Before we begin, let’s establish some context. When most people hear the term ‘copywriting’, they automatically think of ‘commercial’ writing; however, there is a vast difference between the two.
‘Commercial’ copywriting is what you would write if you were pitching an idea or product to a business—typically, an ad agency or marketing firm. The focus is on selling a product or service, and the ultimate goal is to generate revenue. In some cases, this could mean generating Leads, but often it’s about gaining support or gaining interest in the product or service. You’ll often see ads that have been written by copywriters that work for marketing or advertising agencies. These are ads that companies pay big bucks to have run in prominent places like the New York Times, USA Today, or even on primetime television.
On the other hand, ‘creative’ copywriting is what you would write if you were passionate about a product or idea and had a vision for how to communicate that product or idea to a specific audience. With creative copywriting, you are not simply writing to ‘sell’ something. You are inspired by the concept behind the product or service and want to communicate that concept to a specific group of people.
You might write a piece for a blog that gets hundreds of thousands of views. Or, for a larger company, you might write a whitepaper or an eBook. In either case, you’d be writing for an audience that is more inclined to listen, understand and act on your advice. Finally, let’s not forget about ‘brand’ copywriting. This is what you would write if you were tasked with creating a brand identity for an organization or product. For instance, when you think of ‘Red’ Apple’s identity, the first thing that maybe pops up in your head is ‘I buy red apples’, but the brand identity of Red Apple goes far beyond ‘I buy red apples’. You would be creating content to help people understand what it is that Red Apple does. In some cases, this could involve using humour to make a point about the benefits of certain products. So, if you have a knack for speaking to your audience and are passionate about a product or service, why not try your hand at copywriting? You could be the ‘go-to’ person for that product or service. Imagine how wonderful this would be for your personal or professional growth!
The Difference in Philosophy
Although there is a lot of crossover between the two, there is a fundamental difference in the philosophies that underlie commercial and creative copywriting.
In commercial copywriting, the focus is on generating revenue. Accordingly, the main goal is to sell a product or service, and the copy should be written to maximize the conversion of those leads into sales. On the other hand, with creative copywriting, the focus is primarily on communicating the message of the product or service and should be written to educate or inspire the audience. In this case, the main goal is to gain support for the product or service, and the copy should be written to encourage those people to act, think or feel differently about the subject matter at hand.
Now, let’s get to the good stuff…
Why Should You Learn Copywriting?
Copywriting is a skill that every marketer, publicist and brand manager should have in their arsenal. Indeed, if you have a strong background in copywriting and can prove that you can write top-notch ads, you’ll be set for life. Believe it or not, but many top-notch publications won’t even consider publishing an ad that doesn’t have a substantial amount of copy on it. So, you’ll be providing the copy, and the advertisement will be what it is because you didn’t write enough of it. In other words, learning copywriting is like adding credibility to your resume.
The Demand For Copywriters is On the Rise
‘Copywriters’ are in high demand. The American Association of Advertising Agencies (4A’s) reports that the number of people working in advertising and marketing roles will more than double by next year.
According to the agency, by 2022, there will be a massive 40% increase in the number of people working in advertising and marketing roles. Moreover, the average salary for a copywriter is around £55,000 per year. So, if you can get yourself a job as a copywriter, you’ll be set for life.
In light of this, it’s no surprise that the number of people looking for copywriting jobs has risen by 17% in the last year alone. Indeed, as a copywriter yourself, you’ll be grateful to know that you can land yourself a steady stream of job opportunities.
If you’re looking for a new challenge and want to put your skills to the test, why not consider learning copywriting? Moreover, if you can prove that you can write compelling ads, you’ll be able to command a higher salary and will have more job opportunities.