Writing professionally for digital and traditional marketing agencies requires adopting proven methodologies to ensure safe results.
Among the fundamental principles that an expert copywriter must master, the ” 5 Ws “, also recognized in journalism, and the important letter ” H ” stand out.
Practically every type of text requested from a copy must follow the scheme of the 6 initials, which correspond to as many questions:
- Who?
- What?
- Where?
- When?
- Why?
- How?
Who: Who is the recipient of the copy and who is the reader?
The “who” from which the copywriter starts must be interpreted in both facets indicated in the title of this paragraph.
To obtain a strategic text, it is crucial to clearly define the protagonist of the message and understand the type of reader for whom the information is intended.
Losing sight of focus when creating an article, advertisement or product description means you immediately lose effectiveness. The same applies if you do not consider the peculiarities of the buyer persona, a detailed description of the ideal customer in marketing language.
What: What do you want to communicate to the recipient?
After identifying the protagonist and the reader, it is essential to reflect on what you really want to communicate .
For example, if a copywriter needs to talk about a car to a potential buyer, he or she should focus on aesthetic features, engine specifications, fuel consumption and options, avoiding overly complex technical details.
To achieve strategic text that complies with marketing objectives, it is important to keep the intention of each sentence clear for the reader.
Where: Where will the copywriter’s work be published?
A copywriter in a structured marketing agency creates texts for various online and offline media, such as:
- Website
- Blogs
- E-commerce
- Landing Page
- Social networks
- Online advertising
- Flyers
- Brochures
- Magazines
- Signage
- Packaging
This list, although not exhaustive, underlines the importance of knowing the place of publication of the text, since each channel requires specific writing techniques and methodologies.
When: When it will be published and when the life of the content will end
Knowing the time of publication is essential to ensure that the information is authentic and authoritative.
Writing a post for the launch of a new car model without knowing that it will be published on company social networks only after the official presentation leads to failure.
Additionally, you need to consider the length of the content . The presentation of an event by reservation is effective until sold-out or the start of the event; an article on the principles of copywriting, for example, could remain relevant forever.
These aspects must not be overlooked if you want the text to maintain its relevance over time.
Why: What is the goal of the content?
The objective of the text must be related to “what” was described previously. Writing about a car can have the aim of:
- Attract a potentially interested user
- Keep the contact warm before a commercial proposal
- Guide the potential customer to purchase by inviting him to the dealership
Although the theme is always the same, the contents must vary based on the stage at which the user is in the journey to becoming an actual customer.
How: the “how” in copywriting is worth double
The “how” can be a further integration of the “what” and/or the “where”.
When the text must present a product, the copywriter must ask himself not only what it is, but also how it works. This analytical approach allows you to create complete content for the buyer persona.
Furthermore, the copy must consider how the text should be structured , which depends on where it will be published. As already mentioned, each media requires a specific type of content.
