How to use copywriting and web writing to convince your visitor?
The digital age has unconsciously given birth too many jobs related to the web. More specifically, the copywriter and web editor jobs.
Aren't they two similar functions?
Yes and no. If in certain skills and functions, we can find similarities between these two professions, they are still very different!
A skill that requires knowing how to play with synonyms, turns of phrase, finding the exact words, constantly enriching one's vocabulary and knowledge, sometimes demonstrating pedagogy and often reflection.
Our official language is at the heart of web writing, whether you are a web editor, copywriter, or even a journalist.
English is a powerful asset for expressing ideas, selling, promoting and persuading. Don't you believe us? Read our best copywriting course to discover how the disciplines of copywriting and web writing can lead you to convince the audience…
What is copywriting?
What is behind this English term? What is the role of a copywriter?
By definition copywriting is:
“A technique for writing texts adapted to the Internet. The optimization of a text by copywriting can be crucial for good visibility."
This definition does not teach us much in reality, we do not yet perceive the difference with web writing...
It is when we are interested in the role of the copywriter that everything becomes clearer...
A copywriter is a professional web content writer. His job is to write sales texts to encourage customers to buy.
Concretely, copywriting is the art of convincing clients, of pushing them to take action using our beautiful English language.
In English, we could define the term of copywriter as “advertising copywriter” or even “designer-editor”.
Professionals in the trade also like to compare the function of copywriter to that of a photographer.
According to them, everyone is now able to take a photo with their smartphone, add filters and post it on social networks. But, ultimately, only professional photographers are able to use a camera in manual mode and juggle ISO, aperture, speed, focus, light, etc.
Only, thanks to his know-how, the photographer is able to turn an ordinary portrait into a true original work!
Just like in photography, the vast majority of English people are able to write a short text, but how many are able to grab the reader's attention and push them to action?
This is when the perfect mastery of the English language by the copywriter comes into play. After countless readings, proofreading, modifications, he is able to convince the greatest number in just a few words.
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The strengths of a copywriting professionals are:
- Critical sense and reflection,
- Synthetic spirit,
- Impeccable spelling,
- English grammar mastered,
- Extended English vocabulary,
- Knowledge of figures of speech (metaphor, pleonasm, neologism, alliteration),
- Respect for phonetics.
All of these concepts are the basics of the copywriter profession!
Copywriting as a weapon of persuasion by the English language...
As you can see, the French language is the first tool of the copywriter.
He uses the language to win the hearts of readers and future clients.
Who uses copywriting?
Did you know that we are all copywriters?
It's not just marketers and copywriters who use this technique.
- We all regularly have to convince and sell in English, here are a few examples:
- Write your CV and cover letter to sell yourself to recruiters,
- Write a classified ad to sell your car or rent your apartment,
- Write an SMS to invite all your friends to your next party,
- Write a professional email,
- Join a large school thanks to his command of English,
- Convince a newspaper to become a journalist
Several methods to convince with our mother tongue
Writing a text like a professional copywriter cannot be invented. They use various techniques that may remind you of your English lessons.
The speeches of the copywriters respect precise rules of language according to their clients and their missions.
Here are the top 5:
The AIDA method (Attention-Interest-Desire-Action)
You have to write a promising catchphrase using the exact term and the right English vocabulary.
Your speech should arouse desire in the reader and make your promise compelling.
The WWWWHHW method (Who, What, Where, When, How, How much, Why?)
Very often taught by English teachers, this method of questioning consists of gathering as much information as possible before providing the best solution.
A method also used in the journalistic world.
The narrative method
Widely used by English speaking novelists and writers, the technique puts the reader directly at the heart of the action. Learning French requires mastering this method, which consists of writing a text in the following form: problematic-action-intrigue-resolution-conclusion.
Henry Hoke's method (Paint-Promise-Prove-Push)
The technique is similar to that of AIDA, but it is used more for visual advertising campaigns.
Christian Godefroy's method
This English copywriter has set up his own writing method over his years of experience.
It takes place in 9 phases:
- Trigger curiosity in the reader
- Talk to him
- Demonstrate what the product will bring him
- How? 'Or' What?
- Prove it!
- Offer a guarantee
- Express the benefits
- Urge him to act quickly and why
- Give a gift if he acts quickly
Copywriters can thank the English and the linguistics of our beautiful language for all its richness!