You know when you have one of those funny conversations where you suddenly realise you’ve been talking to someone about something completely different to what they think you’re talking about? Well, that happened to me the other day when I was chatting with a guy who goes to the same exercise class as me.
Him: ‘Hey, I saw your business on Facebook the other day. Looks really professional.’
Me: ‘Cheers, what was the post about?’
Him: ‘Oh, copywriting! It looked really good. I was surprised enough people needed help protecting their music to make it a viable service for you guys.’
And that’s when I realised he didn’t know what copywriting was! And maybe you aren’t quite sure either.
So, what is copywriting? Here’s our quick primer on copywriting (and something else we do a lot of – content writing):
Copywriting is writing designed to sell. Think the writing used on websites, flyers, brochures, social media advertising, product descriptions…the list goes on.
Content writing is writing designed to inform, and/or educate, and/or entertain. It’s writing like what you find in blog posts, books, e-books, social media posts, fact sheets…and lots more.
Why would a business want to use a combination of copywriting and content writing? Basically, to sell more and make more money. Sounds good, doesn’t it?
Content writing is excellent for educating your client (teaching them what they need to know about your business’ area of speciality and to help them understand how this will deliver their solution) as well as positioning your business as an expert authority. Imagine you were choosing between two similarly priced products – one website outlined what the product was but not much else, while the other website had a bunch of resources about using the product and maximising the value from it. You’re probably going to regard the second business more highly, choose to buy from them and potentially, pay more for the product.
Copywriting convinces the buyer to take action. It does more than just list the features of the product or service, it creates a compelling case for why this purchase will deliver the solution the client needs.
Something to think about. Where does your business use copywriting? And where does it use content writing? Where and how could you use each of these types of writing to get better results?
So, most people can write, at least adequately. You might already be writing some copy and content for your business. Why would you pay someone to write copy or content for your business or organisation?
Anna heads up the amazing team at CreativeIQ. Most brand and business consultants are either very creative or excel at strategy and analysis. What makes Anna special is her ability to do both! That’s how CreativeIQ was born. She loves strategy and finding creative ways to solve problems.
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