In the beginning… There’s just you and a blank white page (or empty screen). But before we start filling the page with words, we have to know what kinds of words. We have to know what it is exactly that we’re trying to achieve. Are we writing copy or are we writing content?
What’s the difference between the two? I hear you ask. And do definitions really matter?
Well, let’s take a closer look…
WHAT IS COPYWRITING?
Writing copy is all about convincing or persuading someone to do something.
Sounds a bit vague?
Well, thats because there are quite a variety of actions we may want our readers to take. Whilst eventually we all want to sell our products or have customers use our services, that doesn’t mean we want all our writing to scream BUY! BUY! BUY! NOW! NOW! NOW!
Besides buying, there are many different things we many want clients, or potential clients, to do. Depending on the nature of the products and services we offer and the stage our customers are in, that may be; subscribe, comment, recommend, download, test, ask, like, follow, share, schedule an appointment, read another article…
If we’re selling complex services, we may want the reader to ask a question or fill out a contact form. For simple products, we may indeed want them to buy now. And for already satisfied clients, we may want them to share their experience or recommend our services.
In fact, we may not even want our readers to physically ‘do’ anything. We may simply want them to think a certain way about our company as we try to position our brand, or to think differently during rebranding. For example, an ‘about us’ page can transmit our vision, values, company history etc to allow customers to identify with us and differentiate us from the competition.
WHERE DO YOU FIND COPYWRITING?
Ads, taglines, landing pages, website copy, about pages, home pages, product descriptions, emails….
The words we write in these areas should be designed to conjure up emotions and promote ideas.
We are bombarded daily with so much information and messages and so many messages, that most people just filter it all out.
Copywriting can break through this barrier, help your brand stand out and connect emotionally with customers. It can sell the reader on your business and differentiate your brand.
Copywriting is (usually, but not always) done to achieve shorter term goals and concrete actions; sales, sign ups, downloads etc.
OK, WHAT ABOUT CONTENT WRITING THEN?
Writing content is all about informing, educating and entertaining. With content, we want to create value for our readers to help attract a larger audience. It’s aim is to engage with potential clients to gain their confidence. Quality content builds trust and helps our brand build a relationship with the consumer over time. We can demonstrate our credibility and knowledge which will help turn potential clients into actual ones further on down the line.
Content is more concerned with helping readers, rather than selling to them. Engaging with them, build brand loyalty, continuing to build trust so that we’re top of mind in the future when they are ready to actually buy.
WHERE DO YOU FIND CONTENT WRITING?
Content may come in the form of; videos, articles, blogs, webinars, newsletters, guides, calendars, directories, templates…
Writing content is (usually, but not always) done with long term strategy goals in mind. To get your brand discovered and prove yourself helpful and capable to your audience.
IN SHORT…
Understanding the difference between copy and content is not just a philosophical exercise. Whilst there is sometimes a bit of overlap between the two, having a general understanding of the differences and where and how each is used, ensures we give readers and customers exactly what they’re looking for at that moment. We can then move them on to the next stage of their journey with our brand.
Understanding the difference will ensure we aren’t writing blog posts that don’t create value and are off-putting because we’re trying to sell when the reader is looking for help. Or that we don’t have bland product descriptions that don’t convert, because we simply described our products and didn’t encourage, inspire or facilitate the purchase decision with good copy.
There are no exact formulas however, and there will be times when the two overlap.
For example, you may need to include new information or inform (content) on a sales page (copy).
Or include a simple call to action (copy) at the end of an informative (content) blog post.
Just like this…
Congratulations!
Reading this post was the first step on your journey to becoming a better writer...
Signing up to the newsletter, can be the second...
