I was in the habit of thinking that marketing was just advertising. After all, the two areoften confused with each other. So, when I first learned about copywriting and marketing combined, it seemed like an obvious match.
I reasoned that since both copywriting and marketing involve the use of words, the two could be merged to form a more comprehensive term: copywriting marketing.
What exactly is copywriting marketing? Let’s examine.
What Is Copywriting?
Copywriting is simply “the art of winning people over with words”. Basically, it’s a form of persuasive writing that is used to convince readers to take a certain action or make a purchase. One of the most basic copywriting tasks is converting a sales proposition into a compelling narrative.
Some strategists consider copywriting to be a subset of marketing. Others consider it to be a separate function, which is why you’ll often see marketers who are also copywriters. It’s a matter of perspective; in the end, it all depends on how you define the term.
The Many Niches For Copywriting
Since the 1980s, when the mass market evolved into a niche one, marketers have started specializing in specific areas of expertise.
Within those niches, they can become very proficient at crafting compelling copy for specific industries. Just think of all the copywriters who focus on financial services, insurance, and real estate. These are industries that often demand a high degree of craftsmanship.
While some prefer to specialize in one area, others like myself believe that broadening one’s perspective yields greater success. Even within the financial services industry, there are specialized areas like marketing analytics, web content strategy, and social media. By taking on a broad spectrum of topics, you ensure that you remain fresh and equipped to address new opportunities. For example, if you’re an analytics consultant, you’ll be expected to maintain close ties to the financial services world, but you’ll also be tasked with writing copy for the healthcare industry.
Why Should You Specialize In Copywriting?
A specialty in copywriting can be an invaluable tool. Let’s say that you’re a financial services company that is looking to expand your digital marketing strategy. Since you’re an expert in the field, you might opt to outsource the work to a copywriting firm. This is especially beneficial if you have a lot on your plate regarding your existing marketing campaigns. By taking on a specialist, you can ensure that the work is delivered on time and of the highest quality. You can’t beat having an expert take care of the nitty-gritty details for you.
With the right training, the right tools, and enough experience, anyone can become an effective copywriter. There are just a few things that you need to keep in mind:
- You must be able to write compelling copy
- You must be able to analyze the results of your efforts
- You must be able to present yourself in the most positive light
If you’re able to meet these criteria, then you’re well on your way to becoming a copywriting marketer or strategist. Keep your eyes open for more opportunities in this emerging field.