Copywriting is the creation of written content whose main goal is to persuade the reader to take a particular action. That action could be, for example, buying a product, filling out a form, signing up for a newsletter, or even just remembering a brand. Unlike regular copywriting, copywriting is always linked to marketing and business objectives. Copywriting is also closely related to the terms microcopy and UX writing.
Why copywriting is important
Quality copywriting can make the difference between the success or failure of a marketing campaign. If a company has a great product but fails to communicate it properly, potential customers may not even notice it. So copywriting helps:
- to attract attention,
- to arouse interest,
- create a desire for a product or service,
- to move the reader to action (call-to-action).
Where copywriting is used
Copywriting appears virtually everywhere a company communicates with its audience:
- Advertising texts - banners, PPC ads, billboards.
- Website - subtitles, product descriptions, sales texts.
- Emails and newsletters - persuasive subject lines and body texts of the email.
- Social networks - posts, captions, ads.
- Print materials - brochures, catalogues, leaflets.
What are the types of copywriting
1. Direct response copywriting - the goal is immediate response (e.g. purchase, registration).
2. Brand copywriting - focuses on building brand awareness and a long-term relationship with the customer.
3. SEO copywriting - Search engine optimised texts that attract organic traffic.
4. Creative copywriting - It is mainly used in advertising, where it is important to attract attention with an original idea or slogan.
Principles of good copywriting
- Clarity and intelligibility - the text must be simple and easy to read.
- Focus on users - It is important to talk about the benefits to the customer, not just the product features.
- Emotions - Good copywriting can inspire curiosity, confidence or enthusiasm.
- Call to Action (CTA) - The text should always contain a clear step on what the user should do next.
Summary
Copywriting is the art of writing texts that sell, inspire and persuade. Its strength lies in the combination of psychological principles, marketing strategy and linguistic creativity. Good copywriting can not only increase sales, but also build a long-term relationship between brand and customer.
