One of my favorite things about working is how often I get to write. Writing is the most valuable professional skill you can have. So many jobs require you to put words on paper in an understandable and interesting way. Having worked in communications for almost four years has taught me a valuable lesson about two of the most well-known forms: copywriting and content writing. Here’s what I’ve learned: they’re very different. Very, very different.
Let’s break it down.
Copywriting sells. Content writing informs.
There are two reasons somebody buys something: they either need it or they want it. The copywriter’s job is to tell you to buy. A content writer’s job is to show you the why and the how. Because it’s shorter, copywriting typically resonates more. If I say “Nike,” what are the first three words that come to mind? It’s probably “Just Do It.” That’s copywriting. Once a copywriter draws you in, it’s the content writer’s job to convince you of the value of their product.
Copywriting tells. Content writing recommends.
It’s easy to conflate these two if you don’t spend every day writing or marketing. The flip side of just recommending something is that there’s always a case to be made for the opposing side. That’s why you need both types of writing. As a copywriter, the main point you want to get across is that your product is the only choice. Usually, copywriting aims to elicit an emotional response: “I need this product. Now.” Content writers want to provoke a logical one: “This product will make my life easier in X, Y, and Z ways.”
Copywriters want you to act. Content writers want you to know.
Copywriting has to be short and snappy. Content writing should be more holistic; there’s more substance and less flair. However, writing in communications or advertising needs to be distilled down into easily-digestible language, regardless of the type. Otherwise, people won’t read it. That’s a content writer’s toughest job: to make their writing informative but not dull.Take the example below:The two bolded sentences are copywriting. They’re intriguing. They sell.The paragraph in between teaches you about the shoe: what it is, how it works, and what the results are. Although more informative in nature, that paragraph is still copywriting. The easiest way to tell? It’s an ad.This blog, on the other hand, is content writing.
Most people in this industry are good, maybe great writers. And all great writers have multiple styles; they have the versatility to jump voices, industries, and audiences. This isn’t easy. It can take years to solidify just one voice. Having a repertoire of multiple or being able to adopt a new style requires a distinct mindset and set of skills. You need to live and breathe writing to get there.
However… having multiple styles doesn’t mean you can do both content writing and copywriting. They’re too different. Sure, there are people who try it. But more often than not, those people sacrifice expertise in both because they can’t dedicate a sufficient amount of time to either. They become good enough at both rather than great at one. Nothing really makes them stand out.
And isn’t everyone’s goal to Think Different™?