A truly successful copywriting is when you understand and convey the value that customers need. Without this element, no matter how valuable and unique your content strategy is, it can’t make customers redirect and choose to accompany you. So what is copywriting? How to finish reading the title, customers choose to read the first sentence, and continue the second sentence until the end of the article? Join me to find the answer right in the article below!
What is copywriting?
Copywriting can be understood as a scientific and skillful arrangement of words to create persuasive and valuable content texts to support a brand . The ultimate goal of Copywriting is to sell ideas, drive user behavior towards a purchase decision, unlike Content Writing – to help customers understand the brand’s products/services and generate revenue. fondness for them.
When explained in a simple way, Copywriting = Copy + Writing , in which, “Copy” is the product, advertising text. “Writer” is a writer.
So it can be understood as “advertiser”. In this case, you should avoid confusing “Copy” with copy, copy paste.
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Highlights of Copywriting
Usually, the content of Copywriting documents is information, arguments and evidence that convince readers to take action (purchase, register, download applications, …) or contribute to promote the level of recognition. trademark.
Copywriting is not a simple job that you just need to write with correct spelling and grammar, there it also requires more creativity, persuasion through each “word” that you write. That means you have to encourage consumers to buy whatever you are selling and make them believe in the brand of that product.
The products in Copywriting are very diverse, from advertising articles in newspapers, magazines, leaflets, emails, websites, social networks , promotional video scripts…
People who do Copywriting are called Copywriters . Thus, it can be understood that a Copywriter is a person who will use skills from Copywriting to create advertising products used for Marketing communication activities .
The Basics of a Copywriting
- Brand name building.
- Brand slogan .
- The message of any advertising campaign.
- Make ideas, concepts , titles of short films, short stories or viral videos , TVC ads.
- The literary value of advertising strategy.
To create a complete and effective “Copywriting product”, the performer needs to ensure the following factors:
- Short, concise sentences.
- Harmonious, smooth combinations of words and phrases, rhyming.
- Evoking strong emotions “touch” directly to the reader, making them “impregnate” the message that the brand wants to convey, prompting them to act.
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Real examples of Copywriting products
Referring to Nike, besides the logo with the vestige symbol that has been imprinted in the subconscious of many generations of customers, the signature slogan “Just Do It” has followed the same name and development of Nike over the years.
Appearing since the 1970s, this slogan has been associated with Nike with the implication: motivating people to always move forward. This is a product of Copywriting that conveys messages to users around the globe.
Or the Apple brand, the slogan “Think Different” was formed by the Copywriting team. It doesn’t need to be lengthy, but the slogan still conveys impressively about the campaign, products and the Apple brand.
True to the spirit of Apple, “Think Different” is both the guideline and the intention of Apple in the hearts of customers. It’s a classy Apple that is unique and always stands out, different from countless brands in the smart technology segment.
Not limited to brand slogans, Copywriting also expands creativity when combined with Content Marketing. Currently, Copywriting has flexible applications from sales to conveying useful values to customers in order to increase brand awareness and increase effective conversion rates.
Compare Copywriting and Content Writing
Same
- All in the field of Content Marketing.
- Copywriting and Content Writing both apply knowledge, understanding and experience about consumer psychology, the art of selling. From there, express them in words to approach and convince customers.
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Different
About the definition
Copywriting
- Use short, direct words to sell something.
- Using knowledge of psychology and human behavior to convince customers.
- Nature: Selling, closing the sale in writing, convincing buyers immediately.
Content Copywriting
- Create one or more different details to share values with customers.
- Make customers aware of the problems they are facing in life. From there, they aspire to solve that problem and convert into a buyer.
About the purpose
Copywriting
- Advertising, sales.
- Engrave into the customer’s subconscious about the great feature of the product/brand.
Content Copywriting
- Convey useful and valuable information to target customers .
- Create brand awareness for customers, bring solutions to customers.
- Retain customers to stay with the business
About the form of access
Copywriting
- Trend approach.
- Have creative thinking based on existing platforms. From there, apply it to an advertising campaign to create a suitable product.
- Integrate into images, Banners , videos, short articles or viral stories..
Content Copywriting
- Go through many stages: Research psychology, needs as well as the journey of target customers.
- Determine the content to be implemented after completing the research.
- Build content in the plan and publish through different channels (such as social media , website , facebook Ads , ..)
Some popular Copywriting positions today
In terms of content
Sale Letter Copywriter
Sale Letter Copywriting is the first form of Copywriting that appeared in the Marketing market. In this position, the writer will draft the product offering letter. In particular, the content needs to ensure coherence, brevity and outstanding message. Sale Letter Copywriter will help businesses both convey content to customers interested in products, retain customers without taking up too much of their time.
Create/ Advertising Copywriter
Create/Advertising Copywriter is the position where the person writes the content that “hits” directly to the reader’s emotions. Therefore, the content needs to be as concise as possible, even a few lines to ensure the appropriate standard. However, to “touch” the psychology of buyers requires the writer to have creativity, own style, and stand out.
Digital Copywriter
The job of a Digital Copywriter is to use words appropriately, create content to encourage readers to take actions on digital tools. This is an important position, deciding part of the success of an Online Marketing campaign. Through attractive content, using CTA, Digital Copywriter will help increase the conversion rate for all stages of the Marketing campaign effectively.
Technical Copywriter
Technical Copywriters are people who possess extensive knowledge of one or more certain fields. Because technology products require extremely high in-depth knowledge to be able to analyze and identify many aspects of the problem. Therefore, creative content from people who work as Technical Copywriters will have a certain level of trust and influence to many readers.
SEO Copywriter
SEO Copywriters are those who focus on SEO techniques such as the frequency of keywords displayed, the position of keywords …, This job not only needs a person to write attractive and valuable content but also lies in technical factors. of the writer in flexibly choosing keywords, links, etc. From there, you can push the article’s rankings to the top of search engines, helping customers to access products faster.
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Inhouse Copywriter
This is also considered a “representative” of the brand’s wording. Everything Inhouse Copywriter does is aimed at bringing the brand of the product to the hands of customers effectively, through spectacular and professional advertisements and PR.
Publisher/ Content Copywriter
Content Copywriter is a position that takes on a lot of work, has the role of attracting and bringing in a stable audience of readers for businesses with quality content articles that represent exactly what customers need.
In terms of work location
Agency Copywriter
Agency Copywriters are Copywriters who specialize in advertising and marketing agencies with high creativity. The job of this group is to contribute ideas, words, write advertising content, slogans, titles, taglines , catalogs , etc., to select short words to describe the most attractive products/services, attracting people to watch. If you work at agencies, you will have the opportunity to work with a super creative, highly capable team, implementing campaigns for big clients.
Corporate Copywriter
Corporate Copywriters are Copywriters who work permanently at a certain business, the production content will be distributed to the products of that company.
This position is often referred to as Content Marketing in job postings. In general, the nature of the work of Corporate Copywriter is that if the company needs anything related to the word, you are the person in charge of writing.
Freelance Copywriter
These are Copywriters who work freely and do not follow a framework, regulated by any organization or business. When working with Freelance Copywriter, the two parties will agree on the rules with each other, can directly exchange or work online on an online platform.
At this point, you probably have a better understanding of “What is copywriting?” as well as see the difference between Copywriting and Content Writing. Copywriting is more than just enjoying writing and writing well. You need to put more creativity into the content, combining “Content” and “Marketing” to produce products that meet consumer tastes. makes a difference between other mere writers. Only then, you will create valuable content, convincing users to buy immediately. Good luck!
FAQs about Copywriting
Should Storytelling be used in Copywriting?
Answer: Yes. Storytelling can be seen as the pinnacle of Copywriting skills. Currently, Storytelling is being used by many Copywriters in branding campaigns, combined with Viral Marketing to turn stories into “viruses” that spread on social networks, attracting a lot of attention. of the user.
What should be noted in Copywriting?
- Focus on the core values of the product.
- Write as if you are talking and understanding with the customer.
- Avoid long, long writing. State what you want to convey clearly and succinctly.
- Put yourself in the user’s shoes to understand them.
Some popular copywriting formulas today
- FAB: Features – Advantages – Benefits
- BAB: Before – After – Bridge
- SSS: Star – Story- Solution
- SSH: Star – String – Hook
- ACCA: Awareness – Comprehension – Conviction – Action
- AIDA: Attention – Interest – Desire – Action
Writing “bad”, can do Copywriting or not?
In fact, copywriting is selling goods in writing. That’s how you confide, talk to readers through each word like you are facing them directly, without asking too much about academic writing. A successful copywriting is not about how you write, but how much you really understand the customer. Therefore, writing “bad” is not a big barrier to stopping you from getting a copywriting job.
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