Copywriting
is the process of writing advertising promotional materials. Copywriters are
responsible for the text on brochures, billboards, websites, emails,
advertisements, catalogs, and more.
This text is known as “copy.” Unlike news or editorial writing, copywriting is all about getting the reader to take action. That action might be to purchase, opt-in, or engage with a product, service, or company. That’s why a copywriter is often referred to as “a salesman in print.”
Copywriting should not be confused with “copyright.” Copyright means an individual or company has the exclusive legal right to reproduce, publish, sell, or distribute someone’s work (such as books, music, artistic items). The purpose of a copyright is to protect that material and prevent illegal use of it by unauthorized agents. The owner designates the material is copyrighted with the symbol ©.
Marketing Copywriting - A marketing copywriter uses trends in the marketplace to help write advertisements and correspondence that address consumers' needs. These copywriters know how to influence the public by playing to people's desires. They prepare the text used in emails, online ads, and billboards.
Creative Copywriting - Creative copywriters are interested in telling a story to the public. These are the people who come up with catchy slogans and unique concepts for commercials or video ads. Creative copywriting is advertising-based, and it's all about creating a brand. Creative copywriters work to find the right words or phrases that strike a chord with viewers.
SEO Copywriting - Search Engine Optimization copywriting, or SEO, is focused on creating content that will rank high in search engine results. Researchers compile information on top searches and turn it into ideas for advertising. Placing keywords within the ads or articles enough times creates 'optimization' by bringing the client's product up first in an search engine, allowing for more visibility for the company.
Technical Copywriting - Technical copywriting requires specific education or knowledge in a field or industry. For example, if you wanted to have ads created for your language-learning software, you would need a copywriter who has knowledge not only of computers, but in languages. This type of copywriting is especially important in technology and health fields.
Content Copywriting - This kind of web-specific copywriting is usually focused on one subject and is written in the form of how-to articles, blogs, or newsletters. It focuses less on making sales and more on providing information to the consumer. A prime example of this copywriting is the how-to articles on different things your cell phone does that you might not know. This gives information on your phone, while reinvigorating your interest in the product.
This text is known as “copy.” Unlike news or editorial writing, copywriting is all about getting the reader to take action. That action might be to purchase, opt-in, or engage with a product, service, or company. That’s why a copywriter is often referred to as “a salesman in print.”
Copywriting should not be confused with “copyright.” Copyright means an individual or company has the exclusive legal right to reproduce, publish, sell, or distribute someone’s work (such as books, music, artistic items). The purpose of a copyright is to protect that material and prevent illegal use of it by unauthorized agents. The owner designates the material is copyrighted with the symbol ©.
PURPOSE : - To persuade the listener / reader to act
/ to buy or subscribe a product or opinion.
- To dissuade the
reader / listener from a particular action.
WHO
DOES COPYWRITING? Copywriter: a person who creates concept and concepts of Ads.
WHATS
THE DIFFERENCE BETWEEN WRITING AND COPYWRITING?
- Literate
- Creative
- Reflective
- Curious
- Disiplined
KINDS
OF COPYWRITING
Marketing Copywriting - A marketing copywriter uses trends in the marketplace to help write advertisements and correspondence that address consumers' needs. These copywriters know how to influence the public by playing to people's desires. They prepare the text used in emails, online ads, and billboards.
Creative Copywriting - Creative copywriters are interested in telling a story to the public. These are the people who come up with catchy slogans and unique concepts for commercials or video ads. Creative copywriting is advertising-based, and it's all about creating a brand. Creative copywriters work to find the right words or phrases that strike a chord with viewers.
SEO Copywriting - Search Engine Optimization copywriting, or SEO, is focused on creating content that will rank high in search engine results. Researchers compile information on top searches and turn it into ideas for advertising. Placing keywords within the ads or articles enough times creates 'optimization' by bringing the client's product up first in an search engine, allowing for more visibility for the company.
Technical Copywriting - Technical copywriting requires specific education or knowledge in a field or industry. For example, if you wanted to have ads created for your language-learning software, you would need a copywriter who has knowledge not only of computers, but in languages. This type of copywriting is especially important in technology and health fields.
Content Copywriting - This kind of web-specific copywriting is usually focused on one subject and is written in the form of how-to articles, blogs, or newsletters. It focuses less on making sales and more on providing information to the consumer. A prime example of this copywriting is the how-to articles on different things your cell phone does that you might not know. This gives information on your phone, while reinvigorating your interest in the product.
ELEMENTS
OF COPYWRITING
1. Empathizes
Great copy is the kind that let's the reader
know that you understand. It's the been-there-done-that-got-the-tshirt
kind of writing. Authors have to, first of all, know their audience, and,
secondly, understand them. And since you'll probably never actually be in your
audience's shoes, it's going to take research and building buyer personas.
2. Uses
Cliffhangers
Joanna Wiebe at CopyHackers
calls cliffhangers the "curiosity gap." It's what the screenwriters
for The Hobbit did to get us to go back to the theater three times. It's
leaving just a teensy bit of information missing so your readers have to keep
reading for more. And then, when they can stand it no longer, you bridge the
gap with the information they've been waiting for.
3. Moves
the Emotions
Amazing copywriting moves readers emotionally. Not
the crying and sobbing and eat-your-heart-out emotion, but the kind that moves
them to action. Susan Gunelius from Entrepreneur lists 10
emotional triggers, including what I think are the biggies: fear, trust,
belonging, and competi tion. If you can convey one of those emotional triggers
(or the other 6 from the article) and move your reader to action, you'll be on
to something.
4. Gives
Away Free Stuff
Amazing copywriting offers value to the
readers. According to Joe Pinsker at The Atlantic, people are more likely to give you
something if you give them something for free. Give them content that teaches
or informs and they'll be more willing to give email addresses or business in
return.
5. Has
a Clearly-Defined Purpose
Meandering copywriting is similar to a road
trip with no end destination. Before you write, define your
purpose and write with that purpose in mind. Give clues to your reader
along the way about where you are headed and how you're going to get there.
They shouldn't read the last sentence and think, "Oh! That's what she was
talking about."
6. Is Error-Free
Maybe it's just me, but when I read a piece of copy
filled with grammatical errors, I'm much less likely to take the writer
seriously. There's a problem, though: Nick Stockton at Wired
writes that writers are more likely to miss typos in their own writing than in
another writer's. Always employ an extra set of eyes to make sure no errors
slip by.
7. Is
Simple
A simple writing style will be more readable. It
avoids jargon and industry-specific language. Writtent's
Christina Walker even recommends using English-based words instead of
Latin-based ones. For instance, Christina says, use help instead of facilitate.
8. Has
Credibility
If I learned one thing from my English classes, it
was this: research, research, research. I wasn't the expert on Shakespeare's
comedies, but because I knew the guys who were, or, rather, knew which books
and articles they wrote, I could write a decent paper on the topic. Just
remember, document your sources and give credit to whom credit is due. For the
sake of your own reputation, never plagiarize.
9. Solves
a Problem
Your reader has problems and he wants someone to
solve them for him. Be the solution he's looking for. Corey Eridon at HubSpot writes that "the product or service isn't what
makes a lead want to be your customer--it's a solution to their problem
that people care about." Offer a solution to a problem through great
content--how-to blog posts, ebooks, and whitepapers -- and your
reader will want to be loyal to you.
10. Shows
Respect
Amazing copywriting
respects the reader and his time. When you're done, shut up. Don't drag things
out simply because you have grandiose things to say.
11. Generates
Leads
And, of course, fabulous copywriting generates
leads so sales people can do what sales people do best: sell. Nurture your
leads through great content, and then hand them over to the sales team to close
the deal.
SOURCE
OF INFORMATION
