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Mark Andrews 25th June 2013 01:25 PM

What Is Copywriting?
 
Many people seem to be confused about what copywriting actually is.

This being a subject which I teach, this is a subject which I'm more than qualified to pass comment upon. Hopefully to clear up any future misunderstandings, of which there seem to be many in circulation.

I'll try therefore to keep this as simple as possible...

Copywriters sell via the written word.

Copywriters are masters of persuasion using written language. They write advertisements usually with a direct call to action at the end. Another very simple definition of copywriting is salesmanship-in-print.

A salesman will typically try to sell or persuade you into taking action verbally. What they do in spoken form - copywriters do this in written form.

When you want to persuade a target market to take a specific action...this is copywriting.

Copywriting is not writing eBooks or writing articles. Content writing merely informs an audience. It does not entail actual ad writing. The difference between content writing and copywriting can easily be identified by the fees we highly experienced copywriters can charge for our professional services.

Anyone can pretty much write an article of 500 words (for example) in no more than a few minutes. The fee for this article is often a pittance, a mere few dollars at most. Whilst any decent copywriter on the other hand, their fees will typically start at $5,000+.

As for the inclusion of keywords (for SEO reasons) this is a massive no-no in professional copywriting circles. If you're writing for example a long form sales letter for online use, the last thing a pro copywriter will be concerned about is including the use of certain keywords.

The second you do this (in copywriting) you dilute the very purpose of the sales copy in question. Writing sales copy for online use has nothing to do with trying to get higher rankings in the search engines. It's number one purpose is to increase exponentially the conversion rate for whatever the direct call to action is.

Allow me to reiterate the point...

Content writing includes all article writing, eBook writing, and similar activities. If there is no direct written call to action you're writing content. Full stop. Period. A bio at the end of your article4 does not automatically make you a copywriter. If you're writing content this is precisely wqhat you are: a content writer NOT a copywriter.

Article writing for example is something most people can pick up in a day or two of intensive learning.

To become professional at copywriting on the other hand will often take in excess of 10,000 hours before you even begin to understand the craft inside out.

Hopefully, fingers crossed, this will help to alleviate some of the confusion surrounding this issue.

Any questions? Fire away below...

Smoking hot,


Mark Andrews

Elmira Nancy 9th January 2014 05:17 AM

I would love to hear the opinions of existing copywriters the best type of education or experience.

Brooke.Harper 9th October 2017 04:19 AM

Quote:

As for the inclusion of keywords (for SEO reasons) this is a massive no-no in professional copywriting circles. If you're writing for example a long form sales letter for online use, the last thing a pro copywriter will be concerned about is including the use of certain keywords.

The second you do this (in copywriting) you dilute the very purpose of the sales copy in question. Writing sales copy for online use has nothing to do with trying to get higher rankings in the search engines. It's number one purpose is to increase exponentially the conversion rate for whatever the direct call to action is.
I absolutely agree with these lines. It's easy to mistake copywriting for content writing, but the slight differences like ones you mentioned are what set copywriters apart from content creators.

LEIFSTAFF 20th December 2017 02:27 AM

Copywriting is the act of writing text for the purpose of advertising or other forms of marketing.

creswebs2 9th January 2018 06:34 AM

Copywriting is the act of writing text for the purpose of advertising or other forms of marketing. The product, called copy, is written content that aims to increase brand awareness and ultimately persuade a person or group to take a particular action.

Copywriters help create billboards, brochures, catalogs, jingle lyrics, magazine and newspaper advertisements, sales letters and other direct mail, scripts for television or radio commercials, taglines, white papers and other marketing communications.

They are generally known as website content writers if their work appears mostly on the Internet. A content writer helps create online advertisements, web pages, email newsletters, blog posts and social media.

Cross discipline copywriters who look at the wider context of their work are called digital copywriters.[1] The distinction is that these individuals consider the mechanics of the user journey, the external links that are included in the copy for search engine optimization and are highly focused towards creating online sales and dealing with technical issues such as bounce rate.
regards!
creswebs.com

aesthetiqclinic 15th January 2018 03:32 AM

I am interested to know what is copy writing?

Maria C 17th January 2018 12:39 PM

What I Mean By Copywriting
 
Quote:

Originally Posted by creswebs2 (Post 262305)
Copywriting is the act of writing text for the purpose of advertising or other forms of marketing. The product, called copy, is written content that aims to increase brand awareness and ultimately persuade a person or group to take a particular action.

Cresweb2's definition is what I use. Besides brand awareness, I would add user engagement and lead generation.

In my opinion, the addition of content marketing strategy and tech skills to the normal copywriter practices and knowledge makes one a digital copywriter. A copywriter uses customer personas to conceive and refine copy. A digital copywriter must consider personas but also how the tech side affects the user experience. For example, a page intended for a technical C-level audience would look very different from one intended for a consumer audience. The differences would be in the text, the links available, functional components, SEO meta, graphics and colors used. A digital copywriter may also be tasked with providing the copy as HTML. They may have to import the copy into Wordpress or other CMS. Also, a digital copywriter may have to collaborate with a client's marketing and IT team.


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