The Art of Copywriting

COPYWRITING...what is copywriting?

Well, it's the subtle method (and sometimes obvious method) used by companies, advertisers (and individuals) for the purposes of advertising, marketing or selling something.  It is in fact, the process of writing copy - e.g. writing text.

The intention of writing copy, is to persuade someone to buy products or influence their beliefs for a certain company.

The art of copywriting itself can be used to great effect, whether it's for web content, taglines, online advertising, radio commercials, press releases, brochures etc.  However, it can also have a negative impact, if the wording is wrong, the spelling is incorrect and so forth.

Many people confuse scriptwriting with copywriting.

Scriptwriting is a different discipline and requires far more time to elaborate prose and ideas.

Copywriting, is usually something which is short, sharp and to the point - not always (such as information brochures), but in most cases.  Copywriting is the point of contact many companies and individuals have with potential clients, so first impressions count.  If you have advertising material in the public domain and your wording, premise, idea of what you are trying to get across is lost - then your marketing is almost redundant, and it'll probably have cost you a pretty penny with not much to show for an end result!

Copywriters can work as a creative team or individual.  Many copywriters are freelance, thus are brought in by companies and outside agencies to work for them, on a current project.

The copywriter(s) has ultimate responsibility for the advertisment'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.

Many copywriters will work in conjunction with the marketing department of a company or indeed a creative/art department - depending on the organisation/product.  So, when you see a car commercial billboard or advertisment, you can bet your bottom dollar, that a copywriter has worked closely with the art department, the advertising agency and the car manufacturer to showcase and sell the car.

Copywriters will mostly work from a 'concept', which is provided to them by the client.  The client will then require them to come up with ideas and work away to fine tune that idea, which in turn they can use for promotional purposes.

As the old adage goes - 'It pays to advertise!', but bear in mind, you need to have a good copywriter in the first place!

Check out Magi Films Copywriting page, to see what we can do for you!