There is a lot of confusion regarding the meaning of copywriting services. We will clear up the terms that you need to know.
Copywriting vs. Content Writing
Copywriting is the process of making marketing material – whether that’s a sales letter, press release, website content, or product description – so that it uses words to persuade the reader to take a certain action. This action could be buying a product, referring a colleague, or making a request for information.
Content writing is the process of making marketing material – whether that’s copy for a sales letter or press release, or web content – but it focuses more on using words to simply inform the reader. It usually takes longer to complete because, rather than trying to persuade the reader, the writer is more like a journalist who is providing information to be absorbed and acted on by the reader.
Copywriting Services vs. ContentWriting Services
What is the difference between a copywriting service and content writing service? A copywriting service will take your copy and, within a set amount of time, will draft a polished, professional version of it. A content writing service will take your copy and, within a set amount of time, will draft the content – whether that’s a sales letter, press release, web content, or product description – but usually not edit it or revise it to fit a brand.
While the output may be the same (the finished product), you as the client will benefit from the copywriting service since it will bring your target audience’s attention to your work, polish your words, and make you seem more authoritative. In other words, it will make you sound more like a business or brand that they should listen to. In contrast, the content writing service provides you with a piece of content that is already formatted and ready to go – no polish, no attention to language, and no regard for how it will appear online or in print. You as the client will have to research keywords, do some social media, and make sure that everything is complete and accurate.
Copywriting and Content Strategy
An important element of any content strategy is to define your copywriting and content strategy. What does this mean?
In the first instance, your copywriting and strategy should work together. Sometimes, you as the client will have a clear idea of what you want to say and how you want to say it – for example, a sales letter to generate leads – and you will need a copywriter to take your idea and write it down in a way that will persuade the reader to act. In other cases, you might need a content strategist to help you identify the right keywords, create a voice for the platform (website, Snapchat, or Instagram), and create a strategy for content distribution. In these cases, the copywriting and content strategy are not as clearly defined as in the first example.
Once you’ve defined your strategy, the copywriter will follow. Does this make sense?
You don’t want to rush into anything. Even if you have a clear idea of what you want, nothing is ever 100% perfect. Sometimes, you will have to revisit your strategy and ask for more details from the copywriter. In these situations, it’s often a case of the more information you provide, the more you will get back. This is because you are not providing clear, enough information for the copywriter to do their job. This means your strategy will evolve as you collaborate with the copywriter.
Sometimes, the strategy will change a little bit. For example, you might want to change the structure of your sales letter to include more CTAs (call to actions) or replace a picture with a graph or table to show the reader more data. In these situations, it’s important to recognize that you both have a shared responsibility for the final product. The copywriter’s responsibility is to write down what you say – that is, to take your input and words and turn them into something that is complete and polished – while your responsibility is to ensure that what they write does what you want it to do. In other words, you want your copy to persuade people to take an action, or you are wasting your time – this is your task, so make sure you’re clear about what you want before you start drafting. Otherwise, it will be difficult to change what the copywriter has done because it will feel like a betrayal of trust. This is why it’s essential to have a clear strategy in place before you begin collaborating with the copywriter. Otherwise, it’s easier for both of you to just go in and do your best – you are both accountable to each other for the end product, but you don’t have to be accountable to anyone else. Your strategy will be your guide for the process, and you will have to revisit it frequently to ensure that the copywriter is staying true to your wishes. In the first instance, you might find that your strategy does not match your initial idea for the piece. In such cases, you will need to work together to evolve your strategy and ensure that what the copywriter produces is what you originally decided would be the best way to approach this assignment. In that way, you can be confident that you are both on the same page and that what the writer produces is what you intended them to produce.
The Importance Of Language
We all speak English. However, not all English speakers are created equal, and this is especially true when it comes to copywriting. You need to make sure that the language you use is both natural and effective. The following are some of the most common mistakes you might make and why you should avoid them:
Using Too Many Adjectives
If you are trying to describe something in a beautiful or grand way, you might end up using too many adjectives. Even worse, if you use lots of superlative adjectives, the reader might begin to believe that your product is beyond amazing and, as a result, may not be interested in what you have to say. When you use too many adjectives, the reader can easily become confused. Instead, try using a few unique adjectives to paint a clearer picture of what you mean.
Writing In A Clutter-Free Manner
If you are writing your sales letter in a hurry, you might end up writing in a cluttered manner. One of the most common mistakes people make is trying to write quickly and, as a result, end up writing in a careless manner. When you are in a hurry, it is easy to let your mind wander and begin typing without considering the most efficient way of writing. The result can be a messy and chaotic writing session. To avoid this, take your time and ensure that your words are chosen carefully and flow smoothly from one to the other.
Overusing Exclamation Points
Another common mistake people make when writing is to use exclamation points like there’s no tomorrow. While you might want to exclaim at certain points in your writing – for example, when you are very excited about something – overusing exclamation points can make your text seem forced and unnatural. When writing, you should use the exclamation point sparingly and only when necessary. In most cases, a dash or period will suffice.
Developing good writing habits takes some time, but it is well worth it. The above points should give you a good idea of what makes for good copywriting. As you learn to hone your skills, you will become more confident in your ability to write compelling copy for any industry or niche. And when you are, in fact, able to write compelling copy, you will be able to enjoy the benefits of effective copywriting for yourself, your family, your friends, and the people you care about. You’ll even be able to charge a bit more for your service, because you’ll be able to promise something better. What’s not to love?