Copywriting 101

4 Nov 2021

Writing compelling copy is key to attracting prospective customers. If your copy is well-written, there is a better chance that your prospects will click and complete the desired call-to-action. Every business requires copywriting. Copy represents your products to potential customers, encourages them to follow you on social media, entices them to sign up for your newsletter, and persuades them to make a purchase on your website. Copy allows you to represent the benefits of your service or product and demonstrate why your company offers the best solutions for your audience. 

Copywriting allows to approach all members of your audience and deliver a sales message. It also serves as a basis for SEO and growth hacking techniques. By writing compelling copy, you provide your customers with an offer that entices them to make a purchasing decision. Thus, copywriting is crucial for increasing your conversion rate and profits.

The difference between copywriting and content writing

Most likely, you have heard both terms copywriting and content writing multiple times. These two concepts represent different processes, even though they are often confused with each other. If you know the difference, you will be able to find a writer who can address your needs in the most appropriate way. Both copywriting and content writing are important for your business, but these two are different subcategories of writing. They share several common traits, but differ in characteristics, purpose, and content type. 


It is the process of creating copy that aims to boost conversions and ultimately increase your revenue. It is the art and skill of writing compelling copy that corresponds to readers’ pain points and feeling. It is strategic, linear, and intentional. As a rule, copywriters end their copy with a CTA that encourages readers to make a purchase or sign up. 

These are the examples of pieces copywriters create:

  • Sales letter
  • Webinar script
  • Google ads

Content writing

Content writing is the process of writing content with the purpose of creating engagement, building up interest, and increasing customer loyalty. Content writing is multidirectional. It facilitates a conversation with the audience and often includes numerous sources and several CTAs. 

These are the examples of pieces content writers create:

  • Video scripts
  • Blog posts
  • Social media posts
  • Infographic

Even though there is an overlap, these concepts are quite different. People often confuse these two because they are commonly implemented by marketers. Both content writers and copywriters write for defined target audiences and manage their content based on certain criteria. Also, both kinds of writing can be SEO-focused. 

Types of copywriting

Creative copywriting

The most important task of a creative copywriter is to write interesting and entertaining content to read. There is a unique structure to creative copy, and it does not aim to increase SE ranking or drive a sales pitch. The main job of a creative copywriter is to build an emotional connection with their audience. They write reader-oriented copy that facilitates stronger relationships. 

Sales copywriting

This kind of copywriting has the goal of pitching services or products to the audience. By creating sales copy, one can assist customers in making more informed purchasing decisions and emphasize the benefits of the product or service. As a rule, customers are less interested in features and data points. They want to see the value of the product or service in the copy. 

SEO copywriting

This type of writing aims to boost the website’s ranking on SE results. It also encourages readers to take a certain action. SEO copywriting is often implemented in the development of product descriptions, product categories, and landing pages. Copywriters need their copy to be useful, relevant, and valuable while including keywords to increase traffic to the website. 

Technical copywriting

Different from other copywriting types, technical copywriting provides in-depth information about the product. Technical copywriters write data-driven texts that use industry-specific language appealing to the target audience. The most common content pieces written by technical copywriters are press releases, case studies, brochures, and white papers.

Final thoughts

Understanding your audience is the essence of successful copywriting. By understanding a customer’s point of view, a copywriter can find a way to appeal to customers in the best way possible. It is imperative to write copy that connects to the audience on multiple levels.

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