According to Joseph Sugarman’s definition, copywriting is a mental process and accumulation of the author’s experience to process ideas that subsequently delivered in marketing writing.
Copywriting is creative writing in which the products are in the form of advertising campaigns and various types of content marketing in general. That is why it plays a significant role in the business world especially to target the millennials. In the current digital era, the majority of millennial consumers demand brands to represent their preferences. Thus, a good copywriting pattern is the best solution.
The impact of copywriting is fundamental for a business to embrace millennials consumers. Cited from the Lokadata id (2020), the Indonesian millennials that use the internet in 2020 are 46,7 million users and 17% of them are online shoppers. That is a great number of internet users. A good copywriting pattern will be able to maximally embrace all of the internet and social media users.
In contrast to the conventional shopping activity that relies on the direct presence of consumers, it is no longer suitable for online shopping. The digital consumers take advantage of the words series to be typed in the search engine. It clearly shows you that good copywriting has a big potential to leverage your business profit.
In this article, we are going to share the secrets of business copywriting and also convince you about the benefit, role, and the effectivity of copywriting and marketing activities for your brand.
Constructing consumers’ trust can be achieved by producing a good and attractive copywriting. It is important for you to understand that the copywriting products for business can be formed in the various textual results that sometimes are short including tagline and jargon.
To illustrate, it is good for you to see the example of copywriting used for culinary business below:
Tagline will invite curiosity and guarantee the consumer that there will be additional vegie-healthy menu in March.
On the other part, social media contents can include vegetarian tips, how to process edamame, and many other things. The key to the copywriting pattern for culinary business is on the annual variation and innovation.
The copy created in business reflects how serious the owner in building up consumers’ trust through business copywriting. On of the e-commerce platforms that guarantee the originality of their products has proven their commitment. At the same time, the other competitor tries to promote free shipping every time. Their effort will raise consumers’ trust in their services.
Do you still remember an advertisement for a department store that was viral before Eid 2019? Yaps, you are true! It became viral because of the unique song lyrics and someone comes out from a rice cooker! The anti-mainstream viral campaign was of course succeed because of the copywriting concept that produced an interesting advertisement. It succeeded to grab a wide range of target markets through the delivered humor.
Obviously, this department store then succeeded to attract Indonesian consumers that resulted to the surge of profit nearly before Eid. We can see the significant role of advertisement, in this case, made this advertisement viral in social media, discussed in several talk shows, even the lyrics were easily memorized by children.
Creating a viral advertisement is one of the reasons why do you need an advertisement that is interesting, unique, and matches with the ongoing trend. A hilarious advertisement can be an alternative since it has been proven as a great potential to affect society’s interest in purchasing products. Research by Teixeira & Stipp (2013) published by the Journal of Advertising Research reveals that a comical advertisement with fit humor can enrich the purchase intent among society. In real life, a humorous advertisement is easily viral in Indonesia as well as viral marketing that is proven effective.
Moreover, social media has been a favorite platform for many businessmen and also Indonesian consumers where many potential advertisements become viral. It is a great chance to compete in the digital world by implementing a good concept of copywriting advertisements.
So, how about your marketing method? Has it already implemented the commercial copywriting concept for a business? If the answer is yes, so you are ready to be the trending topic in which your advertisement will always be remembered and produce a great profit.
Have you ever think that everything in marketing content represents the speech style and character of the brand? This is what we commonly know as the term brand’s tone of voice. Mark shaw believes that a copy must have a proper tone of voice, suitable for the brand, and relevant to the audience target.
The term “tone” here is not that complicated. Tone of voice the brand’s speech style that consists of certain words series to deliver a special emotion and image for a brand.
For instance, a tone used in a copywriting of exclusive men watches will be different from a jewelry product. Even though they have the same target of consumers, men watch product should present a strong masculine effect that will not fit the jewelry product.
That is a simple illustration of the use of tone and how it can build a brand’s character for the consumers. It is important to consider the consistency and identity of the tone in copywriting.
Copywriting is an effective medium to deliver a marketing narrative. Good copywriting will be able to build a consistent character, uniqueness, and speech style. An interesting copywriting for business will grab the market especially millennials since they are in the range of age that is potential to the market domination in the current and upcoming era.