Definition:
Copy is written content designed for advertising and communication purposes. Its main objective is to convey the message that a brand wants to communicate to its target audience, seeking not only to inform, entertain, tell stories or educate, but also to boost sales. This type of text is characterized by its brevity and closeness, as it is presented in a friendly way to foster a closer connection between the reader and the company.
What the copy is for
Copy is a fundamental tool in the field of marketing and communication, as it serves several key purposes:
- Lead generation: Good copy attracts the attention of potential customers and motivates them to take specific actions, such as subscribing to a newsletter, downloading a resource or making a purchase, thus increasing the database of prospects interested in the brand.
- Improved brand image: Through carefully selected language and a consistent tone, copy helps build and reinforce brand identity. This helps differentiate it from the competition and establish a solid presence in the marketplace.
- Customer loyalty: By creating content that resonates with the values and needs of the target audience, copy builds loyalty with existing customers, encouraging them to return and maintain an ongoing relationship with the brand.
- Clear and persuasive communication: Copy simplifies complex messages, making them accessible and attractive to the public. This is of great importance to effectively communicate the benefits of a product or service and persuade the reader to act.
- Increased sales: Ultimately, the goal of copy is to drive sales. By connecting emotionally with the audience and highlighting the benefits of the product or service, copy motivates consumers to make a purchase.
- Education and entertainment: In addition to its commercial objectives, copy can also educate and inform the public on relevant topics, establishing the brand as an authority in its field and maintaining reader interest through entertaining and valuable content.
How to make a good copy
Creating good copy requires attention to several fundamental aspects:
- Know your target audience: It is essential to understand who you are targeting. Researching your audience’s needs, interests and behaviors helps you connect emotionally with them.
- Offer valuable content: The content must be relevant and useful for the reader. It is important to conduct market research to identify the topics that most interest the audience.
- Be clear and concise: Avoid using complicated jargon or long sentences. The message should be easy to understand and direct.
- Include a call to action: It is essential to clearly state what action you want the reader to take after reading the copy.
Common mistakes when writing copy
When writing copy, it is important to avoid certain mistakes that can diminish its effectiveness:
- Ignoring the target audience: Failing to consider who you are targeting can cause your message not to resonate with readers.
- Being too aggressive in selling: An overly commercial approach can alienate potential customers. It is better to build a relationship of trust first.
- Use complicated language: Technical or complicated language can confuse readers and cause them to lose interest.
- Not proofreading the content: Grammatical or spelling mistakes can affect the credibility of the brand.