Have you ever wondered who is behind the texts of TV or radio commercials? Who creates those countless articles you find online every day? Who prepares the content for the social media of your favourite brands? It turns out that it is most often a copywriter. Who is that and what do copywriting services consist of?
What is copywriting?
Copywriting is the creation of persuasive applied texts that serve as a vehicle for advertising. Copywriters - whether freelance or working for a single employer - create content for different clients. Depending on the industry, one can mention medical copywriting or business copywriting, among others.
It is worth noting that you do not need a special education to become a copywriter - what counts is the ability to write in correct and persuasive language and experience. In addition, although the texts of copywriters have substantive value, they are not journalistic or research in nature. This means that such a creator does not need to have specialist knowledge, and can successfully carry out basic research and write texts on a variety of topics, e.g. for a company blog. Most of what appears on the Internet today is the result of copywriting. How do you write such texts?
Main tasks of copywriting
As we have already mentioned, the valuable and persuasive advertising content we encounter every day consists of good copywriting. What does this mean in practice? The task of the copywriter is to write in such a way as to influence the recipient through the content of the publication. The reader is expected to gain more than just factual knowledge from the article. The content should encourage them to click on a link, buy a certain product or leave their contact details. It should not be forgotten that copywriting in the past referred only to sales texts. Nowadays, sales are also its goal, but not necessarily direct sales.
Writing sponsored articles in which products or services are placed involves creating publications with an advertising character, but this is not the only purpose of texts. Copywriting also has the task of building audience trust and brand recognition among consumers. In addition, it supports SEO activities in the broad sense, i.e. positioning in search results. 
Copywriting - where is it used?
The development of this profession began as early as the 19th century, but its father is considered to be David Ogilvy, who founded his advertising agency in 1948. The agency was involved in writing texts based on the psychology of advertising. At the time, so-called copywriting marketing focused on: leaflets and brochures, posters and banners, slogans and advertising texts, scripts for advertising spots and texts on product packaging.
Today, copywriting assignments cover a different scope. Due to the development of modern advertising tools, creatives are also involved in writing, among other things, content for social media, blogs, mailings, landing pages, sponsored articles, reports or e-books.
Developments in this area over time have led to the emergence of so-called content marketing and the reduction of copy work to the creation of shorter, more creative messages, slogans or scripts for advertising spots. The rest of the content already falls under content marketing. This division has made the boundary between content writer and copywriter somewhat blurred.
SEO copywriting - what is it?
In addition to content marketing, SEO copywriting is also prominent in the industry, which consists of writing texts that favour the positioning of a website in search results. We can encounter two types of content here - on-page and link building.
On-page texts, as the name suggests, are published within a website. They can be about the products and services on offer, or they can be about other topics. The aim is not necessarily to sell or encourage the recipient to behave in a certain way - more often than not, they are intended to build the brand's image as an expert. The essence of on-page content is that it reinforces the so-called topical authority, i.e. the authority of the site in a given subject area. In addition, on-page content also carries valuable keywords.
Link building texts, on the other hand, allow you to build up a catalogue of links leading to the positioned website. More often they contain an advertising message, but their most important elements are links and keywords. These, along with the headings, are the copywriter's tools, which must be used in such a way as to meet SEO requirements and at the same time place unobtrusive references to the product or service in the content. 
Why is copywriting important and necessary in business?
There is a misconception among many entrepreneurs that they won't need a copywriter for anything. After all, they can write their product descriptions themselves, offers for customers will be prepared by an assistant, and what goes on flyers or posters doesn't really matter, as long as the recipients see the company name and address. The reality is that all these elements are advertising, and the key to successful customer acquisition is good copy. Of course, information on how to write such texts can easily be found on the internet, but it is worth enlisting the help of someone experienced who knows what will convince potential customers and what to focus on. Copywriting is part of marketing - it is not worth counting on a happy coincidence in this regard.
Copywriting gives a wide scope for manoeuvring when preparing a company's advertising strategy and responds to the needs of modern marketing, which is currently developing mainly in the virtual space. Although the content created by a copywriter fulfils various functions, the use of his/her services supports sales, and it is this that most often brings profits in business.
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