Copywriting is a craft of writing persuasive content that prompts customers to take action – make a purchase, sign up for a course, subscribe to a newsletter, click an ad, etc. Individuals writing such content for companies are known as copywriters.
Copywriters are responsible for creating engaging content that helps businesses attract customers and increase sales. All content used by companies to advertise their products or services is known as a copy. This content is friendly, conversational, and written to keep the customers hooked to the business. A copywriter's primary goal is to write compelling content that drives responses from the target audience and helps companies increase their sales.
Different businesses employ different types of copywriting; however, in this article, we will talk about some of the most common types of copywriting. These are utilized by almost every business in every industry and, if done correctly, helps companies drive sales. Nevertheless, copywriters need to understand the business, their intent, and what they intend to achieve with their copy. Without this essential information, it will be almost impossible for copywriters to produce content that drives actions.
So, without further ado, here are some of the most common types of copywriting.
Sales copy is one of the most important types of copy today and one of the most challenging types of copy to create. Sales copy should promote the business without being salesly. Well, what does that mean? Let’s get straight to the details.
A sales copy speaks directly to your target audience, and the primary goal of this type of copy is to get the audience to perform the desired action. This action could be a click on the CTA, download some material, make a purchase, etc. Thus, the text should be compelling, clear, and straight-forward. Sales copy is usually a part of landing pages.
Web copywriting is the act of writing your website content. When planning your website, you need to lay out a plan about how your website will be structured, the number of pages, child pages, number of posts, what will go into the menu, etc. Based on the structure of your website, you plan your web content.
Many people argue that web content is also sales copy; however, there is a slight difference. Even though the web content also promotes the business, the copy addresses every person, not only the target audience. Anyone could visit the website; thus, the intent of writing web content is different. It is not merely focused on sales but also on providing information about the company and its offers.
Web content also includes blog posts and articles. Blogs are one of the best ways of driving content; thus, creating attention-grabbing posts is one of the essential copywriting elements. The main objective of writing a blog post is to inform customers of the different services you offer; thus, copywriters should create insightful content. Most of the time, web content also involves elements from SEO copywriting and technical copywriting.
SEO copywriting is one of the most critical types of copywriting. The main goal of writing SEO copy is to position content in Google and rank it higher. The better your SEO, the higher your web page will rank on Google.
Just like all other types of writing, SEO copy also has its writing guidelines. First and foremost, you need to identify the right keyword for your business. Do keyword research and look for keywords that you think will help you rank higher on Google (hint: long-tail keywords boost your SEO rankings immensely). After you have decided on the keyword, create content around it. The keyword should be present in the page title, in the introductory paragraph, and should appear at least three times in the rest of the article.
Moreover, when doing SEO copywriting, you must focus on backlinking, internal linking, images, alt text, CTA, etc. Combine all these aspects to create killer content for your audience as well as Google. SEO copywriting is a part of product reviews, product descriptions, and landing pages.
Marketing copywriting includes writing ad copy, sales emails, newsletters – any content that focuses on the benefits your product offers and why people should buy it. This type of copywriting is like sales copywriting; however, the intent is different. While a sales copy is the building block towards making a purchase, a marketing copy is the last push needed to encourage users to make that purchase.
Content of a marketing copy content can either take the form of storytelling or can be direct. The main goal is to prompt a purchase; thus, any content tone that helps businesses achieve that goal will be beneficial. Companies usually do A/B testing with their ad copy so that they know what works best for them. Copywriters can do the same when writing emails. A test is always better to find out what copy is prompting the customers to make a purchase.
Technical copywriting refers to writing a copy targeted towards a specific audience with in-depth knowledge about the sector/industry or the products/services under discussion. These include medical devices, financial services, equipment manufacturers, computer software, programming languages, etc.
When writing technical content, writers tend to use technical, industrial jargon as they speak to a specific audience that understands the language used. Thus, this type of copywriting's primary goal is understanding how particular products work or their manufacturing process, or the offering of specific services.
Press releases (PR) are one of the most important sources of information. Therefore, only specialist PR writers can write such content. Companies hire dedicated PR writers to make sure that these statements contain a positive tone that reflects the company positively in the best possible manner.
Press releases are either written to announce the launch of a new product/service or as a damage recovery tool after negative publicity. In both cases, the PR tone must be positive as it intends to provide information to the customers. Thus, PR copywriters must be cool-headed and are in the right frame of mind to promote a positive image of the company.