*Updated 31.10.17*

“Copy” is simply the term for any text written for a specific purpose, and refers to online and offline communication messages. Copywriting has its roots in advertising, where real-life mad men such as David Ogilvy crafted clever prose to persuade consumers to part with their money. Copy is used to inform, entertain and inspire; it’s found everywhere and produced daily to educate the world.

Why is Copywriting Important?

In business, it’s important to get the words right to communicate effectively with your customers. This could be brochures or sales letters, regular newsletters, the content of your website or a blog. Copywriting is an essential part of content marketing, because your audience looks to you to provide them with fresh, engaging information on a regular basis.

What is Copywriting? A blog is part of itProducing regular, helpful copy does not come easily to a lot of people, and struggling to create it can be disheartening, particularly when it takes you away from what you’re good at. This is why busy entrepreneurs will often give the copywriting side of their work to a professional, allowing them to focus on building their business and cementing their authority.

Why Not Just do Your Own Copywriting?

Apart from copywriting being a time-suck if it’s not something that comes naturally to you, the advantage of using a copywriter is that they can be objective about your communication messages. There’s a risk that, when you know your business really well, you may use jargon and industry-specific language, which may confuse or alienate your readers. A copywriter can get to the heart of what it is you want customers to know, and share that with them in a way that’s easy to understand and shows you’re a credible source.

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