What Is Copywriting?

Written by Matthew Murray

Copywriting is the process of writing persuasive marketing and promotional materials that motivate people to take some form of action, such as make a purchase, click on a link, donate to a cause, or schedule a consultation. These materials can include written promotions that are published in print or online. The text in these materials is known as “copy,” hence the name “copywriting.”

There are two kinds of copywriting, B2B (Business to Business) and B2C (Business to Consumer). What are the differences?

B2B copywriting is all about selling your product or service to other businesses. There is not just one person who you need to convince. There are usually a team of corporate leaders who need to know why your product is necessary for them. That means you need to appeal to the buyer's wants and needs. Building trust will make your solution powerful enough for them to give it a try. Your offer is probably going to be a higher priced or long-term commitment type of solution. Talking about hard facts, core benefits, and business results will make your case.

B2C copywriting is all about selling your product or service to consumers who are the end-users. In these cases, your intent is more often than not targeted at families and everyday folk. You wouldn't necessarily be targeting a business for screen enclosures or cookies.

You may not realize it but copywriting is everywhere. Start looking in your mailbox and you’ll find some obvious examples of copywriting. Promotions for local restaurants, catalogs, fundraising letters from charitable organizations, or sales letters for various products and services are all forms of copywriting.

The world of copywriting extends far beyond printed materials.

Much of what you read online is also copywriting including most websites, any free reports you sign up for, and even the emails you receive after signing up.