Copywriting Basics: Putting Your Words To Work

A short post to answer the top five questions we get about copywriting.

1. What is copywriting?

Copywriting is the creative process of putting persuasive words into sentences, paragraphs and longer communications. 

The ultimate end-goal of writing engaging ‘copy’ is to motivate your reader to do something. 

Worthy side-goals may be to inform, educate or entertain your reader via your brand’s voice; however, to motivate your reader to take action is the central purpose of copywriting.  

2. Why is copywriting important?

More than other types of writing, copywriting is an essential skill that businesses value and apply to attract and engage new customers that lead to more sales – the priority of any business.     

People understand information, first and foremost, by reading the words that we use to describe concepts and explain ideas. Therefore, effective copywriting is essential. 

Alternative communications channels such as video or audio also aid understanding, yet, it was the initial foundation of words that created these messages. 

3. How does copywriting get results?

After reading your copy, the next step your reader takes should align directly with the objective of your marketing campaign. For instance, if you want more enquiries to a phone number, then the next step, known as the ‘call to action’, would be something like ‘Call 1234512345 to book your appointment today’. 

Similarly, an encouraging ‘Buy Now!’ at the end of a catchy product description on your shopping website will direct your reader to add the product of interest to their cart. 

A friendly and straightforward ‘Contact us with any questions or for more information’ helps your reader know you care and encourages them to get in touch, moving them closer to doing business with you.    

4. Is copywriting the same as copyrighting?

Copywriting, although it sounds the same, is not spelled as copyright. That’s the © symbol that legally protects the original works of creative people from being misused or used without permission. 

Although some works of copywriting may be copyrighted, the two are different. Written copy is the words of advertising and marketing produced by copywriters. Copyright is the law you break (see Copyright Act 1968) when you steal someone else’s original work. So don’t. 

5. Are copywriters in demand?

Yes, they are! Copywriters know how to create the ‘copy’ or the words of an advertising campaign. Copywriters often work with graphic designers or web designers to produce a final piece of communication. 

A copywriter may be part of a marketing team or work within an advertising agency. Many business owners become the in-house copywriter; especially if they enjoy writing or if it’s a start-up business with budget constraints. 

Freelance copywriters produce work for various clients including large corporates, not-for-profit organisations, service agencies and niche consultants. Some freelance copywriters specialise in writing for niche industries, e.g., innovation and science. Meanwhile, others specialise in producing only specific types of communications, e.g., whitepaper copy or website copy.    

Outsourcing small projects to freelance copywriters may be worthwhile, especially if you don’t have the volume of work to employ a fulltime copywriter. 

 

We look forward to answering more of your copywriting questions in a future post. For more information about our copywriting and content writing services, please get in touch today. 

Image by Juraj Varga from Pixabay