By Akilesh Manchikanti | 4th November, 2020 | 5 min Read
Are you new to copywriting?
Then you are at the right place. Copywriting is the art of writing text or content for the purpose of advertising or any form of marketing. Before we understand what does a copywriter do?, it is useful to understand the meaning of “copy”.
The term copy generally refers to text in books,magazines and newspapers. The act of persuasive writing to motivate people to take some form of action such as making a purchase, click on a link or signing up for the newsletter is called copywriting.
Most of us might have seen taglines under various brands . But have you ever wondered who writes these taglines? It is the role of the copywriter to write these creative and catchy taglines or slogans.
Copywriting is used to promote the image of a brand. For example, consider the brand “Nike”. Nike sells various products such as T-shirts, shorts,trousers, shoes and many more. Someone someday named the brand name Nike, it might be CEO or any other person. Nike for example has created a slogan “ Just Do It” . This slogan might likely be created by the copywriters. Good Slogans feature good copywriting.
Copywriting is not only used to promote the brands identity but also to sell products and services.Apple for example sells various products such as ipads, iphones, macbooks and services such as itunes and many more. “This Colour makes a Difference”, is the text used by Apple to promote their products which are red in colour. Copywriting is not only used to promote a brand but to sell products as well.
source: Apple India
Copywriting is broadly divided into 4 categories. The 4 different types of copywriting are
Direct Response Copywriting is a persuasive type of copywriting where readers are persuaded to take an action such as sign up for a newsletter or share a piece of content.
Direct Response Copywriting is usually used to write squeeze pages, home pages, contact us pages and about pages.
Lets understand direct copywriting with an example
In the above image the text “See what’s next” is an example of direct response copywriting. The writer creates a sense of urgency within the readers to see what's gonna happen next. The headline stands unique and makes the reader intrigued to learn more.
Marketing copywriting is another form of persuasive communication to promote the sale of products and services. Selling products on radio and television or newspapers requires a different style of copywriting.
Radio,for example, relies entirely on spoken words, sound effects and music to communicate with potential buyers. Television on the other hand relies on graphics,sound and appropriate tag lines to communicate effectively with the audience.
Brand Copywriting is a form of copywriting where text or content is used to promote the image and identity of a brand. In brand copywriting the copy should sound as if the image is speaking.
Brand copywriters try to establish an emotional connection between the brand and its target audience.
Image -Apple think different
Apple for example once used the slogan “Think Different”. By looking at or reading these slogans people connect emotionally to the brand. That's the power of copywriting. A good copy attracts more audience.
Brand Copywriting is used to write About us/About me pages.
SEO copywriting is another compelling writing technique that focuses on readers to take a particular action and also rank on google.
In this form of copywriting the writer has to portray content in such a way that it is appealing to both readers as well as google.
SEO copywriting is used to write product pages , landing pages and product descriptions.
The most important thing that differentiates copywriting and content writing is its purpose. Copywriting is used to sell something. It can be a product such as a shoe, mobile phone or a service such as gmail or it can be promoting a brand. A content writer informs,educates, instructs readers.
Copywriters want people to take immediate action, such as signing up for a newsletter, clicking on an ad or downloading a resource. Content writers try to build relationships with the audience, establish trust and want to position their brand as resourceful and trustable.
Copywriters usually write short form content while content writers write long form copy.
Copywriters write copy for
Many people confuse between copywriting and public relations writing.Public relations writing is not copywriting. People who write speeches, media briefs and news releases are public relations writers. The main objective of a public relations writer is to inform them whereas the aim of copywriting is to take an action or sell something.
Technical writing is designed to explain how a product or a service works. COpywritingis used to promote technical products such as antivirus software. This is considered as technical copywriting.
To get a lucid understanding of these terms , let us consider an example. For example, Amazon Prime launches a new service that costs $5 per month.
If you enjoy writing, a copywriting career is a good match to your talents. Copywriters come from a variety of backgrounds. Copywriting is one of the most profitable and fruitful careers. Businesses are hiring copywriters on a massive scale to promote and sell their products and services.Choosing copywriting as a career gives you flexibility to select the type of job. Here are the 3 different roles if you take up copywriting as a career.
The next question that comes to use, How much does a copywriter earn?
Here are the average salaries of copywriters.
It is advised to look at entry level jobs and get a grip on various skills needed to become a professional copywriter.