You might be wondering why copywriting is called “copywriting” and not something else – like “blogging” or “content marketing”. Let’s look at the history of copywriting and how it all came to be.
Origins Of The Term
It all started with the “Great American Novel” published in 1881. Like many other works of literature from the time period, The Great American Novel used advertising to fund its creation. Back then, people were learning to use pen, paper, and ink – which is where the “writing” part of the copywriting definition comes from.
With the invention of the typewriter in the early 20th century, entrepreneurs started using the machine to create advertisements. So it wasn’t just limited to novels anymore. Soon after, in the words of E.B. White, “copywriting was born”.
Copywriting Versus Other Forms Of Writing
Like many other professions, copywriting used to be considered “gentlemen’s work”. Only “gentlemen” were allowed to do it. Yes, women were allowed to “dame” other things back then (such as dressmaking and millinery). However, copywriting was still considered an “upper-class” activity. In fact, copywriting was often seen as a form of “poetry” – and it still is!
The term “copywriting” wasn’t always used in reference to advertisements. Sometimes, it was used to refer to any kind of “literary” or “journalistic” writing. For example, in 1901 Upton Sinclair used the expression “copywriting for hire” when describing his work for The American Journal of Cancer.
Since the early days of copywriting, the profession has consistently evolved. Today, it is a combination of all of the following:
- Advertising
- Copy
- Editorial
- Journalism
- New media
Why Copywriting?
You might be wondering why copywriting is called “copywriting” and not something else – like “blogging” or “content marketing”. Let’s look at the history of copywriting and how it all came to be.
Since the early days of copywriting, the profession has consistently evolved. Today, it is a combination of all of the following:
- Advertising
- Copy
- Editorial
- Journalism
- New media
Let’s take a look at each of these in more detail.
Advertising
Advertising started off as “commercial writing” – the written word used to promote a business – but has since evolved to include all types of marketing communications. Commercials can still be considered the “roots” of advertising, but modern-day advertising is a combination of all of the following:
- Public Relations
- Marketing
- Sales Promotions
- Advertising
Writing for the media, whether it’s creating a press release or pitching a story for a newspaper, magazine, or blog – all of these were at one point considered “forms of advertising.” Nowadays, even “traditional” advertising is considered a combination of all of these elements.
Copy
Back in the day, a copywriter would take an idea or a story and turn it into a piece of writing – such as an ad or editorial. The person who came up with the idea would be the “senior” person on the writing team, while the person who actually typed the words would be the “junior” person. Just like that.
Today, copy is only part of a writer’s toolkit. It is also considered a separate profession altogether – like public relations and marketing (which was mentioned earlier). Nevertheless, all of these elements – journalism, commercial writing, and copywriting – evolved from the same roots:
- Writing
Editorial
An “editorial” is a form of opinion or subjective writing that is meant to be unbiased and is usually placed in a newspaper, magazine, or on the web to enlighten or persuade the reader. While editorial follows a set format, it can still be considered a form of advertising because it is meant to draw readers into the action – and boost a company’s or brand’s visibility.
In the past, an editorial was seen as “purer” or more professional than other types of content because it was presented as an argument or reasoning instead of simply an entertaining story. However, today, just about anything goes in an editorial – from the type of paper and ink used to the tone of the writing. It can be as professional as you want it to be.
Journalism
“Journalism” is the practice of gathering information – usually from newspapers, magazines, and online publications – and presenting it in a way that is meant to be objective and factual. When a journalist writes an article, he or she is doing so with the intention of telling the truth and not misleading the reader. Of course, everything is not always reported objectively, but the ideal is to present information without any judgment.
In terms of the format, a typical journalistic article follows a set structure, which includes a headline, a lead paragraph, four to six sub-headlines or “bullets” that make up the body of the article, and a conclusion.
As for the content itself, the ideal is to write something that is both objective and factually accurate. However, this can be difficult to achieve because, at some point, someone has to take the raw facts and present them in a way that is interesting, engaging, and somewhat persuasive.
You might be wondering why copywriting is called “copywriting” and not something else – like “blogging” or “content marketing”. Let’s look at the history of copywriting and how it all came to be.
Since the early days of copywriting, the profession has consistently evolved. Today, it is a combination of all of the following:
- Advertising
- Copy
- Editorial
- Journalism
- New media
Let’s take a look at each of these in more detail.
Advertising
Advertising started off as “commercial writing” – the written word used to promote a business – but has since evolved to include all types of marketing communications. Commercials can still be considered the “roots” of advertising, but modern-day advertising is a combination of all of the following:
- Public Relations
- Marketing
- Sales Promotions
- Advertising
Writing for the media, whether it’s creating a press release or pitching a story for a newspaper, magazine, or blog – all of these were at one point considered “forms of advertising.” Nowadays, even “traditional” advertising is considered a combination of all of these elements.
Copy
Back in the day, a copywriter would take an idea or a story and turn it into a piece of writing – such as an ad or editorial. The person who came up with the idea would be the “senior” person on the writing team, while the person who actually typed the words would be the “junior” person. Just like that.
Today, copy is only part of a writer’s toolkit. It is also considered a separate profession altogether – like public relations and marketing (which was mentioned earlier). Nevertheless, all of these elements – journalism, commercial writing, and copywriting – evolved from the same roots:
- Writing