Cool, but like…what is copywriting?
Fair question.
My first answer would be: it’s a luscious mix of words and tricks (as defined by The Shins).
I’m not just flexing my hyper-millennial knowledge of indie band lyrics. Although not an Oxford Dictionary definition, it’s true!
Copywriting is a skill that combines writing with strategic intent. It is storytelling with a purpose.
Falling under the category of marketing, copywriting is anything that involves the ‘words’. So, not the visuals. A copywriter will take essential information that your business needs to share with customers, simplify it, and then craft the message into something that is way more compelling and interesting to read. They might even tug at the heartstrings, say something a bit cheeky or funny, and drive action (like buying your product or clicking a link)! You see it everyday - the words that appear on your website, packaging, ads, marketing collateral, blog, marketing emails, social media captions, and so many other places! It helps tell your brand story across various formats.
Good copywriting speaks confidently to the right people, telling them the important stuff. It’s an essential sales tool that a lot of businesses unfortunately take for granted. But it’s so powerful when done well! Think about all the times you’ve quoted a line from a TV commercial, learned something new from a product’s packaging, or felt good about buying an environmentally sustainable toilet paper product (because their packaging reminded you that you’ve done a good thing and made funny jokes about your bum that made you giggle). In the short term, it’s going to help you enter your target audience’s consideration set, maybe even sell something! And in the long term, it can create an emotional bond with them and develop brand loyalty. When you put it like that, there’s SO much value in what you might otherwise think is just a bunch of words, huh?
Investing in copywriting can help you talk to your customers - something you already spend time doing - and while you’re at it, make an impact.
So, why wouldn’t you?
