Copywriters want to get readers to make a commitment, a purchase, or any other action through good content. Whether it's a TV commercial or online content, the text plays a very important role. Even the most emotional images in television advertising don’t have the desired effect without the right dialogue.
The term "copywriting" comes from the marketing industry and describes the professional writing of advertising texts. The aim of copywriting is to attract attention, arouse interest, ignite new desires, and trigger an action. Depending on the target group, this can be achieved with different types of copywriting.
First things first: copywriters are not content writers like journalists. In contrast to content writers, whose aim is to inform the reader with their texts, copywriters aim to elicit a response from their readers. Nevertheless, both text forms tend to mix together, as companies increasingly prefer informative content over simple advertising messages as part of their content marketing strategy.
As a copywriter, you write a wide range of texts: from blog posts and web articles to social media content and product descriptions. The potential fields of application for copywriters are not limited to the internet. In addition, copywriters are responsible for implementing various marketing measures. This applies, for example, to the following offline marketing measures:
However, copywriters today mainly write texts for online marketing campaigns. Examples of these online marketing measures include:
It is particularly important that you as a copywriter can easily reach your target group. Whether online or offline: advertising texts are addressed to potential customers and should open up a dialog. If you use the direct contact correctly, new customers can be acquired or existing customers can be retained.
Depending on the type of product or service being promoted, copywriters often create several posts as part of a marketing campaign. They must know which content and which tonality are interesting and appropriate for the target group and which aren’t. In addition, the overall message of the text and graphics must remain consistent. Being creative and willing to deal more closely with a possibly new, unknown topic are advantageous characteristics for a copywriter. Depending on the respective product or service, the copywriter must be able to adapt the tone of their text, e.g. to sound more serious or funnier.
Often no specific degree is required for a job as a copywriter. Many people changing career paths start out in this field as junior copywriters in an agency. Nevertheless, training as an advertising copywriter can be profitable in many ways. On the one hand, strategic thinking and brainstorming are encouraged and basic knowledge about topics such as digitization is conveyed. On the other hand, trainees already gain valuable practical experience as a result of the dual training program. Whether you are a trained copywriter or are changing careers, the following characteristics especially help with text creation:
A copywriter’s success can be measured by the number of actions (so-called conversions) that are triggered by the corresponding marketing measure. If you want to explicitly make a potential consumer complete an action, you should include commands such as "order now" or "visit our online shop." This is called a call-to-action (CTA). Note the following three points to generate a response from the reader:
Testimonials from satisfied customers can strengthen the credibility of the unique selling proposition.
A total of 27 million pieces of content are shared online every day (as of 2016). But how do you prevent your advertising message from drowning in this flood of information? Companies are increasingly turning to copywriting experts to achieve a better position in Google searches, to win over more customers and, last but not least, to present themselves as a brand with individual and value-added content. Depending on the purpose of the text, different types of copywriting are used. Below we explain some of the approaches in more detail.
By using certain keywords (search terms), search engine optimization copywriting achieves the best possible placement in the Google ranking. It is irrelevant whether the text is intended to serve an advertising or informative purpose. It is more a question of integrating suitable keywords into a text as effectively as possible. Keyword stuffing isn’t the answer, but keywords should be used in such a way that they clearly outline the theme of the subpage. The information content of SEO texts has become increasingly important in this context (keyword content marketing). Copywriters have to adapt to these changes and write extensive texts as much as possible.
In our guidebook you will find 10 tips on how to optimize your SEO content.
In sales copywriting, the copywriter faces the challenge of convincing the reader of the advantages of a product or service and ultimately persuading them to buy or use it. But that's easier said than done. In addition to a convincing writing style, profound creative skills and knowledge are required, often only available to marketing experts. The following strategy is recommended in order to convince the reader to make a purchase:
Technical copywriting is the writing of topic-specific or industry-specific texts, the creation of which requires a high level of specialist knowledge. The aim is to provide added value to readers using specialist knowledge. That is why technical copywriters are usually not professional copywriters, but experts in their respective fields. After all, the task of writing a text on the evidence of hydrochloric acid should be left to a chemist rather than a sales copywriter. The challenge for the copywriter is that the texts are aimed at people who also have specialist knowledge. Therefore, the content must be detailed and factual. In addition to advertising material, a technical copywriter also writes blog articles, magazine articles, as well as operating instructions.
Content copywriters write content for websites and focus on a specific topic. Website visitors receive information about the topic and are informed of any new developments. As a content copywriter, you usually create how-to articles and step-by-step guides. Especially important is the appealing and interesting design of the articles. If a potential customer finds a text both entertaining and informative, they are more likely to make a purchase.
Creative copywriters write about a topic they’ve chosen themselves, but integrate certain products or services into their posts. There are some parallels to the principle of sales copywriting, since potential customers should be convinced of how good the product or service is here as well. Creative copywriters also often create company slogans or headlines and design concepts. Many creative copywriters have a marketing background, others are simply talented in presenting topics in an appealing way.
Whether in print, on television, on the radio, or on the internet: copywriters convey clear messages that ensure that advertising measures are recognized and don’t drown in the masses. As a copywriter, every working day is different. One day, you might create a statement or slogan and tomorrow you might create a text to accompany a demo video. The success of a particular text can ultimately be determined by the actions generated after it’s been read.
If you want to pursue your content marketing strategy in a focused manner from start to finish, it requires perseverance and purposeful work to implement it. From the research to the monitoring, many different people are involved. Countless tasks need to be divided, scheduled, and then completed. Professional content marketing tools can facilitate this work.
To best position your products on the market, you need a good marketing strategy. The term ‘marketing mix’ includes all actions taken to market your product. This article will explain this term in detail and introduce available marketing instruments.
Snackable content has become an online marketing buzzword. The term refers to content on the web that can be taken in quickly and easily. Examples of snackable content include posts and tweets, pictures or memes, and short videos. Snackable content is designed to suit the average attention span of web surfers, and is usually sensationalist or emotional, designed to pique a reader’s interest...
Online shopping, digital advertisements, electronic customer databases, and intelligent inventory systems: all this has revolutionized the trade and changed the buying behavior of customers. The internet and computer-based systems form the basis of e-commerce. From the perspective of companies and consumers, electronic commerce has many advantages, but also a few downsides. New trends are now...
As a copywriter, you are both a writer and a seller. Copywriters provide the content for marketing activities of all kinds – with the aim of prompting a reaction from the reader. If they inquire about a product or service, subscribe to a newsletter or, at best, make a purchase, the copywriter has achieved their goal. If your company markets products or services, copywriting is also relevant for...
Provide powerful and reliable service to your clients with a web hosting package from IONOS.
View packages
