By Ben Griffin
Are you intimidated by copywriting?
If your answer is yes, welcome to how 99% of marketers feel.
If your answer is no, are you some kind of wizard?
Copywriting is the reason why people buy something.
There’s a reason copywriting is so intimidating—because copy is the straw that stirs the money milkshake. Copywriting is the reason why people buy something. Copywriting is the text that makes somebody stop thinking, “I can live without it” and start thinking, “Why am I living without it?”
That’s a lot of pressure to put on a series of words.
That’s why I’m going to give you an in-depth look at what copywriting is, how it has changed with the rise of digital marketing, and the different types of copywriting, as well as provide tons of examples for you to find inspiration.
The goal is for you to walk away with a wand in your hand ready to cast your copywriting spell on every ice-cold lead and prospect you encounter.
What is Copywriting?
Officially, copywriting is defined as:
“The activity or occupation of writing the text of advertisements or publicity material.”
Let’s put that dictionary definition into everyday examples.
Copywriting is the content you see written in the caption of a Facebook ad. It’s the headline of a Google ad or the description of a YouTube video. It’s the text on a website, from the landing page to the product page.
Outside of digital marketing, it’s the text written on billboards, the title of a newspaper article, and the sign outside of a brick-and-mortar store.
When people talk about “clickbait” headlines, they’re talking about copywriting. Copywriting motivates people to click on a website, tells them why they need to buy the product, and persuades them to swap their money for goods and services.
As we talk about copywriting throughout this article, we’re talking about content put on websites, social profiles, ad campaigns, and email campaigns that are designed to make somebody want to buy a product, become part of a community, sign up for a free offer, etc.
What is Copywriting NOT?
The short answer: pretty much any other type of writing.
Copywriting is intended to move you to action. It is strategical and to the point. So anything that doesn’t do that? Not copywriting. A blog post about Facebook ads? Not copywriting. That book on your shelf that talks about what copywriting is that you haven’t read? STILL not copywriting.
See copywriting is often confused with content writing. But they aren’t quite the same.
- Content writing is this article in its entirety
- Copywriting is the text you see promoting the DigitalMarketer products within this article
See the difference?
But there is often some level of overlap.
Content writing says, “Here’s some free value in the form of useful information. If you feel like it, check out our other useful information or get it delivered to your inbox, sign up for a free trial, etc.”. It’s usually longer form content (500–3,000+ word articles).
Copywriting doesn’t beat around the bush. It says, “Sign up for this free thing” (in a …read more
Read more here:: digitalmarketer.com