Used by hundreds of brands to strengthen their marketing and communication actions, motion design offers many advantages.
- 1 Definition: what is a copywriter?
- 2 It is the day before
- 3 He does user research
- 4 He manages marketing projects
- 5 Our selection of the best copywriting resources
- 6 The best copywriting techniques:
Definition: what is a copywriter?
A copywriter is a creative person responsible for writing promotional or marketing texts. Generally, he works in an advertising agency, with the advertiser or as a freelance.
The storyboard is the pictorial version of the script. It can be done by an Art Director or by the Motion Designer directly.
Unsurprisingly, a copywriter spends time writing. But also to miss, to rewrite, to reformulate, to miss again, to write again. The right copy is rarely the first.
He writes for many formats, written or not, web or print: website, articles, publications on social networks, white papers, outbound emailing, newsletters, landing pages, product sheets, advertising campaigns, script of a video, podcast or infographic.
His goal? Maximize the reach of a message and encourage its audience to act according to a defined objective.
It is the day before
A copywriter spends a good part of his time reading or consuming content. It must be in tune with the times and the trends in its market. To do this, it organizes a regular watch and lists its nuggets in a document, a tool or thanks to a browser extension like Pocket (on Chrome). Document commonly called Swipe File among copywriters.
He does user research
A talented copywriter knows the benefits of his product and his audience by heart. They rely on this audience, their needs, their fears or their desires to convey the right message and write in the fairest way.
To fully understand the conscious and hidden benefits of the product or service for its targets. He works with UX teams (if there are any) and participates in user research sessions. This can involve the creation of online forms, telephone interviews or even tests produced in the company’s offices.
He manages marketing projects
Copywriting is a marketing technique. A copywriter therefore works within a marketing, digital marketing and / or growth team (traffic manager, SEO, lead manager, etc.) in order to create content that meets the company’s marketing objectives. Depending on the needs, he may have to manage and manage specific projects (campaigns, launch).
In fact, there are a bunch of copywriter profiles out there. Depending on his chosen field and the size of the company he works for, a copywriter can also do editing, formatting, image research, etc.
Our selection of the best copywriting resources
There is no formal training to become a copywriter. And you don’t really need it.
On the other hand, you need to develop certain skills: user research, persuasive writing techniques, the structure of different content formats and copywriting best practices. Here is our selection of the Best copywriting course to start or progress.
The best copywriting techniques:
Here is a list of the copywriting techniques that work best, to improve your existing content or start from scratch.
Attention – Interests – Desire – Action (AIDA)
It is certainly the most famous and used technique in copywriting.
AIDA stands for:
- Attention: attract attention from the first line
- Interest: spark interest with a bold promise
- Desire: tap into the desire n ° 1 of the person who arrives on this page
- Action: call the person to act
It works in particular for the drafting of you’re:
- Landing pages
- Introduction of articles
- Video scripts
The Slippery Slide
This technique follows a single goal: that each sentence leads the reader to read the next.
It can be interesting for writing you’re:
- Blog posts
- Landing pages
The features are easy to list and boring to read. Why? Because they are talking about you. The benefits are much more attractive because they tell the user what problems your solution will solve.
Features – Advantages – Benefits (FAB)
The FAB method means:
- Features: what you can do
- Advantages: why it’s useful
- Benefits: what it brings me
This method is special because it contradicts the previous one. But this is not completely the case, since it is used in a specific context: when you are addressing existing customers, to present a new product or new features.