What exactly is copywriting? Make a guess. Now, with your guess still fresh in your mind, let me give you a true glimpse of what copywriting is.
Copywriting is the aspect of writing copies for the sole purpose of marketing or advertising. The written copy is a piece of document meant to persuade a potential buyer or customer to buy the product or influence how they view the product in question differently.
In broadcasting, marketing, and advertising, someone who writes copies is called a copywriter or continuity (in broadcasting). The work of a copywriter is straightforward: create taglines, webpage content, and direct mail pieces. Copywriters who write web content prefer the name content writer to copywriters.
The scope of responsibilities a copywriter holds in his or her cap is not limited to the above list; it goes further than that. Copywriters also create newsletters, online ads, internet content, press releases, catalogs, brochures, and other marketing materials, TV and radio commercial scripts and many more.
Additionally, a copywriter also has some role to play in book publishing. In this field, the copywriter is responsible for writing the jacket flap and flap copy with a compelling summary of the book. As I have indicated, technology space has expanded tremendously. Today, copywriters are also very prevalent in social media, social networking, and blog posts.
Before the advent of technology, and the freelancing craze, copywriters were (and still are), employees within organizations such as public relation firms, advertising agencies, book publishers, creative agencies, and advertising departments within organizations. This has changed to a certain degree with the rise of the internet.
Many copywriters are choosing to become independent. They are choosing to freelance for different clients and specialized copywriting agencies. In this type of setting, the copywriter has more ‘string’ to his or her writing because they are able to perform tasks such as editing, message consulting, SEO consulting, proofreading, design and layout etc.
As a copywriter, you will have to be a team player because often, copywriters work within the confines of a creative team. For example, if you work for an advertising agency, the organization may pair you with an art director. However, your main role is to create a verbally and textually compelling content derived from the copy provided by the client. In essence, the responsibility of a copywriter is to tell a story; a story that resonates with the reader, viewer, or potential customer.
I find it necessary to point out that there is little difference between a copywriter and a technical writer. The only difference between the two is that the work of a technical writer is simply to inform and not persuade. Here is a good comparison of the two parts of writing despite the fact that the careers of either often overlap. A content writer’s work is to write a car ad to persuade a potential customer, while the work of a technical writer is to write about the operations of the car from reading the manual.
If you are wondering why you should bother learning the skill of copywriting, here are a few reasons.
# As a copywriter, you get a chance to influence the masses by creating an ad or creative piece that remains on the mind of the viewer.
# You get to work in the exciting field of advertising for TV and radio. In addition, you get to interact with some interesting people in the field of broadcasting.
# Content writing is a creative venture. Therefore, if you love writing, you get to enjoy yourself while making a ton of money (yes, copywriting is a very profitable business concept).
Now that you have a better understanding of what copywriting is, let us look at five things every copywriter should know.
The term copywriting dates back to the nineteenth century and is specifically related to the journalistic world.
In the editorial offices of the most authoritative newspapers, the figure of the copywriter dealt with drawing up announcements of all kinds.
Subsequently, the advertising media boom, first in print and then on radio and TV, totally changed the cards on the table.
In fact, copywriting work was increasingly associated with advertising.
Contributing as a protagonist to the creation of a successful advertising campaign, starting from the creation of slogans to promote the product, were the main work activities for the copywriter, before the advent of the web.
Then, the success of digital marketing has radically changed his duties. So much so that in addition to the professionals who still work in tandem with the art director, who specializes in graphics, there are more and more freelancers covering the multiple textual aspects of the content put online: think for example of the texts for social networks, to corporate blogs where product reviews need to be structured for SEO, so that they are attractive to the various search engines, so that Internet users can find the relevant information.
In short, at present copywriting is an integral part of internet communication.
Knowing how to communicate the message of a corporate brand, using the right words, the appropriate vocabulary and the specific SEO oriented writing technique are requirements that only a few possess.
This is why companies are increasingly looking for highly specialized figures in the world of the business writer.
And perhaps this research should be based on even more selective criteria, given that unfortunately in an increasingly more competitive market like today, many companies tend to rely on those who ask for lower compensation.
This is a huge mistake. There are those who write and those who write well. And to those who write well, merit must also be paid to the economy.