Essays in copywriting: features and subtleties of use
The word “essay” is borrowed from the French language and translates as “an attempt, a sample, an essay. It refers to a small prose work on any topic, which is characterized by free content. It is used in journalism, literature and copywriting.
Such a text many people associate with the school, when instead of after-hours walks we had to scribble in notebooks with an account of their naive childish thoughts. However, experienced writers, journalists and public figures regard this genre as a way to gain an audience and a positive reputation through the power of words.
Features of this type of content
With the help of an essay you can share your views on a particular problem, tell about your point of view. You don’t need to print it out or send it to the print media at all. This type of contact is freely placed on a corporate website, or better yet, on a personal blog.
Remember, an essay is a type of textual content, so it has its own peculiarities. If you don’t take them into account when writing, you’re unlikely to get a classic essay.
Imaginative and associative. Ideally, an essay should not be boring. It implies the use of vivid images, uncommon thoughts, associations and examples. These techniques give the text dynamism, help the author explain his point of view to the reader and set him up for the expected reflection. Often in essays you can find turns with “imagine”, “consider”, as well as rhetorical questions and appeals to the reader. Such figures of speech perfectly shape the imagery in the text.
Friendly intonation. In the essay, the author lays his thoughts bare. He offers to consider the problem and gives his own view on its solution. The conversational style helps to strengthen the contact with the reader, to capture his feelings. Such a text works because of its sincerity.
Smooth flow of thoughts. The perfect essay gradually reveals the author’s maps to the reader. Arguments and information are constructed and served according to the laws of logic, so that the reader can clearly understand what the author accepts as truth, and what he refutes.
Variety of subjects. The subject of reasoning in an essay can be a scientific fact and personal observations of the author. In this type of essay, it is possible to reflect on any scientific or everyday topics.
Presence of the main idea (thesis). The thesis is a point of view that is justified or proved. Its optimal length is one sentence. As the thesis one can take a quote of a famous person, real or fictitious fact, event, etc.
Factuality. Such a text is not just an essay. It is a small research paper. It contains arguments and facts, which are grouped around the thesis. There is one fact per paragraph. Despite the light scientificity, the text is written in language that is understandable to the audience.
It is very important to adhere to the structure: the beginning, the main part and the conclusion. So your text will be logical and consistent. Add epigraphs, excerpts from books, quotes of famous personalities – so the essay will become rich and interesting.
How an essay works in copywriting
Texts of this genre are written to build the reputation of the author (customer). Most often, this type of content is needed by people who want to express their expert opinion on a particular issue. By presenting to the target audience your own “natural” view of the problem that concerns them, you will be able to build relationships with potential customers and win their loyalty.
Many entrepreneurs underestimate the usefulness of the essay for business and consider it the destiny of schoolchildren and writers. Yes, it does not bring direct sales. But it is an excellent means of forming an image, which gradually inclines the buyer to buy your product.
Surely every product has useful and questionable sides. Talk about them. Provide different points of view and be sure to voice your opinion. This kind of text is great for debunking myths. Find out what consumers think about your product and gently refute the “unfavorable” opinions for you (if possible).
Essays are more “lively” than standard company blog articles, so they are enjoyable to read. They present the author as an intelligent person trying to find a solution to a current problem. They also demonstrate that one has one’s own perspective as well as the time and willingness to share it.
Want to attract more regular readers to your site? Publish colorful and useful, unremarkable and informative essays.