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What Is Copywriting

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Erna Tri Cahyani
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1K views

What Is Copywriting

Uploaded by

Erna Tri Cahyani
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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What Is Copywriting?

Copywriting is the process of writing persuasive marketing and promotional materials that
motivate people to take some form of action, such as make a purchase, click on a link, donate to
a cause, or schedule a consultation.

These materials can include written promotions that are published in print or online. They can
also include materials that are spoken, such as scripts used for videos or commercials.

The text in these materials is known as “copy,” hence the name “copywriting.”

You may not realize it, but copywriting is everywhere.

In fact, if you just start by looking in your mailbox, you’ll find some obvious examples of
copywriting. Promotions for local restaurants, catalogs, fundraising letters from charitable
organizations, or sales letters for various products and services are all forms of copywriting.

But the world of copywriting extends far beyond printed materials.

Much of what you read online is also copywriting, including most webpages, any free reports
you sign up for, and even the emails you receive after signing up.

Take the example below from Stitch Fix, a website that specializes in helping people find a
fashion style that’s appropriate for them. The site also sells clothing for a range of different
styles.
You can see the page has been written and designed to prompt you to take action in a variety of
ways. You’re asked to “Read More,” “Get Started,” or “Follow Us” on social media. You can
also “Ask a Stylist” for fashion advice.

These are simple prompts we see on websites on a daily basis, and they’re all forms of
persuasive copywriting.

What you hear can also be copywriting in action.

Television commercials, product reviews on YouTube, and even short “how-to” videos on using
a product are all examples of spoken copywriting.

(NOTE: Copywriting should not be confused with the word “copyright.” Copyright refers to the
exclusive legal right to reproduce or sell someone’s work, such as books, music, or artistic items.
The purpose of a copyright is to protect that original material and prevent its illegal use.
Copyright is designated with the symbol ©.)

What Is a Copywriter?

A copywriter is a professional writer responsible for writing the text, or copy, used in
marketing and promotional materials.

Copywriters are professionals who have learned and practiced their craft. None of us were born
knowing how to write excellent copy, but it’s definitely a skill that nearly anyone can learn with
a bit of persistence.
Who Uses Copywriters?

Copywriting is at the core of nearly every business.

Without copywriters, businesses wouldn’t be able to share their messages with potential
customers to expand their markets, or with current customers to keep them engaged.

This includes websites, non-profit organizations, service providers, as well as brick-and-mortar


retailers.

They all need and use copywriters.

Take Apple Inc. as an example. If you browse through their website, you’ll find descriptions of
their products, like this one for the MacBook Air:

Product descriptions like these are written by copywriters, but you can also see there’s a link to a
product video at the bottom of the page.

Guess who wrote the script for that video? You guessed it — a copywriter.

What’s the Difference Between Copywriting and Content Writing?

As a general rule of thumb, copywriting refers to writing marketing and promotional materials.
Content writing, on the other hand, refers to writing informational or editorial pages on websites,
such as blog posts, article pages, or product pages.

This is an accurate description of what each term means.

But some definitions suggest that content writing is purely informational and has no element of
persuasion, which means it is not copywriting.
We disagree with this distinction.

Essentially all webpages will include some form of persuasion or call to action.

This is particularly evident on a product page with a clear “Buy Now!” button at the bottom.

But even an article page uses subtle calls to action, usually in the form of links to additional
resources, or suggestions for other pages you can visit on the site.

These are all elements of persuasion.

So, it’s inaccurate to suggest that content writing is distinct from copywriting.

We feel that content writing is simply another type of copywriting.

And like any good copywriting, content writing aims to engage the reader and make them take
some form of action, even if it’s just staying on a website to read another page.

Source: https://www.awai.com/what-is-copywriting/

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