Generally speaking, it is writing that promotes a person, opportunity, opinion or idea.
Since we mostly discuss online marketing on this blog, we’ll just assume the writing will be on a website, email, social media or ad.
There are of course other mediums that use copywriting and copywriters – radio ads, television ads, posters, bus
ads, magazine ads, newspaper ads etc. You get the idea.
And the point behind writing copy?
It is specifically designed to entice, persuade, motivate a listener or in the case of a website, get a reader to take action.
That action could be anything from opting into a freebie to purchasing a product or service.
By the way, you can also use copywriting to convince a reader to NOT do something or not believe something.
What types of materials use copywriting?
Body copy, slogans, headlines, taglines, sluglines, captions, scripts, news releases, research and white papers.
A pretty extensive list isn’t it?
Copywriting is a good line of work to be in if you are any good at it, as you will always have work.
Copywriting when used on websites usually refers to the style or method of writing and wording content that is slanted to achieve higher rankings with the search engines.
This is actually called content writing which means the proper placement of keywords and (keyword) phrases on a website.
At one-time writing content for websites was a means of getting better rankings because the writing was geared to the search engine algorithms.
That is not the case any longer and writing is now more geared to human visitors AND search engines.
The trick with this type of writing is to produce fluent and readable copy/content written with an eye to search engine optimisation.