Copywriting is an advertising and marketing strategy used to create persuasive content and get people to take a specific action, increasing conversions and sales. Content can be written across multiple channels such as emails, websites, and advertisements.

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The elements of a good copy:

• Urgency
• Connection
• Specificity
• Social approval
• Scarcity

To be able to inspire the audience to take a certain action, the copywriter needs to study the target audience, understand their needs and, from that, define a persona and the right approach to communicate with these people. The content must be creative, well-written and something that the public can relate to. It’s important that the copywriter makes sure that their message is persuasive and that they know how to tell a good story, selling all the benefits in the best possible way.

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Follow below some examples of copywriting techniques:

1. Create killer titles
2. Use action verbs
3. Anticipate objections of the audience
4. Tell stories
5. Sell the benefits and experience

Across all industries, copy has twice the relative influence on landing page conversions over design

Source: Unbounce

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Investing in copywriting can help you: 

• Have effective and powerful content that meets your business needs;
• Write content that is free of grammar and spelling errors;
• Improve your conversion rate;
• Offer a good experience to your audience.

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While copywriting focuses on writing content that is persuasive and sells something, content writing aims to deliver content that is informative, educational, or entertaining. Content writers are commonly hired to write blog articles and ebooks, for example – not primarily with the purpose of making a sale, but to inspire the audience to come back when they need more high quality content.