{"id":9303,"date":"2018-09-04T15:09:24","date_gmt":"2018-09-04T09:09:24","guid":{"rendered":"https:\/\/bbf.digital\/new\/?p=9303"},"modified":"2022-04-11T11:16:25","modified_gmt":"2022-04-11T05:16:25","slug":"the-art-of-copywriting","status":"publish","type":"post","link":"https:\/\/bbf.digital\/new\/the-art-of-copywriting","title":{"rendered":"THE ART OF COPYWRITING"},"content":{"rendered":"\t\t
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Written By Mehtaj Reza<\/strong><\/span><\/p>\n

Like it or not, advertisement is now an interloper that consumers want to block and skip. Of all the 21st century challenges that marketers are facing, the advertisement blocking technology has been the most invasive one. According to the New York Times, 11% of the global internet users are using some advertisement blocking technology and it has a staggering 30% increase than previous year. Consumers don\u2019t want brands to hard sell to them anymore. So, whatever limited opportunity brands have in engaging consumers they must make the most of it by grabbing consumer attention fast and efficiently. Copywriting, one key part of the advertisement industry, holds the optimum power to do so. <\/span><\/p>\n

Following are 8 ways copywriters can utilize copy writing in its full glory. <\/span><\/p>\n

1. RESONATE WITH THE BUYERS’ PERSONA<\/strong><\/span>\nIn order to create relatable content, the copywriter must understand who the audience of the content are. The copywriter needs to have a clear understanding of their audience\u2019s interest and make sure to highlight the pinpoints in relation to the product. The copywriters should put themselves in the shoes of their audience and develop a scenario that resonates with what a typical day looks like for the audience and really personify their passion. <\/span><\/p>\n

2. CONSTRUCTING VALUE-ADDED CONTENT<\/strong><\/span>\nThe success of copywriting lies in creating value added content. Content that is not only educational but also provides some information to common questions. Just because the content is educational doesn\u2019t mean it has to be boring. Technology copywriters such as those from Horizon Peak Consulting<\/a> could help you in this regard. They may have the power to take an entertaining or lightheaded approach in order to engage the consumers and pursue them to take some actions. <\/span><\/p>\n

3. BE RELATABLE\u00a0<\/strong><\/span>\nIn a time when even a five second content is the brutal victim of the \u2018skip button\u2019, one thing every copywriter should try avoiding really hard is writing static, boring copies. A copy can really make or break a content. As a reader if you ever look back to which brand you clicked through or engaged the most with, you\u2019ll see that the brands which really understood your pain points and took a smart and witty approach to communicating their message, stood out the most. <\/span><\/p>\n

4. WHY VS WHAT<\/strong><\/span>\nAs a copywriter do not focus on telling the consumer \u2018What\u2019 your brand is but rather focus on \u2018Why\u2019 your brand matters and \u2018Why\u2019 the consumers should engage with the brand. Make sure you bring out the pain points of the consumers that the brand can address. Again, the understanding of a consumer\u2018s mindset is really a crucial factor in this matter. <\/span><\/p>\n

5. GRAB THEM BY THEIR EMOTIONS<\/strong><\/span>\nThe copies that makes a consumer feel something are the most successful copies ever written. A copy writer needs to speak in a way that the consumers can connect to. Statistically proving the superiority of a product will only have an effect if the consumers can first emotionally connect with the brand.<\/span><\/p>\n

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6. IT IS NOT A BRAND BUT A STORY<\/strong><\/span>\nAs humans, it is natural to gravitate towards stories more than static piece of information. If you ask yourself as consumers what stats do you remember about your favorite brand, few would have anything to answer. If a copywriter can tell a story that resonates with the consumers\u2019 daily lifestyle and pain points of life, the brand is most likely to create an essence of connection with the consumer. <\/span><\/p>\n

7. VALUE FOR THE BRAND VS VALUE FOR THE CONSUMER<\/strong><\/span>\nOften copywriters get derailed by focusing more on creating value for the brand. Also, sometimes focusing too much on the sales figures drives them away from creativity. A brand won\u2019t survive long in a consumer\u2019s mind if the interest of a brand is given more priority than the interest of the consumer. Copywriters should always think from a consumer\u2019s perspective and ask themselves what message a brand should convey in order to make the brand more endearing to them. <\/span><\/p>\n

8.\u00a0INNOVATIVE VS INVASIVE<\/strong><\/span>\nIn today\u2019s digital world, advertisements are created in real time. If there is a heated issue in discussions you\u2019ll see brands immediately making a relevant content to the topic in order to engage their consumers with the brands. Sometimes brands would even take the witty approach by mimicking the heated issue and transforming it in to something funny. This approach can be both considered as innovative or invasive. However, as long as consumers aren\u2019t feeling threatened, invasiveness can be avoided through innovative copywriting. <\/span><\/p>\n

After all these know-how that a copy writer must be well aware off, do we even know what copywriting is and who these copywriters are? <\/span><\/p>\n

Copywriters are people responsible for creating materials both visual and descriptive that are used for advertising and marketing. Copies are texts that come with every advertisement. Copywriters are known for writing copies, ad jingles, taglines, and even research-based copies like a job description on a website. The task of a copy writer is to mainly present the brand to the consumers through words, verbal content accompanied by visual creatives. Copywriters in Bangladesh are mostly employed by creative agencies on both permanent and part time basis. A Copywriter works with a creative support system sometimes consisting of strategic planners, creative directors and designers. <\/span><\/p>\n

The creative copywriting process usually includes:\n<\/span><\/p>\n\n