The perceptions around copywriting often get blurred. What is copy-writing and more so, are you a copywriter without even realising?
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 to 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 to 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’
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 it 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 special 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 medical sector.
One of the big problems in communication is the lack of clarity between copywriting and content writing.
Copywriting can be a lot more that coming up with 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. .
How 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 “click bait” that made men buy fast car 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 travelling salesman. Each medicine show drew the crowd with a monologue and eye catching visuals. It was the pioneers who tried to get 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 a sale comes a result and with results, come money. Times change and the way copywriters catch your eye need to change with them.
Let’s say we wrote an article in a newspaper 19 years ago. We could easily get away 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 not 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 a theoretical option for them to cross. 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 a 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 in a tactful manner. 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 lead is far more likely to show interest in you. In turn, this should increases “traffic” to your business from your leads and even their audiences (which is a crucial factor).
Statistics with copywriting
Copywriting is important, 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 top few places on Google’s SERPs all linked towards massive conglomerates. Once your up there you’re up there, you are up there. Through high quality SEO optimisation and content, a company can grow dramatically.
- Leads gained through SEO have a 14.6% close rate. Leads 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 effective 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 leads and a constant feed of visitors to your content.
Benefits through copywriting
Through copywriting huge benefits can be rewards to you (as an individual), companies and organisations.
SEO stands for Search Engine Optimisation and it’s most common responsibility of professional copywriting firms. By optimising 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. A good copywriting firm can ensure that content is functioning, being produced and also following a strict calendar to be managed and distributed by.
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 very valuable service that benefits the use of SEO and content creation. The concept around idea mining is popular among companies looking to build larger followings.
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 over time management.
It copywriting really that simple?
So there we have it, the conventions and logistics of copywriting, it really is that simple. Knowing the difference between copywriting and content writing is a massive difference.
It can be a of matter constant quality content or a burst of content that can be optimised 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 working? Have a look at our blog ‘Working in the 21st century’