No marketing digital, há várias estratégias utilizadas para conduzir a audiência, aumentar as conversões em vendas e outros resultados positivos. O copywriting é um dos principais recursos usados por empresas para melhorar o seu relacionamento com os clientes e vender mais.
O que é copywriting?
O copywriting é uma técnica de produção de conteúdo com foco na conversão do lead em cliente, promover serviços e produtos e realizar vendas.
Essa arte de produzir um texto com caráter persuasivo, capaz de trazer o público-alvo para sua empresa, exige várias técnicas que precisam ser aplicadas como gatilhos mentais.
A palavra-chave do copywriting é persuasão para despertar o interesse do público e induzi-lo a tomar uma decisão. Essa decisão pode ser uma série de coisas, tais como: comprar um serviço ou produto; assistir um vídeo; curtir as redes sociais, seguir uma página, fazer o download de algum material, se inscrever num evento, agendar uma consulta, assinar uma newsletter, entre outros.
Fórmula AIDA do Copywriting
A fórmula AIDA é usada do copywriting para produzir textos persuasivos sobre serviços e produtos. AIDA é o processo de Atenção, Interesse, Desejo e Ação que conduz as pessoas para fazerem uma ação.
Para adotar a fórmula AIDA, as empresas precisam seguir o passo a passo, para obter o sucesso:
Chamar a atenção – a Empresa deve usar ferramentas para chamar atenção dos clientes. Isso pode ser gifs, imagens e vídeos etc.
Despertar o interesse – Para despertar o interesse do cliente, é importante incluir argumentos bem estruturados, gatilhos mentais, frases persuasivas e várias estratégicas de venda.
Aguçar o desejo – é importante estimular as sensações do cliente, principalmente o desejo de comprar. Aqui, a empresa precisa apontar razões para que as pessoas sigam seus ímpetos pelo consumo.
Hora de agir – Esse último passo, a empresa deve ser capaz de direcionar o cliente para comprar o serviço ou produto.
O texto copywriting também pode ser chamada de carta de vendas, pois ela desperta o interesse do consumidor, apresentando o serviço ou produto de forma clara. As principais técnicas do copywriting para tornar o conteúdo mais persuasivo são:
- Utilize gatilho mentais;
- Conheça o público-alvo;
- Faça comparações;
- Utilize uma linguagem coloquial;
- Conte história;
- Utilize verbos de ações;
- Desenvolva títulos matadores;
- Use pesquisas e números;
- Elabore perguntas com respostas positivas;
- Venda experiências.
Como elaborar a estratégia do copywriting?
O Copywriting tem três mandamentos básicos. São eles:
- Desenvolver um relacionamento entre marca e clientes;
- Inspirar o cliente;
- Motivar o cliente para tomar uma determinada decisão em relação ao conteúdo.
Uma boa estratégia de copywriting precisa utilizar determinados elementos como pesquisa, objetivo, exclusividade, otimização e análise. Isso vai tornar o conteúdo mais benéfico.
O copywriting é arte de escrever materiais ricos em qualidade e conteúdo. Além disso, ele faz uso de uma CTA (Call-to-Action) matadora e persuasiva. O texto copywriting deve ser objetivo, claro, persuasivo e relevante. Com ele, é possível criar autoridade no seu segmento.
Gostou do nosso conteúdo? Quer usar o copywriting para vender mais? Clique aqui.
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