8 copywriting techniques
Copywriting, also known as copywriting, is an essential discipline in the world of marketing and communication. Its main objective is to persuade the reader to take a specific action, be it buying a product, subscribing to a service, or simply interacting with a brand. The ability to write persuasive copy depends not only on creativity, but also on a thorough understanding of the techniques that work best to capture the audience's attention and generate concrete responses. Below, we will explore some of the top copywriting techniques that can transform any message into a powerful conversion tool.
8 copywriting techniques
Know your target audience
The first step in any copywriting process is to understand who the message is aimed at. Knowing your target audience allows you to tailor your tone, style and content to effectively connect with the consumer's needs and wants. This involves research into the demographic profile, motivations, interests and problems that the product or service can solve. The more segmented and specific the audience, the more personal and relevant the message will be.
2. The use of powerful headlines
The headline is the first opportunity to capture the reader's attention. A good headline should be short, attractive and generate curiosity. There are several strategies for creating attention-grabbing headlines:
- Direct benefit: Highlight how the product or service improves the customer's life.
As for example when we see in a Carrefour ad "Save up to 50% on your purchases". - Intriguing question: Awaken interest by raising a question that invites action.
Fitness park to make you think about whether you need to go to the gym or not they say "Did you know you can improve your health in just 7 days?" Which is usually what people are looking for. - Use of numbers:Numbers are easily digestible and perceived as hard facts.
An effective headline should be clear and direct, avoiding ambiguities that may cause the reader to overlook the message.
3. Focus on benefits, not features.
One of the most common mistakes in copywriting is tofocus too much on the features of the product and not on the benefits it offers to the consumer. Features are important, but what really motivates people to make a purchase decision are the benefits they will receive from using the product or service.
Instead of saying "Our trainers are comfortable", we can say "Nike's new release ensures that with its new trainers sport will no longer cost so much with its rubber soles that adapt to your foot for a more comfortable ride". The second approach highlights the benefit of ease and time saving, which is more attractive to the consumer.
The AIDA principle
The AIDA model (Attention, Interest, Desire, Action) is one of the best known frameworks in copywriting. This model describes the psychological steps a consumer goes through from seeing an advertisement to making a purchase or taking a desired action. Each element of the model is crucial to creating an effective piece of advertising:
- Attention: This is achieved with a compelling headline or unique value proposition that immediately captures attention.
- Interest: Once attention is captured, it is essential to maintain interest by providing valuable and relevant information about the product or service.
- Desire: The next step is to arouse desire by showing how the product or service can improve the consumer's life. This is where the emotional and functional benefits are highlighted.
- Action: Finally, the reader should be prompted to take a specific action, such as clicking on a link, making a purchase or subscribing to a newsletter.
Persuasive language
Copywriting should use persuasive language, i.e. words and phrases that encourage the reader to act immediately. Several tactics can be used to achieve this:
- Calls to action: phrases such as "Buy now", "Find out more" or "Subscribe today" are essential to entice the reader to take the next step.
- Urgency and scarcity: Creating a sense of urgency can motivate consumers to make quick decisions. Phrases such as "Limited time offer" or "Last units available" appeal to the excitement of missing out on an opportunity.
- Testimonials and social proof: Including customer testimonials or mentioning how many people already use the product can increase brand trust.
6. Storytelling
Storytelling is a powerful copywriting technique that involves telling a story that connects emotionally with the reader. Stories allow consumers to identify with characters or situations, which creates a deeper connection with the brand. Through effective storytelling, you can convey brand values, product benefits and generally build a more lasting relationship with your audience.
When we see an advert for a sportswear brand like Nike it might tell the story of an athlete overcoming obstacles on their way to success, highlighting how the clothing enabled them to perform at their best. Our Bachelor's Degree in Advertising and Branding will train you as an expert in this sector of advertising, one of the most in-demand profiles today.
7.The power of emotions
Purchasing decisions, although often based on logic, are deeply influenced by emotions. Texts that appeal to feelings such as happiness, security, belonging or fear are more effective than those that simply offer cold, technical information.
Instead of simply talking about the quality of life insurance, an emotional approach could be: "Protect your family and secure their future, no matter what happens".
8.Web optimisation and SEO
In the digital age, copywriting must be optimised for the web. This includes the proper use of keywords to improve search engine rankings, as well as the structure of content to make it easy to read on screens. Texts shouldbe clear, concise and easy to scan, with subheadings and lists that break up the information and make it more attractive to read.
How using relevant keywords in headlines and body text improves the visibility of the content on Google and attracts relevant traffic.
Keywords should be integrated naturally in the title, subtitles, texts, URLs and meta descriptions.
For example, if you have an online jewellery shop like Arena Roja some keywords could be "Personalised jewellery", "Handmade jewellery", etc.
The success of Nike and its slogan Just Do It
A great example of a brand that has been successful with copywriting is Nike. Its famous slogan "Just Do It" is a clear example of how a simple but powerful phrase can connect emotionally with people. It is not just a call to action, but a motivational message that appeals to self-improvement, effort and commitment.
Nike has managed, through its copywriting, to position its brand as a symbol of determination and success, resonating with a global audience beyond the sporting arena. In addition, they have been able to use this type of copywriting in powerful visual campaigns, combining the message with images that reinforce the sense of struggle and victory.
If you want to know more about Nike' s victory, you might be interested in this article from The power of branding: Nike's victory .
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