What does “copywriting” actually mean

What is copywriting?

Despite the vast use of the word “copywriting” in recent years (about 180 million hits on Google), people often ask me what copywriting is and what a copywriter actually does.

Contrary to popular belief, the English word “copywriting” isn’t new. In fact, according to the Merriam Webster Dictionary, this term has been around for more than a century. But what exactly does copywriting mean? Well, simply put – it means writing content (copy) that is convincing and compelling.

The copywriting marketing strategy aims at arousing the readers’ interest so that they decide to take action, such as clicking on a link, submitting a form, signing up for a newsletter, or purchasing a product or service.

The brand’s wording (i.e., copywriting) can make all the difference. It can either lead readers to “seal the deal” or create second thoughts. That’s how important it is.

Yet writing successful copy isn’t easy. It needs to be persuasive, but not annoying; clever and memorable, but not confusing or perplexing. That’s what copywriting is all about.

Copywriters are asked to create written content for a large range of marketing, promotional, and advertising materials. Printed or online. After brainstorming ideas, they need to develop concepts, and articulate the marketing messages.

So next time you visit a brand’s website or social media, take a minute to think about the wording that they’ve used. Do you love it or are you indifferent?

And if you have any questions about copywriting in English, drop me a line.

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