What is copywriting?
This is a question that’s not only been bandied around search engine searches for the last few decades, but it’s a question that we at The Copy Collective get asked on a weekly basis.
“What do you do?”
“Well, we’re all about copywriting and content marketing, that kind of thing”.
“Riiiiight….what is copywriting, again?”
Contrary to popular misconception, copywriting has absolutely nothing to do with copyright law, legal rights or fair use. But for those who aren’t in the marketing industry, it’s useful to have an answer to the question” What is copywriting”. We know that it’s the cornerstone of your digital marketing campaign and can transform the way in which you do business.
No, really….what is copywriting?
Here’s the technical bit…
Copywriting is the process of writing promotional materials or advertising materials. The text produced is called copy and can be provided for a whole host of marketing materials. Here at The Copy Collective, we provide copy for websites, blogs, web articles, social media posts, email marketing campaigns and a whole host of printed materials.
OK, but what is copywriting going to do for me?
You’re online – you’ve paid for a domain name you like. You’ve got a great developer building you a swanky looking website. Your business contacts are all waiting eagerly to see what your new website will tell them. So, what are you going to tell them? You see, copywriting is not only the writing on every page, it’s done in such a way that your prospective clients will find exactly what they’re searching for. The words on those pages will entice them to take the leap from prospective to paying client.
Do not underestimate the power of words. Words can offend, words can inspire, words can heal, words can start and end wars and words can, used correctly, persuade. Now we’re not saying that you should email all your clients and tell them to start fighting on the beaches. We are saying that if one word can change someone’s entire day, then imagine a whole blog written specifically to educate and inform your clients of your services. What opportunities that could offer your business?
Now here’s where it gets interesting: if you include SEO into the mix (Search Engine Optimisation – click here for our blog on this little minx of a writing tactic), then you can sound super engaging and persuasive. But you can also be sure that the people that find your website, blog or article are already searching for your services. And they are more than willing to be persuaded!
SEO copywriting is a bit like writing in two different languages. One language is specifically tailored to your client, luring them towards your products and services with catchy, clever quips. The other language, weaved into this first one, is directed at the search engines, This allows them to know who to direct from a Google search straight to your copy. If you’re a gardener and you want people to read your blog on freesias so that they know that you know their stuff, you would weave in keywords. The search engine would then know that anyone searching for, let’s say “when to plant freesias” would be interested in reading your blog….and using your services.
We would love you to get in touch so that we can talk about a bespoke route to great copywriting for your company. In the meantime, we leave you with the words of one of the greatest novelists to write in the English language:
“My task, which I am trying to achieve is, by the power of the written word, to make you hear, to make you feel–it is, before all, to make you see.” – Joseph Conrad
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