What is Copywriting?
Copywriting is material written to advertise or promote a product, service, idea, concept or opinion.
The Difference between Writing Copy and Copywriting
Copywriting can sometimes be confused with writing copy.In this context, copy can mean:
- A journalist's subject matter or source material
- Written material that is to be set in type and printed
- Any written material
On the other hand, copywriting, in the strictest sense of the word, is a marketing technique. It may involve:
- Writing in catalogues
- Brochures and Leaflets
- TV and radio commercials
- Taglines on posters
Copywriting Techniques
There are many different styles of copywriting.Obviously the type of copywriting required to promote an electrical product will be completely different from that used to promote a course in a university prospectus.
There are also many different methods of copywriting.
On the internet, you often come across the virtual equivalent of the hard sell. This is when a sales pitch is punctuated with a lot of exclamation marks and filled with superlatives. The product is the biggest, the best or the fastest or the most life-changing and can make you the richest person in the world if you just BUY NOW!!!
There is also the more subtle, advisory or consultative approach where you are provided with helpful information or free resources before you are persuaded to buy, read or hire.
Slogans, buzz words, jingles and hypnotic copywriting are among the many writing techniques that are used to entice people to buy into a product, service or idea.
Three Stages of Copywriting
According to the experts, there are three vital stages involved in the process of writing to promote a product or service.- Identifying what the customer wants from the product or service and entering into the
customer's mindset
- Identifying the benefits of the product or service
- Connecting what the customer wants with the benefits of the product/service and expressing how the product can solve or improve their situation through the written or spoken word
If you are looking for a copywriting service, read the Copywriting Services page for more information.
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