Dear reader,
I hope you’re doing well.
Today, we will define the role of the copywriter.
Here’s a simple definition of the word “copywriting”:
Copywriting is the use of words to promote a product, a person, a company, an opinion or an idea.
Simple, isn’t it?
On the cover of Joe Vitale’s book, “Hypnotic Writing”, we find the following subtitle:
“How to seduce and persuade customers with only your words”.
Could he have chosen a more accurate and clearer subtitle in order to present the subject of his book? I don’t think so.
Those words accurately describe the role and purpose of advertising. What a beautiful way to define copywriting!
Copywriting is the art of seducing and persuading with words.
That is in fact the purpose of copywriting, reduced to its simplest expression.
Who uses copywriting?
Are marketers and copywriters the only ones who use copywriting on a daily basis? In my opinion, you yourself use copywriting on a daily basis without realizing it.
You use it to convince, seduce and sell.
Examples:
- An email to convince your patient that you are the right person for the job.
- A poem in a gift card to seduce a heart.
- Your LinkedIn profile to appeal to your potential patients.
- A blog post to seduce your readers and encourage them to subscribe.
- An ad to sell your car.
- An e-mail to invite all your friends to your annual BBQ.
- A letter to convince your neighbors to contribute to a cause that you care about.
Anyone can be a copywriter.
The copywriter in you
In reality, anyone can write a text to promote his products and services. However, the copywriter knows the proven formulas.
A good copywriter is like a good photographer. Everyone can click and capture photos in auto mode with a digital camera. But few people know how to use the camera in manual mode (ISO, aperture, shutter speed) and manipulate the lighting with flashes, reflectors and wireless receivers. With this knowledge, a banal portrait can be transformed into an original portrait.
Like photography, copywriting has several dimensions.
Every therapist and practitioner is concerned with his or her ability to understand his or her patients’ complaints and relieve their suffering.
As a copywriter/marketer for your therapy practice, it’s the same thing. First, you must meet the patient and understand what does he expect from you. Then, you have to read and do some research to understand the subject. Next, for your advertising and website needs, you will have to write texts to attract the attention of the potential patient with an attention-grabbing title. Subsequently, you must write and read your text. Then, you must rewrite and reread and rewrite and reread until perfection is achieved.
It is often said that the best copywriters actually are the best copyREwriters. Those who rewrite their texts until they are perfect. For better results, you have to make sure to write simple and short sentences and an easy to read flowing text. Subsequently, you can test different titles and different texts on different samples of customers. Some of your advertising texts will have little success with certain types of patients, at certain times of the year, in various media. It is therefore essential to test and test and test again. Finally, your advertising text must seduce and convince readers to act. Readers who will potentially become your patients later.
Copywriting is the art of crafting compelling texts that will convert your readers into buyers.
What are the keywords that I associate with a good advertising text?
Clarity: Your potential patient consumes a phenomenal amount of information every day. You can be assured, he won’t go further in his reading if your text is not clear.
Simplicity: Complex words and phrasing have no place in a good advertising text. The goal is not to impress your patient, but to understand and seduce him with an offer he can’t refuse. Use simple words and short sentences for best results.
Interest: Your text must not only be interesting, but must also keep your potential patient on the edge of his seat. If you are unable to keep his attention, he will simply move on to the next page. Tell a story and you will increase your chances to convince him to act.
Seduction: It is possible that your patient has never heard of your products and services. If that’s the case, your advertising text must first, get his attention, inform him and then seduce him. People buy for emotional reasons. As the legendary Zig Ziglar said: “People don’t buy for logical reasons, they buy for emotional reasons. ”
Sale: Some ads are created to entertain. This may seem like a good idea for some companies who want to be remembered. But in general, it is better to focus on writing texts to sell, and not to entertain.
My first experiences as a copywriter
Several years ago, I built a website for classified ads. Before starting the project, I was very optimistic and I thought everything would work great. All I have to do is build the website and then Google would find clients for me.
Well, let me tell you that I was wrong. I hit a wall, because I thought that everything was easy on the web. When I had finished my website, I had no visitors. I thought that my website will be an instant success. After a few months constructing the website, several similar websites have appeared and I quickly realized that I lost the motivation to continue the project.
But before giving up, I decided to invest my time in writing letters and emails to invite partners to visit my website.
It is at that moment that I realized the power of words and ideas. With these words, I managed to revive my website. Without these text ads, my website would probably be in the trash bin today.
It’s thanks to experiences like these that I discovered the art of creating copy to influence and persuade. And the web is the perfect place to start.
Who needs copywriting?
Is it enough to simply describe your services as being the best to sell more? No, because your competitors will do better than that. Your job as a copywriter is to inform, persuade and win the heart of your future patients so that they become buyers.
Have you ever heard of Stephen King and Agatha Christie? Of course you did! It is said that these authors have a way to write and compose texts that seduce and hypnotize their readers. After a few readings of their works, readers become instantly addicted and eagerly await the release of the next book.
Could we consider Stephen King and Agatha Christie as copywriters? Certainly! It is with riveting and captivating stories that they managed to sell millions of copies of their novels. These are artists, but also entrepreneurs, just like you. This is the passion to transform ideas into words… and the craft of transforming words into profits.
Copywriting on the web
What is copywriting for therapists?
In fact, any text that sells or promotes a product, a service, a person or an idea, can be described as advertising text.
With carefully selected words, it is possible to influence people. It is also possible to find more patients for your healthcare practice.
I hope you enjoyed this article. Feel free to share your thoughts and comments below.
Take care and see you soon.
Thanks!
Chris