-So, copywriting, I mean is it related to that law where you cannot use someone else’s book or music or other things without their permission?
-No! Copywriters have nothing to do with that law, they are writers.
– All right, so how are they different from every other writer?
– Copywriting is the art of knitting words with the goal of conversion, it is to convince people to do something. Every time you want people to open a link, call a number, sign up on a website using their email addresses, or use a product or a service, you need copywriting. To make a long story shorter, it produces messages that somehow run your whole business.
Copywriting is the art and skill of crafting persuasive and compelling written content to promote products, services, or ideas. It involves using words and language strategically to engage, inform, and influence the target audience. Copywriting is commonly used in advertising, marketing materials, websites, social media, and other forms of communication to drive action, such as making a purchase, signing up for a service, or subscribing to a newsletter. A good copywriter understands the audience's needs and motivations and creates content that resonates with them, ultimately leading to desired outcomes for businesses and organizations.
Copywriting definition
-So, where do they use it?
-It is used in various marketing fields like promotional videos, websites, direct mail flyers, sales pages and emails, advertisement campaigns, etc.
– So it is a kind of marketing?
-Yes and no. I mean the goal might be increasing people’s engagement for the ultimate purpose of selling, but the best kind of copywriting uses storytelling and creates an emotional tone to make brand value and at the same time build a good buying experience.
-So it is the other version of content writing!
-Not at all.
-So, what is the difference between writing and copywriting?
-They are so much different. You see, content writing is focused on engagement and brand awareness and they do it through content production and publishing them as blog posts, videos (that are uploaded on video streaming services like YouTube), etc. While copywriting is a kind of writing done strategically for one call to action, the content here is more educational.
-So, is there an ABC to it?
-Yes there is, just like other skills, but it is a very long story.
This is my usual conversation with different people when they discover that I am a copywriter. So I thought maybe people need to know what copywriting is! I mean it is a new thing, somehow, and so many people still have so little information about it. To be honest, I used to think that it has something to do with that law myself before I started studying it a couple of years ago. I told you what it is, so let’s have a look at its pillars.
So we are doing most of the things we do in everyday professional life to grab people’s attention. Doesn’t matter what you are doing or what industry you are active in, money should always flow, and that needs clients and customers. And for that, you need to attract people’s attention to your product or service. That is when the copywriting enters, they hook the readers’ interest and guide them into the next step (one step closer to purchasing or investing money, etc.). That is usually done with a compelling headline, an interesting subject line, or an opening sentence depending on the content type that is used. It just makes the prospects want to know more and builds up an emotion or reaction based on creating a sense of desire for that particular benefit you are offering in their minds. The point is that you need to act fast since if you do not grab their attention quickly, the prospect fades away.
The next pillar is the promises you make. You always need to answer this question, for it is always the first thing in the readers’ minds “what’s in it for me?” Something that I always tell my junior copywriters and fellow marketing experts is that most of the time the product or the service you are selling does not matter, and their usual reaction is like I said something evil☺.
It is not the what that matters, it is the why . Customers are always much more interested in how you can solve their problems and why they should buy this very product! So now that the customers are becoming savvier by the day and the market becoming more and more competitive each day, you need to promise people some serious stuff. You need to make them trust you, your products, and your promises. To do this, you need to demonstrate how you are different and what you do better than anybody else. That is called communicating your unique benefit!
So the mistake you might make and so many businesses keep making is to just describe the product and not the outcome the customers should expect. Keep in mind that there is a big difference between the features and benefits! I mean, imagine that I want to sell you this computer. I can keep talking about its sizes and the hardware that is used in it. Yes, it is a very important part of the copywriting process, but just describing something is not a call to action that can convince the customers to buy something. Describing the benefits and answering “Why?” is the spice the copywriters add to the dish to make it edible. It’s the one spoon of sugar that helps the medicine go down or that divine promise of heaven that makes people serve their God.
For example, imagine that you are writing for a food express app. You know that this app gives them access to over one thousand restaurants’ menus and they can order from each one of them using this application. I would write “Don’t get limited to your neighborhood’s restaurants, order from different restaurants anywhere, anytime at a lower price!” you see? I did not describe the features of the app but the benefits that it has for the user.
The next step would be a call to action. Even the most persuasive copies need a CTA. You are to ask the prospect to do one thing and the rule you need to bear in your mind is to never leave room for the readers’ confusion. They always need to know what to do next. So be direct, is the next step to call? To sign up? To click? What should they do exactly? Don’t get afraid to be repetitive. Our brain has this strong tendency to forget information as soon as they enter the memory unless they keep getting repeated. So if you are writing a long text for the sales page, an article to make people notice your company page on LinkedIn, an email, script, a longer form of advertisement, etc. make sure to repeat your slogans and call to action phrases at least once or twice in it.
So now that you know what copywriting is and sipped a cup of this ocean, let’s dive a bit deeper and explore its types like branding, advertising, and marketing copywriting as well.
Types of copywriting
There are different types of copywriting, as I said it is an ocean and if you search for its types you will find different numbers. Some say it is thirty, some believe there are five major types, some say there are nine and some say that there is no limitation for it.
It is very important to know different types of copywriting when you are trying to do marketing for a brand, why? Because marketing is just like language, both of them change with society and you cannot stop the evolution. So you cannot do marketing like they used to do in the 1950s. Knowing these types will make you a better writer and marketer, as they say, knowledge is the key to ultimate power.
Creative copywriting
So many people say that it is not a type of copywriting, but it’s an approach, well I believe it is one of the strongest types in this field. A creative copywriter uses catchy and smart words to persuade you to buy something, use a service, make a better customer experience, etc.
Social media copywriting
This type usually is used when you are using your company accounts, like when you share a post on your LinkedIn company page. You just need to act cleverly and use your best writing skills for persuading people. For example, you can see a post on the LinkedIn company page of Apple that says “Build unparalleled augmented reality experiences for hundreds of millions of users on iOS and iPadOS, the biggest AR platforms in the world. With powerful frameworks like ARKit and RealityKit and creative tools like Reality Composer and Reality Converter, it’s never been easier to bring your ideas to life in AR.” Do you see how persuasive it is? It could be even better with some emojis! The studies show that posts that include emojis are much more engaging. As one of these studies suggests, content with emoji usually gets 57% more likes, 33% more comments, and 33% more shares. You just need to keep the standards of each social platform in your mind. There is a big difference in copywriting on LinkedIn and Facebook than on YouTube, Instagram, Twitter, etc.
Direct response copywriting
Direct response copywriting is one of the very popular types of copywriting. Since it tries to convince the audience to act in the moment. Although it is hard to create that sense of urgency, it seems that this type works like a charm. Many copywriters tend to use time phrases like “Now”, “today” or “it’s time”, some even set a deadline for their offer to boost that sense of urgency in the readers’ minds. The most tangible example can be the difference between YouTube ads videos and TV commercials. You see, the TV commercial’s goal is to make you think about a certain product or service and build up brand awareness, while YouTube ads try to seduce you to purchase that product at the moment.
Ad copywriting
This type is also very popular, it can include writing billboard taglines, video scripts, podcasts ads, and headlines for social media ads, etc. we will talk so much more about this kind of copywriting just in a little while.
B2B & B2C copywriting
B2B and B2C copywriting are two of the most important and professional types. For instance, in B2B marketing which is the abbreviation for business to business, the companies are trying to sell their product and/or services to other companies. So for that kind of copywriting, you need to write something that fascinates business people. Keep in mind that they are still people in B2B copywriting who are reading your copies, not businesses, so try to be appealing, persuasive, and encouraging as possible.
B2C is the abbreviation for Business to customers, which means these companies provide products that the customers use directly, like the companies that produce skin care products, or the fashion companies like D&G. In a B2C copywriting the purpose is to encourage action from your target audience. And for doing that you need to know your audiences very well.
Product copywriting
Now, you should understand that all of the copywriting types are kind of promotional. But product copywriting is specialized to featuring your product and is so effective for product pages, your feature announcements, and your product descriptions. It is strongly suggested to keep your customers in mind while you are doing product copywriting. Look at their needs, try to find a way to solve their problems, and tell them how you are addressing those issues with that very product. And don’t forget to bold the benefits of your products, not just the features. As we mentioned above, the most important question is the “why” not the “what?”
SEO copywriting
In simple terms, SEO copywriting is to write content for your website that is search engine friendly and can help you rank up on Google SEPR and also increase your website’s traffic. SEO copywriting is a very important skill for growing any digital business. Using the correct keywords is the first step for SEO copywriting. You can find these keywords either by using Google suggestions or other keyword tools such as Semrush, Ahrefs, etc. the other thing you can do is to see what the websites with higher ranks did. It is always good to see what your competitors are doing to get ahead of you.
There are so many different things I can tell you about SEO copywriting which I will get into soon, but just keep these tips in your mind:
- Find the correct keyword
- Refer to people’s questions
- Review your competitors’ websites
- Do your research if possible (first-hand)
- Write an appealing header and meta for every article
- always use an organized and simple language
- Use visuals in your content
- Don’t forget CTAs
- Mind the external and internal links
Brand copywriting
This kind of copywriting is a medium that connects what your brand is representing with what the customer will think of your brand. It is usually done by writing a slogan, content, etc. while the writer has the company logo, a song, or the brand characteristic in his/her mind.
Remember that the image you are trying to visualize is to resonate with the audience or they will soon forget about it. Do you remember that advertisement song theme in inside-out animation? They all kept singing the song even when it was so annoying for them. That is how brand copywriting works, the content will stick to the audience’s mind. So try to know the audience through audience surveys, focus groups, blind testing, and A/B testing for the best result.
Technical copywriting
This type of copywriting usually concerns high-tech products. You know, the ones that you first need to explain to people what they are and what they do and which problem they are aiming to solve and then try to persuade them to buy it. I mean, you will never have to do this to sell a set of china dishes, but did your company produce a gadget that helps disabled people go up and down the stairs much easier? That is the technical copywriting jurisdiction. You need to tell people what this machine does, how it acts, and what are its features, and then you can go to the benefits this product has, and answer how it can solve their issues.
So as mentioned, there are so many types of copywriting and I tried to define some more popular ones for you! In the sections below, I will talk a bit more about four of them that I thought would be even more important for every marketing expert.
What are marketing copywriting and SEO copywriting?
Marketing copywriting is the same copywriting that is formed in our minds. The same thing that I explained to you at the beginning of this text. This type of copywriting can be anything you see and hear and has an advertising aspect that stays in your mind even for a second. Whether it’s a song, a video, a text in a blog that seems to be promoting a product, or even a billboard that you see while driving on one of the highways and it makes you talk about that billboard with your companion.
Of course, we always try to make a positive impact on the audience, but many times,people can take a negative effect from our copywriting but still, our product sticks to their mind. Let me give you an example from my experience. Last year, a TV commercial was constantly being played, in which they kept repeating the brand name with a catchy song for a couple of minutes, and boy, it was annoying. This ad was so disturbing for me that I used to change the channel every time they played it. But the interesting thing that I noticed after a while was that for seven whole months, every time I was buying drinks for my parties, I was choosing that same brand. This meant that this annoying ad I hated was produced by a highly skilled marketing copywriter.
Marketing copywriting includes many different things, this type of marketing is the main definition of copywriting. Online display ads, YouTube videos, radio ads, TV commercials, flyers, billboards, branded labels, direct mail, etc. can all be marketing copywriting. In fact, marketing copywriting is content that is clearly trying to sell something. Now, let us take a look at a type of copywriting that is getting more and more popular these days. What is SEO copywriting?
As I mentioned above, it is such a Comprehensive topic to discuss, there are hundreds of videos about this type, if not thousands and so many books, blogs, and pamphlets. That shows how important SEO copywriting is in today’s market. As Semrush defines it: “Copywriting for SEO (search engine optimization) is the process of creating search engine-friendly content that—most importantly—caters to users and their questions. When done right, SEO copywriting can help boost your rankings and satisfy your users at the same time.” In other terms, SEO copywriting is to write content that Google can understand easily (since it is the one search engine that is kind of important these days) and at the same time the readers be able to comprehend easily.
So many of my content writer fellows used to write the content while they only had Google in their minds. The result was always robotic content that no reader could feel the texture and warmth in them and that made the audience flee from their websites and never to go back. But there was another group as well, the ones who only used to write for the readers and believed if the audience can understand a text, Google can too. But they had a problem as well, audiences could never really find them for the lack of using keywords in their content. They both needed a bit of balance.
So there is a real need here to optimize your content for the Google search engine and the prospects. consumers need to be able to search and find you, using related keywords around the subject and also help Google to rank your content based on them.
SEO copywriters create different types of content based on their client’s needs. Things like web pages, blog posts, about us pages, ad copies, website content, etc. Since it is very important to be on the first page of Google results, for as my mentor always used to say people can hide a dead body on the second page of Google (that is how low the traffic of the other pages can get), I believe every content writer needs to know a bit of SEO copywriting as well, even if they never get a pro in that matter.
Because you need a reasonable amount of traffic for your website to keep your ranking and elevate it at the same time, to create a trust for the prospect, since people trust higher ranked websites much easier, and to make your readers take action, etc. As we also mentioned above, there are some steps you need to take to be a successful SEO copywriter.
- Find the correct keyword
Every copywriter knows that the first thing they need to do is to find the correct keywords. As we said, keywords are the tools that help the audience find you on the internet or when you use them in your posts and profile on LinkedIn or other social platforms and they also help Google to rank your content. When you choose the right keywords, you took the first step of that thousand mile journey perfectly! You can use different tools like the keyword magic tool or google suggestions.
- Refer to people’s questions
You have seen that “people also asked” feature of Google, right? They are there because real people frequently searched for them on Google. So they might search for them in future as well. So you are to write your content based on these questions and try to answer them.
- Review your competitor’s websites
You know which websites are your competitors, if not, you can always use Chrome’s incognito feature or search for (website) to find who your rivals are. Then it is suggested to use an incognito window to see how they are doing on SEPR, browse the top pages manually, and find out which keywords they are using.
- Do your research if possible (first-hand data)
We always say that if you want to engage people, you need to do your research and share your first-handed data. Not only will it help your ranking, but people also will consider you as a business leader. Doesn’t matter if you are working with a freelance copywriter or you have your own writer, both of them need data and that is why you should do your research. For gathering the information you can use social media platforms. Set polls about lifestyle, preferences, needs, etc., and ask your followers to participate. You can use this poll information and also share them with other writers to use.
It is also very useful to share the content your customers created about your products. You can ask them to share their statistics before and after they use your services or products or simply share their story of why they chose you and what happened next.
- Write an appealing header and meta for every article
Meta and headlines are just like your profile picture on LinkedIn. They are the first thing that the users see of your website on the result page and they decide to visit your website based on that. A good Meta and appealing headline can easily increase your click rate and the time that readers spend on your website.
- Always use an organized and simple language
People hate getting confused. That is why most of us simply leave a website that tries to answer our questions but has complicated language. It is very important to be easy to read to keep the readers on your website. We always suggest people get to know their audience and then select the content they like to share, but even the most educated people wouldn’t mind reading some simpler text about their problems. It is suggested to try and keep it below the 8th grade reading level if possible.
- Use visuals in your content
Just as always it can be a huge help to use visuals for more engagement. As the statistics suggest, more than 74% of content marketers used visuals in about 70% of their content because it works like a charm! Since Google is ranking content with more images and videos higher and higher every day.
- Don’t forget CTAs
Call to action is an inseparable section of every type of copywriting. You are to tell your readers what to do next. Ideal readers always have a purpose for landing on your page and as I said, people hate getting confused. CTAs can be the torches that are lighting the way to the golden cup. Do not leave your readers in the dark, let them know if they are to click, subscribe, call a number, etc.
- Mind the external and internal links
Links are always what interest Google crawlers. Let’s be honest, these robots hate being trapped and so they do not show interest in not linked content. The point here is that your content must have internal and external links. You make external links to build trust in your content because it makes the readers feel that you are relying on that trusted website for your claims. The internal backlinks can and will make a website map for your readers and will keep them on your website.
Branding copywriting
Branding was always kind of around, except now that our digital world is getting too widespread and with the information bombardment that everyone is experiencing every day. every brand’s need to stand out to get successful. Branding copywriting is the communication medium of a brand to the customers, so obviously whether you are rebranding, or just started developing your company, it must be on top of your priority list.
A brand copy is something that inspires and encourages people to use the products, services, etc. so it has to be convincing, attractive, and entertaining. It also must be able to raise some emotional response. How to write such a thing? First of all, you need to bear it in mind “ what is the thing you are trying to sell and who is there to buy it?” Think about what your customer’s problem is and how your product, service, etc. can help them, and also what your strength is compared to the competitors.
A branding copywriter must have a very strong grasp of language, whether it is spelling, grammar, vocabulary, punctuation, etc. They should also have very persuasive writing ability and they should know creative writing. You are trying to sell something in TV commercials, billboards, LinkedIn company pages, emails, etc. So you need to be able to convince the audiences to spend their money on something you are telling them that will solve one of their problems.
Brand copywriting has some components which I am going to define shortly.
- Mission statement: the statement that is used to specify your purpose, values, and difference effectively and shortly. The length of this statement is usually less than two lines.
- Vision statement: in this statement you are portraying your company in the future, what you have in your mind and what you are planning to become in the near or distant future.
- Brand word bank: word banks are collections of keywords or phrases that people believe they can define their brand. This bank can include CTAs, product descriptions, some phrases, taglines, etc.
- Brand story: people love stories. A brand story can convey your purpose, brand value, and history to your consumers. It also can create an emotional bond between your brand and your customers. This bond can then be used in every social media, proposal, LinkedIn events, etc. To attract clients and tell them your brand goals.
- Brand values: they are your brand culture and how it works. They can be used in creating your brand character, web copy, and other marketing materials.
These elements build up your brand personality and it is said the more you care about them and the more intentional you are while you are brand copywriting, the more valuable the copy will be.
Advertising copywriting & the tips
Advertising copywriting uses compelling words and phrases with the purpose of marketing and selling goods and services. Copywriters have always been that one step to turning the readers and viewers into customers. They are there to create written context to accompany the visual section of advertising campaigns. They create and textualize ideas for posters, TV commercials, radio ads, websites, and pamphlets, etc. You need to be good at creativity, writing skills, persuasiveness, and critical-thinking skills for this job. You might think that “all right, so it is just like every other type.” To be honest, the sole reason for me to add a section with this subtitle is to give you four valuable tips for being a successful advertising copywriter.
- Mind the users’ objective
Let’s be honest, none of us click on this attractive advertisement just because of how cool it is. We all pursue a purpose and want to solve a problem we are encountering with the goods and services we see their ads for everywhere. We mentioned it before but it is so important that it is worth emphasizing. Always keep your audience in mind and try to persuade them by convincing them that you are trying to solve their problems.
- Bring numbers
So many advertising writers do anything to make you click on their ads, while the only thing they need to do is convince prospects that the product makes their lives easier. And what is more convincing than numbers and statistics in an advertisement?
- Use their sense of entitlement
Does it feel selfish? Exactly, neither we nor our clients are monks, we live in a society that is getting more and more self-righteous every day. Although it might feel unpleasant, it is the truth and can be very beneficial for you as a copywriter. Take a look at the photo below, don’t you think it is so intriguing? It is using that selfishness exists in every fiber of the human body.
- Emotional triggers
Nothing is stronger than an emotional reaction in copywriting. It works on getting people to click on some ads. Look at the advertisement below and see how they are trying to tickle people’s curiosity without triggering their anger.
- Concentrate on the benefits
Just as I said in the beginning, you need to concentrate on the why not the what. People don’t really care what a product looks like or what its features are, they always think about the benefits it can have for them.
Copywriting is a specialized form of writing that focuses on creating persuasive and compelling content with the goal of driving specific actions or responses from the audience. It differs from content writing, which primarily aims to inform or educate readers. While content writers provide valuable information, copywriters craft engaging and influential messages to entice readers to take desired actions, such as making a purchase, subscribing to a newsletter, or clicking on a link. Copywriting is versatile and can be found in various forms, including advertisements, marketing campaigns, websites, social media posts, and more. To become a proficient copywriter, one can explore copywriting tutorials and courses to learn essential techniques and strategies. Effective copywriting incorporates SEO principles to optimize content for search engines while maintaining reader appeal. With the right mix of creativity and persuasive language, copywriters can create captivating and impactful content that resonates with the target audience and drives successful marketing campaigns. Infographics and real-life examples can further illustrate the power and effectiveness of copywriting in the world of marketing and communication.
Conclusion
What is copywriting? In short, copywriting is the act of writing text to sell something or advertising and trying to persuade customers to buy products, services, etc. A product copy is there to increase brand awareness and convince people to purchase something and it has so many different types that we just mentioned. There is no better or worse type, there is just the suitable one for you and your brand. Copywriting is not another name for content writing. They are just so much different. Content writing is focused on engagement and brand awareness and they do it through content production and publishing them as blog posts, videos (that are uploaded on video streaming services like YouTube), etc. While copywriting is a kind of writing done strategically for one call to action, the content here is more educational.
FAQ
- What exactly does a copywriter do? They write content for advertising and/or other marketing purposes
- How can a beginner start to Copywrite? Find a skilled copywriter and ask them to become your mentor, increase your knowledge in a field you already are familiar with, keep reading and get free copywriting jobs.
- What skills do you need to be a copywriter? Creativity, research skills, wide vocabulary, ability to see from different points of view, etc.
- What are copywriting examples? BarkBox’s Audience Understanding, Bellroy’s Corporate Copy, Bombas’ Catchy Copy, Chubbies’ Sense of Humor.