Copywriting

2 01 2013

Copywriting is the act of writing copy (text) for the purpose of advertising or marketing a productbusinesspersonopinion or idea. The addressee (reader, listener, etc.) of the copy is meant to be persuaded to buy the product advertised for, or subscribe to the viewpoint the text shares.

Copywriters are used to help create direct mail pieces, taglines, jingle lyricsweb page content (although if the purpose is not ultimately promotional, its author might prefer to be called a content writer), online ads, e-mail and other Internet content, television or radio commercial scriptspress releaseswhite paperscatalogsbillboards, brochures, postcards, sales letters, and other marketing communications media. Copy can also appear in social media content including blog posts, tweets, and social-networking site posts.

Content writing on websites may include among its objectives the achievement of higher rankings in search engines. Known as “organic” search engine optimization (SEO),  this practice involves thestrategic placement and repetition of keywords and keyword phrases on web pages, writing in a manner that human readers would consider normal.

Most copywriters are employees within organizations such as advertising agenciespublic relations firms, company advertising departments, large stores, marketing firms, broadcasters and cable providers, newspapers, book publishers and magazines. Copywriters can also be independent contractors who freelance for a variety of clients, at the clients’ offices or working from their own, or partners or employees in a specialized copywriting agency.  Such agencies combine copywriting services with a range of editorial and associated services that may include positioning and messaging consulting, social media and SEO consulting, developmental editing, and copy editingproofreading,  fact checkinglayout, and design. A copywriting agency most often serves large corporations.

A copywriter usually works as part of a creative team. Advertising agencies partner copywriters with art directors. The copywriter has ultimate responsibility for the advertisement’s verbal or textual content, which often includes receiving the copy information from the client. The copywriter is responsible for telling the story, crafting it in such a way that it resonates with the viewer/reader, ideally producing an emotional response. The art director has ultimate responsibility for visual communication and, particularly in the case of print work, may oversee production. Although, in many instances, either person may come up with the overall idea for the advertisement or commercial (typically referred to as the concept or “big idea”),  and the process of collaboration often improves the work.

Copywriters are similar to technical writers and the careers may overlap.  Broadly speaking, however, technical writing is dedicated to informing readers rather than persuading them. For example, a copywriter writes an ad to sell a car, while a technical writer writes the operator’s manual explaining how to use it.

The Internet has expanded the range of copywriting opportunities to include web content, ads, emails and other online media. It has also brought new opportunities for copywriters to learn their craft, conduct research and view others’ work. The Internet has also made it easier for employers, copywriters and art directors to find each other.

As a consequence of these factors, along with increased use of independent contractors and virtual commuting generally, freelancing has become a more viable job option, particularly in certain copywriting specialties and markets.  A generation ago, professional freelance copywriters (except those between full-time jobs) were rare.

While education may be a good start or supplement in a budding copywriter’s professional education, working as part of an advertising team arguably remains the best way for novices to gain the experience and business sense required by many employers, and expands the range of career opportunities.

Advertisements

Actions

Information

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s




Hiking Photography

Beautiful photos of hiking and other outdoor adventures.

The Commonzense of Saint James

“The truth you believe and cling to makes you unavailable to hear anything new.” Pema Chodron

TheReporterandTheGirlMINUSTheSuperMan!

Personal blog, interracial relationships, dating, author, BWWM,

Game4Learning

Fun Learning Resouces for Kids

Author Charmaine Gordon

Stories of Women Who Survive... and Thrive

Malcolm's Round Table

The real when closely observed becomes magical.

melinda clayton

Reading, Writing, and Random Thoughts

wetinkpresspublishing

Pre-publishing Services for eBooks and Print Publications

Zafar Anjum

Writer, publisher, filmmaker & entrepreneur I If you don't look for risk, risk will find you.

Angela M. Shupe

Bella Verita: Beautiful Truth

Cats With Thumbs

Literary Scratching Post and Blogzine :: ISSN 2152-6753

P. J. Casselman

An Autistic Author Addressing Associates

M C Raj Author

Official Website of M C Raj

Rachael J. Thorne

We all have our dreams

BATSHITE

UNSUBSCRIBE FROM SOCIETY'S VERSION OF SANITY

The Plain Wife by Aimee Jones

My humble offerings as a small town Facebook enthusiast and aspiring novelist from the golden plains of Oklahoma.

%d bloggers like this: