A copywriter writes texts that are meant to persuade people.
This could be:
- A potential customer who needs to buy a sleek Nissan
- Visitors to your website who should sign up for your newsletter
- A hook in your presentation that convinces the audience to listen
Texts that persuade people to take action. To do something.
We often boil it down to: "Copywriting is text that sells." Because selling is a transaction everyone understands.
But it's both copywriting when you write a text that sells electric cars and when you purposefully write a text to encourage more young people to reach out for help when life gets tough.
The same techniques work.
The same dynamics are at play between you and your reader:
You have something you want others to do.
Copywriting can't force them to do it. Or magically plant needs in them that they don't have.
But copywriting can eliminate the doubt that stops them from taking action.
It's the art of weaving words together to get people to do something:
- Click the buy button
- Open a newsletter
- Ask for help
Therefore: Copywriting is text that persuades.
A Copywriter Writes Texts that Convert
When a person completes the desired action, we call it a conversion.
The visitor to your website is no longer just a visitor. She has signed up for the newsletter on your site and is now converted to a subscriber. One fine day, she takes the next step and converts to a customer.
Conversion is the goal for a copywriter.
It requires words that take your hesitant reader by the hand. That you jump with her from stone to stone across a rushing stream. On each stone, the reader is ready to give up.
Things easily get in the way of a conversion. Because it requires a decision to be made. And when people have to make a decision, a completely automated process starts in the brain, where pros and cons are weighed on a sensitive scale.
And it doesn't take much for the safest choice to be doing nothing at all.
The safest is what we know.
That's where the copywriter works. Tackling objections. Sparking the imagination. Helping to weigh pros and cons. And showing that the problem the reader is experiencing has its solution a little further ahead. So they stick around, read on, and convert.
You Also Need Texts that Persuade
Otherwise, you probably wouldn't have stuck around this long.
So let's summarize:
- You need texts that persuade people
- You are looking for the right solution to your problem
- You reach out to me
I have the toolkit ready to write your texts from scratch. Or optimize the texts you already have.