Marketing Copy That Sells Itself? The AI-Backed Strategy Revealed
A conversation with Evelina Kaganovitch
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Copywriting is one of those behind-the-scenes forces that quietly fuels some of the most successful marketing campaigns. But what does it actually take to write words that sell — and how do you know when your copy is truly working?
I recently spoke with Evelina Kaganovitch, a brilliant Australian copywriter who’s mastered the art and strategy behind high-converting messaging. We talked about the common pitfalls founders face when it comes to website copy, how to identify leaks in your funnel, and why understanding your audience is everything. We even explored how AI is changing the landscape and what that means for creatives moving forward.
The Journey into Copywriting with Evelina Kaganovitch
Evelina's path to becoming a copywriting expert was shaped by her childhood dreams and professional experiences. With a background in fashion design, Evelina naturally gravitated towards working with brands and entrepreneurs in the fashion industry. Her passion for writing and marketing became evident as she transitioned from university studies to real-world applications, ultimately leading her to the fulfilling career she enjoys today.
Evelina's story serves as an inspiration, a reminder that sometimes our childhood interests and experiences subtly guide us toward our destined profession. Her journey reflects the power of aligning personal interests with professional pursuits, creating a fulfilling work-life balance.
Understanding Copywriting: The Heart of Marketing
Copywriting is the backbone of marketing, a craft that involves writing compelling communication pieces to attract and engage audiences. From video scripts and social media posts to website content and email newsletters, copywriting is omnipresent. Evelina emphasizes that successful copywriting isn't merely about possessing writing skills; it’s about understanding the audience and crafting messages that resonate emotionally.
The Importance of Audience Insight
Before putting pen to paper, understanding the audience is paramount. Evelina advises that knowing the audience's pain points and desires equips a copywriter with the tools to craft messages that truly connect. She highlights the emotional nature of consumer decisions, where impulsive purchases are often justified with logic. Therefore, a strategic approach, rooted in audience insight and content planning, helps tailor messages to resonate across different platforms.
Tailoring Content to the Right Platforms
Different platforms demand unique strategies. Evelina emphasizes the necessity of tailoring content according to platform best practices. The way content is structured for an email will vastly differ from a social media post or a website blurb. Ensuring that each piece of content stays true to the brand voice while adhering to platform-specific norms maximizes its effectiveness.
Research and Strategic Execution: The Foundations of Effective Copywriting
For business owners tackling copywriting, Evelina advocates a systematic approach, starting with thorough research. Understanding the target market, customer behaviors, and pain points is crucial for crafting effective messages. AI tools, Evelina suggests, can expedite this research, making it more manageable for those less familiar with the intricacies of marketing.
Strategic execution involves crafting focused, audience-centric messages. Evelina urges brands to study platform structures, understanding formats, and best practices, whether it's an ad, an email, or a social media post. A well-crafted message, tailored to its platform, enhances engagement and effectiveness.
Continuous Improvement through Feedback and Testing
Feedback and testing are integral to refining copy. Evelina advises leveraging community groups or user testing to gain valuable insights. Often, business owners become too familiar with their content, leading to oversight. Fresh perspectives from target audiences can highlight areas needing improvement. Testing different messages and observing audience reactions provide actionable data for continuous refinement.
The Emotional Impact of Copy: Transformational Stories
Words have power, and even the smallest change can create significant impact. Evelina shares stories where minor adjustments, like changing a button text from "Buy Now" to benefit-driven messages, led to substantial conversion improvements. Such transformations highlight the persuasive potential of well-crafted copy.
Finding the Perfect Message: Tools and Tips
Evelina recommends benefit-driven and personalized button texts to replace generic calls-to-action like "Buy Now." Crafting messages that speak directly to the customer's needs or desires can greatly enhance engagement and conversion. Furthermore, observing language trends on social media or utilizing AI tools for trend analysis can help refine brand messaging.
Consistency in Brand Voice: Building Trust and Loyalty
Maintaining consistency in brand messaging is vital for building trust and loyalty. Evelina advises treating a brand as a character, ensuring consistent language and tone across all touchpoints. Whether it’s a website, social media, or email, consistency reinforces trust, allowing customers to reliably engage with the brand.
The Role of AI in Copywriting: Complementing Human Creativity
AI is revolutionizing the copywriting landscape, complementing human creativity by offering efficiency and data-driven insights. Evelina emphasizes AI’s utility in research and drafting, providing a solid starting point, especially for those new to the field. Businesses can now leverage AI to streamline workflows and gain insights, albeit always benefiting from the human touch for originality and emotional connection.
Consulting and Training: A Future Role for Copywriters
Evelina foresees a shift where copywriters might increasingly step into consulting and training roles, teaching businesses to harness AI’s potential effectively while maintaining unique brand voices. As businesses strive to balance AI efficiency with human creativity, expert guidance in integrating these tools becomes invaluable.
In a content-driven digital landscape, effective copywriting is indispensable. Evelina’s insights remind us that understanding the audience, crafting personalized messages, and leveraging AI while retaining human creativity are key to successful communication. Whether it's a small tweak in a call-to-action or a comprehensive content strategy, copywriting holds the power to transform how brands connect with their audiences.
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