The Concise Oxford Dictionary describes a “copywriter” as someone who writes the text for advertisements or advertising material.
In other words, copywriting is the art of writing persuasively. However, to use another definition, copywriting is simply “print sales.”
But before you can write effectively, the copywriter needs to know three things from the inside out:
1. The purpose of the copy (sell, get leads, inform, etc.).
2. The target market your client wants to reach (over 60, women, adolescents, etc.).
3. The customer’s product / service.
Armed with this knowledge, the copywriter begins to create targeted communication.
Types of copywriting
The above definition says that the copywriter writes the text of the advertisements or advertising material.
Ads take many forms. For instance:
or direct mail sales letters
or fundraising letters
or website text
or email marketing
or Google AdWords
or web landing pages
or show ads
While these are different forms of advertising, the basic principles of copywriting apply to each:
1. Aim at the core emotions of your target audience. What keeps them awake at night? What are your deepest wishes and fears?
2. Provide your solution (for your product or service) that will satisfy those desires, quell those fears.
3. Focus on the potential customer, not yourself or your company. The word “you” is the most powerful word in advertising.
Examples of advertising materials are
or press releases
or brochures
These are more focused on providing information about your product or service than trying to persuade. Press releases and brochures are the “showcase” that shows your offering.