5 Types of Copywriting Your Science Org Needs to Master

Copywriting is the cornerstone of your content marketing strategy.

Content marketing has a variety of intentions: completing sales, educating customers, or building brand awareness. Effective copywriting is the special ingredient that compels users to engage with your science brand.

High-quality copy is necessary for increasing sales and outgrowing your competitors.

Your audience (and all audiences) expect accuracy in the advertising they consume. Audra Sorman reports that 83% of people with a household income of $75k and up would be less likely to buy a product advertised with mistakes.

However, good copy is more than just solid grammar and syntax. Good copy should:

• Educate
• Stimulate
• Persuade
• Develop your brand’s tone of voice

It’s not always easy to write effective copy, especially when there are so many types of copywriting to worry about. That’s whhy we’ve identified the 5 major types of copywriting that your science organization needs to master in order to increase sales and grow your business.

1) Brand Copywriting

Brand copywriting is all about identifying exactly what your audience wants to hear and delivering it to them in a way that spurs action.

Good brand copywriters go beyond simple features/benefits lists and write creative copy that sticks in the user’s mind. It’s not about blatant salesmanship (“This is why our brand is the best”) and more about creating a compelling experience that the user will continue to think about.

2) Social Media Copywriting

Social media copywriting is the most action-oriented of all major copywriting types. Brands have a tiny window of time to attract users before their posts are lost to the endless scroll of the feed. This is why it’s so important to nail your social media copy!

Focus on adapting your brand messaging into bite-sized pieces that will engage your audience. Whether you’re inviting them to download a new ebook or attend a free webinar, social media copy is all about persuading your audience to engage with your brand in a snap.

3) SEO Copywriting

SEO copywriting is all about getting your content to rank as highly as possible on Google’s search engine results pages.

The best way to achieve this is by making sure your content is unique and valuable to your audience. One of the most common pitfalls in SEO copywriting is “keyword stuffing”, where a writer will cram as many keywords as possible into a piece of content. Not only is it really unpleasant to read, but Google will actually penalize URLs that have too much redundant content.

Keep your copy fresh, relevant, and unique, and you’ll be on your way to SEO greatness!

4) Insight Copywriting

The biggest focus of insight copywriting is to cement your science brand as an authority in the industry. This can be achieved by writing educational content that aims to solve your audience’s pain points in a specific area.

Insight copy can be used to flex your expertise, trustworthiness, and authority on a subject. These elements play a significant role in how your brand is perceived, and can be the difference between exponential growth and brand stagnation.

For more info on how to use trust signals to convert more buyers, check out our blog: Trust Signals: What They Are and How To Use Them

5) Email Copywriting

Email marketing continues to be one of the most successful means of reaching potential customers in your market. Email copywriting is slightly different since it usually takes a more overt “salesy” tone, but it’s still critical to nail your copy and improve those response rates.

Here’s a short checklist you can use to make sure your email copywriting is top-notch:

• Are my headlines engaging and dynamic?
• Is my copy clear and direct?
• Do I have a clear call-to-action?
• Did I ask for a small commitment that doesn’t irritate my reader? (“Do you have 15 minutes next week to chat?”

Copywriting is all about crafting the perfect message.

Taking the time to master high-quality copywriting is absolutely necessary if you want your brand messaging to stand out and drive sales. If you’re looking for a trusted partner to support your copywriting and content strategy initiatives, drop us a line today and let us know how Forma can help you reach your sales and marketing goals.