Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.
Leo Burnett
Are you looking for a change in career and considering copywriting ? Are you a passionate marketer eager to know more about this topic ?
WHAT IS COPYWRITING ?
To start with, copywriters write content with the primary goal of converting traffic into leads and sales. Thus, a copywriter is like a salesperson that can only convince using the power of words rather than using the charisma. Furthermore, the purpose of copywriting is about persuasion, so readers take action. That said, when we talk about action, we actually mean : purchasing or engaging with products, services or companies.
Now, at this stage, you probably wonder what types of jobs copywriters do for their clients. Hence, I have gathered some examples :
Sales letters and landing pages
Video scripts
Emails
Internet ad copy: LinkedIn, Facebook, Google
Social media posts: Facebook, Instagram, YouTube
Marketing copy
Brochures and advertisements
Ebooks
Newsletters
Headline story report and taglines
Advertising content
Marketing campaigns
Products advertising
Website copy
and more
Furthermore, for a company to hire a copywriter has indisputable value such as presenting quality content to the clients. Moreover, it makes a brand stand out and give it a unique style and voice.
COPYWRITING AND CONTENT WRITING: WHAT IS THE DIFFERENCE ?
This question is totally legitimate as many people don’t know the difference between copywriting and content writing.
Hence, copywriting is a type of communication used to target an audience with the objective to make them do something. The audience is invited to take some action such as buying a company’s new flavored soda or clicking on a link to purchase an item. Hence, effective copywriting often succeeds using emotional language to stir a response.
By contrast, content writing, is anything that adds value to the reader’s life. In that sense, the job of the copywriter is to share emotions, teach something throughout the articles or posts. Hence, material created by content writers — such as blogs, social media posts, white papers or e-books — tend to have a more educational purpose. Furthermore, to be effective, a sentence needs to contain an image, emotion but also a promise. The writing may not even mention specific products or services.
For instance, a hybrid car manufacturer could attract new clients to its website to read a daily blog featuring tips on how to reduce gaz consumption. The company still wants the consumers’ attention but it does it in a less direct manner.
A COYPWRITING EXAMPLE
For instance, take the example of a “fake” new technology mattress manufacturer. Moreover, below you will be able to judge the difference between the top ad and the “fake” campaign ad that I imagined.
Thus, the job of our copywrighter is to sell a good night sleep, not a mattress ! The objective of this campaign would be to encourage consumers to purchase the mattress.
The add content should:
be inviting to look at
use simple words
have short sentences
share emotion
display an image
be fun to read
all checked !
TO SUMMARIZE, WHICH ARE A COPYWRITER SKILLS ?
creative wordsmith
can convince the audience to take action (like a sellsperson)
has an eye for image content to make the story appealing
must have empathy with people
be able to relate a story including emotions
and more
A copywriter should have an understanding of people, an insight into them, a sympathy towards them
George Gribbin
Finally, if you are looking for a content or copywriter, let’s talk about your project : ShineBright Design Studio.
