Copywriting is the process of writing the words that promote a person, business, opinion, or idea. It may be used as plain text, as a radio or television advertisement, or in a variety of other media. The main purpose of writing this marketing copy, or promotional text, is to persuade the listener or reader to act — to buy a product or subscribe to a certain viewpoint, for instance. Alternatively, copy might also be intended to dissuade a reader from a particular belief or action.
Copywriting
Copywriting can include body copy, slogans, headlines, direct mail pieces, taglines, jingle lyrics, World Wide Web and Internet content, television or radio commercial scripts, press releases, white papers, and other written material incorporated into advertising media. Copywriters can contribute words and ideas to print ads, mail-order catalogs, billboards, commercials, brochures, postcards, online sites, e-mail, letters and other advertising media.
On websites, copywriting may also refer to the methods of writing and wording used to achieve higher rankings in search engines. Often referred to as content writing, it includes the strategic placement and repetition of keywords and keyword phrases on webpages. As search-engine algorithms get smarter every day, this search engine optimization (SEO) copywriting is more and more about writing for human visitors as well as for search engines, about offering fluent and readable content written in a SEO-wise manner.
Copywriters
Copywriters can work for themselves as independent contractors, freelancing for a variety of clients. They may also work as employees within larger organizations, including advertising agencies, public relations firms, advertising departments within larger companies, TV or radio stations, newspapers and magazines.
A copywriter often works as part of an advertising team. Agencies and advertising departments partner copywriters with art directors. The copywriter has ultimate responsibility for their advertisements' verbal and textual content; the art director has ultimate responsibility for the visual look and appeal. Both are responsible for coming up with big, effective, persuasive ideas.
Copywriters are similar to technical writers, and the careers may overlap. Broadly speaking, however, technical writing is dedicated to informing readers rather than persuading them. For example, a copywriter would write an ad designed to sell a car, while a technical writer would write the operator's manual to explain how to use it.
Because the words sound alike, copywriters are sometimes confused with people who work in copyright law. The careers are unrelated.
Well-known copywriters include David Ogilvy, William Bernbach, Robert W. Bly, Gary Bencivenga, Dominik Bjegovic, Jay Abraham, Clayton Makepeace, Larry Owen, Patrick Pacacha, and Leo Burnett. Many creative artists spent some of their career as copywriters before becoming famous for other things, including Dorothy L. Sayers, Viktor Pelevin, Eric Ambler, Joseph Heller, Terry Gilliam, Salman Rushdie, Don DeLillo, and Shigesato Itoi. (Herschell Gordon Lewis, on the other hand, became famous for directing violent exploitation films, then retired to become a very successful copywriter.)
The Internet has proven to be an incredibly powerful tool for copywriters looking to make a living through writing. Web content writers are one of the fastest growing segments of the copywriting profession worldwide. The continuing expansion of the Internet and growing emphasis on the Eoach writing technique has resulted in an increasing demand for copywriters.
Technical writing
Technical writing, a subset of technical communication, is used in fields as diverse as computer hardware and software, chemistry, the aerospace industry, robotics, finance, consumer electronics, and biotechnology.
Technical writing (aka Information Development) exists to communicate and disseminate useful information. Technical communications are created and distributed by most employees in service organizations today, especially by professional staff and management. Writing well is difficult and time-consuming, and writing in a technical way and about technical subjects compounds the difficulties. To be useful, information must be understood and acted upon. Fortunately, tools and techniques are available to make writing more accessible and easy to understand.
An everyday example of technical writing is a recipe for baking a cake. In order to bake a cake, you must first assemble ingredients (such as flour, sugar, eggs and baking powder) and then perform a series of operations on those ingredients. You beat the eggs, add the sugar and flour and so on, then pour the batter into a prepared pan. Finally, you bake the cake for a fixed amount of time at a specified temperature. Each step and piece of information is essential to communicating the process of cake baking. The amount of detail the writer must provide depends on how knowledgeable the audience is. A cookery book intended for young students might explain how to properly measure the ingredients. When writing for an audience of master chefs, the writer can assume the reader already understands the basics of cake baking and can leave out all but the essential instructions.
Technical writing is communication, the primary aim of which is to convey a particular piece of information to a particular audience for a particular purpose. It is often exposition about scientific subjects, and various technical subjects associated with sciences. Technical writing is "translating technical ideas into words that a specific audience will understand." Audience analysis is thus a key feature of all technical writing. Technical writing is "a translation of complex technical concepts into simple language intended to enable a specific user to perform a specific task in a specific way." Technical writing is usually done by a technical writer.
Effective communications requires quality content, language, format, and more. To present the appropriate content, it is imperative to understand one’s audience and writing purpose. If the informational medium does not communicate the information that the writer/designer intends and what he or she wants the audience to understand, then the communication is meaningless.
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