The Role Copywriting Plays in Lead Generation

November 12, 2021

Crafting messages in the right voice is absolutely essential for generating leads. The truth is, people don't buy from a robot or a computer screen. They buy from people. And with so many people out there today selling things, customers are looking for a unique and personal voice that touches their hearts before they decide to buy anything. 

This is where copywriting comes in. Sending out the right message means you also need to use the right voice. Copywriting is the way your business sounds on paper, over email, or in text messages that gets right to the customer's heart. Let's look at how you can leverage copywriting to generate the right leads for your business.

What is Copywriting?

Copywriting is the act of writing persuasive marketing material that motivates readers to take an action such as clicking a link, donating to a cause, or making a purchase. Written promotions, sales papers, sales emails, emails you receive upon signing up for something, web pages, and many other forms of written or printed communication are considered copywriting.

Basically, the point of copywriting is to use the power of language to share important information that encourages and persuades customers to take action. You want your customers to read your copywriting and get a basic understanding of the purpose behind the action you want them to take. 

Copywriting should be distinguished from content writing, which is primarily informational. Content on your website might be a blog post or a white paper that imparts educational information for customers to read and consider on their own time. However, copy on your website might be a description of a service that informs the reader with the purpose of persuading them to follow up with you to find out more and benefit from that service.

In the end, you want copywriting to make a customer stop and think: "Why am I living my life without this service or benefit?" If they think that, they're well on their way to becoming a customer. 

What is Lead Generation?

Microsoft defines lead generation as the process of "identifying potential customers for your business or service and guiding them into your sales pipeline." This process includes steps such as:

  • Discover potential customers who might want to use your product or service.
  • Build relationships with potential customers by providing them with valuable information (copywriting and content writing!).
  • Convince potential customers to take the next step by purchasing your product or service.
  • Engage with customers regularly to keep them in your sales funnel.

Lead generation is the process of discovering and connecting with potential customers. You won't get far in your business without these leads who choose to purchase from you and maintain a relationship with you that leads to future purchases. 

How does Copywriting Drive Lead Generation?

It might seem fairly obvious that you need copywriting to foster lead generation. But how exactly does that work? Let's take a look at some examples of how copywriting can engage customers to build more leads and close more sales.

Good Copywriting Answers Questions

People want to be educated. Most people who end up on your website or in your email list are people who are looking for some kind of solution to their problem. While the content on your site can provide valuable education for customers, copywriting should be doing more than just providing information--it should be answering a question.

For example, if you sell beeswax candles, your copywriting will tell customers why they need a candle, why beeswax is the best kind, and how to get a beeswax candle. Your copywriting should explain that simple and straightforward process in a conventional way that invites action.

Good Copywriting Engages People

We've all spent enough time reading boring textbooks in our lives. When people see copywriting, it shouldn't be huge blocks of content written in a passive voice explaining something. It should be sharp, short, and to the point. Fun catchphrases are common in copywriting, as you may have noticed on the flyers in your mailbox or billboards on the road. Just think of Nike's "Just Do It," included on billboards and ads of all kinds.

You want your copywriting to interest and excite people. Remember, the goal is to convince them to buy. If your writing is boring and full of technical jargon, most people will tune out. 

Good Copywriting Persuades People

When people read your copywriting, they should leave it wanting your product. Your copywriting should engage the three tenets of persuasion: ethos (ethics), pathos (emotion), and logos (logic). Use these appeals to persuade people that using your product is the best choice they can make. You want them to know that:

  • Your company does it right (e.g. ethically, safely, in a customer-focused way).
  • Your product can solve their frustration and regret.
  • Your product is useful and will save them time, money, frustration, etc.

For example, if we go back to selling candles, your copywriting could tell readers that beeswax candles are better for the environment (ethos), that they last longer (logos), that they smell amazing (pathos), and that they ship within a week (logos, pathos). 

Bad Copywriting Affects Lead Generation Too

If your copywriting is bad, that doesn't mean it has no effect on your lead generation tactics. Customers who get stuck reading boring, poorly written copy are over twice as likely to leave your website or delete your email. 

In order to truly build a base of leads you can rely on to purchase your products, you need to use copywriting effectively. There are a few things you must avoid to make your copywriting compelling:

  • Passive voice.
  • Grammatical errors.
  • Spelling errors.
  • Long blocks of text.
  • Technical jargon.

Remember, the goal of copywriting is to create a short, powerful, persuasive message that moves readers to take action on your products or services.

How do I Use Copywriting for Lead Generation?

Whether you want to do it yourself or hire someone else to help you, copywriting is essential to your lead generation strategy. Here are a few ways to make it work:

  • Make it short. Most people simply scan online content anyway, so keep your copywriting to the point and use lots of bullet points and numbered lists.
  • Make it urgent. You want people to see the need to take action as soon as possible. In general, you'll want to include a sale or some other incentive to encourage people to act quickly. 
  • Make it conversational. Talk to your audience, the people who need your product. Use words they understand and address fears or struggles they are facing. If they're going to take action, they need to see that the action you're asking for is the BEST one they can take.

If you have more questions about copywriting and how to use it for lead generation in your business, get in touch with us and we'll help you get started today.

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