People don't buy anything online without copy.
It convinces you to give a product a try. It reassures you that you won't get screwed over by the seller. And it makes you feel good about your purchase.
Still, copywriting feels like an elusive craft for many. Let's clear things up!
Copy isn't there to entertain or fill empty space on a webpage. Its job is to make a convincing sales argument and close the deal. The goal is always to move the reader to take action.
It doesn't create desire for a product out of thin air. Rather, it taps into your audience's existing motivations, hopes, and dreams and channels them onto the product.
It's not artistic prose, clever wordsmithing, or even grammatically correct. Copy has to be clear and convincing, using simple words your target audience understands.
It's not written, purely conceived in the imagination of the copywriter. Copy is assembled. Messages are based on customer research and a deep understanding of your prospects' pains, goals, and objections. When they read your copy, they should feel like you're reading their mind.
It's not about pressuring your audience to buy through mind tricks and tactics. It's educating your audience so they understand what's in it for them and can decide if your offer is a fit or not.
It doesn't guarantee sales. What it does guarantee is learning. Running new copy is always an experiment, and you can measure its success in metrics like page views, click-throughs, opt-ins, conversions, and sales. Based on what you learn, optimize and repeat the process.
Lastly, copywriting isn't just for people who have something to sell. Copy is everywhere. Whenever you're writing something to get someone to take an action, you're writing copy.