Copywriting is specialist writing for sales, marketing, and persuasion. It’s primary function is to inspire the reader (or viewer) to take an action — like subscribing to a newsletter, taking a car for a test-drive, voting for a candidate, signing a petition, or (importantly) buying something.
Good copywriting can by witty, entertaining and clever — but is only considered successful if it engages the reader (or viewer) and brings in more revenue, sales, brand loyalty, and followers, than it cost to produce.
Where is copywriting used?
Copywriting is actually all around us. It’s everywhere.
Maybe you didn’t realise what you were seeing.
You’ll find copywriting inside a sales email, the script for a TV advertisement, an illuminated billboard at the football, the text on a coupon, a political candidate’s speech at a campaign rally, the slogan printed on your morning coffee cup, and in the thousands of annoying banner ads that pop-up onscreen when you are trying to read the news online.
All of that is copywriting, and was carefully crafted by a professional copywriter.
What does a copywriter do?
Copywriters are specialist writers who have a working knowledge of sales and marketing.
They take the time to learn about their client’s products, services, mission, and brand placement and then write persuasive copy that results in sales and/or the acquisition of clients and followers.
Professional copywriters develop tools like questionnaires and checklists to help them gather information about a product or service. They are adept at conducting background research, client interviews, and of course, sharp writing.
While copywriting was once a dedicated profession, more and more copywriters are widening their skillset to include graphic design, data visualisation, and communication design.
How is copywriting different from other types of writing?
Copywriting is quite distinctive.
It tends to be much shorter, and punchier than other types of content. You might find sentences with only one word, or a paragraph made up of a single line of text.
Copywriting doesn’t always follow the rules of speech and grammar, and like an avant-garde artist, the copywriter may deliberately break the rules to capture a reader’s attention.
You might also notice in a piece of copywriting that your emotions are activated. Copywriters use language that can get a reader fired up and angry (eg, a political speech), nostalgic (eg, a Mother’s Day advertisement), or excited (eg, an invitation to a new product release).
If you’re interested in becoming a copywriter start paying attention to the written texts that you see everyday in the street or online. Are they copywriting? Or something else?
What are some examples of famous copywriting?
One of the best ways to develop your copywriting chops is to study successful advertising and direct marketing campaigns of the past.
Don’t just pay attention to the text, headlines and word placement — consider how the copywriter gained the extensive product knowledge required to write these campaigns.
David Ogilvy
John Caples:
Start copywriting today
You don’t need a fancy diploma to become a copywriter — though a Bachelor of Marketing and Communication won’t go astray.
All you need to do is think about the areas of your life where copywriting could be useful, and then start writing.
Why not start with a job application? Or pitching your boss for a raise?
I’m going to write my son a letter and persuade him to stop leaving a trail of school uniform apparel around our apartment.
Shouting hasn’t worked. Maybe copywriting will.
LAST UPDATE: 23rd DECEMBER 2024
GLOSSARY
Copy
“Written text that is to be printed, or text that is intended to help with the sale of a product.”
Copywriter
“A person who writes the text of advertisements or publicity material.”
Oxford Dictionary of English
Direct Mail
“Unsolicited commercial literature sent to prospective customers through the post.”
Oxford Dictionary of English
