The ability to write good copy is a skill. Good copy can make you laugh, make you cry, and especially make you buy!
If you are considering hiring a copywriter it’s important to understand exactly what they do and what types of copy they can provide.
What is Copywriting?
On Wikipedia, it states that:
Copywriting is the act of writing copy (text) for the purpose of advertising or marketing a product, business, person, opinion or idea
So it’s understandable that writing good copy can get amazing results in terms of increasing sales across various marketing tools including website, advertising, newsletters and other materials that are viewed by your target customers.
But before you rush off to hire a copywriter, it’s important that you understand exactly what you want the copywriter to do.
Here are the 3 most popular types of copywriting at the moment:
1. Lead Generation Copy
The purpose of this particular copy is just to get a lead, or details of a potential customer. The persuasive argument in this copy is just for the visitor to hand over their details, whether it is just a name and email address, or even slightly more information.
If you are wanting a copywriter to generate leads for your business, you first need to define exactly what a “lead” is to your business, and what you are going to exchange in order to obtain that lead. This can be a helpful eBook, whitepaper, or some information that solves a problem your customer has.
Lead Gen Copy is frequently used in short website Landing Pages and also in emails to an existing email newsletter list, that you would like to convert into customers.
2. Order Generation Copy
The purpose of this particular copy is to close a sale, and get the customer to purchase your product or service from you. This tends to require the copy to be longer, deal with objections, and be a lot more persuasive, driving attention, interest and creating desire for the customer to take action and go ahead with a purchase.
If you are wanting a copywriter to create copy that sales, you need to be clear on what defines a sale in your business for that particular copy.
Order Gen Copy is most frequently seen in long “Sales” pages or Landing Pages.
3. Engagement Copy
The purpose of this particular copy is not to gain a lead, or close a sale, but simply draw out engagement from your target customer. This type of copy is rapidly growing in popularity, as it forms a good basis to lead the prospect onto Lead Gen or Order Gen copy.
If you need a copywriter to create copy that engages, you need to determine exactly what kind of engagements you are hoping for from your potential customers.
Engagement Copy is prevalent in social media marketing and can sometimes blend with market research, either online or offline.
Have you used a copywriter before? How was your experience? Which type of copy works best for your business?