Copy for Digital Marketing: what is copywriting + examples!

All images, videos, audios, and Internet pages that seek to persuade the audience were born in the form of text—copy!

With practical examples and a quick tutorial, you will learn here:

• What is copywriting?;
• How copy is used;
• And why it goes hand in hand with Digital Marketing.

What is copywriting?

Copywriting is the technique of writing persuasive messages that make the public take actions planned by the company.

From newspapers and magazines to television and radio, copy — as the material created through the copywriting technique is called — has been used for decades to create irresistible advertisements in Marketing.

Today, copywriting has become indispensable in the fierce competition on the Internet!

In addition to serving as a script for creating videos, advertisements for podcasts and advertisements for paid media, copy for Digital Marketing also serves:

• As text on social media or blogs, in conjunction with  SEO, or “search engine optimization,” to increase the visibility (along with sales) of these sites;
• Also as text, but on landing pages (pages that convert audiences into leads );
• And even in the construction of email marketing flows, which aim not only to inform leads, but to convince them to make a decision.

How to write a copy for Digital Marketing?

Keep in mind that the purpose of copywriting is to make potential customers take action. For this reason, you need to follow some tips to make this strategy a reality:

Set your goal

Having a clear objective for each material (copy) is the first golden rule!

Let’s say your goal is to get more people to hire your service. To do this, your copy will need to:

• Get these people’s attention;
• Argue why your service is ideal for solving their problems;
• And then ask them to contact your company immediately!

Know your audience

When creating copy that sparks curiosity and makes your audience pay attention to your message, you don’t want them to feel angry or inadequate.

You want him to feel curiosity and positive emotions, to lower his guard to make it easier for him to accept your suggestions!

To write copy that does this job well, you need to know:

• Who you are talking to (your target audience and the personas within it);
• And how you will talk to these people (which platform, which content format and at what point in the sales funnel).

Take care with the title

You only have a few seconds to capture your audience’s attention, so developing a title that will make your audience bite the bait is everything!

By “ title ”, understand that it is every sentence, advertisement, heading or paragraph that appears first in your content.

To grab attention, copy can’t be monotonous — it needs to be polarizing to generate intense emotion or curiosity!

Knowing in advance (and in full detail) who your potential customers are will inform you about:

• What words to use;
• Which topic will generate an instant bond;
• And what emotions do you want to cultivate before, during and after the customer’s action.

Create connection with a good story

A common mistake made by beginners in the copywriting technique is to write rigid copy — a boring manual that “tells” but doesn’t “show”.

Unless your audience likes boring things (there’s a taste for everything, I know!), you probably won’t create a bond that will keep them engaged until the end of the persuasion.

To keep the audience engaged with the content, the copy needs to “illustrate” how the product or service is capable of changing their lives.

Instead of dumping a bunch of words, descriptions and cake recipes on people, use storytelling techniques to:

• Make your client feel like a protagonist in your narrative;
• Make your service or product the supporting character that helps the protagonist become the hero of this story (a Robin to Batman);
• Make the content a series of dynamic excerpts that make the public “see” the usefulness of the service or product in practice.

Use mental triggers

Remember: you don’t want passivity when creating a copy for Digital Marketing! You want the audience to:

• React to the content title;
• Decide to read, view, watch or listen to your message;
• And be persuaded to act as soon as possible!

Mental triggers do this job: they speed up the audience’s decision-making process to consume content and make a purchase.

To ensure successful copy, consider including some of these 6 mental triggers:

• Social proof that your service or product has positively transformed other people’s lives;
• Rapport, a presentation that gives the audience the feeling that “the saint hit it off” with the company;
• Scarcity, which is the feeling that your supply is limited and that action needs to be taken now;
• Reciprocity, giving something of value to the audience so that they feel emotionally indebted to the company and reciprocate the attention;
• Commitment, when declaring an objective publicly with the intention of persuading your audience to help your business in this endeavor;
• And authority: the ultimate proof that you know what you’re talking about!

Examples of copy for Digital Marketing

There is no way to be successful these days other than applying all the copywriting tools to your company’s narrative.

It’s what big brands do and, quite frankly, it’s what makes all the difference between a small fish and a mega shark.

To see each of these mental triggers in action in a copy for Digital Marketing, I brought real-world examples — check it out!

Social media

I published content on my LinkedIn profile with the aim of getting closer to my followers.

I wanted to nurture rapport — or create a relationship of empathy, in a free translation — to awaken their interest in getting to know my company (Enjoy Minder) using a humanized premise: the ambition of work in contrast with the sacrifices for the family!

When reading the entire post, you can see that I used not only the mental trigger of rapport, but also social proof and reciprocity: a testimony about life and a request for followers to do the same.

Look how “my saint hit” with that of several people!

Landing Pages

By using social media to attract new visitors to my company’s website, they can land on a conversion page specific to their interests.

The value proposition on this example page is to offer an indispensable tool for businesses to use content creation to sell anything online!

Direct, easy to understand and persuasive, this landing page serves to convert visitors into leads.

Notice how the copy (the text) circles what the lead has to gain and the benefits of the product, instead of highlighting the problems they face.

This decision was made based on the understanding of the audience to be converted to this page: ambitious, strong and hopeful people — instead of fearful.

In fact, it was people like these that the copy on LinkedIn attracted to my business website: creative entrepreneurs eager for results!

The action that narrows this conversion page is a form: “Fill in your contact details and receive your manual instantly!”

The promise? Success delivered to your inbox in e-book format — an example of the authority trigger!

Email Marketing

An email marketing flow serves to:

• Deliver a sequence of quality materials;
• Nurture relationships with leads.
• And sell.

It works best when someone already knows the company, or is willing to get to know it because they see value in the business philosophy (rapport), or in the wisdom it presents (authority).

In the landing page example, when filling out the form to receive the Content Marketing manual, the lead is inserted into an email list with that theme.

Each email sent will try to add more free value to the interest he has already shown in Content Marketing and ambition, until the moment of selling a product or service even better than the free material.

Email marketing is a game of patience, but it still has one of the highest returns on investment on the market!

Keep learning about Digital Marketing!

Oh, and it’s always good to remember that a content calendar is essential to ensure that your posts are planned, consistent, and relevant. It helps you organize ideas, set publication dates, and align communication with important dates and events, keeping your audience engaged.

Another advantage is that a calendar allows you to visualize your content strategy as a whole, making it easier to identify gaps and opportunities to diversify your material.

Well, I could spend hours talking not only about copy for Digital Marketing, but also about other techniques that increase engagement — and sales!

But, as I already do this from article to article here on the Enjoy Minder blog, I recommend that you watch my talk on how to sell more with Digital Marketing to learn even more!

Or, your next step towards success could be to partner with a Digital Marketing agency. Contact our experts now!