What is copywriting? Who is a copywriter?

Let me start by saying that copyright is different from copywriting. The first means the right that is considered for the author so that the profits of the work go to the pocket of the owner of the work. In this article, we are going to talk about the second word, the word that entered the content literature from Madison Street advertising agencies.

What does copywriting mean?

In its simplest definition, copywriting is the link between business and writing. Copywriting is where writing skills and techniques help the business to properly present a product or service; The words that used to be used in writing books, magazines and newspapers are now at the service of business so that we can express the benefits of our product to the audience in a clear and powerful way.

The slogans on the billboard are the scenario of a TV commercial, the title of a reportage content, the text of a brochure and 2 examples of copywriting.

Who is a copywriter?

There is a famous saying in this regard: Copywriter is a seller who sits behind the typewriter. So the copywriter must have two main capabilities to be able to help advance business goals:

Knowledge and skills of writing

Knowledge and skills of sales, advertising and marketing

The ability to write is the number one prerequisite for a copywriter. Someone who does not know the words and can not put them together properly is not only a copywriter, but also not a writer.

Mastery of marketing and sales is a second prerequisite. A person who is only acquainted with the field of writing can not be a copywriter. He is at best a writer or a journalist. Copywriting means introducing and selling products with the help of "writing" tools. How can a person who does not know how to sell write a text that sells?

What does a copywriter do?

Mr. Farshid Shahidi, who has done acceptable work in the field of copywriting, describes the two main tasks of a copywriter as follows:

"The job of a copywriter is to find the best answer to these two basic questions: what to say in our advertising, how to say it," he said. "

The difference between copywriting and content production

Every copywriter is a writer, but not every writer is necessarily a copywriter. To produce content, you must have a good pen so that you can present useful content in an attractive form to be noticed by the audience. But you need more capabilities for copywriting.

A content production expert writes to be read, understood and influenced. Copywriter writes to be read, understood, influenced and sold. Although in content marketing we expect content to lead to leads and sales in the long run, no one expects instant impact. This is expected in copywriting.

Also, the volume of text production of these two job positions are not the same. Content production experts usually write longer texts. The copywriter playground is narrow and has to convey a mountain of concepts in a short sentence. So shorthand is added to the list of copywriter skills.

Copywriter job description

As mentioned, the copywriter is responsible for advertising. Simply put, wherever we need text to motivate an action in the audience, we use the expertise of a copywriter. This action can be a purchase decision or any other action aimed at specific promotions. In general, a copywriter has the following tasks:

. Creating taglines for brands, organizations and holdings

. Creating concepts and brainstorming

. Writing the slogan of 360 degree campaigns

. Write the slogan of environmental advertising (Billboard, Strawboard, Transit, Lampost, Stand Backlight, etc.)

. Writing the slogan of press advertisements (advertisements in newspapers, magazines, etc.)

. Write advertising slogans in point of sale media (stand, mesh, dangler, wobbler, shelf walker, counter, sticker, banting, roll-up, SMD, etc.)

. Writing TV and radio commercials

. Writing PPC banner and Fixed banner

. Writing advertising content for landing page sales

. Write a microcopy of the call to action button

. Writing Native ads

. Write meta description content

. Write promotional SMS content

. Write promotional email content

. Write notification push content

. Writing social media ads

. Writing advertising content of printed materials (posters, brochures, catalogs, flyers, pamphlets, leaflets, etc.)