Wondering what type of copywriting you wish to pursue? Read on.

Are you an aspiring copywriter? If you’re someone who’s just starting out, here’s an excellent place to start.

Before diving head on and becoming a freelance writer, you need to know and identify different types of copywriting and which one to specialize in.

But what is copywriting anyway?

Copywriting is the art and science of utilizing words for the purpose of advertising or other forms of marketing. It aims to increase brand awareness. And the written content meant for this purpose is called copy.

Copywriters help create the following:

• Billboards
• Brochures
• Catalogs
• Newspaper advertisements
• Sales letters or promotional emails
• Social media ads
• Scripts for radio and TV commercials

What is the difference between copywriting and content writing/marketing?

The difference between content writing vs copywriting can be distinguished by their purpose.

In copywriting, your objective is to sell an idea. You create compelling and high-valued content that purely aims at positioning your brand.

While in content writing, you help the readers understand your brand and generate interest. It is used to educate potential customers about the products and services of a brand. This is usually done through press releases, blogs, and articles.

Through content writing, information is passed to your audience. You build trust. While in copywriting, you persuade and drive sales.

What are the different types of copywriting?

1. Direct Response Copywriting

Direct response copywriting is a type of copywriting where you want your reader to take immediate action after reading your message.

When you use this method, your goal is to get a specific action from your readers. You persuade your readers to complete responses like:

• Sign up for newsletter
• Download a freebie
• Make a purchase
• Claim your free trial

The call-to-action (CTA) always has an immediate and measurable outcome.

This is different from advertising copywriting where the goal is to make you remember their product when you see them in stores.

Both types of copywriting use emotional triggers to achieve their goals.

What makes a compelling direct response copy?

1. It must have an attention-grabbing headline.

A famous quote from David Ogilvy says:

“It follows that unless your headline sells your product, you have wasted 90 percent of your money…”

Headlines create the first impression that either convinces the reader in or drives them away.

2. It must have a sense of urgency.

Instilling in your readers that they need to act quickly is a tactic that hits the emotional pressure point.

You’re more likely to encourage and convince your reader to take action when you’re able to pull on their emotional strings.

3. A powerful call to action (CTA).

This is the part where you ask your readers to either download your ebook, buy your product, or sign-up for a newsletter.

Just a few things to remember when crafting your CTA:

• Avoid using generic words.
• Personalize, and emphasize the action that you want your readers to take.
• Stress out the advantage/ benefit that your audience can get after following your lead.

For example, instead of just writing “Subscribe Now,” create a button with a message reading, “Sign up and save 40% on your first purchase.”

At the end of the day, don’t be disheartened if at first, your copy didn’t work. Keep on testing to see what works or what ticks.

Because a simple change in wording, either in the headline or CTA can make a world of difference.

2. Advertising Copywriting

Advertising copywriting is the art of crafting written content that goes with the visual portion of an ad campaign.

It is based on the idea of promoting a product or service to a specific consumer audience.

Written advertisement can be found in different media types, which include:

• Brochures/ Pamphlets
• Posters
• Social Media
• Television commercials
• Radio advertisements
• Websites

What are the elements of a persuasive ad copy?

1. It must inform.

Your ad should tell your target customers how to use and operate the product. It should also contain information on the price, and where they can obtain the product or service.

This would help enhance demand and increase sales.

2. It must have a recall value.

Your ad copy must leave a lasting impression on the reader.  Showing the ad on repeat mode projects a permanent image about the product on the consumers’ mind.

3. It must be truthful.

An ad copy must disclose the limitations in the product or service.

It shouldn’t also mention or insinuate any features that a product or service doesn’t really have just to get mileage.

Using deception to entice customers may get them to buy from you. But they will eventually find out after them using your product or availing your service.

You not only lose these customers, but it will also put your brand in a bad light.

4. It must hold the readers’ attention and curiosity.

A good copywriter must be able to determine how long or short the ad copy would be.

Long enough to provide information about the product and what benefits it can give them. And short enough to not bore your reader.

Holding your readers’ attention can also be done by using a catchy headline and using pictures and graphics to help explain the product.

3. SEO Copywriting

One of the ways to capture potential customers is to grow traffic on your website.

How do you get them to visit your site?

How do you target your customers and solve their specific problems?

That’s where SEO copywriting comes in.

SEO copywriting is the art of producing well-crafted content that will rank high in search engine results and appeals to visitors.

You need to create useful and valuable content that targets specific keywords to get results.

To break it down, SEO copywriting is:

• SEO – Using terms/ phrases your potential customer is searching
• Copywriting – captivate with the perfect content
• Results – sales

Elements of SEO Copywriting

1. Title

It makes sense to include your keyword/s in the title as it is the first thing your readers see in search engine results.

Keep your title length to not more than 72 characters to ensure that the title is fully visible and increase the chance of a click- through.

2. Meta Description

This serves as a brief description of your content in 160 or less. It’s what draws readers to a website from the search results, making it a significant part of SEO copywriting.

A Meta Description’s most prominent role is to encourage click-through and dwell time for readers.

3. Content

This is perhaps the most crucial element in SEO copywriting.

You should provide contents that are relevant to your business. And in doing so, you must always include the targeted keyword/ phrase.

Ideally, long-form content (minimum of 1500 words) are consumed by readers more than short ones. Most importantly, your content must be able to provide value to your readers.

4. Keyword Frequency

This refers to how often a keyword or phrase appears on a given piece of content.

The more than a keyword repeatedly appears in a given piece of content, the higher the keyword frequency.

5. Page Links

Links facilitate additional reading for users. It showcases and indicates your extensive knowledge of the topic. It’s recommended to sprinkle a few related links in an article. But don’t overdo it.

4. Technical Copywriting

Unlike the other types of copywriting, technical copywriting requires specialized knowledge and skills in technology.

The focus is on selling and promoting. In technical copywriting, you create a persuasive copy to promote functional products and services. It must contain words that compel the consumer to buy. Take note that this is different from writing content that explains how to use the same product.

One of the challenges in technical copywriting is dealing with jargon or technical terms that are difficult to understand.

Your role as a copywriter is to convert that jargon into layman’s terms. In a way that is easy to understand and address their needs.

What Makes a Good Technical Copywriter

1. Subject Matter Expert

While it’s true that anything can be learned, with technical copywriting, it’s a much steeper learning curve.

Whether it’s technology, scientific, financial, medical, or financial, a copywriter must have an in-depth understanding of it.

2. Persuasive

To persuade a potential buyer to make that purchase, you should be able to convey the benefits in a way that’s easy to understand.

It’s aimless to explain all the minute technical details just to impress your readers because they will not understand. So resist the temptation to do so.

3. Writes incredibly

You need to write in a way that your readers understand, but you still need to include the technical details.

These technical details must be included strategically. And must be expressed using the right tone, language, metaphors, and jargon, in the right ways at the correct times.

This is also important if you’re writing for technical readers because they can detect if you know what you’re talking about or not. You might receive a backlash if they discover you’re a fake.

5. Web Content Copywriting

People read differently with printed materials than they do online.

Website users scan the page looking for keywords or phrases that catch their attention instead of reading left to right, line by line.

Have you observed yourself doing this when you’re online?

Why do you think we do this?

It’s because our goal of going online is to search for answers to questions we have. And most of the time, we don’t want to read more than necessary of what’s in front of us.

This is where web content copywriting comes in.

Web content copywriting focuses on writing high-quality content that sells an idea or a product.

Most of the time, the copy created is short and direct and placed on web pages or blogs.

The picture below is an example of a web copy.

What Makes an Effective Web Copy?

1. A Strong Call to Action (CTA).

Think about what you want your customer to do after they finish reading what you had to say.

• Sign up for a newsletter?
• Download your free ebook?
• Buy your product or service?

Whatever it is, always close with a call to complete an action. Don’t forget to include a link.

2. Focus on the product’s benefits.

It’s vital that your copy focuses on showcasing the product’s best features and what it can do for your potential customers.

How can it help improve their lives?

3. It has raving reviews.

This is a great approach to back up your claims.

Many people are still cautious about buying products online. That is why testimonials and excellent reviews are critical, especially on the internet.

Conclusion

It’s not enough that we learn the different types of copywriting.

It’s also equally important to know what makes a good copywriter.

• Persuasive – You know how to use storytelling to stir emotions and compel them to make an action.
• Strategic – You understand the needs of your target audience and use words to inspire confidence in the product/ service.
• Results driven – You work with the client until they’re happy with the copy

Whichever type of copywriting you wish to focus on, always remember to apply and test the concepts.

As what David Ogilvy says, “Never stop testing, and your advertising will never stop improving.”

References

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