Successful copywriting taps into human nature to direct consumer behaviour.
People make decisions based on the underlying hopes, fears, dreams and desires that motivate their primal need for choice, so unlike social media and digital marketing, which both follow technology trends, copywriting flows purely with the mood of the people.
As we transition through the pandemic into a world of hybrid working, it's important to recognise the impact copywriting has and can have on audiences at a human level.
The twenty-twenties have caused a significant shift in the way people interact with businesses.
Our fundamental desires for connection are becoming more acute, and with that, comes 6 trends in copywriting that are redefining the way people want to do business.
1. Copywriting is Becoming More Informative
Being on mute most days has exacerbated our need to feel heard, and to be understood.
Before Zoom, people had real conversations. If someone failed to hear us properly, then fixing the message was simply a matter of recognising the person's misunderstanding and clarifying what was meant, in person. Now, we explain things more carefully, and we pay closer attention to the words we choose to use in text messages.
Our aptitude to read between the lines has sharpened, so consumers have developed a new, astute ability to spot the bull.
People only want to associate with businesses that properly understand them, so businesses need to become concise about who they can help, how they will help, and why it matters to the people they want to serve. Copywriting should share knowledge freely, without using excessive gateways.
2. Consistency Between In-Company Copywriting and Client-Facing Copywriting is Taking Centre Stage
Hybrid working has fuelled a greater investment in people management at all levels of business, in all industries. Brand managers, digital marketing teams, and those working in training and development roles recognise the importance of corporate culture as a communication tool in sales.
Businesses are investing heavily in their internal communication strategies.
People buy from people, so there's a strong focus on internal corporate communication tools like brand voice guidelines, training documents, and induction eBooks used to ignite the company's core values in new employees.
Employees and customers are no longer seen as two separate entities, so copywriting needs to convey the correct tone of voice to both parties.
3. Copywriting Needs to Marry Emotional Sales Tactics with Big Data
If the pandemic showed us that ordinary people can embrace technology to conduct their daily lives, and 2022 revealed how people need people, then this is the year to take business communication back to its human beginnings.
Big data helps businesses understand how an audience behaves, and what people really want when they think no one is looking.
Copywriting is moving back to its human roots in both sales strategies and SEO techniques, but relying on technology to inform core content.
Keyword usage is becoming more intuitive in copywriting, and sales copywriting is strengthening the pull on emotional triggers to persuade consumers to act. Technology and copywriting need to collaborate.
4. Copywriting Is Shifting Away From AI Gimmicks
Can I speak to a human, please?
If you've ever asked Alexa to set a timer for 20 minutes and been told, "Here's something I found on the web," then you'll appreciate the value of personable communication in a world of machine learning.
What AI copywriting saves in money, it nearly always costs in the time it takes to rewrite authentic content, which also, more often than not, costs money.
AI can identify a few keywords and string some related words together, often quite successfully, but what it can't do is empathise with the audience.
Alexa doesn't care what she finds on the web, as long as she gives you an answer. Humans do care, so copywriting needs to be about the humans, and not about the web.
5. Copywriting Is Elevating Our Sense Of Belonging
A lack of social integration in lockdown has intensified our need to belong, which Maslow identified as the third most important basic human need after food and shelter.
Unity is a powerful sales technique, so copywriting emphasises the sense of belonging to employees and customers in equal measure. This means more than just using 'we' instead of 'me' or 'you.'
Copywriting needs to put staff and clients on the same page, in a way that lets both feel passionate about the company culture.
Belonging creates deep trust at all touchpoints, and drives revenue forwards, together.
6. Copywriting Is Becoming More Thoughtful
Impulse decisions are, for now, a thing of the past, so consumers are more inclined to make an informed decision than they are to rush into quick choices. People care less about urgency and more about finding the right fit.
Copywriting needs to reflect the benefits of your service in a way that shows people why they should choose you, without putting added pressure into the decision-making process.
Today's copywriting is not about training your customers to develop their fear of missing out, but rather about showing your prospects why they want in.
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Whether you're looking to refine your brand story, reconnect your employees with your company culture, or give your customers a warm sense of belonging in a shifting world, copywriting is an essential part of your journey.
Written by Natalie Copywriting Services is here to support your business through the change with powerful copywriting, written by humans, for humans.
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