I used to think that copywriting was just about getting words on paper. Boy, was I wrong. Turns out that there’s a lot more to it than meets the eye. So let’s explore what copywriting is and why you need to know about it.
Key Differences Between Marketing and Copywriting
There are some pretty significant differences between marketing and copywriting. For one thing, marketing is usually the strategic side of the business while copywriting is more of an editorial role. This is to say that marketers usually work with a business’s management team to create marketing plans while copywriters work more independently. However, in a lot of cases, marketers can and do get involved with the editorial side of things when they’re working with a brand to develop copy for online and offline media.
Another important distinction between marketing and copywriting is that marketing is often considered to be a short-term activity. So if you’re doing your job correctly, your overall goal is to drive traffic to a web page, social media account, or physical location and then convert that traffic into paying customers. With that in mind, your goal is to gain as much attention as possible for your product or service in the least amount of time. So it’s more of a numbers game with marketing.
On the other hand, copywriting is usually seen as a long-term activity. This is because once you’ve written the copy for a given piece of marketing material, you’ll usually be called upon to write more for that brand or company. So a copywriter’s goal is to create compelling content that will remain at the forefront of a potential customer’s mind for days, weeks, or even months afterward. This comes in the form of a lot of e-mails, online articles, and more.
What is Copywriting?
If you’re reading this, I assume that you know what copywriting is already. But just in case you need a refresher, copywriting is the process of creating compelling content for print, online, and other forms of media. This content can be anything from blog posts to ads to social media posts to e-mails to white papers, case studies, etc.
It involves everything from the pitch to the copy to the design of the piece.
So what exactly is copywriting? Essentially it’s a way to communicate your marketing strategy clearly and compellingly to potential customers. Your copy should be easy to understand and memorable so that it not only grabs your audience’s attention but also sticks with them long after the editorial is over. Good copy is also searchable and trackable so that you can measure the effectiveness of your efforts. Finally, your copy should be unique and offer value that can’t be easily found elsewhere. If you can accomplish all of this while adhering to brand guidelines and speaking in the voice of your customer, then you’ve accomplished something wonderful.
The Three Ps of Copywriting
It’s helpful to think of copywriting as having three Ps:
- People
- Product
- Place
The first P is people. To be compelling, your copy needs to be able to speak to people, not just to a faceless audience.
The second P is product. To be compelling, your copy needs to speak to the people, not just about the product.
The last P is place. To be compelling, your copy needs to speak to the people, not just about the place.
I know what you’re thinking. You’re thinking that all of this sounds really, really hard. And you’re right. But it’s worth it. Doing marketing right is very, very difficult. But doing copywriting right is worth it a hundred times over.
Why Should You Learn Copywriting?
There are a few important reasons why you should learn copywriting. The first is that it’s a great way to differentiate yourself from other writers. If you can demonstrate that you have a unique voice and are capable of crafting compelling pieces, it will be much easier for you to get work in the future. Second, learning to write compelling copy will make you much more marketable in the future. Third, being able to write compelling copy for various platforms will make you much more versatile in your job search. Last but not least, being able to write compelling copy can open up a whole new world of opportunities for you. Just remember that writing is not an exact science and can be very subjective at times so be sure to learn as much as you can even if it’s not perfect.
Why should you learn to read copy?
Reading copy is very similar to writing copy. You’re going to be reading a piece of text (usually from a website) and being required to determine the meaning, tone, and intended effect of the copy. So, it makes sense that you would learn to read copy. You don’t need to learn to read copy to be a good writer. But it’s always helpful to be able to analyze copy, especially when you’re trying to write your own. You can utilize a simple formula to go through any piece of copy and determine its effectiveness. First, find the hook. Second, find the gap. Third, expand on the hook. And finally, close with a compelling call to action.
The Importance of Getting It Right
One of the most important things that you should learn is how to get it right. Like I said before, copywriting is difficult. It takes a lot of practice to be able to pull off. So if you’re new to the process, be sure to learn from the best. And, as we’ve established before, the best way to learn is by doing. The more you do, the more you’ll be able to learn. Just make sure that you’re focusing on the right things. One thing that’s critical to getting it right is getting feedback. So don’t be afraid to ask for help from people who are more experienced than you are. I know that it’s scary to admit that you’re not perfect, but getting it right is more important than being perfect.
What are some of the most common mistakes newbie writers make?
It’s important to remember that no one’s perfect, and that’s a fact. But there are a few common mistakes that newbie writers make that can be very hindering to their overall progress. Here are some of them:
Not Having A Clear Goal In Mind
A lot of times, newbie writers will just sit down and start writing without having a clear goal in mind. And, you know what? That’s a good thing. Because, otherwise, you’ll just end up with a huge dud of a piece that no one wants to read. When you do have a clear goal in mind, it’s easier to craft a compelling piece. And that’s what’s important here. You want to craft a compelling piece that will encourage your audience to take action, to buy your product or service. This makes your goal much more clear and the entire process much more logical.
Overusing Examples
Another mistake that a lot of newbie writers make is using way too many examples in their writing. This is something that you should avoid like the plague. When you use examples, it makes your article seem a bit more real and, therefore, more compelling. But as much as you want to use examples to make your point, you should only use a couple at the most. Otherwise, you’ll just be overwhelming the reader with too many words.
Not Using Short, Sharp Sentences
In English, when we say something, we’re generally trying to use short sentences. Because when we use short sentences, it seems like we’re being more direct and to the point. So if you decide to write an article, make sure that you’re using short sentences. That way, when someone reads it, they’ll just get the message and not get bogged down in extra words.
Writing In The Third Person
As a general rule, we don’t like to use the third person when writing. The third person adds an extra layer of abstraction to the piece, making it less personal. Using the third person makes it seem like you’re simply reporting on someone else’s experiences. And when you use the third person, it takes longer to get through the entire article. So, whenever possible, try to avoid using the third person.