Copywriting is, in a broad sense, the professional activity of writing texts. It is the art of creating attractive and persuasive texts that attract the attention of readers and motivate them to take certain actions. Copywriting plays a key role in advertising, marketing and content strategy, and is an integral part of creating effective copy for a variety of purposes. The goal may also be to create unique content for SEO needs.
Truly new material should not just be a paraphrased and rearranged copy of copied text, it should carry a new idea. This requirement today comes to the fore precisely because artificial intelligence has learned to generate quite good texts. And now, in order to perform the tasks of ranking search results, Google is also forced to turn on its “intelligence” to “understand” whether this is actually new content or just another plagiarism, or, perhaps, even a banality presented under the guise of a divine revelation.
It is this criterion – the novelty of a thought or idea – that today is the main one when promoting a website in all modern search engines.
Copywriting is also a new understanding of certain information, creative work on verbal expression of an idea or the essence of a question. The result of this work depends on the degree to which the author owns the word and the topic.
In general, copywriting can be depicted schematically as follows:
The simplest level – simple rewriting. The highest level is the author’s text – “essay”.
The different types of copywriting in the diagram are deliberately not clearly positioned to illustrate the idea that on the scale of complexity they can intersect and even change places somewhere.
The pinnacle of copywriting is the creation of unique exclusive material that expresses a completely new creative or scientific idea, or offers a completely new perspective on a certain object or phenomenon. This could be, for example, creating an advertising slogan, a literary work, or a description of a scientific discovery.
If we move from a philosophical style of describing this issue to a more pragmatic one, we can highlight the following
BASIC PRINCIPLES OF COPYWRITING
THE TARGET AUDIENCE
A copywriter must understand his target audience well in order to adapt his texts to their needs, interests and preferences.
Copywriting requires originality and creativity. Texts must be unique and different from the competition.
ADVANTAGES AND BENEFITS
The copywriter must clearly and convincingly convey the benefits and benefits of the product or service being offered. It must answer the question “What’s in it for me?” from the reader’s side.
THE IMPORTANCE OF CONTENTS
Headings and subheadings play an important role in copywriting. They should be attractive, concise and exciting to attract attention and continue reading.
CALL TO ACTION
Copywriting often includes a “call to action” that motivates the reader to take a specific action, such as making a purchase, filling out a form, or signing up for a newsletter.
Copywriters often consider search engine optimization (SEO) rules to improve the visibility of text in search engines and attract more visitors to a website.
The key task of a copywriter is to interest and convince the reader, as well as to achieve set goals, be it increasing sales, attracting new clients, or disseminating information about a product or service.
May inspiration be with you!