What Is Copywriting?
Copywriting is the act of writing content to persuade people to take a specific action, such as buying a product or service.
When I tell others what I do for a living, they often respond with, “What is a copywriter?” or “What is copywriting?” I'm always surprised by how many people have never heard of or met one before. If they have to make an educated guess, most assume it’s a legal profession and confuse it with "copyright". Rarely does anyone get it right.
To be fair, before I started copywriting back in 2019, I hadn’t really heard of it either. After graduating with a BA in English in 2012, I spent my days as a project manager in London, writing product descriptions, website copy and press releases as and when they were needed. Although writing accounted for just 10% of my job, it was the part I enjoyed the most.
So, after leaving the world of project management, I knew I wanted a more creative career. One that involved words, storytelling and crafting compelling messages that resonated with people. It was only through job ad titles that I realised my dream role was labelled— you guessed it— a copywriter.
What is copywriting?
Copywriting is a unique blend of art and science. A fine balance between creativity and strategic thinking. And its primary goal is to drive action. This could mean anything from convincing a reader to buy a product to persuading them to click a sign-up link or fill out a form. The effectiveness of copywriting lies in its ability to resonate with the target audience, addressing their needs, desires and pain points.
It’s about creating a connection and building trust, which ultimately influences consumer behaviour.
Copywriting is a game-changer for how businesses connect with their audience. It shapes a brand’s voice, creating a unique tone and style that stands out from the crowd. Done right, copywriting gives a brand real personality. From catchy slogans to detailed product descriptions, copywriters like me help shape how brands communicate with new and existing consumers.
And let’s face it: good copy doesn’t just grab attention—it keeps it. That’s key for driving conversions, whether that means more sales, sign-ups or subscribers. Persuasive language, irresistible calls-to-action and benefit-focused messaging are what boost those numbers. Fact.
SEO copywriting is another powerhouse. By helping content rank higher in search results, it makes it easier for customers to find your brand online. Great SEO copy attracts organic traffic, which can pay off big over time.
But copywriting isn’t just about selling. It’s also about educating customers on how a product or service can solve their problems, building trust and confidence in the brand along the way.
What do copywriters do?
Copywriters can work across a wide range of media, such as:
Digital ads: Banner ads, search engine ads and social media advertisements.
Print ads: Traditional media like newspapers and magazines.
Websites: Landing pages, product descriptions and calls to action.
Emails: Copywriting is critical in email marketing, where the goal is to engage, nurture, and convert readers.
Social Media Posts: Concise and engaging posts encourage likes, shares and comments.
Direct Mail: Brochures, letters and other physical materials.
Scripts for Video and Audio: Commercials, YouTube videos, podcasts and even customer testimonial videos.
Copywriting also has its own set of subtypes, each with a distinct style and purpose. Some of these different types include:
Direct Response Copywriting: This type of copywriting focuses on driving an immediate response from the audience, such as signing up for a newsletter, making a purchase or downloading an ebook. The writing is direct and action-oriented, aiming to convert readers quickly.
SEO Copywriting: SEO (Search Engine Optimisation) copywriting involves creating content that ranks well on search engines. This type of writing requires a blend of informative, engaging content and keyword optimisation to increase organic traffic to a website.
Content Copywriting: Content copywriting, which overlaps with content writing, focuses on creating blog posts, articles and guides. It’s intended to inform, entertain, or educate while subtly promoting a brand or product.
Brand Copywriting: Brand copywriting shapes a brand's voice and identity, creating a consistent tone across all content. This can involve everything from writing taglines to mission statements and brand stories.
Product Copywriting: Product copywriting focuses on product descriptions, sales pages, and advertising copy. The goal is to make the product as appealing as possible by highlighting its benefits, features and value to the customer.
Whether you’re a business owner considering hiring a copywriter or someone wondering how to become a copywriter, understanding the role and impact of copywriting is a valuable insight into the world of modern marketing.
Interested in learning more about my copywriting services? Take a look at my folio or get in touch for pricing.
