From Copywriting to Content Writing: the psychology of human
Why will we spend time reading a long blog post? If you have heard of SEO, you would have known that the longer the post, the higher ranking it will be on a search engine like Google. But it doesn’t make sense why people will want to spend their precious time on reading a long post and it can actually help boost sales!
Why is it so? It is just about the psychology of human.
Copywriting aims at selling a product directly. A good copywriting appeal to emotion and justifies the buying reason for the prospects with rational thinking. It is usually short and eye-catching.
Content writing is a rather indirect approach to selling a product. The main goal of a piece of content writing is to inform the readers and to educate them. For content writer and content marketer, it is better to have smart customers.
Difference between content writing and copywriting
Both of them eventually want to convert their readers to customers. But content writing often aims at helping the readers to understand their industry and guide them through every step of the consumer journey.
To do this, for example, content writers first need to create articles that raise the awareness of a certain product. Let them know that these products can help solve their problems.
Then, a good content marketer will offer more resources to allow the prospects to have a complete understanding of the products. After reading all the articles provided, customers should have a thorough knowledge of the goods, but still, they may no choose the products offered by the company.
Copy writings, on the other hand, often address the value of the brand, the products or the concept of a product (these are often a better copywriting). Of course, copywriters answer to the customer needs as well (and it is very important to them), but the essential focus of the copywriter is always on the products and services, whether their writings could attract the customer to buy.
In a piece of copywriting, you will often find the at least the basic information of a product. You will see it in boded characters and pictures of it. But in content writing, most of the works are dedicated to inform and teach the readers. The products of the company are seldom mentioned in details.
The history of content marketing and copywriting
The terms content marketing was first used in 1996. But in 1732, Benjamin Franklin was already using content marketing to promote his business. Before the golden age of TV, content marketing was actually the dominant strategy for marketers. Companies focused on building relationships with customers, rather than selling things.
But the arrival of TV changed everything. Advertising became the favourite tactics of marketers. And, all of a sudden, the whole world is about catching people attention within a short time. Writers worked for the campaigns wrote stories that entertained people and lured them to buy their products. They addressed on the emotional side of the customers. Relationship with customers became second.
However, technology once again has shaken the world of marketing. With the advance of communication tech, people can obtain more information from the internet and they have more choice. They can not only buy things in a local shop, but also those from overseas.
Companies, now, need to compete with a lot more rivals. Marketers still need to compete for more attention. But they go back to content marketing. But the reason is Why?
Understanding the psychology of consumer behaviours
According to studies, buyers go through 3 steps before he makes his final decision on what to buy.
- They have an overall perception of the industries and all of the related products
- They are aware of an individual product provided by a company.
- The good feelings of owning a commodity of a specific brand arouse in them and provoke them to make the decision to buy.
Customers believe that they can avoid the tricks used by marketers to allure them to buy something. They thought they are rational. But read the step 3 again, we can see that their decisions are made based on the desire to own one thing. The emotional pride of getting something beat their rationality.
This hint leads us to the next section.
Why is content marketing better?
Before I write this article, I thought there were changes in the psychology of customer behaviour; otherwise, it makes no sense that people spend more time on reading a long post, especially at a time where we have an overwhelming amount of information to absorb.
But the truth is, nothing changes. People love content marketing at the very beginning. They think by knowing more before they buy something, they have more control over themselves; they think they are making a decision based on logical reasoning.
We buy on emotion and justify with logic — Joseph Sugarman
Effect of brand name
The truth is that people buy the specific products because it enhances their self-identities. The psychologist explains that customers can’t perceive the mental process within our brain when we are making a decision. It is subtle and unconscious. Instead, we create a fake process to rationalize our choice.
Given that the brand name plays a huge role in affecting the decision of the consumers. They see it as an extension of themselves and are therefore willing to pay more for the products. The concept represented by the brand increases the loyalty of customers psychologically.
How does content writing do better in building loyalty?
During the long process of reading through the articles, prospects not only absorb information but also build intimacy with the company. In a series of blog post, there is more room for telling the story of the company itself and let the readers know more about it. In addition, they see the enterprise as an authority and trust it.
When the loyalty has been developed, the buyers skip all the previous stages of consumer journey and become your long-term customers.
However, in copywriting, the short pieces of writing can’t tell too much about a company. Although copywriters write stories in their copies as well, the stories are usually for promoting the products, but not for the companies itself.
There is no coherence between different stories written and it is hard for customers to form an image of the brand.
Although we can see that there are some brand names that keep ringing in our ears, they can’t only do copywriting now.
Content writing becomes the lead in marketing again. But a good content writing never goes alone without the element of copywriting. Still, companies should focus more on helping the customers, rather than only pushing the products in front of the buyers, especially when it is a better approach to catching the consumer psychology.