The Types of Copywriting & Different Styles, With Examples | Rent My Words (2022)

The Types of Copywriting & Different Styles, With Examples | Rent My Words (1)

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I can truly understand why some people have trust issues with the English language…

Copywriting sounds and looks an awful lot like “copy writing,” which could also be phrased as “writing copy.” Copy, then, is defined as written text or content, so, “copy writing” is simply a longer way of saying “writing.” But then “copywriting” is something totally different altogether(?)

Ok, Stop. What is Copywriting?

Copywriting is a specific marketing activity found across the different advertising channels. Copywriting is the main component of just about every advertising message, really, headlining the print pieces you flip through, the tri-fold brochures you throw away, the billboards you zoom by, and the emails you quickly mark as spam.

In all seriousness, though, there aresome ads you pay attention too, though, surely. There must be. If not, than why are North American companies on track to spend over $200 billion in advertising in 2017?

Somewhere out there, copywriters are succeeding. They are in fact catching your eye as you flip through the stories of that print magazine; they are getting you to consume at least a couple of panels of that brochure before you discard or add it to your junk pile; they are quickly branding that blur of a billboard in your brain as you drive past on the highway; they are succeeding in gyou convincing you to click that CTA in the latest newsletter to hit your inbox.

Copywriting is put in place in order to move the reader to take action; well, to take “marketing action.” Click that button, go to a website, use a promo code, dial a phone number, etc. The successful copywriter lassos your eyeballs, and then holds your hand until you reach the intended “goal.”

That goal though, along with the type of lasso and degree of hand-holding differs with the different types of copywriting. Which leads us to…

Your writing should differ by type or channel, or if it doesn’t, it should. I mean, there are a number of factors that influence how you go about crafting copy.

  • What are you writing about? A product or service? What benefits do you need to convey?
  • Where will the writing be placed? In a magazine? Email? Social media post?
  • Who is your audience? Is this B2B writing? B2c? What is the demographic composition?
  • How knowledgable is your audience? Are they knew to the brand? Do they know about this type of product?
  • What action do you want the reader to take? After they read, should they call? Visit a site?

The Different Types of Copywriting

  • Direct Mail
  • Email
  • Billboards
  • Press Releases
  • Social Media

The Different Styles of Copy

  • SEO
  • Creative
  • Sales (and/or Lead Gen)
  • Technical

Getting Started

Those are just a few of many things to be thinking about when going about the different types and styles of copywriting.

To ensure you get off on the right foot on any project, always, always put yourself in the reader’s shoes. Visualize how they’ll be receiving your copy…where will they be, what time of the day? What distractions will be present? What other hurdles might you need to clear?

If there is anything that will help you land a freelance job online even without the experience, it’s seeing your writing from not only the eyes of the reader, but from the overall context of their situation. That, and making sure you’re aware of AP style’s common mistakes.

(Video) What is Copywriting? The ABCs of Copywriting for Beginners

Here are a few different types of copywriting to consider.

1. Direct Mail

The Types of Copywriting & Different Styles, With Examples | Rent My Words (2)

Direct mail involves anything (letters, postcards, brochures, etc.) sent via mail to target clients or prospects. Such advertising is typically targeted by income, location, profession, and/or other identifiable pieces of information as to where the person or company doing the mailing can tailor the messaging based on one or a combination of those factors.

Points to consider and questions to ask yourself as a direct mail copywriter:

  • Do you read your mail?
  • What pieces of mail will you open out of curiosity, and which will you immediately shred?
  • When you actually open a piece of mail, are you moved to take action?
  • What kind of mail holds your interest?
  • What is it about the “spam” mail that makes you want to immediately throw it away?
  • how easy is it to take action if you actually want to?

Here are some direct mail copywriting tips from Target Marketing Mag; here is an “Ultimate Guide” from Ballantine.

2. Email

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Email messaging has to do with content transmitted to your email inbox. For you to receive such messages, you probably had to opt-in to the company’s mailing list, or perhaps you bought something and also provided your email list.

The underlying principles and approach don’t differ much from direct mail, in that your first hurdle to clear is to get your prospective buyer to actually open the message (so, the subject line). The second hurdle is that once a person opens your email, they read and consume it; not simply scanning, but taking the message to heart and then taking action.

Points to consider and questions to ask yourself as an email copywriter:

  • Which emails do you open?
  • What makes you open an email vs. delete without looking?
  • Which emails do you actually read?
  • Which emails do you forward to friends?
  • When do you actually take action on the email?
  • How do you guard against your email being marked as “promotional”?

For more, here are 37 email writing tops from Copyblogger. And, here are others from Bourn Creative.

3. Billboards

The Types of Copywriting & Different Styles, With Examples | Rent My Words (4)

As print media fades and reappears, did billboards really go anywhere? Not really, right? Why is that? Maybe because posts are already in the ground, and you’re not required to construct a new setup whenever you want to advertise on a billboard?

Or, maybe it’s because while online media has taken a lot of eyes off print, when you’re in the car, you don’t have choice to either read a billboard or look at your phone in the same way you have the choice to read a magazine or read the same article online.

Either way, I digress.

(Video) Complete Copywriting Tutorial - Examples, Tips and Formulas

Or do I? Those points actually have a lot to do with how you should go about copywriting for use on billboards. You have a captive audience, but you still only have a couple of seconds to make your mark. While that might call for more imagery than words, or more abstract writing than concrete details, the most creative and eye-catching boards still have a written component.

Points to consider and questions to ask yourself as a copywriter for billboards:

  • What kind of billboards do you notice?
  • Which billboards do you remember?
  • Which billboards have you acted on?
  • Which billboards make you wish you weren’t driving?

Billboard tips from Writer Underground can be found here.

4. Press Releases

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Press releases are written by a company (by in-house writers or PR agency) to announce what they feel is a newsworthy event. Perhaps it’s a new product release or partnership, or maybe it’s an award won or charitable act. Either way, press release copywriting is much more of an advertisement than other forms. And, there is a lot less creativity involved, as a release might only be 3-4 paragraphs (an intro/announcement, a quote, supporting paragraph, and a conclusion).

One distinction here…where I mentioned before that you need to always put yourself in the audience’s shoes when writing, your audience here might be media outlets vs. prospective customers.

Points to consider and questions to ask yourself as a press release copywriter:

  • What would make you want to write a story based on a press release you’ve read?
  • What is really newsworthy vs. something your company, and your company only thinks is great?

A couple of resources include this list of tips from Cision, and 16 others from AdWeek.

5. Social Media

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Go back to the billboard example quickly, if you don’t mind.

People and more people driving 65 MPH down the highway, zooming past billboards left and right, glancing up every now and then, but focused on the road (hopefully) and reaching their destinations.

Looking at that example, isn’t it similar to the social media experience? Tons of people flicking and swiping down their feeds at what seems like 100MPH, zooming past posts, looking here and there, and really only stopping when something really grabs their interest.

Point is, many of the same rules apply. The one big difference is that you’re a lot closer to getting the reader to take action. Nail a headline and you’ve got a click and someone on your site. Here are a few sites with some great social media copywriting tips:

Points to consider and questions to ask yourself as a press release copywriter:

(Video) 7 Examples of Conversational Copywriting

  • Which social media posts catch your attention?
  • Why do you go on social media in the first place?
  • How does that reason dictate the posts you click on?

10 tips that drive engagement from Social Media Today and a few more from Make Social Media Sell to help you.

Blog Content

Many companies don’t realize the power of their blog, and thus, don’t invest quality resources into the content posted there, both in terms of time, subject matter, and the content itself.

The Different Styles of Copywriting

I often find people interchangeably using “types” and “styles” when explaining copywriting. I like to think of the above as “types” (obviously, I’ve explained that), as in the different types or forms copywriting can take.

The below, then, can be more considered styles, or the manner in which you construct the copy.

SEO

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SEO stands for search engine optimization, which sounds a lot fancier than it really is. That said, think of it like doing what you can so Google “likes” your content and ranks it higher up in search results when someone is searching something of relevance.

Explaining the ins and outs of SEO can easily dominate an entire blog post, not to mention an entire website, so I’m not going to dive into it. Just know, with the types of copywriting above, SEO very easily directly influences the following anything posted online, and indirectly influences print content.

Meaning, directly, if you’re putting together a blog post, your very first thoughts should be around keywords and how you’re going to optimize the post so, again, Google likes it.

Why does this matter? Because typically, nobody is going to ready your blog without reason. It’s the sad truth. Most blogs get posted, and might receive a bit of traffic that same day because it was advertised on social media, but soon after traffic all but dies off.

That is unless there is “reason”, which in this sense means your content is so incredibly good and valuable, that you have droves of customers and prospective customers returning to your blog everyday to check for new content, or, will sign up for your newsletter and actually click through to read a new post once pushed through. But, very few brands are at this level.

An alternative meaning of “reason” is when people are looking for information. So, their reason for reading your post is that they have a need, so they perform a Google search to solve that need, and hopefully find your content.

That is, if it is optimized, which is where SEO comes in. Long story short, a post that performs well with the search engines will have a much, much longer shelf life, perhaps years and years of steady traffic versus the up and down blip because a few of your Facebook followers read it.

(Video) 10 copywriting tricks that boost sales

Creative

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The reason I mentioned SEO first is because it really is the umbrella hanging over the rest of these styles. SEO must be included in your creative copywriting, just as it should in your technical and lead generation pieces. Anyway…

Looking at creative copywriting, think headlines, mottos, scripts, slogans, and jingles..and really, on a scale from fun to boring, your creative content will be far left, while some of these other styles be more neutral or far right.

Good, creative copywriting requires humor and intelligence; the writer needs to be “in the know” and up on the latest in pop culture. They should also not be afraid to take risks and be different. The name of their game is to be remembered, so it’s going to take something off the wall sometimes. Likewise, though, they should also have thick skin, like a designer, and be prepared to take the good with the bad.

Sales (and/or Lead Gen)

The Types of Copywriting & Different Styles, With Examples | Rent My Words (9)

As we creep towards the middle of that fun spectrum, sales copywriting starts to appear.

You can think of sales copy as the more “serious” person found in every group of friends. Sure, he or she will go out with the crowd, hanging out in advertisements, on the website, etc. They might even crack a smile here or there, tell a joke, but when it’s time to go home or sober up, they’re all business, and act as the persuasive voice to get everyone to take action.

So, your sales copy is going to be something like a product description, or maybe an advertorial (not to be confused with editorial). It can still be a bit of fun, but it also needs to credible, persuasive, and plainly state features and benefits of the product or service

Technical

The Types of Copywriting & Different Styles, With Examples | Rent My Words (10)

So, technical copywriting. It’s not that you’re boring; really it’s not. You’re just less fun than creative and sales copywriting. But, you’re so, so necessary in certain situations.

User guides, instruction manuals, release notes, and more—all of these things have the duty to provide clarity, and, because all of these things are only coveted by those who have already purchased the product, they don’t have to be overly sales-y or marketing heavy. They need to solve problems, though

(Video) What Are The Most In-Demand Areas Of Copywriting Right Now?

And, I guess what is key is that you don’thaveto be straight to the point and “boring” for lack of a better term. There are plenty of companies, who, through more technical pieces like white papers or help forums, etc. still have some fun. As a writer, though, you need to know the product a lot better than your general marketer, and will find more opportunity in B2B writing.

FAQs

What are the different types of copywriting? ›

There are three main types of copywriting: direct response, sales promotion, and advertising (and many other variations).

What are the 6 core copywriting skills? ›

6 Copywriting Skills You Need To Succeed, by Elisabeth Strasser
  • Research Skills. ...
  • Staying Up To Date. ...
  • Adaptability. ...
  • Knowing Your Audience. ...
  • Awareness Of SEO (Search Engine Optimisation) ...
  • Ability To Hook The Reader.

What style guide do copywriters use? ›

The AP Stylebook or the Chicago Manual of Style are both great places to start! You can use these guides as a baseline for grammar rules, then add your personal brand flavor to make them your own.

How many types of writing styles are there? ›

The four main types of writing styles are persuasive, narrative, expository, and descriptive. In this blog post, we'll briefly explore the defining features of these four writing styles.

What copywriting means? ›

“Copywriting is the act or occupation 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.” – Wikipedia.

What are the 5 levels of copywriting? ›

I called it POWER Copywriting, an acronym for the five steps in the copywriting process: Prepare, Organize, Write, Edit, and Review. This represents years of copywriting experience boiled down to the basics.

Is copywriting a type of marketing? ›

Copywriting appears on sales pages, online advertisements, and television spots, in print, and many other places. Copywriters are a key part of the marketing development process. When a company wants to rebrand itself or launch a new campaign, it turns to marketing professionals for help.

What is the aim of copywriting? ›

Promotional copywriting is designed to generate and increase interest in a product or idea using persuasive language. The aim of the copy is to persuade the viewer, listener or reader to act, i.e. to buy a product or adopt a different viewpoint.

What skills are needed for copywriting? ›

What Skills Does A Copywriter Require?
  • English Language Skills. A high level of English language skills are a must. ...
  • An Eye For Detail. ...
  • A Wide Vocabulary. ...
  • Curiosity. ...
  • The Ability To See Different Points of View. ...
  • Research Skills. ...
  • Great Listening Skills.

How can I improve my copywriting skills? ›

How to improve your copywriting skills
  1. Write like you talk. ...
  2. Take out all the fluff. ...
  3. Write short paragraphs. ...
  4. Focus on the “Why.” ...
  5. Write in the active voice. ...
  6. Make it easy to skim. ...
  7. Add testimonials in your copy. ...
  8. Show, don't tell.

How do I start copywriting? ›

How to Start a Copywriting Business: Step-By-Step Guide
  1. Cover the Basics. ...
  2. Plan Your Copywriting Business. ...
  3. Choose Your Services. ...
  4. Develop Your Brand. ...
  5. Establish Your Rates. ...
  6. Gather Your Writing Samples. ...
  7. Develop an Online Portfolio. ...
  8. Sharpen Your Skills.

What is the most used style guide? ›

The Chicago Manual of Style is the most popular style guide in the publishing industry because it's the most comprehensive option currently available—and this depth makes it more versatile for a variety of content, including general business writing.

What is content style? ›

A content style guide is a set of content rules that keeps the tone of voice and other elements of brand voice consistent across pieces of content, regardless of who creates it.

What are the 5 styles of writing? ›

Learn about the major writing styles: narrative, descriptive, persuasive, expository, and creative, and read examples of each.
...
For instance, you might use narrative writing in:
  • Novels and short stories.
  • Memoirs.
  • Creative essays.
  • Feature stories.
  • Presentations or speeches.
19 Apr 2021

What are the 4 types of text and examples? ›

There are many aspects to literary writing, and many ways to analyse it, but four basic categories are descriptive, narrative, expository, and argumentative.

What is your style in writing? ›

Your writing style is the way in which the narrative of your writing comes across to other readers, including your sentence structure, syntax, and overall voice in order to provide your writing with an overall tone or mood. Each writer has their own, natural style and this can change from project to project.

Why is it called copywriting? ›

'Copy' comes from the word 'copiae'. A Latin word that dates back to the 1300s meaning 'an abundance of writing'. For centuries following, the word tumbled through a number of similar meanings. That is until the 1800s, when journalism and newspapers BOOMED.

How is copywriting done? ›

Copywriting is the art and science of writing copy (words used on web pages, ads, promotional materials, etc.) that sells your product or service and convinces prospective customers to take action. In many ways, it's like hiring one salesman to reach all of your customers.

What makes copywriting effective? ›

Never risk losing the attention of your audience by providing too much detail in your copy. Effective copywriting tells your audience what they need to know to act and make a purchase or how to contact you for more information.

What are the four P's of copywriting? ›

The 4 Ps structure consists of promise, picture, proof, and push in place of the four elements of attention, interest, desire, and action. The 4 Ps provide more expansive elements than AIDA, which is why it's a favorite of many top copywriters, notably John Forde.

Is copywriting a skill? ›

Copywriting skills are hard and soft skills that writers who create advertisements and other written content possess to be successful at their jobs.

Is copywriting easy? ›

It's not easy, especially at first, but if you persist, you will find yourself with absolute control over your career and finances to a degree you never previously believed possible. If you want to learn how to become a copywriter, follow these 5 steps: Learn the basics of persuasive writing.

What is online copywriting? ›

Web copywriting, also called “writing for the web,” is the process of writing online content, ad copy, social media posts, and other marketing materials. Well-crafted copywriting can keep readers engaged and often leads them to take some form of action, such as making a purchase or submitting a form.

Why is copywriting important students? ›

Students inhabit a digital world saturated with cheap text, constantly bombarded with quick and thoughtless language. When they learn to write copy, their words stand out. They learn to write with clarity, brevity, and purpose.

Why do you need a copywriter? ›

The Voice of a Professional Copywriter Helps All Aspects of a Brand Feel Cohesive. When your brand has something to say, you have an audience in mind. By writing for that same audience, your brand develops a voice. Hiring a copywriter allows you to keep the voice of your brand consistent.

What is a creative copywriter? ›

A creative copywriter provides words and ideas that help accelerate the commercial impact of communications. A creative copywriter is a strategic thinker. Creative copywriting isn't just about getting information in. It's about getting information out – in an interesting way.

Who should be a copywriter? ›

If you are meant to be a copywriter, you will love and respect the amazing power of words. A few well-crafted and well-timed words can contribute to making consumers love and respect a brand but a care-free word or two can make them dislike a brand and even stop purchasing its products.

How do I become a successful freelance copywriter? ›

How to become a freelance copywriter
  1. Find your specialty. Your specialty, or niche, dictates the type of content you want to write as a freelance copywriter. ...
  2. Gain professional experience. ...
  3. Build your copywriting portfolio. ...
  4. Brand yourself as a freelance copywriter. ...
  5. Written communication. ...
  6. Time management. ...
  7. Editing. ...
  8. Research.
20 Apr 2021

How can I learn copywriting fast? ›

10 practical tips to consider when learning to write copy
  1. Research the competition. ...
  2. Make room for voice. ...
  3. Think about your target audience. ...
  4. Storytelling wins. ...
  5. Use emotions, but don't manipulate your audience. ...
  6. Choose words carefully. ...
  7. Experiment with copywriting formulas. ...
  8. Use copywriting templates.
11 Aug 2022

How do you write a copywriting sample? ›

Tips for Writing Your Sample
  1. Write something new.
  2. Don't use your favorite article.
  3. Write a business-style blog.
  4. Check grammar and spelling!
  5. Use headers and make your writing easy to read.
  6. Remember, you can always improve your rating.
2 Sept 2022

What are the two styles of writing? ›

While there are many reasons why you might be putting pen to paper or tapping away on the keyboard, there are really only four main types of writing: expository, descriptive, persuasive, and narrative. Each of these four writing genres has a distinct aim, and they all require different types of writing skills.

What are the basic writing skills? ›

Basic writing skills: These include spelling, capitalization, punctuation, handwriting and keyboarding, and sentence structure (e.g., learning to eliminate run-ons and sentence fragments). Basic writing skills are sometimes called the “mechanics” of writing.

What are the 5 types of writing PDF? ›

  • Expository essays: An expository essay is an informative piece of writing, ...
  • Narrative essays: A narrative type of essay refers to a written composition. ...
  • Descriptive essays: A descriptive writing is a style of writing which focuses on. ...
  • Persuasive essays: Persuasive writing is a type of writing which contains.

Why do we use a style guide? ›

The purpose of a style guide is to help ensure consistency across texts in terms of expression, presentation and referencing, despite these texts having different authors and editors.

What type of writing is used in marketing and advertising? ›

A persuasive writing style is often used by content marketers and copywriters, especially at the end of their content. The call-to-action to fill out a contact form, download an eBook, or buy a product is persuasive writing at its finest.

What is a style guide in marketing? ›

A brand style guide is a holistic set of standards that defines your company's branding. It references grammar, tone, logo usage, colors, visuals, word usage, point of view, and more.

What is a communication style guide? ›

A style guide contains guidance on grammar, punctuation, and text composition. But an effective style guide goes beyond communication basics and brand guidelines. It lays out how you speak to your audience across all your channels.

What is a language style guide? ›

A style guide isn't a grammar manual with the rules of language. It's a document that helps content creators and translators choose the preferred language elements for most effectively communicating with customers and prospects in target markets.

What are the 5 levels of copywriting? ›

I called it POWER Copywriting, an acronym for the five steps in the copywriting process: Prepare, Organize, Write, Edit, and Review. This represents years of copywriting experience boiled down to the basics.

What is a B2B copywriter? ›

B2B copywriting is the act of writing content, known as copy, which companies use to inform other companies about their products or services. This copy could be printed in paper documents, like brochures or manuals, or published online.

What are the four P's of copywriting? ›

The 4 Ps structure consists of promise, picture, proof, and push in place of the four elements of attention, interest, desire, and action. The 4 Ps provide more expansive elements than AIDA, which is why it's a favorite of many top copywriters, notably John Forde.

Is copywriting a type of marketing? ›

Copywriting appears on sales pages, online advertisements, and television spots, in print, and many other places. Copywriters are a key part of the marketing development process. When a company wants to rebrand itself or launch a new campaign, it turns to marketing professionals for help.

How can I copywriting? ›

Know when to use long and short copy by following the rules below.
  1. Write as much as you need to write but no more.
  2. Use long copy to answer more objections.
  3. Remember that sometimes short copy is better.
  4. Keep in mind that people read things that are interesting to them.
26 Jan 2019

What is importance of copywriting in advertising? ›

Copywriting is one of the most important aspects of advertising. The design draws peoples' attention but the message is what persuades the user to act. The two most popular types of online advertising are Display and Search/Pay per click ads. Display ads are eye-catching banners that display on websites.

What's the most important part of copywriting? ›

The hardest part of any task is the beginning, and the best copywriting respects this all-important truth. Writers should never take the reader's attention for granted. The first words we put before the reader must capture their attention. Brian Dean has a lot to say about leads in Copywriting: The Definitive Guide.

What is the role of copywriting in advertising? ›

Copywriters are responsible for the linguistic content of adverts. They work across a range of media and formats, interpreting account briefs to compose advertorial content such as slogans, catchphrases, tweets and scripts for tv and/or radio adverts.

What skills are needed for copywriting? ›

What Skills Does A Copywriter Require?
  • English Language Skills. A high level of English language skills are a must. ...
  • An Eye For Detail. ...
  • A Wide Vocabulary. ...
  • Curiosity. ...
  • The Ability To See Different Points of View. ...
  • Research Skills. ...
  • Great Listening Skills.

How can I improve my copywriting skills? ›

How to Improve Your Copywriting
  1. Focus! What's your point? Stay with it!
  2. Show, don't tell. Provide examples. Your readers want proof.
  3. Be ruthless. Cut any word that you don't need. ...
  4. Follow important rules. Please make sure you're using contractions, punctuation and sentence structure correctly.

How can a beginner start copywriting? ›

That's why we've spoken with some professionals on what copywriting tips beginners can learn from.
  1. Keep Writing. ...
  2. Focus on Benefits, Not Features. ...
  3. Maintain Conversational Copy. ...
  4. Use Hemingway's Help. ...
  5. Tell Stories Whenever Possible. ...
  6. Do Competitor Research. ...
  7. Master Subject Matter. ...
  8. Know Your Value.
5 Dec 2019

What is niche in writing? ›

It's the topic, industry, or type of content you focus on as a freelance writer. Your niche will be an area that you have experience in, domain knowledge on, or are simply passionate about. Writing niches can be broad, such as finance or marketing, or narrow, such as investments or email marketing.

What is B2B and B2C? ›

B2B stands for 'business to business' while B2C is 'business to consumer'. B2B ecommerce utilises online platforms to sell products or services to other businesses. B2C ecommerce targets personal consumers.

What is direct response copy? ›

In marketing, direct response copywriting is a form of copywriting that compels the reader to take action now rather than later. Consider the difference between TV commercials and Facebook ads. Most TV commercials are intended to get you thinking about a certain product or service and thereby increase brand awareness.

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