It’s clear that marketing is a nonnegotiable. But, as a business or nonprofit have you ever thought about the different types of writing that are wrapped up into the word marketing? Unless you’re a professional writer you probably think that all writing is the same, and that isn’t true. 

Copywriting and content writing are the two main categories that make up writing in marketing. Copy is used to sell (websites, ads, emails are three big examples) and content writing is used to entertain (mainly blogs). If you’re doing the writing for your business or organization (and you’re not a professional writer) it’s likely you’re writing content. It’s engaging, and it probably educates, motivates or inspires your audience, but it stops there. It’s less natural to implement copywriting techniques, or at least do it well, without training. 

I am going to breakdown the major differences between copywriting and content writing. Don’t worry, I am not going to leave you there – I’ve created a Copywriting Guide for DIY Copywriters specifically for businesses and nonprofits (like yourself) that are doing their own writing and need to make a change so their engagement and profits increase.

What is copywriting?

Copywriting is used to persuade the reader to take action. In other words, if you’re trying to get someone to do one of the actions in the list below, then you need to either learn the basics of copywriting or hire a copywriter:

1. Selling a product
2. Selling a service
3. Want someone to make a donation
4. Want the reader to sign-up for something
5. Want someone to like, comment, or share something

Basically, if you want your reader to do anything other than just read it and move on, then you need copywriting in your life. 

What is content writing?

Content writing is used to educate, inspire or motivate people. Which, is essential, but it just stops there. It doesn’t actually get people to take action – it is meant to entertain the reader. 

If you’re thinking: okay, Kira, but don’t those two things kind of go together?

Yes, yes, they do! But here’s the thing. Most people write content well (or at least decently) without much assistance, but copywriting is a skill that has to be learned. And, honestly, once you learn the basic skills you realize it’s also an art form. So, let’s keep going and I’ll tell you why copywriting is the superpower of writing. 

How does copywriting persuade readers to take action?

We’ve already established that copywriting persuades people to take action, but let’s break it down further with examples. 

1. Copywriting intrigues people to open emails (Intriguing, exciting, or benefit heavy subjects and sub headers)
2. Copywriting clearly tells readers where to go next (clear call to actions in emails, clear button copy, clear link copy)
3. Copywriting connects with the reader and solves a problem for them (deep benefit is included in each piece of copy)

What does content writing do? It provides a great story, but without adding a call to action people won’t take action. 

If you’re tired of wasting time writing for your brand then you must include copywriting techniques into your writing and start seeing people engage with your writing and see your profits increase!

Copywriting not only tell a good story, but relates to the reader, making it easy for them to yes to your solution. 

When you should use copywriting

Every time. That’s the answer. You should always use copywriting techniques in ALL of your writing. 

Like I previously said, there will be some overlap. Some of your website may be more content than copy, take your blog for example. But, if you only look at it as content and forget to include copywriting techniques (AKA provide clear call to action; deep benefit to the reader, etc.) then your reader will read it and then move on with their life, and you wasted your time again. 

If you use copywriting techniques EVERYTIME you write about your brand then you will start to see:

1. People opening your emails
2. People clicking through to your website from your emails
3. Readers becoming customers and/or donors
4. AND you will start to see your profits increase!

Say goodbye to the days of wasting your time writing HOPING that someone will be convinced to purchase or donate and say hello to strategic writing that leads to conversions! 

Who should use copywriting

You might be catching onto the pattern now, but EVERYONE writing about a brand should be using copywriting techniques. 

Now, I am not saying that everyone has to be a copywriter, but if you’re going to be writing all of your copy for your business or nonprofit then you should at least know the basics. I cover the basics in my Copywriting Guide for DIY Copywriters that will transform the way you think about writing from content to copywriting. You know the best part? The tips I give you in my guide aren’t that hard to implement! 

When you should hire a copywriter 

It’s no secret that if you want to work less hours, or at least be able to focus more on a central part of your business or nonprofit that you need to consider outsourcing tasks. Well, copywriting is no different. 

Here are a few ways to identify that should hire a copywriter: 

1. You don’t have the time to implement the basics in my Copywriting Guide for DIY Copywriters
2. You schedule time to write, but then you never get to it because other things get in the way
3. You don’t actually like writing! Trust me, it will show in the quality of the writing.
4. You don’t understand how to implement the basics of copywriting (this isn’t to shame anyone. We don’t all have the same skillset and that is okay)!

I like to say, you hire an accountant to take care of your taxes, so why don’t you hire someone to write your copy? If you aren’t a professional writer, and you don’t have the time or interest to write for your brand, then don’t! Hire me instead. I will use research and creativity to create copy that will relate to your target audience, and provide them with a solution they can’t say no to. Not because the copy is sales-y, but because they will genuinely want to try the solution you’ve provided them! 

Contact Kira at Kira Writes Copywriting to write your copy!

If you want your audience to take action, then you need to use copywriting techniques in your writing and leave straight content writing at the door! I created Copywriting Guide for DIY Copywriters for the business owners and nonprofits that aren’t able to hire a copywriter, but want to see a return on their investment of their own time.

Click here to get the guide sent straight to your inbox! 

If you’re looking to hire a copywriter then look no further! Contact me today and let’s get started!