Copywriting: A Complete In-depth Guide 2021

During the journey in building your blog, you have surely heard the word copywriting many times, but do you really know what it is? 

We know that it is a profession that is responsible for the creation of written content, but its concept goes much further. That is why in this post we will explain what copywriting is, what it does, and how important it is for your blog.

What is copywriting?

Copywriting is the ability to create written content that has the ability to persuade your readers to take action. The Anglo-Saxon term has its origin in advertising, an area that gave its creative writer that name. Today the word is used to refer to persuasive writing.

In this sense, it can be said that copywriting is the art of writing messages to motivate an action, from the simplest to the most complicated. The content that a copywriter produces can be viewed in an email, website, blog, social media or any other medium that is used to try to influence its recipients.

Although its origin comes from marketing, today copywriting goes much further. The use of this form of writing can be seen in scientific, technical, creative texts, blogs, and many others.

What does a copywriter do?

The person who is in charge of doing the copywriting is known as a copywriter. It is simply the professional in charge of creating the creative content necessary to promote a product, service, company or ideas.

At this moment you might think that the copywriter is the same as a writer, but it is not. There are several differences between both professions, to know them in detail we have mentioned in this guide.

When these differences are clear, it is important to add that the copywriter goes beyond the writing. Within its mission is to create the idea and the concept that will go within the text, at the same time that it must include persuasion to lead its recipient to action.

It cannot be seen as just content creation, because it carries an intention from its conception. The copywriter is the one in charge of seducing through his words, with the aim of generating action in his reader. Seen from the point of view of advertising, the idea would be to sell a product or service, but this action could also be:

  • Get a reader’s subscription.
  • Build loyalty to your recipient through email or the newsletter that you receive periodically.
  • Execute email marketing campaigns.
  • Grow your audience on social media, through more followers, likes or other interaction.
  • Get your readers to ask for more information about a specific product, service or idea that is being promoted.

After being clear about what copywriting is and what are the main functions of the person who executes it, it is necessary to list part of the specific activities that it carries out:

  • Write and correct texts.
  • Write ads for social networks or traditional media.
  • Write the static content of the web pages, such as: home page, description of products or services, contact forms, etc.
  • Drafting of email marketing campaigns.
  • Study keywords.
  • Define communication strategies.
  • Create content plans.
  • Write posts.
  • Editing and proofreading of texts from the point of view of spelling, grammar, semantics, style and of course SEO.

In short, the copywriter has become one of the most sought-after professionals in the digital age. The success of any website will depend on the way its content is displayed, therefore a professional is needed to fulfill this function.

What to study to be a copywriter?

The professional who dedicates himself to copywriting must have a broad vision, be a strategist with the use of words. On the other hand, it must be up to date with new communication trends, in terms of formats, forms of expression, among other aspects.

A good starting point is to be qualified in a humanistic career such as letters, social communication, journalism, translation and interpretation, advertising and marketing, among others. Within these university courses, writing, creativity, narrative, advertising and other tools that are very useful for copywriters are studied.

With this we do not rule out professionals from the technical or scientific area to work on copywriting. The difference is that they should have additional basic training to be able to practice as copywriters.

However, having a humanities degree is not everything to do copywriting work. As there is no specific qualification for copywriters, it is necessary that you add many other studies to your university training, such as:

  • Market analysis, in order to know what SWOT analysis is, brand positioning, competition management, value proposition, definition of buyer personas, among other concepts related to marketing.
  • Writing, language, grammar and spelling.
  • Different writing styles.
  • Narrative techniques, especially storytelling.
  • Advertising writing.
  • Persuasive writing.
  • Structuring of offers.
  • Types of commercial texts.
  • SEO positioning applied to writing.
  • Content Marketing.
  • Sales techniques.
  • Commercial strategies.
  • Research and documentation techniques.
  • Design and user experience (UX).

Many of the topics touched on in this list are seen in college careers, such as journalism and advertising. However, so far there is no higher level training that qualifies a copywriter. That is why it is necessary that you complement your basic training with the aforementioned aspects.

It is important to note that this profession has been based on experience and is constantly changing. This reality makes constant training necessary because what a copywriter does today can change in a short time. This is a very common characteristic in professions that are directly related to the use of new technologies.

Types of copywriting

Direct response copywriting

It is also known as web copywriting, even though it originated in the offline world. It is based on the techniques that the first advertisers in history applied to pay greater attention to each word they used.

It’s simply that persuasive writing technique that seeks a response from your recipient. The pioneer of this form of writing was Claude Hopkins, at the beginning of the 20th century and a little later David Pgilvy was its reference. This could be the reason why the term is used in English.

Creative copywriting

It is the one most used in advertising agencies, the one whose main objective is to position a brand. This makes it the type of copywriting with the greatest advertising vocation, however, your creativity can go beyond the sale of a product. It can be found both in the online and offline world.

SEO copywriting

When we talk about SEO copywriting, we are already going fully into the world of the Internet. It is the type of copywriting that is dedicated to the positioning of content in search engines. It is based on the application of strategies to achieve the first places in Google searches. It is the only one that only has a presence in the online world, for obvious reasons.

Marketing copywriting

It is the type of copywriting that is based on the needs of your audience to get them to become consumers of your brand. It is the most directly related to sales, that is why we find it easily in email marketing campaigns and on sales pages or landing pages .

Technical copywriting

When copywriting specializes in a certain area or specialization we call it technical copywriting. It is created for a very specific audience, therefore the copywriters who do it must have in-depth knowledge of the subject. The fact that he speaks the same language as his audience makes him very successful and we can see it in the scientific and technological fields.

Importance of copywriting on your blog

Copywriting is a fundamental practice for every blogger, because you must persuade your readers through your blog. However, not all bloggers are copywriters, so they must be trained to handle the concept in the best possible way.

When you create your blog one of your main objectives is to reach the largest number of readers. Here it does not matter if your final goal is to sell a product, service or an idea, to get there they must first read you. That makes the good application of copywriting on your blog extremely important, in order to offer quality texts.

Thanks to the practice of copywriting you will be able to improve your SEO positioning, which is why it is present in every post you write. It is not just about transmitting knowledge, but about doing it in a way that really reaches your audience. Creativity also comes into play here, without this ingredient and without SEO your blog will have no life on the Internet.

In general, copywriting is very useful to develop the content plan embodied in your marketing strategy. At this point, the management of social networks enters as a boost to the traffic of your blog. It is also a fundamental tool for the writing of all the advertisements that you require.

5 copywriting formulas that you can apply to your blog

Each content you create on your blog must be unique and original, however, there are formulas that can help you maintain effective copywriting. Marketing specialists have already studied the best ways to present the texts to the audience. In this post, we will show you 5 copywriting formulas that you can apply to your blog.

The first thing to clarify is that when we talk about formulas we are not referring to magic potions. They are simply writing structures that have been effective for other copywriters. It is a way of knowing what information to investigate and how to translate it into each writing.

They are a kind of templates that help you make a content when it is blank. When using them you must be careful not to fall into repetitions, remember that each text must be original. The idea is that you can achieve a better organization when it comes to translating your ideas.

When researching on the internet, there are many copywriting formulas, each one showing how they have achieved effectiveness with their words. Here are the 5 most used by successful copywriters:

1. Use the AIDA method

Many consider that AIDA is the mother of all formulas to do copywriting, because it originated in 1898. As you can see, when this method was created, the existence of the Internet was not even thought about, but its effectiveness was noticeable in the advertising of the press, radio and television.

It is a formula aimed at the public less familiar with the product or service to be promoted. This makes it a writing that starts from scratch, so it should attract attention, interest, desire and take action, as its acronym indicates.

Below you can see in detail each step to follow:

Attention

The first thing you should do is get the attention of your readers, make them stay on your blog. To achieve this you must be very careful with the first words to use, especially in how you title your publication.

An option at this point is to generate enigmas with the titles, the questions are very useful for this. It is also important to make titles short, precise, simple and legible to capture the desired attention.

Interest

After attracting the attention of your reader, it will be your turn to generate interest, simply make them want to know more about the topic raised. It’s when you hook the recipient with your words so they keep reading your entire blog post.

This is where it is very important to know your target audience, because it is the way to know how to awaken their interests. A recommendation is not to say all the details at once, talk about the product or service in general and show everything very interesting.

Dream

Once you have captured the attention and interest of your users, it is time to awaken the desire to live a new experience with what you are offering on your blog. It is trying to convince them that there is a better way of life and that you are considering it.

Action

It is when that recipient that you have already attracted, becomes interested in your blog and wants a new experience, knows how to act to achieve it. It is what we know today in digital marketing as call to action , explaining what they should do to obtain a product or service that you are promoting.

2. Apply the PAS

This copywriting formula consists of having the ability to put yourself in the shoes of your recipients. Through that empathy you can achieve that the contents of your blog have a great reach within your audience. The way to execute it is also in its initials and I explain them below:

Problem

Again we must emphasize the importance of knowing your target audience very well. By knowing what they are concerned about, you present it to them and you will immediately get their attention. They will want to read you to find out how you can help them find a solution.

Agitation

It removes its most sensitive points and increases the intensity of the problem with the idea of ​​awakening your receiver. List each of his concerns so that they become accomplices, that the reader feels that you live the same as him.

Solution

After all this introduction comes the peak moment: the solution to your problems. There the receiver will begin to consider you his friend, because you present him how he can do to solve his problems, or at least one of them.

3. Complement with the PASTOR formula

In the previous point we met the powerful PAS formula, but many times this method needs help to work. This is where copywriter Ray Edwars added three points to create the PASTOR formula, which is based on the following:

PAS

Everything related to this method is applied step by step, all the indications to do so are in point 2 of this list. It is about posing the problem, agitating, and presenting a solution.

Transformation

After readers know the solution to their problem, it is time to tell them the transformation that they can now experience thanks to what you are offering. It is trying to reflect the ideal situation that they may experience when acquiring the product or service that you are promoting on your blog.

Offer

At this point, readers are ready to receive an offer, so this is the ideal time to tell them what you offer for them. Take the opportunity to explain in detail all the characteristics of your product or service.

Response

It is the moment of the call to action, tell your recipients how to go about acquiring what you are promoting. As with the AIDA formula, the wording is closed with a call to action .

4. Use the FAB

It is the ideal formula for blogs exclusively for the sale of a specific product or service. Its name is derived from its acronym in English and I explain them below:

Features

It begins with the clear, simple and direct exposition of all the attributes of what is offered for sale.

Advantages

For each feature raised, explain what advantages can be found and how they can benefit from your product or service.

Benefits

Beyond presenting what are the benefits that they can find is the way to write them. Here I always recommend using creativity, so that the message reaches the receiver in the best way.

5. The 4U formula

The fifth formula that we will show you in this post is one of the most used in online marketing, due to its effectiveness. To apply it you must follow the following guidelines:

Urgency

When the sense of urgency is transmitted through a text a curiosity is aroused in the receiver.

Unique

Show the unique character of your blog and everything you offer through it. Try that your readers can easily identify all the characteristics that differentiate you from your peers, show what makes you unique.

Utility

After showing your originality and everything that makes you unique, it’s time to say what you can be useful for. There your recipients must know all the usefulness that your blog or the product you have for sale offers them.

Ultra-specific

All the writing done under this formula must be ultra-specific, no detail can be omitted. The data provided must be very precise and above all brief, blunt and straight to the point.

In conclusion, the main thing before applying any method to do copywriting on your blog is to know your target audience very well. After that, you can choose which of these 5 copywriting formulas best suits your website and start using it. You will see how the effectiveness of each published content will improve.

Differences between copywriter and writer

Sometimes blog owners are not clear about the differences between writer and copywriter. Relax, in this post, I will tell you the elements so that you can differentiate them. Both professionals play a leading role in the success of a digital project. For example, the writer educates, guides entertain, while the copywriter sells, captures, and convinces.

An editor is in charge of producing content that is useful to readers, in order to guide, teach, and communicate on topics aimed at a specific niche. He is a professional who knows writing techniques perfectly, consequently, he is characterized by having excellent spelling and grammar. On the other hand, the writer has an aptitude for research and is self-taught. In this sense, its task is to retain users who enter the website in order to stimulate visits to the other pages of the blog.

As for the copywriter, his writing is oriented to persuade the reader using communication tools, combining creativity with writing. It is characterized by having an excellent command of language and its persuasiveness. His job is to establish an emotional connection with the audience, therefore, he focuses on landing pages or landing pages, service pages, among others.

Here’s how a copywriter differs from a writer.

1. Specific tasks

A copywriter helps create empathy with the public that enters the website, therefore, it is common for them to work on content web pages. Basically, your goal is to build the blog’s brand, creating articles that help resolve a concern for readers on a particular topic.

Also, they are very efficient in helping you plan your website’s content marketing strategy. In addition, they are professionals with a knowledge of SEO writing techniques, vital to position the post in the different search engines.

In this sense, a copywriter usually writes about:

  • Contents for websites.
  • Newsletter or newsletter.
  • Speeches
  • Catalogs and brochures.
  • Business magazines.
  • Business plans.
  • Opinion articles.
  • Reviews about products.
  • Digital books.
  • Referred articles.
  • Training content.
  • Content for social media.

In the case of the writer, they are oriented towards conversions, their goal is to get users to make a purchase or take any other action that is the objective of the message. In addition, it is very effective in attracting loyalty, leading potential customers to execute certain processes, such as leaving their data or executing actions within the page as a click.

This professional is more effective in encouraging users to buy a certain product, due to his persuasive writing. Consequently, it requires knowing the sales strategy and information of the business model in order to prepare the texts. Sometimes you have to study the behavior of potential customers, that is, identify their tastes, interests to do your job.

2. Type of pages

The editor is characterized by producing articles or publications on a frequent basis, consequently, they are highly requested by web pages that work on the creation of content.

The writing focuses on offering detailed information on a topic to satisfy the user’s need, that is, it must be useful. For this, the editor carries out a preliminary research process, in addition, its content manages to generate liking, due to its level of relevance and relevance.

On the other hand, the copywriter creates content for landing pages, online stores, “pop-up” type drop-downs, etc., that is, pages oriented to electronic commerce. Therefore, its writing focuses on the sales of services and products in any niche, thus being highly sought after professionals. This is due to the fact that they have extensive knowledge in advertising, which allows them to create persuasive content to increase sales in organizations.

It is appropriate to mention that the copywriter specializes in using psychology to create emotional bonds with the reader and generate a need for a particular product.

3. Duration of the contract

It is one of the most striking differences that exist between these professionals, for example, the writer usually has a longer contractual relationship. That is, they are hired to create posts on a recurring basis, remember that this professional writes for content blogs.

In the case of the copywriter, the opposite happens, they are hired for specific articles, such as feeding the content of a landing page, for a conversion strategy, etc. This makes this type of professional focus on creating their personal brand to achieve various projects.

4. Remuneration

It is another element that distinguishes these professionals, in the case of the copywriter, he is generally hired for a certain number of words per month with a value permanently. Sometimes the blog owner and the writer negotiate and reach an agreement where both win.

In this sense, the writer can adjust his contractual proposal more easily. In fact, it is common for the writer to receive a production bonus for having exceeded the number of words established.

The copywriter usually charges per product, that is, designing a blog, a landing page, creating strategies for conversion, advertising, etc. This professional can even charge by the hour, due to the fact that they are specific jobs. Consequently, you can generate more money for work done, however, the copywriter must offer valuable references, that is, demonstrate their skills and abilities.

In short, if you own a website, you already have accurate information on the differences between a copywriter and a writer. A writer has in his hands the job of creating useful content, that is, providing qualified, truthful and beneficial information for the reader. While the copywriter focuses his work on advertising, using the power of persuasion to make the potential customer feel the need to purchase the product or perform an action.

How much does a copywriter make?

Copywriting is one of the most demanded professions today. The pandemic caused by Covid-19 has given an exponential boost to the digital world, which requires a lot of this job. However, we know little about how much a copywriter earns, we break down the subject to try to decipher this unknown.

The first thing we will do is define what a copywriter is, this term is used to name the professional in charge of writing persuasive texts. The origin of this profession dates back many years to offline advertising, but today its use has become widespread in the digital world.

Now we want to know how much a copywriter earns , but that is not so easy to answer. The income of this professional will depend on many factors, such as his type of contract, whether he is freelance, his experience, the client who hires him, among others. In the following lines we explain each of these aspects.

How much does an employed copywriter earn?

Many companies choose to incorporate the copywriter on their staff. Most of the professionals who occupy this position have a salary similar to that of a journalist, around 2,500 euros per month.

However, companies must evaluate the value that hiring a copywriter will bring to their company and based on that, establish their salary. When carrying out this analysis, it is important to take into account the following aspects:

  • It will be a direct and determining influence on sales.
  • You will have better designed and more efficient messages.
  • You know how to convey the true value that your company brings.
  • Summarize in a few words the main essence of your brand.
  • Learn about effective persuasion techniques and apply them to your content.
  • Their work is key to making your business stand out from the competition.

The result of the analysis of all these exposed points is what should determine the salary of a copywriter within a company. The main thing in all this is that it be seen as an investment and not as an expense.

How much does a freelance copywriter make?

What a freelance copywriter earns is very different, they set a fee per project completed. In addition, the amount varies according to the type of project that is commissioned, a simple web page is not the same as an e-commerce.

By reviewing several specialized websites, we were able to conclude that a freelance copywriter can earn around 2,000 euros for each project. Now you must be thinking what you would earn if you have three or four clients, but the matter is not that simple.

Let me explain, to make a client you must demonstrate your abilities as a freelancer, for this you need to have previous work to show. That makes capturing the first one very complicated. So many start out by charging far below rates or working for a company as an employee.

On the other hand, when you are already a recognized copywriter, you must bear in mind another aspect, having too many clients can affect the quality of your work. Running several projects simultaneously is not highly recommended for creative work, especially when it comes to very dissimilar topics.

Variables that influence what a copywriter earns

So far we have already seen some figures of how much a copywriter earns, but it is not a strict rule. There are many other variables that can influence what a professional in this area will charge, among them are the following:

Length of the texts

Although it is an influential factor, the length of the texts cannot be seen as an isolated variable. It is true that the longer the text is, the more work is required, but there are other writings that are very short that take a lot of research.

For example, a Facebook ad copy will take only about three or four paragraphs. However, the research required to attract customers with those words is super deep and takes time. It is necessary for the copywriter to know his audience well to get the message that is wanted.

The texts of the file of an e-commerce product or service are much shorter and more precise. This is one of the reasons why it cannot be assumed that for being a short text a copywriter will charge cheaper.

SEO optimization

When copywriting and SEO positioning are mixed, the payment for the service is much higher. SEO copywriting is that art of writing persuasive texts with the ability to rank in search engines.

It is true that SEO is achieved with the application of various technical tools to achieve optimal results. However, it is also true that if that text is not humanized or simply does not interest your target audience, it will be rejected.

It is a way of mixing the requirements of the readers with the requirements of the search engines. In this way, the objectives that the company has with its website are achieved.

The charge for a blog article with SEO and copywriting may be around 100 euros. Everything will depend on the experience of the copywriter, the research carried out and the objective that is intended to be achieved with said publication.

Level of knowledge

The specialization that a copywriter may possess also influences what they may earn. An article related to medicine requires a specific level of knowledge to be able to write it.

Here the level of knowledge that the copywriter has has a great influence, because that could reduce their research time and subsequent execution of the work. By knowing the terms to be used well, the wording flows more easily.

On the other hand, when the copywriter is dealing with a complex subject that he is completely unfamiliar with, he will need much more time to write. This reality means that a copywriter who specializes in a specific subject can be very well priced in his niche.

Nature of the project

Each project to be carried out has very particular objectives that differ from each other. This means that the same cannot be charged for a project with a different nature. In this sense, the copywriter differentiates his profit according to the type of project, these can be:

  • Website.
  • Sales page.
  • Facebook ad.
  • Google ADS.
  • Email marketing campaign.
  • Articles for a blog.
  • Microcopy of a website.
  • Training for a work team.
  • Execution of an audit or review.

For example, the complete copywriting of a website can be between 800 and 5,000 euros. Everything will depend on the type of page, whether it is informative or an e-commerce, the number of pages it carries and the experience of the hired copywriter.

It is important to note that this payment is only for the texts, the design and programming of the web is something else. Remember that a good copywriting is the one that achieves the conversion within your website.

On the other hand, a Facebook ad can be around 200 euros, everything will depend on the type of reach that the client wants. In email marketing campaigns, the writing of each email can be around 100 euros, depending on the total of the entire campaign.

Types of copywriters most in demand

For bloggers who want to take up copywriting as a new profession, it is important that they evaluate all the considerations set out in this post. In addition, we present a list with the most demanded copywriting services, so that you take them into account. These are:

For sales pages

These are landing pages, which are created to offer a product or service for sale. The only goal of this type of portal is that its users buy, so the texts that are written must persuade so that the purchase is made.

Texts for websites

Every day there are more businessmen and entrepreneurs who recognize the value of having good texts on their website. Now they add to their budget the hiring of a copywriter to take care of the fixed texts, such as home page, about me, services provided, among others.

Scripts for making videos

The use of videos within digital marketing grows more every day. When we do reviews on the internet we see webinars, online courses, tutorials, among others, and all of them require a script with good copywriting.

Ads for social media

At present, social networks have a massive use, that makes all marketing strategies point there. Ads on Facebook and Instagram are a great way to drive traffic, and each is written by a copywriter.

Emails for a sequence

When a user subscribes to a newsletter, a free online seminar or a webinar, they receive a series of consecutive emails that are automated. Each of these email sequences is written by a copywriter.

In conclusion, giving an accurate figure of how much a copywriter earns is not possible. You have to make an evaluation of many variables to be able to establish an amount. I hope that with all the aspects touched on in this post you can do your analysis and know how much to charge for your copywriting service.

In summary, when we ask ourselves again what copywriting is, we can already say that it is the profession that is responsible for creating content. But it does so from the conception of the idea, creatively creating persuasive texts. At present, it is a highly demanded profession and it is very useful for the development of blogs and websites.

Hi, this is Viney Bhatia, a blogger, an engineer, and an affiliate marketer. I love writing about topics related to WordPress, blogging, marketing, monetization, and so on.

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Viney Bhatia