What is Copywriting? Definition, Examples & Career Path

If writing is one of your expertise, then copywriting is a professional skill you should pursue. But what is copywriting?

You've probably heard this term often, as copywriting is a crucial factor in promotional activities in the marketing world, whether in digital or conventional channels.

In the realm of digital marketing, copywriting is a determining aspect that influences consumers' purchasing decisions for a product/service.

A unique and engaging presentation of copywriting can help enhance the authority and brand awareness of a product/service.

The following guide discusses “what is copywriting”, examples, types, and the skills needed to become a copywriter. In order to fully understand the concept of copywriting, ensure you read the explanation below thoroughly.

What is Copywriting?

You might ever wonder that, if copywriting is so important, then what is copywriting? 

In broad terms, copywriting is a process of writing text/material in a persuasive tone and its primary goal is to promote and sell a product/service. 

In the modern business world, copywriting is a crucial aspect that should not be underestimated because its presence can influence and drive purchasing decisions. 

Through copywriting, marketing techniques can be implemented more effectively. Engaging and attention-grabbing copy has been proven to have the potential to increase conversion rates.

Some objectives of copywriting material include encouraging readers to make a purchase, clicking links to increase click-through rates (CTR), and persuading or influencing readers to encourage others around them to buy products or subscribe to services. 

Who Needs Copywriting?

Basically, copywriting is a writing technique needed by almost every sector of the industry and organizations that want to communicate with their audience effectively. 

From businesses, government agencies, non-profit organizations, and technology companies, to media and publishing, all of them require individuals with adequate copywriting skills.

Therefore, career opportunities in the field of copywriting are quite promising, in line with the need for persuasive and beneficial communication for businesses. 

Therefore, if you are interested in becoming a part of the copywriting world, you must fully understand what is copywriting, some types of it, the job descriptions, and the required skills outlined below.

Types of Copywriting

Copywriting is a branch of writing that is highly needed in the realm of digital marketing, whether to enhance brand awareness or promote digital campaigns. It is a sought-after skill by many companies in various niches.

In addition to understanding the definition of copywriting, it's essential to be familiar with several types of copywriting that fall into five categories, such as:

1. Direct Response Copywriting

Do you know what is copywriting within the type of Direct Response? This type of copywriting is a specific approach in the world of copywriting that focuses on encouraging the audience to respond immediately and take specific actions. 

The main goal of this type of copywriting is to create an instant response from the target audience, such as clicking on a URL, filling out provided forms, or making immediate purchases. 

The messages in this type of copywriting not only provide information but also include a Call to Action (CTA) to clarify the actions that the target audience should take.

2. Brand Copywriting

Brand copywriting is a type of copywriting that aims to build and maintain the image and identity of a brand. 

It typically contains messages that shape positive perceptions related to the values and characteristics of a brand. 

This type of copywriting usually covers information such as brand values, as well as the vision and mission of a brand, highlighting the desired image in the eyes of consumers.

3. Marketing Copywriting

What is copywriting for marketing purposes? This type is one of the most frequently needed copywriting which focuses on the delivery of creative and communicative information to create persuasive messages. 

It is typically done by promoting products/services for marketing purposes, aiming to convince consumers to make a purchase.

4. SEO Copywriting

Have you ever heard about SEO copywriting? If the previous types of copywriting aim to increase revenue, SEO copywriting is designed to maximize the digital visibility of a business in the SERP. 

In SEO copywriting, the writing process focuses on optimizing copy on a website or campaign content to align with SEO principles and guidelines. 

SEO copywriting typically combines writing elements with search engine algorithms and strategically places SEO keywords.

5. Technical Copywriting:

This type uses informative writing methods to explain the workings of complex products/services, such as network technology services or beauty and health products. 

Unlike previous types of copywriting, technical copywriting emphasizes explaining the technical and functional aspects of a product/service to make it easier to understand.

6. Social Media Copywriting

Do you know what is copywriting for social media? In general, this type of copywriting is needed to increase engagement rates and gain followers organically. 

Examples of social media copywriting often include creating engaging and relevant content carousels and captions for target audiences.

7. Online Ads Copywriting

In addition to producing compelling words, copywriting also involves an individual's ability to craft persuasive narratives. 

Therefore, alongside SEO optimization, copywriting is a skill needed to maximize online ads such as Search Engine Marketing (SEM).

8. Creative Copywriting

Writing copy for creative copywriting must be developed with creativity to successfully capture the target audience's attention until the end. 

Since it prioritizes creativity, the process of creating copy tends to be challenging and requires additional time.

Copywriter Job Description

Now that you understand what is copywriter, you additionally need to know the duties or copywriter job descriptions.

In general, a copywriter plays a crucial role in delivering the company's message in an engaging, persuasive manner that aligns with the brand's identity. 

Although each company has different criteria and demands, here are some general job responsibilities of a copywriter:

• Writing copy in a clear, unique, engaging, and easily understandable brand voice.
• Conducting discussions with clients to understand how the copy should be delivered to the target audience.
• Analyzing briefs from the creative or marketing team to transform them into compelling and persuasive copy.
• Creating headlines and slogans that grab attention and are easy to remember.
• Researching and brainstorming to propose copy concepts to clients.
• Collaborating directly with the Public Relations (PR) department to develop marketing campaign ideas.
• Editing and revising copy based on client feedback.

Essential Skills for a Copywriter

After you know what is copywriting, the types of it, and the job description of a copywriter, now you need to navigate some of the essential skills that a copywriter must have. Some of them are:

• High Creativity: A copywriter must be able to find unique ways to convey messages and create engaging content by combining imagination and innovation.
• Editing Skills: The ability to edit and polish the writing quality is crucial for a copywriter. One essential copywriting skill is ensuring that each chosen word has a maximum impact, and the sentence structure is easily understandable.
• Understanding of SEO: In addition to being adept at creating unique narratives, basic skills in SEO strategy are also valuable for converting engagement into traffic.
• Analytical Ability: To measure content performance through metrics such as conversion rates, Click-Through Rate (CTR), and reader retention for future strategy planning.
• Project Management Skills: Copywriters often work on multiple projects simultaneously. Therefore, good project management skills can help in managing time and producing high-quality copy without sacrificing efficiency.

Tips on How to Become a Copywriter

If you're interested in becoming a copywriter, you can apply these tips starting from now on:

1. Regularly Observe Ad Content or Campaigns:

If you already know what is copywriting, then you must understand that becoming a copywriter can begin by regularly observing the types of ads or campaigns that successfully capture your attention. 

Pay attention to the writing patterns used and how the messages are packaged to be easily understood by readers.

2. Learn Persuasive Writing Methods

What is copywriting? Yes, it is a persuasive writing sell with a marketing objective. Hence, the persuasive characteristic is what distinguishes copywriting from other types of writing. 

Therefore, copy in copywriting must be persuasive which means it should be able to influence and persuade readers to take specific actions.

3. Master Copywriting Formulas

To become a copywriter, you need to learn three main copywriting formulas: PAS, AIDA, and FAB. Here for a more complete and thorough explanation:

• PAS (Problem, Agitate, Solution): Addresses the target market's problem, makes them feel the need to solve the problem, and presents a solution through your product/service.
• AIDA (Attention, Interest, Desire, Action): Attracts attention, generates interest, makes the target market desire the offered product/service, and directs them to take purchasing action.
• FAB (Feature, Advantage, Benefit): Presents product/service features, the advantage of these features, and the benefits they provide.

Effective Copywriting Examples for Ads

Here are several strategies and copywriting examples that can make your copy one step closer to perfection.

1. Using an Engaging Hook

The use of an engaging hook is one of the greatest copywriting examples. In the world of copywriting, a hook is the first element of a text designed to "catch" and capture the reader's attention.

The use of an engaging hook can have a significant impact in ensuring that your ad is not overlooked.

In order to maximize its effectiveness, you can use a hook in the form of a question or directly address the pain points of the target audience.

2. Embedding Words that Sell

A good copywriting example is the copy that maximizes marketing strategies and increases revenue. As to create captivating copy, you can consider using words that sell, such as:

• Emphasizing exclusivity (e.g., Special, Secret, Limited)
• Indicating a new impression (e.g., Introducing, New!, Innovation)
• Asserting urgency (e.g., Now, Immediately, As soon as possible)
• Persuasive words (e.g., Guaranteed, Certain, Proven, Trustworthy)
• Highlighting benefits (e.g., Discount, Free, Save 10%)

3. Use Numbers

In fact, humans tend to remember numbers more easily than words. Therefore, you should incorporate numbers into your copywriting.

Using numbers in copywriting can help increase the credibility of the advertised product or brand. 

The numbers used can be in the form of percentage data, the number of buyers, or in the form of discounts. Below are some copywriting examples with numbers:

• 50% discount for the first 100 buyers!
• 9 out of 10 women have trusted our product!
• Switch to SEO! 61% of marketing teams believe SEO is the key to online business success.

Trusted Copywriting and Content Writing Services

Before, you didn’t know what is copywriting. But now, you have fully understood that copywriting is a writing strategy highly sought after by various industries, especially those operating in the modern business landscape.

Considering that content marketing production, both copywriting and content writing, is deemed crucial in achieving business success in the digital era, renowned companies and brands increasingly require the services of professional article writers to support the production of quality content.

With the Professional Copywriting and Content Writing Services by leading SEO agency, cmlabs, you will not only be assisted by professionals in crafting informative articles but also will be provided copywriting services for your website to make it more appealing and optimized for SEO comprehensively.

As a provider of Copywriting and Content Writing Services, cmlabs assists you with the implementation of SEO in terms of both On-Page and Off-Page aspects, ensuring that the written articles or copies can appear in organic search results, making them more accessible to readers or customers.

If you are striving to enhance content visibility on Google, now is the time to collaborate with cmlabs. Contact the cmlabs Marketing Team and let's synergize together now!