What Is Copywriting and What Is Its Purpose? (2022)

  • What Is Copywriting and What Is Its Purpose? (1)

    Copywriting is re-arranging words to make things sell better. It is a text form of salesmanship. But there's a lot more to it than that.

    A short two-minute guide to the art of Copywriting

    This is Bobby:

    What Is Copywriting and What Is Its Purpose? (2)

    Bobby is in sales.

    His job is to write 10 emails per day and send them to important people and try to get them to buy stuff.

    He writes emails to ten people......but hardly any respond. 😞

    What Is Copywriting and What Is Its Purpose? (3)

    Here's an example email he sends out:

    What Is Copywriting and What Is Its Purpose? (4)

    This email is so booorrrringgg.

    Also, the email is totally useless to Mr. MoneyBags so he gets annoyed and doesn't respond:

    What Is Copywriting and What Is Its Purpose? (5)

    But then Bobby discovers this art of marketing called "Copywriting."

    He starts furiously studying how to write greatcopy.

    What Is Copywriting and What Is Its Purpose? (6)

    You see my friend, copywriting is about:

    Getting them to WANT to engage with you....not spamming them with offers.

    Generously giving something valuable to the person....not just "greedily asking" for stuff.

    Getting them to WANT to buy from you....not out of pressure, but because they enjoy your content and help.

    Now that Bobby knows this, he went back and re-vamped his email to Mr. MoneyBags:

    What Is Copywriting and What Is Its Purpose? (7)

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

    Now that Bobby is sending Mr. MoneyBags awesome stuff......Mr. MoneyBags is WAY more likely to engage with Bobby!

    What Is Copywriting and What Is Its Purpose? (8)

    Now Bobby sends this new email that's all about GIVING AWESOME STUFF as his template.

    He then sends it to 10 people, and way more people now respond!

    What Is Copywriting and What Is Its Purpose? (9)

    Sales went up dramatically.....and the only thing Bobby changed was the copy.

    And thatmy friend, is the power of Copywriting!

    Now my friend, around the internets you're gonna hear about some different types of copywriting. I shall explain those here: The most common confusion I hear about is this thing called "SEO copywriting." Most likely an agency will approach someone saying they offer SEO Copywriting.

    Here's what SEO copywriting is:

    First of all, the acronym "SEO" stands for:

    Search
    Engine
    Optimization

    Search Engine Optimization is the act of trying to get ranked in the top results on a search engine such as Google.

    Essentially what SEO copywriting attempts to do is:
    1.) Find a keyword you're trying to rank for.
    2.) Write articles about the subject.
    3.) Try to rank in the top of the search results for that keyword.

    So let's use an example....

    Bobby has a little side business selling dog leashes: What Is Copywriting and What Is Its Purpose? (10)

    So he does a little keyword research on the word "Dog Leashes" to see what people are searching for in the most volume. Here are his findings:

    What Is Copywriting and What Is Its Purpose? (11)

    Now Bobby happens to be into running also, so he notices this great keyword he can write about:

    What Is Copywriting and What Is Its Purpose? (12)

    Now Bobby already has a website with a little bit of a following, so he actually thinks this could make a GREAT article for his readers, AND he can eventually rank highly in the search engine rankings when someone types in "Leashes to run with your dog."

    So Bobby creates a great article like this:

    The Best Leashes To Run With Your Dog

    Hey, I'm Bobby, and I love running with my dog. Here's a picture of me running with him: What Is Copywriting and What Is Its Purpose? (13)

    So I'm going to talk about the best leashes to run with your dog. As a dog leash business owner AND a runner, I've run with every type of leash, and lemme tell you, it makes a big difference running with each!

    1.) The running belt leash: This running belt leash is my favorite way to run because the leash ties around your waist so it's hands free. (Bobby inserts more cool information on this leash).

    2.) The variable length leash: This is perfect for people running with their dog through a countryside. (Bobby inserts more cool information on this leash).

    3.) The stretchy leash: This is a great leash for people looking to run in urban areas. (Bobby inserts more cool information on this leash).

    (Video) 3 Differences Between Content Writing and Copywriting

    Bobby tries his very best to make this post the BEST POST ON THE INTERNET about "leashes to run with your dog".

    The reason Bobby is trying to make this article the best article.....is because search engines nowadays are very very smart, and they can tell what articles people are reading and actually enjoy.

    Perhaps in 1999 you could game the search engines by stuffing a bunch of junk articles with keywords, but this doesn't work anymore. In fact, search engines like Google will often ban you from their index if they catch you blatantly trying to spam the search engines with these articles.

    However, search engines LOVE great articles that actually help people!

    Bobby wrote such a great article with examples, techniques, pictures and instructions.....that other websites even linked to his article. The search engines noticed that Bobby's article was getting a lot of attention, and eventually ranked it #1 in the results:

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    So if you're going to do some SEO copywriting, make sure you put lots of effort into making your articles THE BEST on the internet.

    *NOTE: I must warn you, if there is some shady marketing company "offering to do SEO Copywriting" for you, you should usually be highly skeptical of this! They are more than likely just going to spam the search engines with junk articles that in the end will hurt instead of help you.

    What is Direct Response Copywriting?:

    This is a fun question....because this is where the origins of copywriting start. You see my young child......back in the day before this "internet" thing, the only way to reach a mass audience was through physical written words. This could be in the form of:

    (Video) What is Copywriting? In under a minute.

    • Postcards.
    • Letters.
    • Magazine ads.
    • Newspapers.

    .....notice the similarity of all these things:

    They ALL cost $money$ to print and send!

    This means if you wanted to reach everyone in your town, you had to PAY REAL MONEY to reach everyone's eyeballs. So this is where direct response copywriting comes into play: It's the art of increasing the conversion rate of buyers from your mailings.

    For example:
    Bobby works for a company that sells homes, and part of their marketing is to send out flyers to their surrounding areas.

    Now here's the problem.....sending out flyers isn't all that cheap. Bobby hopped on the USPS pricing calculator, and the cheapest option he found to send 10,000 flyers was $1,830. And that's just for a two-sided postcard, not even a full letter!

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    So it's Bobby's job to use his experience of direct response copywriting to maximize this $1,830 per 10,000 customers.

    So the way Bobby does this is by testing a couple different versions of the ad. He designs a couple of them, and his first one looks like this:

    What Is Copywriting and What Is Its Purpose? (16)

    Bobby sent this flyer to 10,000 people in the area, and only 2 people responded to it. So if we run the math, the conversion rate looks like this:

    [Total Responses] / [Total Send] = Conversion Rate

    [2] / [10,000] = 0.02%

    The ad was not getting responses. Possibly because it was too vague. Possibly because it wasn't targeted to the right people.

    So Bobby, being a good direct response copywriter, learned from his mistakes and ran another test that:

    • Targeted people within a 5 mile radius of the home builder.
    • Targeted only people in apartment buildings (who are obviously renting their homes).

    So then Bobby created this direct response flyer for those targeted renters:

    Front of flyer:

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    Back of flyer:

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    The results of this mailing were off the charts thanks to Bobby!!

    [130 Responses] / [10,000 Sent] = 1.3% Conversion Rate!

    Of these 130 calls, many people ended up purchasing a home.

    That means the $1,830 Bobby spent on sending that batch of flyers resulted in hundreds of thousands of dollars in profit.

    Sales went up dramatically on this piece of mail thanks to Bobby's copywriting knowledge!

    So......where is your copywriting actually used?

    It varies depending on what type of copywriter you are, but here's a list of examples.

    The places where yourwords will be put can include:

    • Direct mail brochures.
    • Educational videos for YouTube or digital products.
    • Sales videos.
    • Internal training videos.
    • Podcast scripts.
    • Phone sales scripts for company salesmen.
    • Blog posts used for content marketing.
    • Public speeches.
    • Webinar scripts.
    • Emails for salespeople.
    • Emails for new customers.
    • Emails in andautoresponder campaign.
    • .....the list goes on.

    The good news is, there's a lot of work out there for good copywriters. For example, I consult as a copywriter on the side, and usually a company will bring me in to re-write their copy on something that performs terribly.

    Often it will be their emails or autoresponder campaign. Almost immediately after the consultations, the emails will perform better resulting in a ton more business.

    So a copywriter writes words on a page, that help sell more. So my friend, now you know what copywriting is, and how it can dramatically help nearly any business.

    Thanks for reading!

    P.S. If you liked this article, consider signing upto my newsletter. When you do:

    • Email 1: An email called "This email will show you how to write better" will show up.
    • Email 2: An email showing you my favorite subject line tricks.
    • Email 3: An email showing tactics to make sure people pay attention to what you're selling.
    • ...then I send out about 2 emails per week, all with by best material inmarketing. Most of this will not be posted on the blog, only through email.

    I pride myself on making my email newsletter like acompletely free education in copy.

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    What Is Copywriting and What Is Its Purpose? (19)

    (Video) What is Copywriting and Content Writing and What's the Difference? | Are you a copywriter? | LINGO

    P.S. If you'd like to learn more about copywriting basics & more:

FAQs

What is the main purpose 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 is copywriting and its benefits? ›

Copywriting is a marketing strategy consisting of writing the right words to promote a business, convincing readers to buy a specific product/service or follow through with a call to action. For example, copywriting involves: website copy. landing and sales pages. PPC ads.

What is copywriting and how is it 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 is the most important thing in copywriting? ›

Including a call to action is by far the most important aspect of effective copywriting. It is essential that you make it easy for your audience to act on your ad or marketing message.

What skills should a copywriter have? ›

The following examples highlight several important skills that copywriters need to be successful:
  • Strong writing skills. ...
  • Communication skills. ...
  • Technical skills. ...
  • Creative thinking. ...
  • Problem-solving skills. ...
  • Interpersonal skills. ...
  • Research skills. ...
  • Develop strong writing skills.

What are the different types of copywriting? ›

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

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.

Can you copyright with no experience? ›

I'm guessing you've recently found out that copywriting is one of the most lucrative jobs out there, and that it doesn't require a college degree. It doesn't even require much experience. Many high income copywriters started closing big-ticket offers when they were first starting out, with little or no experience.

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.

How much do beginner copywriters make? ›

How much does a Entry Level Copywriter make in the United States? The average Entry Level Copywriter salary in the United States is $53,901 as of September 26, 2022, but the range typically falls between $48,701 and $60,701.

How do I become a copywriter with no experience? ›

How to get a copywriting job with no experience
  1. Be prepared to aim low at first. ...
  2. Become popular in a specific niche area. ...
  3. You don't need to have an extensive portfolio. ...
  4. Join a networking group. ...
  5. Join forces with complementary businesses. ...
  6. Read, Read, Read.
15 Mar 2018

What are the five tips to make copywriting effective? ›

Here are 5 essential copywriting tips:
  • You must be a bit of a detective. ...
  • You must understand and embrace human psychology. ...
  • Leverage the power of stories. ...
  • Always remain honest and authentic. ...
  • Remember that choosing the right words is only half the battle. ...
  • About the Author.

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.

Can anyone be a copywriter? ›

Yes, anyone can become a copywriter. You don't have to have a fancy degree (or any degree for that matter). You don't have to live in a certain part of the world … or have a specific skin color … or have experience in any particular industry.

How much does a copywriter earn? ›

How much do copywriter's make? The median annual copywriter salary is $47,838, with 80% of copywriters earning between $35k – $65k per year according to data aggregated from Payscale and Salary.com.

Who needs copywriting? ›

I asked a few of my copywriter friends who they do work for, and these are just a few of the answers they gave me:
  • Real estate agencies.
  • Web design companies.
  • Charities and nonprofits.
  • Digital marketing agencies.
  • Solopreneurs and freelancers in other industries.
  • Local businesses in their hometowns.
  • SaaS companies.
12 Apr 2021

Is there a demand for copywriters? ›

Copywriting is one of those skills that will always remain in high demand. It will keep growing in the years to come. According to statistics, the job market for copywriters is expected to grow by 7.6% by 2026. If you think about it: Every business out there needs a copywriter to promote their products and services.

Is copywriting part 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 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 another word for copywriter? ›

In this page you can discover 4 synonyms, antonyms, idiomatic expressions, and related words for copywriter, like: technical writer, proofreader, stylist and graphic artist.

How do you write a copywriting product? ›

How to Write “I Must Have That” Product Description Copy
  1. Write for the person who would LOVE this. ...
  2. Paint a picture of how it feels to use your product. ...
  3. Keep your tone consistent with your brand. ...
  4. Make them feel something. ...
  5. Connect features with benefits. ...
  6. Banish cliches and empty phrases. ...
  7. Use sticky or sensory words.

How do I sell my copywriter? ›

So, how do you market your digital copywriting services? First, you must know what your potential client needs. Second, set your pricing according to the business problem your prospective client is facing. Third, develop a sales process that allows your prospective client to make the decision quickly and confidently.

How long will it take to learn copywriting? ›

Learning essential copywriting skills can take anywhere from three to six months. However, you still need to continuously practice and learn new things to improve and stay on top. Many things can affect the learning time. Most courses online allow you to finish the course at your own pace, so it depends on each person.

Is copywriting a stressful job? ›

Copywriting is one of the most stressful jobs out there. There are constant deadlines to meet and a never-ending list of tasks to convert. You're always worried about the quality of your writing and you're constantly waiting for your drafts to be approved.

What mistakes should I try to avoid as a copywriter? ›

All photos courtesy of Forbes Councils members.
  • Speaking To Yourself Rather Than Others. ...
  • Forgetting About SEO. ...
  • Making Assumptions And Using Jargon. ...
  • Optimizing Your Headline. ...
  • Writing 'Less' When You Mean 'Fewer' ...
  • Lacking Consistency Across Platforms. ...
  • Ignoring Mobile Copywriting. ...
  • Not Telling Readers What's In It For Them.
13 Jun 2017

Why is copywriting important in online marketing? ›

Copywriting Makes Digital Marketing Stand Out

To make your brand stand out from the crowd your copy should have a unique voice. This voice should unify your brand's message and values across all your marketing platforms. This is a great way to maintain your brand's unique identity and increase brand awareness.

How can copywriting help a business? ›

By making your campaigns coherent, copywriting ensures that all of the marketing collateral you produce is consistent with your brand's unique voice. A good copywriter, then, must reflect your brand's positioning in every piece of content created so your audience is easily able to identify you amongst the noise.

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.

What can copywriting do for your business? ›

Express your personality, and you'll engage your audience. A professional copywriter will create marketing materials that tell your story in your voice. They'll promote your strengths, explain what makes your business special and make sure your brand is memorable and distinct from your competitors.

What are the different types of copywriting? ›

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

Is copywriting same as digital marketing? ›

In digital marketing, content writing is all about educating or entertaining, and copywriting is all about persuading. You'll typically perform content writing when creating organic website content. In comparison, you'll perform copywriting when creating paid ads and other pieces of sponsored text content.

Is copywriting part of digital marketing? ›

Digital marketing is gaining popularity daily, and copywriting is a vital part of it. Copywriting is any writing done to sell a product or service for any business. Websites, social media platforms, advertisements and brochures all use copywriting to persuade their target audience to take action.

Who needs copywriting? ›

Who Hires Copywriters?
  • Real estate agencies.
  • Web design companies.
  • Charities and nonprofits.
  • Digital marketing agencies.
  • Solopreneurs and freelancers in other industries.
  • Local businesses in their hometowns.
  • SaaS companies.
  • And many more!
12 Apr 2021

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.

Why do companies need copywriters? ›

Copywriters are an essential part of any content marketing strategy. They create written content that accompanies visuals, write scripts for commercials, write optimised copy for web content, and write engaging blogs for your site. Every company needs a copywriter to convey its brand's presence to potential customers.

Are copywriters in demand? ›

Copywriting is one of those skills that will always remain in high demand. It will keep growing in the years to come. According to statistics, the job market for copywriters is expected to grow by 7.6% by 2026. If you think about it: Every business out there needs a copywriter to promote their products and services.

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.

Can copywriting increase sales? ›

However, effective copywriting can make a huge difference in your business, attracting customers and increasing sales. If you're not sure what “copywriting” means, essentially it's writing you do to promote your business or otherwise contribute to your sales process.

Videos

1. WHAT IS COPYWRITING? | How To Become A Copywriter (With NO Experience)
(Alfachemistry)
2. What Is Copywriting? #AgencyLife
(Reuben Liu)
3. COPYWRITING VS CONTENT WRITING: One Goal, Many Differences
(Kateryna Abrosymova)
4. Complete Copywriting Tutorial - Examples, Tips and Formulas
(Brian Dean)
5. Copywriting Q&A Part 1: What is Copywriting and What Does a Copywriter Do
(Angela Froschl)
6. Difference between Copywriting and Content creation
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