Copywriting for Social Media Guide

Find out the secrets behind successful social media posts.

Content Writing and Copywriting

This is Chapter 1, Part 3 from the Copywriting for Social Media guide.

What’s the difference between Content Writing and Copywriting? The major difference between content writing and copywriting lies in the very purpose of writing it.

There still seems to be some sort of confusion when it comes to correctly define copywriting and content writing. Let’s make things clear from the very beginning. There is a difference between the two.

Content Writing

Content marketing translates into creating and sharing valuable free content to attract and convert prospects into customers. 

The purpose of content writing is to engage potential customers and educate them about your brand’s products and services. You can do this by writing blog posts, articles, press releases, newsletters (when it’s sent out with educational purposes), guides, etc.

Copywriting

The major role of copywriting is to trigger the reader to take action. What kind of action?

Well, sometimes it can be about making a purchase, or subscribing to your email list, sharing your social post, or… you name it. Its role can also be simply to inspire your reader to call you for more information on your services or a certain specific product you are trying to sell. 😀

So, basically, copywriting is any writing that tries to convince people to take a particular action (buying something online, sharing something on social media, giving away their email address in exchange for a free download, etc).

Although copywriting involves content writing, it’s actually content with an attractive form, with the ability to instantly catch the attention of your audience.

Copywriting is generally used for sales pages, ads, direct mail and of course, social media.

The 3 main components of copywriting

  • ART
  • SCIENCE
  • PERSUASION

1. ART – The art side of copywriting appeals to the emotions. It’s memorable. It’s creative.

2. SCIENCE – Besides art you also need science. Just ask Leonardo Da Vinci.

Science would write something that would actually make sense (not funny, not with a typo, but something that appeals to reason). The science part is practical and it’s testable. It’s also able to tell you if the first, or second option of your choice is better and why.

However, you may not be able to really connect with the reader just by using the science part of copywriting. It’s best to bring art and science together. This way you can come up with something that combines the practical with the emotional.

Practical (part of copywriting) 🤓 + Emotional (part of copywriting) 😊 = Best version 😎

But it’s not enough to just make the readers feel it, you also need to convince them. It’s not enough to just give them an argument. You also need to make them feel compelled to care.

3. PERSUASION – No copy is complete without a purpose. The general purpose of copy is to sell a product or an idea.

You need to be able to get people’s attention fast and make them get passed the headline. Unfortunately, 8 out of 10 people won’t. Good copy contains all three copywriting components, bad copy leaves one if not two out. And if you leave all three out, that’s just … well… blank copy. 😛

The ultimate goal is to get the reader to perform some sort of specific action (click here, download now, go to our website, keep watching this video, etc). There may be many formulas out there about how to write a copy or a headline, and many opinions. But it’s important to keep in mind these 3 components when you want to write good copy… and take it from there.

Just to sum up the social media Copywriting Tips, here’s what you need to remember:

  • It’s not about you, it’s about your audience. Focus on that.
  • Knowing your audience is key.
  • The purpose of your social media platforms is to provide relevant, interesting and valuable information for your audience. Adjust your approach for each social platform when you create your posts.
  • Remember the major difference between content writing and copywriting – the difference lies in the purpose of writing. Define your purpose.
  • Focus on the major role of copywriting, which is to trigger the reader to take action. Also, remember the 3 main components of copywriting: art, science and persuasion.
Copywriting for Social Media
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The importance of knowing your audience

The importance of knowing your audience

This is Chapter 2, Part 1 from the Copywriting for Social Media guide. You may have heard businesses talk about…