Why it’s important to know about Copywriting for your business in 2019.
Recently, I was sitting at my usual office space (Starbucks) doing some research for a client’s ad campaign. While I am in my usual moment of forced solitude (sticking my headphones into my ears and blasting my work playlist), today was a bit different.
I was meeting a colleague who, upon finding me with my thumbs cranking away, asked — “what yuh doing?”
My response — “copywriting!”
The blank stare and following quizzical look on his face startled me. After exploring his quizzical look through a short discussion I realized how little people, even in the business world, understand about copywriting.
This truth was hammered home when he asked if I enjoy writing about legal topics like that. This hasn’t been the first time, but I’m hoping after this article it is the last.
Observations and comments often point to the confusion of copywriting. Although distinct when easily written, it can cause some serious confusion when discussing topics like graphic design, branding and website design — or creative work in general.
What we know most when talking about “copyright” is that it’s a legal term of some sort. Copyright is the legal means of protecting an author’s work. It’s a specific type of intellectual property that provides exclusive rights to publication, distribution and usage from the author. The types of work covered in this include books, poems, songs, films and website or content.
BUT WHAT IS COPYWRITING?
Copywriting is considered to be the words written for ads, magazines, websites and publications. It’s also the words we use for web or online content.
Copywriting has only recently (by recent I mean 10 years — although it may be shorter here in Trinidad and Tobago) started to get attention given the amount of web-based content being generated, along with the changes in marketing and advertising of businesses through social media.
If you’ve ever spoken to someone who sounds confused when they explain what copywriting is… well you’re on the right track. It’s often hard to explain. Copywriting is a vast job that encompasses many different hats in the business world — while being under-appreciated if I'm truthful. The term and role is so hard to define that even Dictionary.com has a difficult time explaining it — given their explanation: a writer of copy.
The term copywriting is often used synonymously with content writing, and while both can be one and the same, the purpose behind copywriting and content writing are different.
Content writing is the use of words to inform the audience. Copywriting is the use of words to trigger action. The distinction is often only clear in their particular and separate purpose. A blogger can be considered a content writer, but a copywriter he is not — at least not until he uses his gift of gab and the written prose to spur action!
SO IF A COPYWRITER WRITES WORDS FOR ADS AND TO PROVOKE ACTION, HOW DOES HE/SHE GO ABOUT IT?
Well, let’s start here. Traditional marketing is suffering, so the use of prose for printed material, brochures and magazines is losing interest. The world is now an online stratosphere of zooming information, able to be gathered from anywhere.
A copywriter fits into this mold, along with his content writing counterparts, by focusing on inbound marketing or marketing with a purpose of grabbing the attention of an interested audience and directing that audience to take action on a particular product, service or offer. This includes blog posts, articles, infographics, headlines, website copy, product descriptions, social media posts… you get the gist!
Copywriting starts at the beginning of every single marketing campaign. It involves finding unique traits and commonalities in customer pain points and understanding the platforms, marketing tools, keywords, buyer’s journey and what triggers or attracts attention in a strong, trustworthy and unique way.
SO WHAT IS A COPYWRITER’S ROLE AND FUNCTION?
A copywriter has to be someone good with words, who has the ability to convey a message to an audience. But it doesn’t end there.
If you’ve done the research, most copywriters you speak to mention that their role is one-third editing, one-half research and actual writing comes in around 6–8%. Understanding aspects of project management and getting tasks done on time is also a big plus. It’s a pretty all-encompassing job that takes some serious time, management and consideration, along with being very customer-focused.
Not everyone can become a copywriter. It takes time, specific skill sets and practice. It takes working with agencies, freelance designers, marketers and owners in a collaborative effort to bring a sustainable brand and business value.
There really should be no excuse to fall into the copyright/copy-write trap from now on. But if you’re still confused, you can always ask… or find someone typing away at the keys and ask them what they’re doing!
