A Brief History of Copywriting
If you’re reading this, I assume you have a working knowledge of copywriting. If not, here’s a quick refresher course.
Humans have always been fascinated with words. Since the dawn of time, scribes have been enthralling readers with their stories. Whether you’re a writer or a reader, everything comes down to words.
During the Renaissance, people started asking for stories differently. No longer content to just listen to narrative poems or watch performing arts plays, audiences now wanted something more. They wanted to participate. They wanted to be a part of the storytelling. They wanted to be involved.
Around this same time, Johannes Gutenberg began publishing his famous books, which featured beautifully illustrated stories. Although his books were meant for education purposes, they were so successful that he had to hire more people to keep up with the demand. His business grew so much that he had to move to a bigger and better location. Today, we know him as the man who discovered and standardized the printing press, which changed the world as we know it.
As people became more involved in the story, they also wanted to be more involved in the telling. This trend continues to this day, and today we have a much more prominent place in our society for writers and storytellers. From Hollywood blockbusters to YouTube comment sections, we can see countless stories being told every day.
What Is Copywriting?
For those of you who are already familiar with copywriting, you can skip below and go directly to the next section.
Simply put, copywriting is the art of crafting words that will persuade the reader to take action, to click a link, to buy a product, or to choose a service. If you’re reading this, I assume you either work in copywriting or will work in copywriting at some point in your career. If not, I apologize in advance because this article is going to be a little dry.
Before you begin copywriting, it’s important to know what you’re trying to achieve. You need to be very clear on the purpose of your writing. Is it to persuade someone to click a link, buy a product, or to sign up for a service? Knowing the answer to this question will help you determine what tone to take in your writing.
If you’re crafting online content, you’re usually aiming for some combination of these results: engagement, sale, and leads.
The Difference Between Content Marketing, PR, and Copywriting
If you’re new to the field, you may wonder what the difference is between these three terms: content marketing, public relations, and copywriting. Let’s briefly discuss each one.
Content marketing is all about creating and distributing content that will interest and be valuable to your target audience.
PR is an abbreviation for public relations, and it essentially involves getting the word out about your product or service through responsible and ethical communications. You’re trying to establish credibility by demonstrating that you’re a reliable and trustworthy source of information.
Finally, copywriting is the process of crafting words that will engage and persuade the reader.
In a nutshell, content marketing is about spreading brand awareness and attracting potential customers to your products or services via compelling stories, videos, infographics, etc. In contrast, public relations is about establishing credibility and trust with journalists, bloggers, and other media personalities who have an audience that you can benefit from.
Copywriting, at its most basic level, simply means you’re taking the written word and using it to persuade the reader. This might mean crafting a compelling email pitch or organizing a stellar press release to drive engagement and gain media coverage.
The Many Roles of a Copywriter
If you’re reading this, I assume you either work in copywriting or will work in copywriting at some point in your career. If not, I apologize in advance because this article is going to be a little dry.
Before we begin, it’s important to note that the role of a copywriter can vary from taking the written word and using it to persuade the reader, to actually engaging with the reader and creating something of value. For example, there is a role called marketing communications officer who essentially does just that – they craft compelling marketing materials to communicate important brand messages and engage with potential customers. This role would require a masterful knowledge of marketing and communications, persuasive writing, and the ability to translate a marketing campaign into compelling content.
In a nutshell, a copywriter can take a very technical document and turn it into something that anyone will understand and appreciate. They might take an HR policy document and turn it into an engaging, easy-to-read article that explains the purpose of the policy in simple terms. In some cases, they are the face of the company, creating marketing materials such as websites, social media profiles, and sales letters that will engage with customers and potential customers.
The Requirements to Be a Copywriter
If you’re thinking about becoming a copywriter, here’s a quick overview of what you need to know and consider:
1. You need to be able to write. I’m assuming you either are a brilliant writer or have an excellent ear for copy. If you’re wondering if your writing is up to par, there are plenty of online tools that you can use to check your work. Grammarly is one of the most popular apps for language tutoring, and it’s a fantastic tool for checking spelling, grammar, and vocabulary. Grammarly is also available as a browser plugin, so you can use it without needing to download a new app. If you’re looking for a free online tool to help polish your writing, I highly recommend Grammarly.
2. You need to have an eye for design. A well-designed website can say a lot about a business. When someone visits a website and doesn’t have a clear idea of what the site is about, the design usually plays a big part in luring them in. A well-designed site will make the person browsing it feel as though they’ve stumbled upon something valuable. A poorly designed site can look like a complete mess and even hinder a business’ bottom line if people don’t have the time to navigate it effectively.
3. You need to be a good creative thinker. In today’s world, copywriters have to be excellent problem solvers. For example, say a company has produced a series of advertisements for their new product and the results weren’t impressive. They decide to try something different and ask the copywriter to come up with an idea for an ad campaign that will boost sales.
What would you suggest? The copywriter thinks for a moment and then replies, “Why not promote the product as a women’s garment?”
4. You need to be a quick learner. The world of copywriting is constantly changing and evolving. With each new edition, there are new ways to do things and new terms that you need to learn. A good copywriter is always willing to learn and keep up with the times. It’s also important to have the drive to succeed and the motivation to keep learning. Sometimes, being the best means becoming the best at what you do. In that case, you’ll need to be the best copywriter in the game.
If you’re interested in a career in copywriting, you can apply to this reputable apprenticeship scheme that will prepare you for a career in digital marketing. According to their website:
“The Apprenticeship Scheme is a unique education and training program that provides you with the solid corporate foundations you need to succeed in business. This hands-on approach means you gain real world experience while also continuing your education via tailored learning bundles filled with essential knowledge and skills.
To qualify, you need to be studying Applied Sciences at a university or college, have a solid academic record, and be able to pass a proficiency test in English.
Once you’ve applied and been accepted, you’ll begin your journey as an Apprentice, gaining valuable job skills and meeting experienced professionals who can guide you on your journey to becoming a full-fledged professional. And don’t forget – if you’re reading this, you already qualify. All you need is a laptop (or other portable device), some reliable wireless internet service, and you can get started.
The Pay Scale
If you’re interested in a career in copywriting, you can apply to this reputable apprenticeship scheme that will prepare you for a career in digital marketing. According to their website: