When you think of copywriting do you think of those direct mail pieces that arrive in your mail box? Or do you think of the text of a television ad? Or do the words in a radio spot come to mind?
If so, you'd be right in all those instances. Yet you'd also have missed some.
At its essence, copywriting is persuasive writing. It is copy that encourages - compels, nudges - the reader to do something, usually to buy something. Although, in the context of website copywriting, for example, the copy could be there to persuade the reader to click on a link, fill out a form to request more information or to sign up for an electronic newsletter.
Copywriting can take the form of:
-direct mail pieces-news releases-television ads-magazine ads-Banner or text ads on websites-newsletters, either online or off–sales flyers, etc.
While it persuades, copywriting always should be about the benefit of the product or service you are selling or the action are trying to get the reader to take (signing up for the newsletter will bring them good information about personal finance, for example). Businesses forget about this important fact often, trying to "sell" the reader by telling him or her about a product's/service's "features:" it has a turbo engine or it’s written by a Ph.D. in economics. So what? asks the reader.
Good copywriting answers that "so what?" before the reader asks it: "Its 300 horsepower turbo engine means you can go from 0 to 60 in 10 seconds." "My Ph.D. in economics means you can trust my financial advice."
There's a lot more to say about copywriting. I'm going to talk a bit more about the different forms of copywriting in my next few posts and I’ll focus on direct mail in my next one.
About Hartland Ross
Hartland Ross is an online marketing strategist, entrepreneur, and founder and president of eBridge Marketing Solutions - an online marketing agency and consulting firm catering to technology companies.
An expert in the principles of marketing, strategy and business development, Hartland began his entrepreneurial career in the building materials industry as a successful franchise owner and operator. He followed this up with a stint in the pulp and paper industry before landing positions with two different internet marketing startups in the online advertising sector. He then took his online success and moved on to become VP of Sales and Marketing for a national training and development company.
Considered a pioneer in the online world, Hartland has been working in the sales and marketing of web based technology companies since 1999. He is well recognized and regarded in the hosting industry and to date has worked with over 150 web hosting companies providing business growth, marketing strategy and industry direction advice and recommendations.
With 15 years of business development experience, plus over 10 years experience in working specifically with technology companies, Hartland is a sought after speaker and online authority who is often interviewed and quoted in various industry related case studies and articles.
Corporate philanthropy is also top of mind for Hartland who believes it's important to give back to his community. Hartland is a past board member of Young Entrepreneurs Association and is an active mentor for Junior Achievement helping our youth become the business leaders of tomorrow.
A graduate of UBC, Hartland holds a Bachelor of Science degree and a Master degree in Business Administration with a focus on Business Strategy.
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