What is Copywriting?
How copywriting can make or break your business
Great copywriting is arguably the most important component that you need lock down in order to have a successful business. After all, if you have a great idea or product, but your way of describing it leaves people feeling confused or disinterested... you're going to have a hard time selling it.
If you're a small business owner, you’ve definitely already done some copywriting, but you may not realize it. When I was officially starting my business, I realized just how much copywriting I had unknowingly written in my past! I had put together grant proposals and marketing materials for businesses as a PR assistant, I wrote all of the website copy for a business that I co-founded, and more. I had been dabbling in copywriting for over a decade and it had never even occurred to me.
So, what exactly is copywriting?
At its heart, copywriting is the art of connection and persuasion that sells people on an idea, a brand, or a product. It's the brand storytelling and descriptive details that connect current and potential clients to your brand and sell your services or products. The most obvious pieces of copy are the blocks of text on your website: your mission statement, description of services, about me page, and your product descriptions. But it's also your marketing collateral, the pitch emails that you send to potential clients, and it even shapes the way that you describe your business when someone inquires at a cocktail party.
Content writing, on the other hand, has become wildly popular as both a concept and a service. Content writing is the umbrella term for all of the other writing that goes into creating a brand. It entertains, informs, educates, or engages. Sometimes it's hard to tell the difference between content and copy, because sometimes they're one in the same! Blog posts, for example, would be considered content writing. However, if your blog posts also highlight your business, encourage readers to find out more about you, or encourage them to consider purchasing your services, then it also falls into the realm of copywighting. Social media captions are another example of this.
Content writing is designed to be consumed. Copywriting is designed to convert.
I’ll let you behind the copywriting curtain for a moment — what you’re reading right this moment is that exact combination of copy and content. This blog post educates you and engages you (hopefully!), but it also boosts my website SEO and describes the value of my services to not-so-subtly encourage you, dear reader, to hire me.
Copywriting: anything written with the goal of connecting with your audience and getting them excited to take action or complete a sale.
Content writing: anything written with the goal of engaging or educating your audience… to then subtly funnel them into taking action or completing a sale.
I like to think of copywriting as the main course of your brand's voice, while content writing is the dessert: fun and appealing, but doesn’t directly feed you with the sustenance of sales. Your business can’t thrive off of content alone!
Why is copywriting important?
When was the last time that you bought something purely for function, or off of looks alone? Most consumers don’t even buy something as simple as deodorant or ballpoint pens without first reading the label. Copywriting is the thing that persuades customers to purchase, whether it’s a subconscious decision or an intentional one. It’s the cornerstone for emotional branding - connecting with your audience in a meaningful way to build recognition and loyalty.
Your product may be amazing quality or completely groundbreaking - but without effective brand storytelling and convincing copywriting, you won’t be able to hook those first customers who will help you reinforce your brand with valuable rave reviews and referrals.
This is why it’s very important to get clear on your brand values and the “why” behind your business. If you have clarity about what you’re contributing to the world and why your business is exciting to you, it becomes much easier to convey this to others and get them excited about it too.
Your website copywriting should be engaging and written with your ideal customer in mind. It should also be clear, concise, and lead readers through your website in a way that is intuitive and encourages them to keep reading.
To learn how to write strategic copy, check out this blog post.
For more tips about how to write awesome copy, sign up to receive my free brand voice guide template — the exact same template and framework I use to write copy for my clients!
