When it comes to copywriting, there are many ways to describe the specific skill set required. However, not all of these terms are used consistently, which can make it difficult to pinpoint exactly what makes up a good copywriter.
As a copywriter, you need to be able to write compelling, persuasive copy for both websites and publications. You’ll also need to be able to analyse the performance of your work, identifying the parts that worked well and what could be improved upon. With this in mind, here are five terms that you should know, defining them and how they relate to one another.
1. Persuasive
In one sense, persuasive copywriting is simply good writing that is more likely to convince the reader to take some kind of action, whether it’s to buy a product or service, make a donation, or simply to read an article. The key question is whether or not the reader will believe what you have written and accept your viewpoint. If they do, you have accomplished your goal.
In another sense, persuasive copywriting is used more specifically when referring to the use of specific sales strategies, including but not limited to: argumentative, adversative, contrast, and combination. These are terms that you may come across if you’re searching for a job in copywriting as a business owner or freelance copywriter. When used together, they can help you determine the best strategy for converting a reader into a paying customer.
2. Written Argument
A written argument is a formal writing piece that supports a case, either for or against something. A well-written argument will flow smoothly and logically, using specific evidence to back up a claim. When you’re writing an argumentative essay or article, you are presenting someone with a case, either for or against an idea, and backing it up with reasons and evidence. The goal is to persuade the reader – to either accept your viewpoint or prove you wrong (in which case, you’ll want to write a rebuttal piece!).
The main difference between an argumentative and persuasive essay is that the former is focused on proving what you wrote, while the latter is more focused on convincing the reader to believe your viewpoint.
3. Logical
As the name would suggest, a logical essay questions the validity of something, usually a theory or proposition. The goal is to use the evidence at hand to either prove or disprove the statement being questioned. While it is possible to write an illogical essay, it is quite rare as there are always multiple sides to a question.
4. English
When you write in English, you are writing in the English language. This includes everything from proper English spelling and grammar to the choice of words you use. When you are writing in English, you are responsible for making sure that your meaning is clear to the reader. It is often said that good English is clarity of thought expressed in concise and effective language. In other words, you need to make sure that what you write makes complete sense to the reader.
5. Original
An original piece of work is one that has not been copied or recycled from another piece of work. When you make an original contribution to a field, you are adding something new that will benefit other people. For example, when Martin Luther King Jr. delivered his “Letter from a Birmingham Jail” it was an original piece of work that has had a profound affect on readers worldwide. Today, more than 50 years after it was first published, it is still regularly cited as one of the most important letters in history.
The main difference between original and copied content is that the latter is usually lacking in skill, imagination, and/or passion. In other words, it is generally lazy and/or unfeeling. When you are charged with writing original content, it means you are being asked to take on a task that has not been done before. This can be both a challenge and an opportunity, depending on your approach.
Which Ones Should You Focus On?
Depending on your approach, you may need to specialize in one type of essay over another. For example, if you are asked to write an argumentative essay about the pros and cons of an environmental policy, you’ll need to know what makes up a good argumentative essay. Similarly, if you are asked to write a persuasive essay about the merits of single-payer healthcare, you’ll need to know what makes up a good persuasive essay.
Choosing the right essay topic is important because it will dictate the kind of content you’ll be asked to write. Carefully consider what your area of expertise is and how you can use this to your advantage. Furthermore, take time to find out what your client expects from you and try to match this with what you can offer. This will make both of you much happier with the results and ensure that you both gain from this assignment.