{"id":6856,"date":"2023-02-15T16:31:14","date_gmt":"2023-02-15T16:31:14","guid":{"rendered":"https:\/\/scallent.com\/posts\/how-to-create-an-audience-through-copy\/"},"modified":"2023-02-15T16:40:37","modified_gmt":"2023-02-15T16:40:37","slug":"how-to-create-an-audience-through-copy","status":"publish","type":"post","link":"https:\/\/scallent.com\/en\/posts\/how-to-create-an-audience-through-copy\/","title":{"rendered":"How to create an audience through copy"},"content":{"rendered":"

[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column width=”1\/4″ column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” offset=”vc_hidden-xs”][vc_single_image image=”6647″ alignment=”center”][vc_column_text]<\/p>\n

Pauliny Zito
\n<\/strong>Planner, copywriter and copydesk<\/span><\/h6>\n

[\/vc_column_text][\/vc_column][vc_column width=”3\/4″ column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” offset=”vc_hidden-xs”][vc_column_text]Copy is not “just” for blog articles, websites or social media captions.<\/i><\/strong><\/p>\n

The fact is, with social media, we’ve started writing a lot more and we’ve all become “writers” or “copywriters” as you will.<\/i><\/strong><\/p>\n

Writing will always be part of the process, whether creating videos, podcasts, dynamic presentations or games. After all, planning is necessary.<\/i><\/strong><\/p>\n

No matter the format or medium, the challenge is to write so well in order to create a loyal audience throughout the buying journey.<\/i><\/strong><\/p>\n

Understand how in this article.<\/i><\/strong>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column width=”1\/4″ column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” offset=”vc_hidden-lg vc_hidden-md vc_hidden-sm”][vc_single_image image=”6647″ alignment=”center”][vc_column_text]<\/p>\n

Pauliny Zito
\n<\/strong>Planner, copywriter and copydesk<\/span><\/p>\n

[\/vc_column_text][\/vc_column][vc_column width=”3\/4″ column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” offset=”vc_hidden-lg vc_hidden-md vc_hidden-sm”][vc_column_text]Copy is not “just” for blog articles, websites or social media captions.<\/i><\/strong><\/p>\n

The fact is, with social media, we’ve started writing a lot more and we’ve all become “writers” or “copywriters” as you will.<\/i><\/strong><\/p>\n

Writing will always be part of the process, whether creating videos, podcasts, dynamic presentations or games. After all, planning is necessary.<\/i><\/strong><\/p>\n

No matter the format or medium, the challenge is to write so well in order to create a loyal audience throughout the buying journey.<\/i><\/strong><\/p>\n

Understand how in this article.<\/i><\/strong>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_single_image image=”6842″ img_size=”large” alignment=”center”][vc_column_text]<\/p>\n

Source: Gerd Altmann<\/a>, Pixabay<\/a><\/strong><\/h6>\n

[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n

What is copy?<\/span><\/h1>\n

Copywriting or simply Copy is persuasive writing, a technique to convince the audience to perform an action.<\/span><\/i><\/p>\n

Therefore, copy, whether conversion or content, is totally linked to a persona (representation of the ideal customer).<\/span><\/i><\/p>\n

A good copy…<\/span><\/i><\/p>\n

Is never a copy of another.<\/span><\/i><\/p>\n

Does not generalize.\u00a0<\/span><\/i><\/p>\n

Is not aggressive.<\/span><\/i><\/p>\n

Doesn\u2019t use clich\u00e9s.<\/span><\/i><\/p>\n

A good copy is creative and always original, aligned with the digital marketing strategy and aimed at the persona.<\/span><\/i><\/p>\n

A good copy contextualizes and has a certain depth.<\/span><\/i><\/p>\n

Inbound Methodology<\/span><\/h1>\n

For a successful copy, apply the Inbound Methodology.<\/span><\/p>\n

Inbound = Content + Context (for those who are creating it).<\/span><\/p>\n

Simply put, it’s the right information to the right person at the right time, across all interactions.<\/span><\/p>\n

Inbound Marketing works to create individualized relationships that make a lasting impact on your audience and your brand. In other words, the focus is always on the customer.<\/span><\/p>\n

This methodology should span all teams (Marketing, Sales and Service) and basically has three phases:<\/span><\/p>\n

 <\/p>\n

    \n
  1. Attract (Attract)<\/span><\/li>\n
  2. Engage<\/span><\/li>\n
  3. Delight<\/span><\/li>\n
  4. Some authors identify these three phases like this:<\/span><\/li>\n
  5. Attraction<\/span><\/li>\n
  6. Consideration\u00a0<\/span><\/li>\n
  7. Decision<\/span>
    \n<\/span><\/li>\n<\/ol>\n

    Storytelling<\/span><\/i><\/h1>\n

    Some people like to tell stories. Some people like to listen to stories. But of one thing we are sure. A good story is capable of catching the attention and captivating many people.<\/span><\/p>\n

    For this reason, the storytelling method is very present in the production of content in general. And, of course, also in copywriting.<\/span><\/p>\n

    Stories connect people with people, generate identification, and for this reason it is an excellent strategy to bring brands and customers closer together.<\/span><\/p>\n

    Engage the persona when relating your story. Identification happens depending on the situation, the journey and the emotion.<\/span><\/p>\n

    Furthermore, storytelling is a good technique for possible viralization, and can be applied punctually in the content or as part of its structure.<\/span><\/p>\n

    Hero’s Journey<\/span><\/h3>\n