• Julius Topohozin

Have you always mistaken content writing with copywriting? Don’t be hard on yourself. At one point or the other, I have always thought they were the same thing. But now, I know better.

Many writers don’t know the difference between content writing and copywriting. If you fall into this category, you are in luck because in this article I will be explaining the difference between the two.

Writing is the process of communicating your thoughts with written symbols (letters) which is to influence your readers. You must understand that writing in general has a specific purpose. Writing is also known as content because it contains specific information. If there is no purpose to a writing, then, it can not be called writing. So, what then is content writing?

In an article published by Simplilearn.com, content writing is described as the process of creating and publishing written content for a variety of purposes, including marketing, education, and entertainment. 

 

Basically, when you write content with the aim of educating, entertaining or marketing, what you ‘re doing is content writing. Therefore, you are a content writer. However, what will set you apart and perhaps make you a sought-after content writer is the degree to which your writing is able to pique the interest of your readers and also influence them, whether positively or otherwise. Many people write content but not everybody is a good content writer.

 

Now that you have understood what content writing is all about, let’s now turn to copywriting.

 

What is copywriting?

Dan Lok, a prominent copywriter, gave the definition of copywriting as salesmanship in print. This definition, he said, is old and outdated. So he gave a more comprehensive definition. Which is, ‘using the written word to start, enhance or extend a relationship with a customer that includes salesmanship in print. Copywriting is also the ability to persuade, influence and engage.

Copywriting is a form of content writing that is principally aimed at advertising or marketing. Copywriting is a written advertisement that is intended to influence the decision of the reader to make him or her take action either by purchasing a product, signing up for a course or subscribing to a newsletter.

Copywriting is the process of writing persuasive marketing and promotional materials that triggers people to take some form of action.

Copywriting is very different from content writing because there is a systematic way of presenting it. There are different formulas that copywriters, people who write copies, adopt to make a reader become a customer.

Your copy should be about allying the customer’s fears, fulfilling their desires, addressing their pain points, and then providing solutions.

 

Elements of Copywriting 

A good copy should posses the following elements:

1. Know your product 

You must as a copywriter know your product. The knowledge of your product or services is key in convincing your audience.

2. Who are your target audience?

Who are your target audience? You must understand who your product or services are suited for. Knowing this will help you address their needs.

3. Compelling headline

You need a compelling headline to hook the interest of your audience. It takes very few seconds to get the attention of your readers and that can only be made possible by a compelling headline.

4. Address their pain points

This is the method of painting a picture of what a reader is lacking, suffering or needs and is confused on how to get it. This has to be done in a concise and straightforward manner in order to sustain the reader’s attention. The method of addressing a reader’s pain is called  (pain points). Pain points is a person’s earnest desire to achieve something, a need that requires urgent solutions. When you ‘re able to sustain the reader’s attention, you have achieved what in copywriting is called “the hook”.

5. Call to Action (CTC).

What follows next is CTC (Call to Action). Here, you play on the psychology of the reader’s mind by making him take action.

For instance, If you have a product to sell, you don’t just go straight into asking a buyer to make a purchase. Instead, you state what he or she stands to benefit if they purchase your product and what they stand to lose if they don’t. Another thing you do to make a reader take action is to create a mouthwatering offer that is time bound. This is a strategy in copywriting that will make your potential buyer see the urgency in purchasing your product and the pain of  losing out on the offer.

A copy is not a copy until there is a sale or a conversion. Until a person buys your product or subscribes for what you are offering, you have not closed a deal. In copywriting, every word is important and must be accounted for.

Conclusion

Now that you know the difference between content writing and copying writing, you should no longer be confused about it. If you are already a content writer, you can also transit to becoming a copywriter. All that you need is the right knowledge by  enrolling for a copywriting class.

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