The meaning of copywriting in Spanish is advertising writing, since the texts are used for sales. 

But in practice copywriting can be applied both for advertising and for different types of content on the internet and in business communication.

Copywriting in marketing was introduced decades ago.

First in the Anglo-Saxon language, (USA, UK Australia), the copywriter is the person who writes the “copies” and  He is part of the creative team in magazines, newspapers, catalogues, sales and advertising agencies. Some authors speak of the existence of copy for centuries, from the beginning of marketing and printing.

After many years, copywriting is translated into Spanish and adapted to the Spanish market, where it has been included in marketing campaigns with great commercial impact, updating the country's digital businesses and causing growth that continues to rise.   

In Latin America, training and applications of copywriting to digital marketing began a few years before 2020 and currently there is an exponential increase in the demand and supply of copywriting in Spanish.

Marketing has studied and created various strategies, from the traditional to the most current, and has verified that the content creation strategy is the one that works best, this strategy includes copywriting in its entirety.

To capture the attention of new clients and maintain contact with current and former clients, the ideal is to maintain an open and direct communication channel.

Add valuable content to your messages to achieve conversion and sales.

Copywriting is the profession of the copywriter, also known as “copy”, a writer of texts that apply writing techniques and styles to various “pieces” on the internet:

• Texts for web pages
• Blog articles
• Ads
• Email marketing
• Social networks
• E-commerce
• Video scripts: webinar, classes, advertising.
• Automated chats
• Product sheets and labels
• Brand slogans… (among other pieces of copy)

When a text is created with the intention or objective of making the reader take action and do something:

• Leave your email
• Fill out a form
• Receive a gift (lead)
• Follow your brand
• You decide to buy a product or service...

We are talking about achieving a conversion, and it is the main goal of copywriting.

Today's reader “scans” a page or publication, he does not stop to read everything he sees.

Getting them to read your brand message means attracting them with every second of reading, and for this the persuasive communication of copywriting is necessary.

According to many marketing studies, it has been proven that the design of the images is what first attracts the reader; then the text. That is why it is important that what is written captures the recipient's attention and communicates the complete message.

Entertaining texts provoke a “conversation” with the potential client, attracting them to continue reading. This conversation between the offer and the customer creates a connection, where the conversion or purchase-sale is more likely to occur. 

Copywriting applies formulas, which help keep the attention of the potential or current client.

There are many copywriting formulas, these are structures to organize information within various media on the internet.

A formula is used for sales pages and another for advertisements or posts on networks, but these structures are modified, combined or adjusted according to different variables:

The general objective of the text, the audience to which it is directed, the “brand voice”, the support, the platform, among others.

Copywriting examples: 2 known formulas to apply in your texts

For effective ads that increase your sales, the first step is: know your customer very well. Know what worries you, your problems, fears and desires; It is essential when creating copy that converts.

The commercial objective of your ad must be clear before writing it and know how you are going to solve those problems. 

This is achieved in research prior to writing the text of any copywriting piece.

Create ads with the P.A.S. formula

It helps to provide specific information, taking advantage of the few characters or number of words that an ad manager requires. 

Problem: In the title, name a solution or main benefit for what your client wants to solve.

Agitation: in the texthighlight all the benefits, about the characteristics of your service or product. Shows results and describes the process to solve those problems.

Solution: at the end write a call to action with the solution.

There are copywriting formulas and there are copywriters, since when writing, structures serve to organize and create texts that combine information for various objectives.

The formulas are not fixed and each phrase is designed from persuasion. 

The formula or methodA.I.D.A. is very well known and one of the oldest in advertising writing, this is another example of copywriting:

• Attention: from the title it asks a question, uses words of power, or impact; highlights the main benefit and creates curiosity.

• Interest: in the subtitle, describe the benefits, demolish objections that the reader may think, generate empathy and more connection.

• Deseo: in the body of the text, list the solutions to the problems, tell a story or storytelling, show testimonies from people who have already solved those problems; always appealing to the emotions you will feel when buying.

• Action: all text with copy ends in a final call to action, C.T.A. or call to action, is the micro-copywriting that closes the offer and invites you to click on a button or link.

The most developed texts are usually used for sales publications for the cold or temperate audience, that is, they are published and sent with the aim of attracting more customers or increasing sales. The more information the reader receives, the fewer doubts they have when purchasing.

Copywriting is the language of digital marketing

Although it has existed since before the age of digital information, copywriting adapts to current requirements due to its power of persuasion. 

People search, compare, and investigate the business or professional before buying or hiring. Whether products or services, in the sea of ​​the Internet, competition is high, and content marketing is a strategy that works to keep businesses with an online presence current and dynamic.

Sales today are made with a prior reading of the offer, persuasive copywriting techniques are necessary to guide the purchase, without the client feeling the obligation or imposition of traditional advertising.

The copywriter writes with knowledge of the business and its client, its Buyer Persona and the marketing strategy with the brand identity. Information analyzed in the investigation.

With persuasive language, communicate by triggering mental triggers, images, sensations and emotions; It has a methodology that encompasses knowledge of neurosales, where the psychology of the audience with its primary desires, mark the path towards effective communication.

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