Q: What is copywriting and how will it help my business?
A: I frequently introduce myself as a copywriter and people immediately start asking me about copyrighting!
It’s a simple mistake to make. The two words sound exactly the same, but they represent entirely different things. For what it’s worth, I know a fair bit about copyrighting too, as a photographer. But for today I’m going to focus on copyWRITING…
The really basic definition of copywriting is that it’s a process of putting words together in an engaging and interesting way to advertise a product or service that your business provides. In years gone by, it would have been used most frequently in magazines just like this one, in newspapers, on billboards and even on radio and TV ads.
But now we have the internet and so copywriting has adapted to include a whole new platform where advertising can be used – through your website copy, your emails you send to clients or mailing list subscribers, the blog posts you put out regularly and your social media posts.
Words are big business!
Copywriting has had to adapt hugely over the years too. It’s not just about writing slogans a la Mad Men anymore. The more modern approach is to share content that’s valuable and interesting to your readers, such as through storytelling or teaching something to them about your area of expertise. This approach helps to draw them in and learn to trust you as a business owner. And, eventually, they’ll want to book your service or purchase your product, which is always the end goal.
That’s a really simplified way of explaining the process and there is a lot more to it, but hopefully that gives you a great start to understanding how the words you put out there are just as much a part of your branding as your logo, your images and the fonts and colours you use!
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