Copywriting
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Copywriting is the act or occupation of writing text for the purpose of
advertising Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...
or other forms of
marketing Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emph ...
. The product, called
copy Copy may refer to: *Copying or the product of copying (including the plural "copies"); the duplication of information or an artifact **Cut, copy and paste, a method of reproducing text or other data in computing **File copying **Photocopying, a pr ...
or sales copy, is written content that aims to increase
brand awareness Brand awareness is the extent to which customers are able to recall or recognize a brand under different conditions. Brand awareness is one of two dimensions from brand knowledge, an associative network memory model. Brand awareness is a key consi ...
and ultimately persuade a person or group to take a particular action. Copywriters help create
billboards A billboard (also called a hoarding in the UK and many other parts of the world) is a large outdoor advertising structure (a billing board), typically found in high-traffic areas such as alongside busy roads. Billboards present large advertise ...
,
brochure A brochure is originally an Information, informative paper document (often also used for advertising) that can be folded into a template, pamphlet, or Folded leaflet, leaflet. A brochure can also be a set of related unfolded papers put into a po ...
s, catalogs,
jingle A jingle is a short song or tune used in advertising and for other commercial uses. Jingles are a form of sound branding. A jingle contains one or more hooks and meaning that explicitly promote the product or service being advertised, usually t ...
lyrics Lyrics are words that make up a song, usually consisting of verses and choruses. The writer of lyrics is a lyricist. The words to an extended musical composition such as an opera are, however, usually known as a "libretto" and their writer, a ...
,
magazine A magazine is a periodical publication, generally published on a regular schedule (often weekly or monthly), containing a variety of content. They are generally financed by advertising, purchase price, prepaid subscriptions, or by a combinatio ...
and
newspaper A newspaper is a periodical publication containing written information about current events and is often typed in black ink with a white or gray background. Newspapers can cover a wide variety of fields such as politics, business, sports a ...
advertisements,
sales letter A sales letter is a piece of direct mail which is designed to persuade the reader to purchase a particular product or service in the absence of a salesman. It has been defined as "A form of direct mail in which an advertiser sends a letter to a po ...
s and other
direct mail Advertising mail, also known as direct mail (by its senders), junk mail (by its recipients), mailshot or admail (North America), letterbox drop or letterboxing (Australia) is the delivery of advertising material to recipients of postal mail. The d ...
, scripts for
television Television, sometimes shortened to TV, is a telecommunication medium for transmitting moving images and sound. The term can refer to a television set, or the medium of television transmission. Television is a mass medium for advertisin ...
or
radio Radio is the technology of signaling and communicating using radio waves. Radio waves are electromagnetic waves of frequency between 30 hertz (Hz) and 300 gigahertz (GHz). They are generated by an electronic device called a transmit ...
commercials,
tagline In entertainment, a tagline (alternatively spelled tag line) is a short text which serves to clarify a thought for, or is designed with a form of, dramatic effect. Many tagline slogans are reiterated phrases associated with an individual, so ...
s,
white papers A white paper is a report or guide that informs readers concisely about a complex issue and presents the issuing body's philosophy on the matter. It is meant to help readers understand an issue, solve a problem, or make a decision. A white paper ...
, website and
social media Social media are interactive media technologies that facilitate the creation and sharing of information, ideas, interests, and other forms of expression through virtual communities and networks. While challenges to the definition of ''social medi ...
posts, and other marketing communications.


Employment

Many copywriters are employed in
marketing Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emph ...
departments,
advertising agencies An advertising agency, often referred to as a creative agency or an ad agency, is a business dedicated to creating, planning, and handling advertising and sometimes other forms of promotion and marketing for its clients. An ad agency is generally ...
,
public relations Public relations (PR) is the practice of managing and disseminating information from an individual or an organization (such as a business, government agency, or a nonprofit organization) to the public in order to influence their perception. P ...
firms, copywriting agencies, or are self-employed as freelancers, where clients range from small to large companies. *Advertising agencies usually hire copywriters as part of a creative team, in which they are partnered with
art director Art director is the title for a variety of similar job functions in theater, advertising, marketing, publishing, fashion, film industry, film and television, the Internet, and video games. It is the charge of a sole art director to supervise and ...
s or
creative director A creative director (or creative supervisor) is a person who makes high-level creative decisions and, with those decisions, oversees the creation of creative assets such as advertisements, products, events, or logos. Creative director positions ar ...
s. The copywriter writes a copy or script for an advertisement, based largely on information obtained from a client. The art director is responsible for visual aspects of the advertisement and, particularly in the case of print work, may oversee production. Either member of the team can come up with the overall idea (typically referred to as the concept) and the process of collaboration often improves the work. Some agencies specialize in servicing a particular industry or sector. *Copywriting agencies combine copywriting with a range of editorial and associated services that may include positioning and messaging consulting, social media,
search engine optimization Search engine optimization (SEO) is the process of improving the quality and quantity of Web traffic, website traffic to a website or a web page from web search engine, search engines. SEO targets unpaid traffic (known as "natural" or "Organ ...
, developmental editing,
copy editing Copy editing (also known as copyediting and manuscript editing) is the process of revising written material ( copy) to improve readability and fitness, as well as ensuring that text is free of grammatical and factual errors. ''The Chicago Manual o ...
,
proofreading Proofreading is the reading of a galley proof or an electronic copy of a publication to find and correct reproduction errors of text or art. Proofreading is the final step in the editorial cycle before publication. Professional Traditional ...
,
fact checking Fact-checking is the process of verifying factual information, in order to promote the veracity and correctness of reporting. Fact-checking can be conducted before (''ante hoc'') or after (''post hoc'') the text is published or otherwise dissem ...
,
speechwriting A speechwriter is a person who is hired to prepare and write speeches that will be delivered by another person. Speechwriters are employed by many senior-level elected officials and executives in the government and private sectors. They can also be ...
and
page layout In graphic design, page layout is the arrangement of visual elements on a page. It generally involves organizational principles of composition to achieve specific communication objectives. The high-level page layout involves deciding on the ov ...
. Some agencies employ in-house copywriters, while others use external contractors or freelancers. *Digital marketing agencies commonly include copywriters, whether freelance or employees, that focus specifically on digital communication. Sometimes the work of a copywriter will overlap with a content writer as they'll need to write social media advertisements, Google advertisements, online
landing page In online marketing, a landing page, sometimes known as a "lead capture page", "single property page", "static page", "squeeze page" or a "destination page", is a single web page that appears in response to clicking on a search engine optimized se ...
s, and email copy that is persuasive. This new wave of copywriting born of the digital era has made the discipline more accessible. But not without a downside, as
globalization Globalization, or globalisation (Commonwealth English; see spelling differences), is the process of interaction and integration among people, companies, and governments worldwide. The term ''globalization'' first appeared in the early 20t ...
has meant some copywriting work has been devalued due to the ease of finding skilled copywriters working at different rates. Copywriters also work in-house for retail chains, book publishers, or other big firms that advertise frequently. They can also be employed to write
advertorial An advertorial is an advertisement in the form of editorial content. The term "advertorial" is a blend (see portmanteau) of the words "advertisement" and "editorial." Merriam-Webster dates the origin of the word to 1946. In printed publications, t ...
s for newspapers, magazines, and broadcasters. Some copywriters work as
independent contractor Employment is a relationship between two parties regulating the provision of paid labour services. Usually based on a contract, one party, the employer, which might be a corporation, a not-for-profit organization, a co-operative, or any othe ...
s or
freelance ''Freelance'' (sometimes spelled ''free-lance'' or ''free lance''), ''freelancer'', or ''freelance worker'', are terms commonly used for a person who is self-employed and not necessarily committed to a particular employer long-term. Freelance w ...
rs, writing for a variety of clients. They may work at a client's office, a
coworking Coworking is an arrangement in which workers for different companies share an office space. It allows cost savings and convenience through the use of common infrastructures, such as equipment, utilities and receptionist and custodial services, a ...
office, a coffeehouse, or remotely from home. Copywriters are similar to
technical writer A technical writer is a professional information communicator whose task is to transfer information between two or more parties, through any medium that best facilitates the transfer and comprehension of the information. Technical writers researc ...
s and the careers may overlap. Broadly speaking, however,
technical writing Technical writing is writing or drafting technical communication used in technical and occupational fields, such as computer hardware and software, architecture, engineering, chemistry, aeronautics, robotics, finance, medical, consumer electronics, ...
is dedicated to informing and instructing readers rather than persuading them. For example, a copywriter writes an advertisement to sell a car, while a technical writer writes the operator's manual explaining how to use it.


Education

Traditionally, the amount of education needed to become a copywriter was most often a Bachelor's degree in English, advertising,
journalism Journalism is the production and distribution of reports on the interaction of events, facts, ideas, and people that are the "news of the day" and that informs society to at least some degree. The word, a noun, applies to the occupation (profes ...
, or marketing. That is still regularly the case for in-house copywriters. However, freelance copywriters today can learn the craft from copywriting courses or mentors. Many clients accept or even prefer writing samples over formal copywriting credentials. In 2018, the U.S. Bureau of Labor Statistics reported an annual median salary of $62,170 for writers and authors. In 2019, PayScale.com stated that the expected salary for copywriters ranged from $35,000-$73,000.


Famous copywriters

John Emory Powers John E. Powers (1837–1919) was a highly influential American copywriting, copywriter. The world's first Full-time job, full-time copywriter, he worked for the department stores Lord & Taylor and Wanamaker's before becoming a freelancer in 1886. R ...
(1837—1919) was the world's first
full-time Full-time or Full Time may refer to: * Full-time job, employment in which a person works a minimum number of hours defined as such by their employer * Full-time mother, a woman whose work is running or managing her family's home * Full-time fat ...
copywriter. Since then, some copywriters have become well-known within the industry because they founded major advertising agencies, and others because of their lifetime body of work. Many creative artists worked as copywriters before becoming famous in other fields.
David Ogilvy David (; , "beloved one") (traditional spelling), , ''Dāwūd''; grc-koi, Δαυΐδ, Dauíd; la, Davidus, David; gez , ዳዊት, ''Dawit''; xcl, Դաւիթ, ''Dawitʿ''; cu, Давíдъ, ''Davidŭ''; possibly meaning "beloved one". w ...
(1911—1999) is known as the father of advertising. He is also famous for his famous quote dedicated to Rolls-Royce cars as he said: "At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the Electric Clock". He has also written some memorable books in the advertising field such as ''Ogilvy on Advertising'' and ''
Confessions of an Advertising Man In ''Confessions of an Advertising Man'', David Ogilvy (businessman), David Ogilvy shares his lessons from advertising consumer brands worldwide in the fifties and sixties in an eleven-chapter playbook of more than two hundred rules that cover c ...
''.
Leo Burnett Leo Burnett (October 21, 1891 – June 7, 1971) was an American advertising executive and the founder of Leo Burnett Company, Inc. He was responsible for creating some of advertising's most well-known characters and campaigns of the 20th cent ...
(1891—1971) was named by ''
Time Time is the continued sequence of existence and events that occurs in an apparently irreversible succession from the past, through the present, into the future. It is a component quantity of various measurements used to sequence events, to ...
'' as one of the 100 most influential people of the 20th century. He was the founder of
Leo Burnett Worldwide Leo Burnett Worldwide, Inc., also known as Leo Burnett Company, Inc., is an American advertising company, founded on August 5, 1935, in Chicago by Leo Burnett. In September 2002, the company was acquired by Publicis Groupe, the world's third l ...
. His memorable
Marlboro Man The Marlboro Man is a figure that was used in tobacco advertising campaigns for Marlboro cigarettes. In the United States, where the campaign originated, it was used from 1954 to 1999. The Marlboro Man was first conceived by Leo Burnett in 1954. ...
is one of the most successful campaigns ever. His company was acquired by
Publicis Groupe Publicis Groupe is a French multinational advertising and public relations company. One of the oldest and largest marketing and communications companies in the world by revenue, it is headquartered in Paris. After 1945, the little-known Paris ...
in 2002. There are many ways advertisers try to appeal to their client base and have different types of advertising executions to do so. This includes a straight sell, scientific/technical evidence, demonstration, comparison, testimonial, slice of life, animation, personality symbols, imagery, dramatization, humor, and combinations.


Notable ad campaigns

# Nike's "
Just Do It ''Just Do It '' or JDI for short is a trademark of shoe company Nike, and it is one of the core components of Nike's brand. The slogan was coined in 1988 at an advertising agency meeting. The founder of the Wieden+Kennedy agency, Dan Wieden, cr ...
" — increased Nike's sales from $800 million to more than $9.2 billion in 10 years. # California Milk Processor Board's "
Got Milk? Got Milk? (stylized as got milk?) is an American advertising campaign encouraging the consumption of milk and dairy products. Created by the advertising agency Goodby Silverstein & Partners for the California Milk Processor Board in 1993, it ...
" — increased milk sales in California and has spawned a lot of parodies since its launch. # Apple's "
Get a Mac The "Get a Mac" campaign is a television advertising campaign created for Apple Inc. (Apple Computer, Inc. at the start of the campaign) by TBWA\Media Arts Lab, the company's advertising agency, that ran from 2006 to 2009. The advertising cam ...
" — the Mac vs PC campaign generated 42% market share growth in its first year alone.


Formats


Internet

The Internet has expanded the range of copywriting opportunities to include
landing page In online marketing, a landing page, sometimes known as a "lead capture page", "single property page", "static page", "squeeze page" or a "destination page", is a single web page that appears in response to clicking on a search engine optimized se ...
s and other web content, online advertisements, emails, blogs, social media and other forms of electronic communications. The Internet has brought new opportunities for copywriters to learn their craft, do research and view others' work. Clients, copywriters and art directors can more readily find each other, making freelancing a viable job option. There are also many new websites that make becoming a freelance copywriter a much more organized process. Experimenting and ongoing re-evaluation is part of the process.Moving "You can cancel at any time" on the subsciption landing page made a major difference.


Search engine optimization (SEO)

Web copy may include among its objectives the achievement of higher
rankings A ranking is a relationship between a set of items such that, for any two items, the first is either "ranked higher than", "ranked lower than" or "ranked equal to" the second. In mathematics, this is known as a weak order or total preorder of ...
in search engines. Originally, this involved the strategic placement and repetition of keywords and phrases on web pages, but writing in a manner that human readers would consider normal, as well as their inclusion into Meta tags, page headings and subheadings. But times have moved on, and "on-page optimization" now involves the consideration of semantic words and phrases (i.e. those that mean the same or are connected). Copywriting for SEO also includes what is written on pages that link to the page concerned, especially on the text used in the link, but this must not be overdone. There has been (and continues to be) a great deal of research on the subject as things slowly evolve.


Book publishing

In
book publishing Publishing is the activity of making information, literature, music, software and other content available to the public for sale or for free. Traditionally, the term refers to the creation and distribution of printed works, such as books, newsp ...
, ''flap copy'' or ''jacket flap copy'' is the summary of a book which appears on the inside of a hardcover dust jacket; ''back cover copy'' is similar text, usually briefer, on the outside back cover; and ''catalog copy'' is a summary written for a publisher's catalog. This is another way of how copywriting uses writing to persuade the customer to develop interest in the product.


See also

*
Advertising Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...
*
Communication design Communication design is a mixed discipline between design and information-development which is concerned with how media communicate with people. A communication design approach is not only concerned with developing the message in addition to the ...
*
Email marketing Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It involves using email to ...
*
Swipe file A swipe file is a collection of tested and proven advertising and sales letters. Keeping a swipe file is a common practice used by advertising copywriters and creative directors as a reference of ideas for projects. Authors and publishers can ben ...


References

{{Authority control Communication design Advertising occupations Journalism occupations