What is Copywriting?

The world of copywriting is broad and dense, but in the world of digital marketing, much of it is focused around two things: generating sales and creating reliable conversion paths. What exactly do we mean when we say, “copy”? Ever wonder what exactly copywriters do? Don’t sweat it. In this article, we’ll introduce you you to the world of copywriting, why it’s vital for your business or organization, and how to connect more meaningfully with your intended niche or target audience.

First, let’s define copywriting. Simply put, copy is text within a body of work or publication.

Copy can include:

• Text on a website

• Text on social media

• Blog Articles

• Newsletters

• Non-legal business documents

• Writing within a marketing channel or conversion path

Copy is important for many reasons, but the main reasons to pay attention to your how your copy is written are for your brand voice, and generating the right traffic. Your brand voice begins with the overall tone of communication to your ideal consumer. Imagine Apple taking on the brand voice of J.p. Morgan; it doesn’t quite fit. Apple’s marketing voice appeals to a young, succinct, trendy crowd, while J.P. Morgan’s target audience may a bit older, and less tech savvy. Imagine Target switching messaging with Tesla! The products would be the same, but the voice of the brand would change, impacting its sales and partnership viability with other brands.

Each brand communicates with their target audience in a very distinct way (we will discuss target audiences in another article). By being consistent with your brand voice across platforms, you can develop trust between consumers to yourself, while establishing meaningful relationships that can also translate into sales.

People buy products; but people invest in stories. Brand, web, content, and marketing copywriters are responsible for turning client concerns and hesitancy into answered questions BEFORE a prospect comes through the front door!

Copywriting can also vary by function. With B2B marketing, copy is centered around businesses that provide services or products to each other. Since both parties are businesses themselves, many times this copy can sound rather cold, quite technical, and full of industry-relevant jargon that a common consumer might not understand. However, in the much more common scenario of B2C (business to consumer) communications, the copy is intended to convey a message to the general public. With the advent of social media, websites, and other digital spaces where writing is necessary part of a successful marketing plan, copywriters have more of a responsibility and opportunity than ever to assist companies, brands, organizations, and businesses increase visibility and traffic.

In our next article, we will discuss the following elements of effective copy.

• Why do brands communicate?

• What are you communicating? (visually, fonts, verb/noun tense unification, etc.)

• Identifying an Outcome (attention, attendance, sales, clicks, views, shares?)

• Creating Incentives and Calls to Action

• The Importance of Good Questions

These are areas we are proud to offer services in. If you would like to schedule a meeting to see how we can help you, please visit our booking page.