Have You Ever Wondered What Copywriters Do?

You’re not alone.

Many people think copywriting is about the copyright © symbol in books. It’s not, but given how similar the words are, the confusion is understandable.

So, what is copywriting? It’s writing with an outcome in mind.

Copywriters Write to Influence Action

Copywriters create clear, compelling content. It captures attention, engages readers and inspires action. This type of writing is usually for advertising and marketing, but it can also include internal communications.

Understanding Copy and Content

Copywriters work on both copy and content. While the terms are often used interchangeably, they mean slightly different things.

• Copy is writing that drives action. Think of ads, social media posts, website text, direct mail, brochures and product pages.
• Content is writing that builds trust and brand recognition. This includes blogs, newsletters, website pages, white papers and company announcements.

Copy and content represent two ends of a spectrum, with most writing falling somewhere in between. For example, a grant application or tender response informs and persuades.

Copywriters Use Research, Empathy and Strategy

Copywriting is about more than just words. It’s about understanding the brand, audience and goals.

• Research: We help businesses define their unique voice, clarify their goals and understand their audience. We also explore their competitors and market.
• Empathy: We write with the reader in mind and from their point of view. Understanding their pain points, frustrations and motivations is key to creating content that connects.
• Strategy: We bring research and empathy together to create a clear, effective message that achieves your business goals. Strategy includes choosing the most effective approach, which words to use and how to use them.

How Copywriting Can Help Your Business

Want to know more about how copywriting can help your organisation?