Copywriting is the use of words to promote a
person,
business,
opinion or
idea. Although the word
copy may be applied to any content intended for printing (as in the body of a newspaper article or book), the term
copywriter is generally limited to such promotional situations, regardless of media (as
advertisements for print,
television,
radio or other
media). The author of newspaper or magazine copy, for example, is generally called a reporter or writer or a copywriter.
(Although the word
copywriting is correctly and regularly used as a noun or gerund, and
copywrite is sometimes used as a verb by professionals,
copywrite is not listed by major dictionaries.
Copywrite as a noun is always incorrect.)
Thus, the purpose of
marketing copy, or
promotional text, is to
persuade the reader, listener or viewer to act — for example, to buy a
product or subscribe to a certain
viewpoint. Alternatively, copy might also be intended to dissuade a reader.
Copywriting can appear in
direct mail pieces, taglines,
jingle lyrics,
web 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
scripts,
press releases,
white papers,
catalogs,
billboards, brochures, postcards, sales letters, and other
marketing communications media.
Content writing on
websites is also referred to as copywriting, and may include among its objectives the achievement of higher
rankings in
search engines. Known as "organic"
search engine optimization (SEO), this practice involves the
strategic placement and
repetition of
keywords and keyword phrases on
web pages, writing in a manner that human readers would consider normal.
Copywriters
Most copywriters are
employees within organizations such as
advertising agencies,
public relations firms, web developers, company advertising departments, large stores, marketing firms, broadcasters and cable providers,
newspapers, book publishers and
magazines. Copywriters can also be
independent contractors freelancing for a variety of clients, at the clients' offices or working from their own, or partners or employees in specialized copywriting agencies.
A copywriter usually works as part of a creative team. Agencies and advertising departments 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. (Where this formally extends into the role of account executive, the job may be described as "copy/contact.") The art director has ultimate responsibility for visual communication and, particularly in the case of print work, may oversee production. 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.
Because the words sound alike, copywriters are sometimes confused with people who work in
copyright law. The careers are unrelated.
Famous copywriters include
David Ogilvy,
William Bernbach and
Leo Burnett. Many creative artists spent some of their career as copywriters before becoming famous for other things, including
Dorothy L. Sayers,
Viktor Pelevin,
Eric Ambler,
Joseph Heller,
Terry Gilliam,
William S. Burroughs,
Salman Rushdie,
Don DeLillo,
Lawrence Kasdan,
Fay Weldon,
Philip Kerr and
Shigesato Itoi. (
Herschell Gordon Lewis, on the other hand, became famous for directing violent
exploitation films, then became a very successful copywriter.)
The Internet has expanded the range of copywriting opportunities to include web content, ads, commercial emails and other online media. It has also brought new opportunities for copywriters to learn their craft, conduct research and view others' work. And the Internet has made it easier for employers, copywriters and art directors to find each other.
As a result 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 schooling 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.
See also
