Copywriting is the act of writing copy.
Copy is what you are reading right now: words, text…information that is meant to explain and/or persuade.
A copywriter is someone who writes those words. Generally the term is applied to marketing. But there’s also “newspaper copy” and “radio copy” and so on.
Good copywriting requires imagination and an understanding of the questions and reservations of “the audience” as well as an understanding of their needs and desires. This is not an easy thing to do. If you can afford the expense, hire a copywriter to handle all of your marketing content (that includes, we pages and brochures). If you can’t spare the expense here are a few tips…
- Write short sentences whenever possible
- Don’t be afraid of simple words
- Use clear and direct language. (Don’t try to sound sophisticated and “profession”…if you actually possess sophistication and professionalism, it will come through in your writing without the aid of “big words” and semicolons.)
- Don’t be too laidback and conversational unless that’s part of your brand. (If you run Big Momma’s Diner, don’t be afraid of inviting “y’all to come over to some home cooking with all the fixings.” But if run some chicken place that’s with a muted/nonexistent personality don’t suddenly manufacture some warm tone in your marketing materials that conjures up a character from Gone With The Wind.)