A Quick Introduction to Copywriting

Wonder what The Writer’s Workout homepage, that email from a local charity asking for donations, and that real estate catalog that won’t stop showing up in your mailbox all have in common? The answer is that they’re all different forms of copywriting, one of marketing’s most important tools.

A copywriter’s job is to write copy: the text in the persuasive content and promotional materials that businesses put out. This means that copywriters often have a good understanding of human psychology as well as writing. Also, “text” in this instance means more than the physical words on the page or screen; it can even include things like video or podcast scripts. There are also many different kinds of copywriters; some specialize in email marketing campaigns, some specialize in making brochures, some specialize in helping charities and nonprofits, and many more specialize in other things.

Ultimately, the copy is meant to convince the consumer to take an action of some kind with the company, whether that be buying a product, signing up for an event, or something else entirely. This is referred to as a call to action. For example, at the bottom of The Writer’s Workout homepage, there is currently a blurb about Back to Basics that encourages people to join The Writer’s Workout on Discord. 

But what about this blog post itself? It certainly seems like there is no call to action, just information. At the same time, though, I will admit that while my primary aim is to inform, I don’t deny it would make me happy if this post makes you want to get more involved with The Writer’s Workout. So does it count as copywriting or content writing?

There is no real consensus in the field about whether or not copywriting and content writing (things like blog posts and some social media posts) are two different things. Some say there is no difference, or that content writing falls under the umbrella of copywriting. Those who say they are distinct say that copywriting is more about persuasion and boosting sales, and that content writing is more about education and attracting readers. All in all, I will be treating content writing as a subcategory of copywriting, but you can decide for yourself whether or not you agree with me. 

Now, moving on, let’s talk about who might want to hire copywriters. Some copywriters may choose not to officially join any company and work as freelancers, but others might be hired in-house by certain companies. But, regardless, the short answer is that pretty much everybody might want to hire copywriters. 

“Everybody” can pretty much be sorted into two basic categories: business-to-consumer and business-to-business. Business-to-consumer companies are those that sell products and/or services directly to the general public. This can include everything from fashion stores to bookshops to amusement parks. 

Business-to-business companies are those that sell products and/or services directly to other businesses. For example, think of a company selling factory machinery. Most people don’t own their own personal factory, but many businesses have more than enough factories to create a market where a business that makes factory equipment can sell said equipment to other companies.

Happy writing!

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About the author: Carly Pearlson is an undergraduate studying creative writing and psychology. A self-proclaimed nerd and proud of it, they enjoy board games, TTRPGs, puzzles, theater, and, of course, all things fantasy. When she’s not lost in another world (or lost in this one) you can find her procrastinating while surrounded by books, animals, or both. Favorite pastimes include spoiling their dogs, indulging in their latest hyperfixation, and eating too much chocolate.