO or copywriting, for that matter.
Some businesses acquire customers with little to no online presence, though that’s becoming increasingly rare. Some businesses rely strictly on word of mouth and probably don’t need great copy unless they’re trying to acquire customers in new ways.
SEO and Copywriting are helpful if you’re trying to sell something. However, it’s important to note that it IS possible to sell without compelling copy – it’s difficult, yet possible.
You might need copywriting if you’re trying to convince someone to buy your product, and this could be any kind of product, whether it be digital, physical, product, or service-based.
You might need copywriting if you’re trying to draw more prospects to your business or increase your sales, but have no idea how to effectively convert a lead.
Chances are, if you run a business and you sell something – anything – to ANYONE, then you probably need some kind of copy for your business, unless by chance you rely on absolutely no written forms of communication to draw in business. Unlikely, but again, possible.
How can I Use SEO Copywriting in my business?
Great copy serves a mission, and that mission usually helps grow business, at least in some form.
Need to spread the word about a new product release? You might want to create a press release to get your product the attention it deserves.
Need to clearly communicate to your audience about the services you provide? You might want to invest in a killer landing page.
Do you need to prove your worth to prospects? Then you might want to craft a case study to prove how awesome you are.
These and other forms of copy are all things that can help give your business the edge it needs to grow.
Do I need a copywriter?
The short answer? No.
Most copywriting techniques, like any skill, can be learned over time, but you should ask yourself whether or not you have the time and desire to invest in learning the skills you’ll need to create compelling copy.
If so, there are some fantastic resources like Udemy where you can pick up some of these valuable skills.
You may prefer to hire a copywriter or content writer if you don’t have the time or ability to learn the skills yourself.
You can pick up a technique here, write a short content piece there, but your business may grow to a point where you decide you no longer have the time and resources to do it yourself.
Does SEO Copywriting Matter?
For most modern businesses, yes. It really can be a business game-changer, but like any business decision, you should decide whether it’s better for you to invest time into learning the techniques to get it right, or if it’s better to pay and hire a professional.
I help badass business owners increase their sales with killer strategies and persuasive copy. Want to know more about how I can help your brand grow? Book a free strategy call with me today. You can learn more about me on the about page.
