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What is Copywriting Advertising?

You may be familiar with the term “copywriting” if you’ve ever seen ads on the internet or on your phone’s screen. Copywriting is the process of crafting compelling advertising copy – like the ads you see online – that will draw readers to your product or service.

But what exactly does “copywriting” mean? And what does it stand for? And what is “copywriting advertising”?

What is Copywriting?

Copywriting is an umbrella term for many different writing-related jobs, such as content marketing, product descriptions, and advertising copy. Aspiring copywriters should have a good understanding of how traditional writing structures and organizational skills can be applied to the digital world.

Traditional copywriting involves crafting speeches, articles, and other forms of written content for politicians, businesses, and other organizations. Traditionally, copywriters will follow a simple three-step process to produce effective persuasive text:

  • Step one: Identify the problem (or opportunity) that the text is meant to solve
  • Step two: Craft the solution to the problem (or pitch the opportunity)
  • Step three: Generate supporting evidence for the solution (or pitch)

In the digital world, however, things are a bit different. When a business owner or marketer wants to advertise her product or service, she typically turns to ad agencies or in-house marketing teams to do the writing for her. With the proliferation of copywriting agencies and in-house marketing departments, this trend has led to an increase in the number of copywriters specialized in advertising.

What is Copywriting Advertising?

Like many other forms of advertising, copywriting for advertisers can be considered a type of marketing communication, which is defined as the “process of communicating a company’s marketing message to various audiences”.

Although the methods and structures of marketing communication are fairly standard, the methods of advertising are not. In fact, advertising is a very different beast altogether:

  • It is a form of marketing communication that is often mass-produced using semi-automated methods (e.g., copywriting software or in-house content producers).
  • It is not necessarily intended to be used for sales (e.g., the advertiser does not necessarily want to buy the product after reading the ad).
  • Its goal is often to inform, rather than persuade (e.g., the advertiser seeks to spread the word about a particular product or service, rather than to convince the reader to purchase it).
  • Often, advertising text will be presented and organized in a way that is separate from — and more accessible than — the normal text of the marketing material (e.g., product brochure, website content, etc.).
  • Although many people think of marketing material when asked about copywriting, advertisements are often considered a type of marketing material (hence the reason why they are often grouped together).
  • Finally, the output of a good copywriter is not always a single, polished piece of writing. Often times, ad copy will be strung together from a number of smaller units (e.g., headlines, subheadings, individual sentences, etc.).

How Do I Get Started As A Copywriter?

If you’ve ever considered a career in writing, you may have wondered about how to get started. As mentioned above, traditional copywriting involves following a three-step process to produce effective persuasive text:

  • Identify the problem (or opportunity) that the text is meant to solve
  • Craft the solution to the problem (or pitch the opportunity)
  • Generate supporting evidence for the solution (or pitch)

If you’re interested in pursuing a career as a copywriter, the best place to do so is from the perspective of a business or brand. Begin by inquiring about the problems that your target audience might face. Through case studies, you can demonstrate how your proposed solutions may address those problems. Finally, you can propose ways in which your target audiences might benefit from or “use” your product or service.

Advantages Of Working As A Copywriter For An Advertiser

One of the many advantages of working as a copywriter for an advertiser is the access you have to high-quality content. If you’re not working from a freelancer’s standard contract, you’ll be given access to proprietary databases and websites that may contain all the material you need to get started. You don’t have to search for information or copy whatever is available on the web; the advertiser will provide you with a ready-to-use resource.

Another advantage is the variety of tasks you’ll be expected to perform. Not only will you be writing ad copy, but you’ll also be expected to conduct market research, write product descriptions, or create social media campaigns. Additionally, being a copywriter often means you’ll be working with a team, which might mean you’ll have the opportunity to learn from more experienced individuals.

Disadvantages Of Working As A Copywriter For An Advertising Agency

Although there are many advantages to working as a copywriter for an advertiser, there are also some disadvantages. First, you’ll usually be working for a larger company, which means there is more risk of being overlooked or under-utilized. Second, if you’re not experienced, it might be difficult to get promoted to lead writer or copyeditor. Third, the work-life balance can be tough, especially if you’ve not mastered the art of negotiation.

But if you’re looking for a stable career in writing, advertisers offer a wide variety of opportunities. Ultimately, it is up to you to decide if the disadvantages of working for an advertiser outweigh the advantages.

What Is A Commercial Journalist?

You might be familiar with the term “journalist” when reading traditional print newspapers. However, there is a specialty within the field of journalism that is often overlooked: commercial journalism. Although there are no specific accredited degrees available in commercial journalism, a sound understanding of basic reporting principles and digital journalism skills is all you need to get started. In this guide, we will discuss the essentials of commercially journalistic writing.

What Is Commercially Journalistic Writing?

Commercial journalism is a specialty within the field of journalism that involves writing for companies – both large and small – in the commercial realms (e.g., corporations, businesses, organizations, etc.). While traditional journalists might focus on news from a single industry or niche, commercial journalists might be asked to report on a wide variety of topics, including business, economics, sport, entertainment, etc.

This is because many companies have a broad base of customers (e.g., retailers, service providers, etc.) and thus a journalist might be expected to write copy for a wide variety of industries.

Additionally, many companies have marketing departments that require the journalists they work with to be familiar with a variety of topics. For example, a marketing team might be asked to write a blog post on the topics of digital marketing, social media, websites, ecommerce, email marketing, etc.