What Is Copywriting and What Is Its Purpose? (2023)

  • What Is Copywriting and What Is Its Purpose? (1)

    Copywriting is re-arranging words to make things sell better. It is a text form of salesmanship. But there's a lot more to it than that.

    A short two-minute guide to the art of Copywriting

    This is Bobby:

    What Is Copywriting and What Is Its Purpose? (2)

    Bobby is in sales.

    His job is to write 10 emails per day and send them to important people and try to get them to buy stuff.

    He writes emails to ten people......but hardly any respond. 😞

    What Is Copywriting and What Is Its Purpose? (3)

    Here's an example email he sends out:

    What Is Copywriting and What Is Its Purpose? (4)

    This email is so booorrrringgg.

    Also, the email is totally useless to Mr. MoneyBags so he gets annoyed and doesn't respond:

    What Is Copywriting and What Is Its Purpose? (5)

    But then Bobby discovers this art of marketing called "Copywriting."

    He starts furiously studying how to write greatcopy.

    What Is Copywriting and What Is Its Purpose? (6)

    You see my friend, copywriting is about:

    Getting them to WANT to engage with you....not spamming them with offers.

    Generously giving something valuable to the person....not just "greedily asking" for stuff.

    Getting them to WANT to buy from you....not out of pressure, but because they enjoy your content and help.

    Now that Bobby knows this, he went back and re-vamped his email to Mr. MoneyBags:

    What Is Copywriting and What Is Its Purpose? (7)

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    Now that Bobby is sending Mr. MoneyBags awesome stuff......Mr. MoneyBags is WAY more likely to engage with Bobby!

    What Is Copywriting and What Is Its Purpose? (8)

    Now Bobby sends this new email that's all about GIVING AWESOME STUFF as his template.

    He then sends it to 10 people, and way more people now respond!

    What Is Copywriting and What Is Its Purpose? (9)

    Sales went up dramatically.....and the only thing Bobby changed was the copy.

    And thatmy friend, is the power of Copywriting!

    Now my friend, around the internets you're gonna hear about some different types of copywriting. I shall explain those here: The most common confusion I hear about is this thing called "SEO copywriting." Most likely an agency will approach someone saying they offer SEO Copywriting.

    Here's what SEO copywriting is:

    First of all, the acronym "SEO" stands for:

    Search
    Engine
    Optimization

    Search Engine Optimization is the act of trying to get ranked in the top results on a search engine such as Google.

    Essentially what SEO copywriting attempts to do is:
    1.) Find a keyword you're trying to rank for.
    2.) Write articles about the subject.
    3.) Try to rank in the top of the search results for that keyword.

    So let's use an example....

    Bobby has a little side business selling dog leashes: What Is Copywriting and What Is Its Purpose? (10)

    So he does a little keyword research on the word "Dog Leashes" to see what people are searching for in the most volume. Here are his findings:

    What Is Copywriting and What Is Its Purpose? (11)

    Now Bobby happens to be into running also, so he notices this great keyword he can write about:

    What Is Copywriting and What Is Its Purpose? (12)

    Now Bobby already has a website with a little bit of a following, so he actually thinks this could make a GREAT article for his readers, AND he can eventually rank highly in the search engine rankings when someone types in "Leashes to run with your dog."

    So Bobby creates a great article like this:

    The Best Leashes To Run With Your Dog

    Hey, I'm Bobby, and I love running with my dog. Here's a picture of me running with him: What Is Copywriting and What Is Its Purpose? (13)

    So I'm going to talk about the best leashes to run with your dog. As a dog leash business owner AND a runner, I've run with every type of leash, and lemme tell you, it makes a big difference running with each!

    1.) The running belt leash: This running belt leash is my favorite way to run because the leash ties around your waist so it's hands free. (Bobby inserts more cool information on this leash).

    2.) The variable length leash: This is perfect for people running with their dog through a countryside. (Bobby inserts more cool information on this leash).

    3.) The stretchy leash: This is a great leash for people looking to run in urban areas. (Bobby inserts more cool information on this leash).

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    Bobby tries his very best to make this post the BEST POST ON THE INTERNET about "leashes to run with your dog".

    The reason Bobby is trying to make this article the best article.....is because search engines nowadays are very very smart, and they can tell what articles people are reading and actually enjoy.

    Perhaps in 1999 you could game the search engines by stuffing a bunch of junk articles with keywords, but this doesn't work anymore. In fact, search engines like Google will often ban you from their index if they catch you blatantly trying to spam the search engines with these articles.

    However, search engines LOVE great articles that actually help people!

    Bobby wrote such a great article with examples, techniques, pictures and instructions.....that other websites even linked to his article. The search engines noticed that Bobby's article was getting a lot of attention, and eventually ranked it #1 in the results:

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    So if you're going to do some SEO copywriting, make sure you put lots of effort into making your articles THE BEST on the internet.

    *NOTE: I must warn you, if there is some shady marketing company "offering to do SEO Copywriting" for you, you should usually be highly skeptical of this! They are more than likely just going to spam the search engines with junk articles that in the end will hurt instead of help you.

    What is Direct Response Copywriting?:

    This is a fun question....because this is where the origins of copywriting start. You see my young child......back in the day before this "internet" thing, the only way to reach a mass audience was through physical written words. This could be in the form of:

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    • Postcards.
    • Letters.
    • Magazine ads.
    • Newspapers.

    .....notice the similarity of all these things:

    They ALL cost $money$ to print and send!

    This means if you wanted to reach everyone in your town, you had to PAY REAL MONEY to reach everyone's eyeballs. So this is where direct response copywriting comes into play: It's the art of increasing the conversion rate of buyers from your mailings.

    For example:
    Bobby works for a company that sells homes, and part of their marketing is to send out flyers to their surrounding areas.

    Now here's the problem.....sending out flyers isn't all that cheap. Bobby hopped on the USPS pricing calculator, and the cheapest option he found to send 10,000 flyers was $1,830. And that's just for a two-sided postcard, not even a full letter!

    What Is Copywriting and What Is Its Purpose? (15)

    So it's Bobby's job to use his experience of direct response copywriting to maximize this $1,830 per 10,000 customers.

    So the way Bobby does this is by testing a couple different versions of the ad. He designs a couple of them, and his first one looks like this:

    What Is Copywriting and What Is Its Purpose? (16)

    Bobby sent this flyer to 10,000 people in the area, and only 2 people responded to it. So if we run the math, the conversion rate looks like this:

    [Total Responses] / [Total Send] = Conversion Rate

    [2] / [10,000] = 0.02%

    The ad was not getting responses. Possibly because it was too vague. Possibly because it wasn't targeted to the right people.

    So Bobby, being a good direct response copywriter, learned from his mistakes and ran another test that:

    • Targeted people within a 5 mile radius of the home builder.
    • Targeted only people in apartment buildings (who are obviously renting their homes).

    So then Bobby created this direct response flyer for those targeted renters:

    Front of flyer:

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    Back of flyer:

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    The results of this mailing were off the charts thanks to Bobby!!

    [130 Responses] / [10,000 Sent] = 1.3% Conversion Rate!

    Of these 130 calls, many people ended up purchasing a home.

    That means the $1,830 Bobby spent on sending that batch of flyers resulted in hundreds of thousands of dollars in profit.

    Sales went up dramatically on this piece of mail thanks to Bobby's copywriting knowledge!

    So......where is your copywriting actually used?

    It varies depending on what type of copywriter you are, but here's a list of examples.

    The places where yourwords will be put can include:

    • Direct mail brochures.
    • Educational videos for YouTube or digital products.
    • Sales videos.
    • Internal training videos.
    • Podcast scripts.
    • Phone sales scripts for company salesmen.
    • Blog posts used for content marketing.
    • Public speeches.
    • Webinar scripts.
    • Emails for salespeople.
    • Emails for new customers.
    • Emails in andautoresponder campaign.
    • .....the list goes on.

    The good news is, there's a lot of work out there for good copywriters. For example, I consult as a copywriter on the side, and usually a company will bring me in to re-write their copy on something that performs terribly.

    Often it will be their emails or autoresponder campaign. Almost immediately after the consultations, the emails will perform better resulting in a ton more business.

    So a copywriter writes words on a page, that help sell more. So my friend, now you know what copywriting is, and how it can dramatically help nearly any business.

    Thanks for reading!

    P.S. If you liked this article, consider signing upto my newsletter. When you do:

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    I pride myself on making my email newsletter like acompletely free education in copy.

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    What Is Copywriting and What Is Its Purpose? (19)

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    P.S. If you'd like to learn more about copywriting basics & more:

FAQs

What is the main purpose of copywriting? ›

Copywriting is the act or occupation of writing text for the purpose of advertising or other forms of marketing. The product, called copy or sales copy, is written content that aims to increase brand awareness and ultimately persuade a person or group to take a particular action.

How do you explain copywriting? ›

Copywriting is the process of writing words intended to prompt a specific action by the reader. Copywriting is always connected to the act of promoting or selling a business, organization, brand, product, or service, which makes it, by definition, a form of marketing.

What is copywriting and what does a copywriter do? ›

Copywriting is the process of writing persuasive marketing and promotional materials that motivate people to take some form of action, such as make a purchase, click on a link, donate to a cause, or schedule a consultation. These materials can include written promotions that are published in print or online.

What is the most important thing in making a copywriting? ›

Including a call to action is by far the most important aspect of effective copywriting. It is essential that you make it easy for your audience to act on your ad or marketing message.

What are examples of copywriting? ›

10 Copywriting Examples You Need to See
  • BarkBox's Audience Understanding.
  • Bellroy's Corporate Copy.
  • Bombas' Catchy Copy.
  • Brooklinen's Wordplay.
  • Chubbies' Sense of Humor.
  • Death Wish Coffee's Process Description.
  • Tuft & Needle's Landing Page Copy.
  • Huckberry's Storytelling.
May 24, 2022

What are basic copywriting skills? ›

To recap, the essential copywriting skills are:
  • Writing skills.
  • Attention to detail.
  • Creativity.
  • Communication skills.
  • Research abilities.
  • Empathy.
  • SEO awareness.
  • User experience.
Apr 25, 2022

What are the 6 core copywriting skills? ›

6 Copywriting Skills You Need To Succeed, by Elisabeth Strasser
  • Research Skills. ...
  • Staying Up To Date. ...
  • Adaptability. ...
  • Knowing Your Audience. ...
  • Awareness Of SEO (Search Engine Optimisation) ...
  • Ability To Hook The Reader.

What type of skill is copywriting? ›

Learn The 6 Core Copywriting Skills

All copywriting is persuasive writing, but nobody is ever going to pay you for “persuasive writing”. If you want to make money, you need to be able to utilize your persuasive writing abilities in writing specific types of copy that are in high demand.

What is the most effective skill in copywriting? ›

Table of Contents
  • Strong Grasp of Grammar.
  • Ability to Write Clearly and Concisely Without Losing Meaning.
  • An Understanding of How to Conduct and Interpret Customer Research.
  • The Ability to Do Deep Topical Research.
  • Ability to Simplify Complex Information.
  • Understanding of How to Separate Features From Benefits.
Oct 12, 2020

How do beginners practice copywriting? ›

9 Website Copywriting Best Practices for Beginners
  1. Identify your audience. ...
  2. Create clear headlines that are concise and enticing. ...
  3. Avoid using negatives where possible. ...
  4. Talk about them more than yourself. ...
  5. Relate to their experiences and appeal to their emotions. ...
  6. Speak their language. ...
  7. Trim the (content) fat where possible.
Jul 5, 2017

How do I become a copywriter with no experience? ›

But how do you become a copywriter with no experience? You'll need a knowledgeable mentor, coach, or consultant who is a skilled copywriter. It's important to find someone who has found success in copywriting, to transfer their knowledge and skills to you.

What does a copywriter do on a daily basis? ›

Copywriters are tasked with writing text for advertising or other marketing purposes. They may write blogs, content for websites, copy for advertisements, television and radio scripts, social media posts, brochure material, or direct mails.

What 5 things can make one a better copywriter? ›

5 Tips to Make you a Better Copywriter
  • Make your Copy Clear and Easy to Understand. Any copy you create needs to be clear, to the point and scannable, as well as being interesting to read. ...
  • Know your Audience. ...
  • Focus on Benefits over Features. ...
  • Test Everything. ...
  • Have a Clear Call to Action.
Aug 4, 2022

What type of copywriting is most in demand? ›

1) Email Marketing

The first area of copywriting that you can make the most money in copywriting is through email marketing.

How do I practice copywriting? ›

Are There Really Proven Copywriting Exercises To Help Me Practice Copywriting Skills?
  1. Read Classic Copywriting Books.
  2. Write 3 New Headlines Everyday.
  3. Write 3 New Leads Every Day.
  4. Think About How To Make Something Normal Sound Outrageous.
  5. Create A Swipe File.
  6. Read One Swipe Per Day And Study It.
Jul 24, 2020

How do beginners learn copywriting? ›

The quickest way to learn copywriting is to hire a good coach who can tell you what you're doing wrong and how you can improve. The next best way is to join a good course that demonstrates with examples how to make average copy more persuasive. But you can also do this by yourself. It just takes more time.

How do you introduce yourself as a copywriter? ›

You could say something like, “I help businesses attract and retain customers.” Or, “I'm a freelance business writer.” If the person perks up and asks for more information, then you can give more detail. (Hint: Pick something specific so you can tell interested parties that you blog or write web copy or annual reports.

How do you copywrite for beginners? ›

A Step-by-Step Beginner's Guide To Effective Copywriting
  1. Read, read, read. Writing and reading go hand in hand. ...
  2. Know your client, their products, and services. ...
  3. Know your target audience. ...
  4. Know the competitors. ...
  5. Make it convincing. ...
  6. Start by making a layout. ...
  7. Write with a free mind. ...
  8. Experiment.
Dec 8, 2021

Can you get a copywriting job with no experience? ›

I'm guessing you've recently found out that copywriting is one of the most lucrative jobs out there, and that it doesn't require a college degree. It doesn't even require much experience. Many high income copywriters started closing big-ticket offers when they were first starting out, with little or no experience.

Do copywriters need to be certified? ›

However, copywriters don't need certification. It is enough for a copywriter to obtain adequate copywriting skills, then they are free to set their own rates when working with clients.

How much should a beginner copywriter charge? ›

As a general rule of thumb, you shouldn't charge less than $50 per hour when starting out. And don't bill by the half-hour. Set project minimums. So if your client asks for just one hour of your time, then charge her for two (or three…or four).

Can an introvert be a copywriter? ›

Can introverts be successful as copywriters? Absolutely. A lot of a copywriter's job involves crafting copy by oneself. You just can't write good copy without spending at least some time holed up, by yourself, with just a computer as your companion.

What should a copywriter not do? ›

All photos courtesy of Forbes Councils members.
  • Speaking To Yourself Rather Than Others. ...
  • Forgetting About SEO. ...
  • Making Assumptions And Using Jargon. ...
  • Optimizing Your Headline. ...
  • Writing 'Less' When You Mean 'Fewer' ...
  • Lacking Consistency Across Platforms. ...
  • Ignoring Mobile Copywriting. ...
  • Not Telling Readers What's In It For Them.
Jun 13, 2017

What mistakes should I try to avoid in copywriting? ›

6 Copywriting Mistakes To Avoid
  • Using the Wrong Tone of Voice. Before you start writing, take a look at your product or service and ask yourself: How would my ideal customer want to be spoken to? ...
  • Lack of Power Words. ...
  • Writing Unclear Headlines. ...
  • Focusing on the Negative. ...
  • Over-Using the Hard Sell. ...
  • CTAs With No Verbs.

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