Engagement Copywriting

Jul 09, 2007

Here, engagement does not mean that thing that happens before the marriage, it means engaging your readers: your customers and clients and getting them involved with your thought process by encouraging them to converse with you. This is a long-term marketing strategy and this can prove beneficial both for conventional websites and blogs. Tom discusses this form of copywriting in a post titled The Rules of Engagement: Copywriting?s New Discipline.

How do you engage your readers? By asking questions of course. Or by asking for participation. For this you have to set up a rapport with your readers, and you can only set up a rapport with them if you constantly provide them quality content, and this is where copywriting of engagement matters. But first you have to realize the real purpose of copywriting. Is it simply selling something? I don’t think so. Although selling is big part of your copywriting (at least from your client’s point of view) the main purpose of your copywriting is to help the reader decide. You highlight the benefits of a product, you tell the reader how the product can improve things and you also tell the reader what it means not to have that product. And you have to do this objectively. Your main concern is your reader. This gets conveyed through your words if your really mean it. This is how you set up a rapport.

Once your readers start interacting with you, you engage them in regular dialogs, and these not necessarily have to be regarding your product or service always. The more you engage them, the more they trust you, and trust gives rise to loyalty and there is nothing better than loyal customers.

More links on engagement copywriting:

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