Types of copywriting
You may be a very competent businessman or businesswoman, but that doesn’t mean you have copywriting skills.
It takes specific abilities and knowledge, as well as a creative frame of mind, to create copy that will effectively attract and engage audiences.
Copywriters use their ability with words and their specific knowledge to impact their audience in the right way:
- visit a website, blog, social media profile
- buy a product
- start a subscription
- place an online order
- sign up for a service
- adopt or change a behavior for the public interest
Copywriting is a huge industry these days because it drives profitability, allowing your leads to know more about your brand and your product/service. It increases your visibility and awareness and ensures gaining new customers or followers.
Of course, if you’re talented, you can write the copy yourself, but a professional will always scale things up! Product or website descriptions may seem easy enough for you, but there’s just so much involved you’ll probably be taking on too much!
In fact, copywriting is so much more than mere wordplay. And the chances are you don’t know all there is to know about copywriting… For example, did you know there are multiple types of copywriting?
These are all specific services that require specialized knowledge and know-how:
Creative copywriting is about telling interesting, credible, and engaging stories in a unique and memorable way.
These stories can be in the form of a short slogan or as larger content like a TV commercial, a video ad online, a radio spot…
Creative copywriting requires not only getting the information across but also getting it across in the most interesting, appealing, and relatable way. This requires a creative mindset and will often force you to think out-of-the-box.
Closely intertwined with creative copywriting, since marketing copywriters are also creative thinkers, this type of service aims to create all kinds of copy destined to attract customers.
Marketing copy must speak to the target audience in the correct tone of voice and trigger a tangible action. Professional marketing copywriters know how to influence the audience in the correct way, and they know how to write content for the specific media in which it will be released.
They have strong research skills to analyze a business and get a solid understanding of the product as well as of the target audience. To achieve this, they must also be versed in marketing and have some psychology insights.
Marketing copywriting also demands strategic thinking.
SEO stands for search engine optimization, and there are professionals who specialize in SEO copywriting.
Like with marketing copywriting, SEO copywriting is one of the most important types of copywriting, found both in website and product descriptions, articles, and blogs.
Their copy, in addition to all the requisites we’ve been discussing, must also include the main keywords to help their client’s online content rank higher in search engines.
Since more traffic for a site means more conversion opportunities, this copy must be fully adjusted to fit its human audience, but also perfectly crafted for search engines.
Sales copywriting differs from marketing copywriting because it’s focused more directly on closing a sale and requires more in-depth research of the brand, product, and business sector in question.
It’s usually included on advertisements, product and category descriptions found on websites, products & services pages, Google & social media ads, print ads, email marketing campaigns, and billboards.
Sales copywriters also need a deeper knowledge of the target audience to sell them the value and the benefits/results of the product or service. They must know the public’s purchase habits and preferences, their pain points, their fears, and their desires, to make the copy relatable and make them WANT to buy.
Digital copywriting is the focal point of copywriting services because it gathers all the elements of sales, technical, creative, and SEO copywriting.
Digital copywriting builds a bridge between online businesses/social media and their customers/users.
We have already talked a bit about digital copywriting in the previous categories, but we will now specifically focus on the two main categories of the digital:
- Web content copy
It can be found on websites, social media posts, articles, and blogs that must be written in an engaging manner to attract and retain visitors.
- Social Media copy
If, for whatever reason, you want to capture an audience and increase views and reactions, your posts on your social media channels must be well written and visually attractive. They also must be valuable, informative, or relatable to other users.
Last, but not least, areas like law, healthcare, technology, computer science, etc. all require copy written with specific technical knowledge. This is a copywriting service that’s mainly focused on selling software and technical-oriented products and services.
The focus of technical copywriting is presenting the product, with its advantages and results, to people who are already interested in buying it.
What isn’t copywriting?
Content writing. Unlike copywriting, content writing focuses on informing and educating a target audience on specific subjects through blog posts or newsletters. It has mainly an informative purpose.
|Aims to generate leads and increase sales||Focuses on ‘storytelling’ about a business or product|
|Uses words that elicit an emotional response||Builds on the trust factor|
|Is used mainly for ads, commercial emails, social media…||Is used mostly for long content like articles, white papers, and blogs|
|Uses words to make the reader take an intended action||Uses words to inform or educate the reader|
So, in a nutshell, why hire a copywriter?
Hiring a copywriter will allow you to:
- Use effective copy tailored to your specific needs
- Give your business greater visibility
- Increase profitability/outcome
- Spare you from having to write the copy yourself
- Ensure the best results possible
If you are looking for professional copywriting services to boost your business growth, you’re in the right place!
Stay tuned for the 3rd and final part of Copywriting and brand success, Tips for copywriting!