What is Copywriting? A Definition
If you are new to business, or don't come from a marketing background, then you may be asking yourself: what is copywriting? After all, it's not a word you come across every day. But you will come across examples of copywriting every day. In this article I will explain what copywriting is.
What is Copywriting?
Let's start with a simple copywriting definition. According to the leading content marketing website Copyblogger:
“Copywriting is the art and science of strategically delivering words (whether written or spoken) that get people to take some form of action.”
What is Copywriting? Breaking it down
If we break that down further, we can see what value copywriting can add to your business.
Art and science: Many people think of writers as creative types, and copywriters are creatives too. The big difference is that we use science to make our writing more effective. We use psychological triggers to encourage our reader to buy.
Strategically delivering: Copywriting follows a plan, it has goals, it is measured after publication. It is not as simple as just throwing words on a page.
Get people to take…action: And here is the crucial part. Copywriting is words that drive an action. Often this action is to get a quote, or to buy a product.
I think that copywriting is the most powerful function of marketing.
Why is copywriting so powerful?
Words are powerful.
They can unlock our deepest emotion.
They can make us laugh.
They can make us cry.
They can make us scared.
They can make us buy.
When I started writing that list, I had no intention of making them rhyme, but I think it's more memorable this way.
But that point is a serious one.
It is how you make use of words that will decide whether your customer buys from you, or someone else.
Here are three simple ways that copywriting can help to make a customer buy:
- They explain the benefits of your products and services to your customers. They show what problems they can solve – and we all like it when a product solves our problems
- They help your customer find your product. If you have an online presence for your business then copywriting is crucial. Copywriting uses search engine optimisation (SEO) techniques to improve your rankings in Google. It used to be enough to mention your keywords many times on a webpage to rank. But those days are gone, and web or SEO copywriting is now a skill. Copywriting uses words effectively, so that you can rank higher.
- They help to build trust with your customers. A doubtful customer never buys, so being able to build trust with your audience can make a big impact on your sales.
Having read this article, I hope you can now answer the question: what is copywriting?