Every organisation must reach their target audience, whoever they may be.
So, how do successful businesses do this? Through high-quality copywriting which captivates, informs and drives behaviour, of course!
Copywriting is a very powerful Marketing tool that businesses use to offer people value, earn trust and nurture profitable relationships.
But what is copywriting and how can copywriting help your business communicate with your customers?
Let's discuss what copywriting is and how you can use it to achieve successful outcomes.
Prefer to listen, rather than read? Here's the Podcast summary!
What's all this talk about copy, copy writing and copywriters?
One of the most common questions I get asked is: what is copywriting?
As a professional marketing copywriter, I work on everything that requires words in a marketing context - from branding and content marketing, to websites, blogs, articles and much more.
The writing that I do for this purpose is called: 'copy.'
Yes, the name is odd. 'Copy' means to make a duplicate of. But, in a marketing context, 'copy' refers to the words which make up Marketing messaging and collateral.
I understand that not everyone knows what a copywriter does or what copywriting is.
But before I explain the "what" and the "how" of copywriting, I think the most important question is "why copywriting?"
Let's get into your complete guide to copywriting.
Firstly: does your business create content?
You should be!
Content creation is an absolute must in all Marketing campaigns today. Why? Because your customer is out there hunting for more information about you, your brand and your industry.
When you create content, you are distributing your message into the marketplace and leading the conversation.
If you don't then your competitors will!
So, how does a copywriter help your business do this?
You need quality writers to produce these pieces of content consistently to engage your audience and inspire them to act.
These writers are known as Copywriters (i.e.: we write copy!), and they play an integral part in the commercial environment every single day, by adding tremendous value using the written word.
Your business' target market is its lifeblood; it relies on forming a connection with them in order to survive.
Over the years, people have become far more resistant to blatant, above-the-line advertising, sometimes blocking it out altogether. Today, your customer demands captivating and informing information on their terms and at their fingertips, and it's in that cross-over area where organisations and their customers must come together.
Copywriting is the tool which bridges this gap
Copywriters use the written word, known as 'copy', to offer your customers value through content.
This practise is called copywriting.
What is Copywriting?
Copywriting is the marketing practise of using words to convey a message to reach an audience which produces a mutually beneficial outcome for both parties.
The audience receives something of value, such as education or entertainment, and in return, the brand raises awareness and relevance with the reader.
This is what copywriting means.
But that doesn't mean that copywriting is just visual letters: it has many forms, including verbal, written, audible and visual:
This blog has been written by a copywriter!
As with any profession, there are different calibres of writers, hence why some pieces of written content are better than others - but the writer is a copywriter none-the-less.
For more information, have a look at my Copywriting FAQ page: the ultimate guide to Content Marketing Copywriting.
Copywriting, not Copyright
Copywriting should not to be confused with 'copyright', which is the legal protection of property.
You'll be surprised how often these two things get mixed up. But just like the spelling is different, copywriting and copyright are different practises and are used for very different things.
Actually, all copywriting is copyright protected, and sometimes the detail of a copyright agreement needs to be copy written. But let's not confuse the two!
Copywriting: both an Art and a Science.
In my regular writing classes that I teach, I refer to Copywriting as an ART and a SCIENCE.
Copywriting is an ART because it's a creative practise.
What I mean by this is that no two writers produce the same piece of work, and it can be entirely subjective, just like music, design and visual arts. If you were to give two writers the same brief, you would get two distinct pieces of copy back- that's just the nature of creativity! The copywriter you select has a unique style, and you employ them to harness their style for your content needs.
The SCIENCE side of copywriting is also applicable because the material is being used for a specific purpose to achieve a particular goal.
In other words, the written marketing content will produce measurable results and therefore has a utility to it. This is what separates copywriting from fiction writing.
It’s when these artistic and scientific elements come together effectively that the true value of a strong copywriter is found. Interesting and accessible content both pleases the audience and creates the results the organisation needs.
For more information, read my article: How does copywriting work?
Well-written copy both pleases the audience and creates the results your business needs, for a mutually beneficial outcome.
Copywriting and Marketing: a powerful relationship
So, what is copywriting in marketing? What is copywriting in advertising?
Given its communicative nature, Copywriting generally sits under the umbrella of Marketing because it goes hand-in-hand with its activities and strategy.
For example, if the Marketing Objective is to launch a brand extension product, then the Copywriter must write the content for the:
See how much of a role a Copywriter plays in a business?
Without all of those things, the audience would remain oblivious and the product would fail, leaving the objective unfulfilled and the organisation unsuccessful as a result.