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So, What In The World Is Copywriting?
What is copywriting (mind you, not copyrighting)? Simply put – it is any writing that promotes a product or a service, a person or an idea. It is the writing of copy for promotional literature.
All sales material in every medium contains copy: ads in a newspapers, radio or TV commercials, sales letters sent via mail or email, and the like. The purpose of writing the marketing copy is to persuade the reader, listener, viewer to act – that is buy, subscribe to a certain viewpoint, vote, etc.
However, it is probably safe to state that the bulk of written copy addresses the world of commerce – it is done for the purpose of selling products and services.
Copywriting is used in two main kinds of advertising: “Institutional” advertising, and direct response. Most ads you see in newspapers and magazines, and most radio and television commercials utilize the ”Institutional-type” copywriting. The copy is short, clever and sometime humorous. It doesn’t target a particular audience, it broadcasts the product or service.
Direct response, on the other hand, is directed at a specific audience, and provides the means for immediate response – purchase. Though it may be done through the radio and TV, it utilizes mainly the print medium and the internet. This kind of advertising can take shape in the form of a sales letter sent directly to prospects via email or snail mail, post cards, brochures and catalogues, etc. Direct response copywriting is the kind of advertising that makes people open their wallets and buy. Not next week. Not tomorrow. But right now. Additionally, direct response allows the business to assess the effectiveness of the advertising, by tying measurable results to the budget.
Now, in order to produce a product or deliver a service, companies need research teams, production people, service experts and sales representatives. But until a copywriter writes the words that get the message out to the people who will buy, nothing happens in the business world. Think about it: the entire marketing industry – and therefore the whole world of commerce – is built upon the skills of the copywriter!
Why copywriting? Words are the primary means of communication. They trigger emotions and result in decisions. The way the message is communicated can make or break the sale. A weak message runs the risk of being ignored, whereas good copy holds the power to have customers flocking in, eager to buy. In short: the professional copywriter plays an indispensable role in making the sale.
How can we help you? For more information please call 281.480.8258 or email nurit@nurit-copywriting.com |
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