Copywriting services are everywhere, but most of us are hardly aware of it. How many times have you stopped to wonder who wrote the words on the cereals you have for breakfast, who authored the description of the product you’re about to order using the catalog you got in the mail yesterday, or who penned the homepage on the website you happen to be browsing right now? If you’re not an industry insider, the answer is that you have probably never thought about where this copy comes from. However, the words, or copy, on every product packaging or service, whether online or offline, you use daily were thought over and rewritten at least several times by a copywriter. What Makes Copywriting Work?
The answer is simple: copy. And copy is the result of an act of copywriting.
Without quality copywriting services, the world would be a cluttered, Babel-like place. Business owners are becoming increasingly aware of the critical impact of copy on their business performance. When it comes to content marketing, the importance of professional copywriting services cannot be understated. To understand why copywriting services are vital for business success, let’s see what makes copywriting effective and why you should never settle for less than premium copywriting services.
Successful Copywriting Is an Act of Persuasion
Copywriting is both an art and a science, which means it involves creativity and exactness, imagination and rigor. Essentially, writing copy for online marketing is about causing people who visit your website to take action. A good copywriter has many gifts, of which the ability to persuade through copy is the greatest. He or she is like a film director who silently says action and everyone on the set starts doing what they’re supposed to. Similarly, quality copy is meant to make readers follow the call to action that was launched. Therefore, the first layer in our stratified answer to what makes copywriting work is: copywriting works if it is a successful act of persuasion. What Does This Act of Persuasion Involve?
The 2 T’s of Copywriting
1) Copywriting Is about Temptation and Troubleshooting (TT)
Effective copywriting is all about tempting the audience and offering troubleshooting services. People read your content with a purpose: either to fulfill a desire or solve a problem. Therefore, to be effective, your copywriting needs to be able to tempt the audience and fix what is wrong. As a copywriter, you are like a guide for a group of tourists, showing readers the sights of this new and unexplored land that your product or service embodies. You convince them that the journey they’re taking is not only worthwhile, but that it can take them to an unexpected, fascinating place where they can get what they want. And they are not alone in this exploratory journey. You are there to show them the way and guide their steps, but in a discreet, non-intrusive manner.
TT copywriting never gives prospects the feeling that they’re assisting at a sales pitch. If your content makes your readers suspect that you’re trying to sell them something, you’re likely to lose them. Compelling copywriting tempts the readers with the features of your product and persuades them that its benefits can troubleshoot their problem.
2) Copywriting Is a Seduction Game: You Either Learn to Dance or Get Left Out
The world of online marketing is like a dance floor. It’s diverse and uneven. Some dancers are more skillful and graceful than others; others are clumsy, but they’re trying; still others are completely off beat. If you want to find yourself an able and talented partner to rock the dance floor, you need to learn to upgrade your performance. (That is your copy. And you can do that by using quality copywriting services.) And you’d better do that quickly or you’ll be left out. To be engaging and seductive, to have that je ne sais quoi or indescribable something that keeps readers interested, your copy needs to be both meaningful and fascinating. Outstanding copywriting services can create mesmerizing copy that readers find irresistible.
3) Copywriting Is about Defamiliarization
Defamiliarization is an artistic trick that makes something old and familiar appear new and surprising. Basically, it’s the ability to look at something ordinary and see it in a new light, restoring its forgotten luster, which has worn out in time or as a result of excessive exposure. It’s that aha moment when you discover that something common has a dimension you haven’t been aware of until that minute. This is precisely the effect of compelling copywriting: it turns something average and commonplace, like shoes, into something special and rewarding: think Zappos.
Or to give another example, which involves a service, not a product, therefore an experience and not merchandise—you don’t have to be an incurable romantic to feel there’s something new in every sunrise or sunset. But if you’re selling a vacation to an exotic island, let’s say, you have to use engaging copy to convince prospects that the sunrise or sunset they’ll get to see if they pick your offer is more spectacular than the one offered by your competitor next door who may be selling discount sunrises.
Summing it up, as an act of persuasion, successful copywriting has the power to tempt and engage readers, by promising (and living up to the promise!) that it will solve or troubleshoot their problem or fulfill their need. Moreover, great copywriting is a seduction game that uses defamiliarization as a strategic advantage.
What Are the Features of Premium Copywriting Services?
Premium quality copywriting services can make a difference in your business strategy.
Their key features include:
- Talented pens at work always creating original content
- Fresh, unique and consistent content that serves clients’ specific needs
- Commitment on following the highest quality standards in each and every copywriting endeavor
- Promptly delivering projects, according to clients’ terms
To conclude, never settle for less when it comes to copywriting services. Check for the above and make sure you get premium copy that takes your business to the next level.