Focusing on specific elements:
- Product copywriting – describing the features and benefits of products
- Service copywriting – presenting the service offer
- Copywriting employer branding – building the employer’s image
Due to the broad nature of the topic, only some types of copywriting will be described below.
Sales Copywriting
Sales copywriting involves creating texts whose main overseas data goal is to convince the recipient to buy a product or service. A copywriter writing sales texts must be able to:
- identify and highlight the unique features of a product or service,
- formulate convincing arguments,
- use persuasion techniques,
- create strong calls to action (CTA).
Example: When writing a product description, a copywriter not only lists its features, but primarily focuses on the benefits that the product will bring to the customer. Instead of writing “A phone with a 5000 mAh battery,” a good copywriter will write “A phone that will last a whole day of intensive use, so that you will never be without contact with your loved ones.”
Creative copywriting
Creative copywriting focuses on originality to create a good sales workflow to get and innovation in the message. It is often used in advertising, viral campaigns or building a brand image. A copywriter specializing in creative copywriting must demonstrate:
- unconventional thinking,
- the ability to create memorable slogans,
- the ability to generate unique concepts,
- the ability to tell engaging stories (storytelling).
Example: An advertising campaign for a clothing brand might use a play on words or unusual associations, such as “Dress with confidence” – combining the literal meaning of clothes with the metaphorical meaning of confidence.
Technical Copywriting
Technical copywriting is a specialization b2c phone list that involves creating texts about complex technical issues in a way that is understandable to the target audience. A technical copywriter must:
- have deep knowledge in a given field,
- be able to translate complex concepts into simple language,
- take care of the precision and accuracy of the message,
- create clear instructions and guides.
Example: When describing advanced business software, a technical copywriter must explain its functionalities in a way that is understandable to managers who do not necessarily have technical knowledge but are decision-makers in the purchasing process.
Branding copywriting
Branding copywriting focuses on building and strengthening a brand’s identity through words. It includes creating slogans, brand descriptions, manifestos, and other texts that shape the perception of the company in the eyes of the audience. A branding copywriter must:
- understand the brand’s values and mission,
- create a consistent tone of communication,
- be able to convey the brand’s personality through words,
- create texts that build an emotional bond with the recipient.