The perceptions around copywriting often get blurred. What is copy-writing and more so, are you a copywriter without even realizing?

Copywriting is BIG. So big, it’s even part of the multi-award-winning “MadMen” tv series. It takes time when it comes to copywriting. A lot of this time, the focus of copywriting is you trying to entice a customer in some format. In most forms, this could be to buy something or sign up for a service.

However, if you want honesty about copywriting, it’s designed to make you think. 

Content the key to the puzzle. Even more so, that content is the backbone of marketing. People and businesses use content to educate themselves and to connect with people and services. It’s no small task!

What Is Copywriting?

Copywriting, in definition, is ‘The activity or occupation of writing the text of advertisements or publicity material’ 

The true definition of copywriting that is taken from Google.

That caption you have just seen on a Facebook Advert, Google ad, or even the description of a YouTube video. It is this text that makes the statement, whether it be a landing page, product promotion, or advertisement. If we take a step outside of digital marketing for a moment, copywriting is also black and white text on a billboard or the title of a newspaper.

Copy-writing is the construct of all advertising. 

People talk about ‘clickbait’ which has, for a few years, been a prolific topic around media, blog articles, reporting, and also video content. Copywriting is what makes you click on that link. It persuades you to buy that product or order that service.  

The Intentions Of Copywriting

Copywriting is intended to move you to do something. It is there to entice you to make that “action.” However, copywriting can be mistaken, frequently, with content writing. They are not the same. 

  • Content writing refers to information and the content of the article.
  • Copywriting is all about promotion, and it’s what makes you click on the content of the article.

See the difference between the two?

Content writing can help with your copywriting but, not in reverse. Having the skills to write a few impactful few words is extraordinary and can boost the quality and value of content writing.

Misconception Around Copywriting And The Role

Not all copywriters are advertising copywriters. All copywriters, however, have their niche. A medical copywriter, for example, would be required within the pharmaceutical sector.

One of the big problems in communication is the lack of clarity between copywriting and content writing. 

Copywriting can be a lot more than coming up with a catchy phrase or one-liner. It’s part of a brand strategy, social media planning, and even videography content. A copywriter creates content and uses it as a tool. 

Has Copywriting Changed Over Time?

Before the age of the internet, copywriting was at the heart of advertising and was not only surviving but thriving.

Remember we told you about “MadMen”?

This series was based around the employees of an advertising agency in the 60’s, before the age of digital tech. They focused on slogans, art, and copywriting to create that “clickbait” that made men buy fast cars and women shop at Macy’s.

Now let’s take Adwords, for example, from Google.

Since there has been a “product” to trade, people have been trying to find new ways in which marketing and advertising can promote it. Whilst others still honed in on the traditional forms of marketing:

A 19th-century traveling salesman. Each medicine show drew the crowd with monologue and eye-catching visuals. It was the pioneers who tried to get a break away from days of old, get out of the Yellow Pages, and onto the web. 

What Was The Point?

The focus from day one was on sales. With purchase comes a result, and with results, come money. Times change and the way copywriters catch your eye needs to change with them.

Let’s say we wrote an article in a newspaper 19 years ago. We could quickly get away the title as ‘Focused on selling your products?’. However, it’s 2019, and that won’t do by today’s standard! The article title would be something like:

Selling Your Products: Top 10 Tips For Making The Most Profit on Your Products.

Do you see what we are trying to get at here?

Copywriting has become more complex and this has happened due to the evolution of marketing. Look at Facebook and Google and the Ads are everywhere. This means our audience is saturated with bids for attention but also, offers a pool of potential profit opportunities.

No single point in history has had companies, such as Google, rely so heavily on money from advertising. In Q3 of 2018, Google cashed in 27.7 Billion, and of that, only 3.6 Billion didn’t come from advertising.

If you want to stand out from the rest, you can’t solely rely on selling; you have to make a statement of yourself.

Who Actually Needs Copywriting

If you have a product to sell, you WILL need copywriting.

Think of your customer on the opposite side of the road to your product. They need to cross that road to get to the product, and having a good copy is an ideal option for them to pass. Of course, some people will just dodge the traffic to cross but, if you give them an attractive means to get there, you’ve secured the sale.

Every business now needs copywriting to provide this crossing if they want to convert those customers. Without it, another product is going to knock them over before they can get to the other side. Websites with opt-ins/outs don’t build brand awareness and persuade people to give up their money. 

When Should Copywriting Be Used?

In short, all of the time and everywhere. You should be using it on all of your business platforms; social media, emails, and websites.

Think of those “hard sales” salespeople, the ones that everyone hates. No matter how they push their product onto you, they annoy the heck out of you by asking to buy something over and over again. As a business, their reputation gets damaged, and people start to avoid them.

We still need to ask customers to buy things; it just needs to be done courteously. Filling your page with a wall of copywritten text could be very overkill when trying to draw new customers to your business.

This is where you want to focus on content writing and providing value before anything else. However, copywriting on your landing page is essential. It needs to make someone want to read rather than hitting the back button. 

Inbound Marketing Vs Content Marketing

Firstly, what is the difference between the two?

Content marketing refers to the content that is being written.
Inbound marketing, however, refers to the process of attracting and converting site visitors into leads.

Although content marketing is a massive part of inbound marketing, aspects like technical SEO are inbound only.

The Steps To The Inbound Marketing Framework

Create consistent, high standard, and quality content. This should be not only aesthetically pleasing but also engaging and educational. If the content is targeted, leads will find it via search engines.

Convert those visitors into leads. If this needs to be done through a contact form or a newsletter, give them exclusive content. It’s all about the conversion, and both parties will be satisfied. 

Nurturing leads is the final step. Qualifying them via contact, social media, and more content is how you get those sales in. Once trust between the business and lead has been established, the point is far more likely to show interest in you. In turn, this should increases “traffic” to your business from your locations and even their audiences (which is a crucial factor).

Statistics with Copywriting

Copywriting is essential, but just how important.? Look at these following statistics, taken from Twitter @JuliaEMcCoy

The top 3 results in google earn 60% of all organic clicks. The high few places on Google’s SERPs all linked to massive conglomerates. Once your up there you’re up there, you are up there. Through high-quality SEO optimization and content, a company can grow dramatically. 

Leads gained through SEO have a 14.6% close rate. Points that come to a company through SEO close a much higher rate than those through other forms of communication. This is a massive boost and an active bottom line for any company. 

Blogging daily lead to 82% of them gaining new customers—a massive business boost to any strategy. You’ll reap the rewards through points and a constant feed of visitors to your content. 

The Benefits Towards Copywriting

SEO stands for Search Engine Optimisation, and it’s the most common responsibility of professional copywriting firms. By optimizing post and page keywords, content such as blogs can drastically increase in attention through search engines such as Google.

Content creation is, by far, the hardest, time-consuming process of copywriting and content writing. It’s also the most responsible part of the process and can not be automated. As stated before, the content needs to be quality, educational, and engaging. 

Content distribution is another form of process or service that some copywriting companies do—distributing content on behalf of their clients by scheduling and managing posts through media channels. An excellent copywriting firm can ensure that content is functioning, being produced, and also following a strict calendar to be managed and distributed. 

Coming up with an idea for a blog post can often be a pain. Trying to figure out what angle a topic can be shown is difficult. A copywriting company may offer to conduct forms of “keyword research” and then develop an editorial calendar that can manage, helping a company’s editorial efforts. A valuable service that benefits the use of SEO and content creation. The concept around idea mining is popular among companies looking to build more massive followings. 

Social media can be time-consuming for many companies. A professional copywriting firm can take this pressure off this by offering services such as further managing posts and scheduling content. This would even include taking over the company’s account, allowing the business to grow a following without stressing overtime management. 

Social Media Management

Social media can be time-consuming for many companies. A professional copywriting firm can take this pressure off this by offering services such as further managing posts and scheduling content. This would even include taking over the company’s account, allowing the business to grow a following without stressing overtime management. 

Is Copywriting Really That Simple?

So there we have it, the conventions and logistics of copywriting, it is that simple. Knowing the difference between copywriting and content writing is a massive difference.

It can be a matter of constant quality content or a burst of content that can be optimized through SEO. Companies offer specific copywriting services to not only manage your content but enhance it. If this can be done, then the sky is the limit.

It’s now up to you to come up with the phrase to sell you millions. Start chasing down those leads. 

Interested in other forms of Digital Marketing? Have a look at our blog post ‘Investing In Data Management Platforms’