In this article, I will explain clearly and simply what this profession consists of.
What does copywriting mean?
Copywriter is a compound word: it comes from the union of copy, the textual part of an advertisement, and writer, which means precisely "writer" (in the sense of a person who writes, not a novelist). The meaning of the word copywriter is, therefore, this: it indicates the person who writes the copy, the editor of a message for advertising purposes.
The origins
The copywriter was born as a writer for advertising and together with the art director.
In an advertising agency, art directors and copywriters are complementary, their role is to come up with creative ideas starting from the client's brief and materialize them in an advertising message.
The copywriter is therefore, according to a more traditional definition, the professional who takes care of finding the right words for an advertising message.
What are you doing today?
As long as advertising was only that of TV campaigns, radio and posters, the problem of circumscribing what was the scope of copywriting never arose. With the arrival of the internet, however, the ways and means of advertising have multiplied, to the point of moving away quite a bit from what the copywriter's job was originally.
The digital revolution has changed everything, but words still play a central role in communication. The term copywriter has therefore begun to be used extensively to define whoever is responsible for producing the textual part of a message for commercial purposes. If we consider that this "textual part" is often also the basis of the structure of audio or video content, the field of action of the copy widens dramatically.
The copywriter's goal
Under the label "copywriting", therefore, different types of writing are grouped today. What they have in common, in my opinion, and which can help answer the question "what is copywriting", is the purpose.
The copywriter pursues the ultimate goal of selling, whether it is a product, a service or an idea. More generally, we can say that it serves to make people adopt certain attitudes about the content of the copy itself, in a more or less immediate way.
"A copywriter is a salesperson behind a typewriter" - Judith Charles
In the context of commercial writing, however, we can distinguish different categories according to each text's main (although not exclusive) function.
Creative copywriting: branding
Direct Response Copywriting: Selling
Content writing: information
UX writing: usability
The last two do not fall within the copywriter's sphere of competence but, if made with a view to selling, I believe that the most suitable professional to make them is the copywriter.
The copywriter, what he does in practice
So here is my definition of a copywriter:
The copywriter is the word specialist: his job is to find the ones that will lead the recipient of the communication to persuade him to take the action desired by the client.
Today he is called upon wherever there is something to write for commercial purposes, both online and offline: whether it is to come up with the name for a new product or write microcopy on the buttons of a website.
Copywriting services
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