Study Design Series: What is Copywriting?
Copywriting is most often confused with copyright and very few people know about the difference between these two. In recent past it has emerged as an promising career option with the boom in internet and the increase in awareness about SEO for websites.
Copywriting is the act of writing copy for the purpose of marketing and advertising a person, business, opinion or idea.
The purpose of marketing copy, or promotional text, is to persuade the reader, listener or viewer to act—for example, to buy a product or subscribe to a certain viewpoint.
Copywriters (as writers of copy are called) are used to help create direct mail pieces, taglines, jingle lyrics, web page content (although if the purpose is not ultimately promotional, its author might prefer to be called a content writer), online ads, e-mail and other Internet content, television or radio commercial scripts, press releases, white papers, catalogs, billboards, brochures, postcards, sales letters, and other marketing communications media. Copy can also appear in social media content including blog posts, tweets, and social-networking site posts.
Content writing on websites may include among its objectives the achievement of higher rankings in search engines. Known as “organic” search engine optimization (SEO), this practice involves thestrategic placement and repetition of keywords and keyword phrases on web pages, writing in a manner that human readers would consider normal.
All text in all media has been written by someone. When that text relates to an advert, web content or to journalism it gets called copy. Writing copy is called copywriting, and people who make a living from copywriting are copywriters.
The purpose of copywriting is to communicate a message to a consumer – usually a reader or listener – and copywriters use lots of different media to pass on that message, for example web pages, articles in papers and magazines, press releases, flyers and mail shots. Writing web content for search engine optimisation has its own set of challenges, but one of the main challenges faced by the copywriter is to communicate with a reader or listener that often hasn’t asked to be communicated with, about a subject the writer often isn’t expert in. But that’s where the skill comes in.
We all have deep-rooted emotional responses to the language we read and hear. We make very quick, subconscious judgements about the writer or the speaker based on the words they use and way they use them. It’s natural and unavoidable. We’re all constantly bombarded by massive volumes of advertising and marketing, even when we don’t know it. Being able to quickly and efficiently block out anything we find uninteresting is a survival adaptation that helps us get through the day without exploding. And in the world of copywriting it can be very useful.
Good copywriters make it their business to think about the emotional responses of the consumer. They know how to write a headline so the story underneath becomes too intriguing to ignore; how to write an email subject line that insists on being opened, instead of deleted; how to get read instead of thrown away. Simply put, good copywriters know how to appeal to the innate interests of the average human being.
David Ogilvy is often referred to as the father of advertising. Surprisingly advertising and copywriting has only existed for just over 80 years! Throughout this period we seen some amazing copywriters – many that seem way before their time! The books are timeless. Advertising strategies from the 1930?s that still work and are relevant to the most tech-savvy marketer today.
Some of the most notable Copywriters throughout history are :-
- David Ogilvy
- Gary Halbert
- Eugene Schwartz
- Victor O. Schwab
- Robert Collier
- John Caples
- Joe Sugarman
- Roy H Williams
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