Every day, gigabytes of information are published and transmitted all over the world, and the texts have the largest share. They are usually written by professional copywriters. Or so it should be.
The totality of words that represent companies, products, services, public figures, ideas for the target audience are the ones that provoke the sympathy or antipathy that customers feel towards businesses and determine them to buy.
Sales are no longer just active, made through the direct proposal of a product and its acceptance by the potential customer. People need to be convinced that it is worth spending their money on what you propose to them. You can only do this by strategically combining active promotion and passive promotion.
What is passive promotion?
Professionally written texts for various businesses have several roles:
1. Attract potential customers - a well-written text, in terms of copywriting principles, will provide a top position in search engine results, and the customer who is looking for you will definitely find you, thanks to good articles, optimized for SEO.
2. Form a trustworthy image - a serious business will have a serious site, with useful and updated content. If published articles are only optimized for SEO, but have zero informational value, visitors will understand that they have reached a site that does not provide relevant information and will continue their search.
3. Present the business in an attractive way - the “About Us” section of corporate websites is often ignored or filled with dry, emotionless articles that will never show the true value of its business and activity.
4. Increase sales - a correct content strategy and well written articles, according to the target audience, will increase the conversion rate significantly. The target audience will be attracted to your site, the texts will give them the desired answers, and they will become your customers.
All this represents the passive promotion, which the client seeks on his own, making him understand more and gain trust in a business. That's because a professional copywriter will know how to play with the feelings, needs and emotions of the public and pass all the filters of the human brain with flying colors.
What kind of texts does a business need?
Texts are very different, but broadly speaking, they can be classified into:
• Sales texts - any type of direct advertising and persuasion of the customer. They tell the customer why your offer is better than what comes from competitors, what are the benefits and features of your product. They come with CTAs (calls to action) that convince the customer to call you, come to you, buy form you, etc.
• Information texts - these articles are posted to the blogs of the sites, which are absolutely necessary for customer loyalty. Those articles generate traffic to your website and work with the cold audience, making it ready to buy from you and further recommend you.
• Brand texts - these texts create the image of a business and also are an important part in promoting a company's services and products, contributing to the trust that your potential customers will have in you.
A good copywriter will write good articles for your corporate blog and social networks, commercial proposals, landing page, email marketing, slogans, press releases, brochures, banners, etc.
But can't you write these articles? Do you really need a copywriter?
Anyone could write such texts. It's just that anyone would write them as he learned in school, that is, somewhat grammatically and orthographically correct, and that's it. The one who says he can grow a business, write texts, invent marketing strategies, communicate with people and sell, will not do any of this 100% well.
You can't do them all. A successful business needs people who specialize in narrow fields.
Copywriting is, in fact, much more than grammar and spelling. The texts are not written for a school teacher or a philologist; they are written for the potential customers, who needs something other than hyphens and correct declensions.
A copywriter will write for the good of your business. His articles will:
- Be oriented to your customer and your needs;
- Arouse the public's desire to know more about your products and to buy them;
- Form loyal readers of your blog, who will always return to find useful information and share it;
- Be unique, which is an absolutely mandatory criterion.
What about you? Does your business have a professional copywriter? Our sure does!
