Copywriting
Copywriting is the act of writing text for the purpose of advertising or other types of marketing, and it may also refer to the vocation of producing such material. The product, also known as copy or sales copy, is written material that has as its ultimate goal the promotion of brand recognition and the eventual persuasion of an individual or group to engage in a certain behaviour.
Copywriters contribute to the production of a variety of marketing materials, including billboards, brochures, catalogues, jingle lyrics, advertisements in magazines and newspapers, sales letters and other forms of direct mail, scripts for television or radio commercials, taglines, white papers, website and social media posts, and other types of marketing communications.
Many copywriters find work in marketing departments, advertising agencies, public relations firms, copywriting agencies, or they work independently as freelancers for a variety of customers, ranging from tiny businesses to multinational corporations.
Copywriters are often hired by advertising firms to work as part of a creative team with other creative professionals such as art directors and creative directors. An advertisement's text or script is often written by a copywriter, who does it mostly on the basis of information collected from a client.
Copywriting agencies combine copywriting with a variety of editorial and associated services. These services may include positioning and messaging consulting, social media, search engine optimization, developmental editing, copy editing, proofreading, fact checking, speechwriting, and page layout. Copywriting agencies also offer these services to their clients. While some advertising companies have their own staff of in-house copywriters, others choose to use independent contractors or freelancers.
Copywriters that specialise in digital communication are often included in the workforce of digital marketing organisations, either as independent contractors or as full-time employees. There are instances when the job of a copywriter and a content writer will overlap, since the copywriter will be required to produce convincing advertising for social media platforms, Google, as well as landing pages and email text for websites.
Copywriters are also employed full-time in-house by retail chains, book publishers, and other large companies that engage in regular advertising. They are also capable of being hired to create advertorials for publications such as newspapers and magazines as well as broadcasters.
Some copywriters choose to operate their businesses as independent contractors or freelancers, which allows them to write for a wider range of customers. They may work from the office of a customer, a coworking space, a coffee shop, or even from the comfort of their own homes.
Copywriters are comparable to technical writers, and there is some crossover between the two professions. However, in general, the purpose of writing that is considered to be technical is to enlighten and teach readers rather than to attempt to persuade them. For instance, a copywriter is the person who composes an advertising in order to sell a vehicle, but a technical writer is the one who composes the operator's manual and explains how to use the product.