There are probably thousands of brands and companies similar to yours on the market. However, to make your business stand out and become the best option for your customers, you will need a copywriting strategy. 

The practice of copywriting aims to delight and convince your target audience to take some action that is interesting for your business, such as buying a product, requesting service or downloading some informative material, using words as your best friends. Understand: 

What is copywriting? 

Copywriting is a marketing strategy aimed at producing persuasive texts that aim to convince the reader to take a specific action related to your business, such as downloading an ebook, making a purchase or participating in an event. 

A “copy” (text) must use mental triggers and a “call-to-action” button to arouse the user’s interest in the product, service or material that your brand provides.  

The practice of copywriting can make a total difference in a marketing strategy, as it has the power to convince and captivate the public’s attention across different channels: email, social networks, websites, catalogs, advertisements and much more.  

But after all… 

What does a copy need to have? 

An attractive copy should be: 

• Short and objective (very long texts can leave users disinterested); 
• Persuasive in a subtle way to maintain the user’s autonomy and decision-making power; 
• Created with each brand’s target audience in mind (and with the right tone to attract and convert); 
• Able to encourage the customer to take an action. 

A copy can attract, engage and convert  

In digital marketing, for example, a well-crafted copy has the power to become irresistible and lead your customers to take the action your business proposes, such as: 

• Download some type of material (e-book, infographic, whitepaper and more); 
• Subscribe to a newsletter to receive emails with news, releases and content; 
• Fill out forms to capture data; 

• Access the website or catalog to check promotions, products and services; 
• Get in touch to request purchases, consultancy and service; 
• Access a webpage to register for an event. 

See some success stories for inspiration: 

NTT DATA – Event promotion copy 

To promote its participation in the largest technology and innovation event in the Brazilian financial sector and, at the same time, invite its clients to be part of the fair, NTT DATA used the concept of “Banking for Humans” as part of its persuasion strategy.  

The fair’s theme was “bioeconomy and opportunities in a digital society”. Therefore, the brand needed to be aligned with the theme and position itself at the forefront of banking services with a sustainable outlook and with human beings at the center of its strategy. 

In order to attract participants in a more humanized way and aligned with the theme, the copy that best fit this objective was: “behind every great innovation there is a single purpose: to make people’s lives better”. 

The copy, in addition to arousing the reader’s curiosity, was accompanied by a call to action for the user to participate in the event.  

Read more details about the case: Febraban Tech 2023  

Nike – Product launch copy 

Nike, which is already a globally recognized brand thanks to the strategies used to attract its audience, created the copy “give your feet a hug” to promote the launch of the InfinityRN 4 sneaker on its website. 

The simple and straightforward phrase was created based on the product’s features: new foam, elastic, and a wider midsole to provide a comfortable sensation and a long-lasting fit. Hence the play on “hugging the feet.” 

The copy, which is accompanied by the CTA “See InfinityRN 4”, is intended to attract users who are looking for comfortable sneakers to practice sports.  

By clicking on the button, the person has access to all available models, as well as viewing prices and other characteristics to purchase the product. 

If your goal, like successful brands, is to stand out in the market and create irresistible copy, click here!