Copy, Explained!
Greetings, readers!
What is ‘copy’? Isn’t copywriting something to do with patents? How is this different than ‘content’? Once you understand this distinction, it turns ordinary words into purposeful text that can inspire your reader to do what you want them to. Intrigued? That’s copy! This article dives into the differences between copy and content so you have a deeper understanding of how to write that resonates with your audiences to engage in your business.
Create authentic connections with the right words.
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First, here are the definitions of copy from Oxford Languages:
As a verb
1. make a similar or identical version of; reproduce;
2. imitate the style or behaviour of;
3. hear or understand someone speaking on a radio transmitter.
As a noun
1. a thing made to be similar or identical to another;
2. a single specimen of a particular book, record, or other publication or issue;
3. a blank booklet or notebook used for schoolwork;
4. matter to be printed.
It is this last definition that we want to focus on. In regards to marketing and communication, copy and content seem interchangeable at first glance, but they hold distinct roles and purposes and understanding their nuances is critical to crafting impactful and effective messages.
Copywriting is More than Words
Copywriting is the strategic process of writing content to engage its audience to make a purchase, subscribe to a newsletter, or sign up for a service.
The Power of Copy!
Succinct and persuasive word design customized for a specific target audience has the power to tap into their emotions and desires, compelling them to take immediate action. It often employs psychological triggers like scarcity, urgency, and social proof to nudge the reader toward a conversion. So in this sense, copywriting is a blend of creativity, psychology, and advertising.
Content Writing Has a Different Goal
Content, on the other hand, encompasses a broader spectrum of writing that aims to inform, educate, entertain, or provide value to the audience. This can take the form of articles, blog posts, whitepapers, social media updates, and other materials that serve to share knowledge, engage readers, and build brand authority.
Content is written to establish a brand as a credible and authoritative source in its industry. By offering valuable information, insights, and entertainment, content writers attract and retain the audience’s attention. Unlike copy, the primary goal of content is not to prompt immediate action but rather to foster a long-term relationship with the audience, encouraging repeat visits and eventual conversions through trust and expertise.
Looking for more about copywriting? Enjoy this insightful article I wrote called Copywriting for Beginners: Mastering the Basics.
Copy vs. Content
Now that we have laid out the definitions and their objectives, let’s hammer it home by comparing and contrasting:
1. Intent and Call-to-Action
Copy
to encourage the audience to take a specific action, such as making a purchase or signing up for a service. It often features a strong call-to-action (CTA) that directly prompts the reader to act now.
Content
aims to educate, entertain, or inform the audience. It does not focus on immediate actions but rather on building trust, loyalty, and brand authority.
2. Tone and Style
Copy
usually more persuasive and direct. It employs a persuasive tone, compelling language and emotionally appealling to motivate the audience to act.
Content
generally more informative and conversational. It may employ storytelling techniques and a friendlier tone to engage the audience and deliver the message effectively.
3. Length and Format
Copy
often concise and to the point. It may use punchy headlines, bullet points, and subheadings to capture the reader’s attention quickly.
Content
Content allows for more extended discussions and in-depth exploration of topics. It can be more flexible in format and structure, depending on the subject matter.
4. Placement and Context
Copy
prominently placed in advertisements, landing pages, product descriptions, and promotional materials, where its purpose is clear and direct.
Content
distributed across various channels, including blogs, social media, email newsletters, and whitepapers, serving as a means to engage with the audience and showcase expertise.
Let’s see this in practice, shall we?
Examples
Copy
“The World’s Information at the Palm of Your Fingertips. Subscribe to the New Yorker Today.”
(Header copy for the New Yorker Online Magazine Ad)
“Regain your fit and healthy self with OMEGA-Hero’s Omega-3 Supplements.”
“The new you is a click away when you purchase a 1 month’s supply of our OMEGA-Hero Omega-3 supplement for $15.99”
(Header copy and CTA for fictional food supplement, OMEGA-Hero)
“Your Baby’s Love Language is Comfort. Johnson’s Baby Conditioner keeps Their Hair soft and scalps moisterized.”
“Give your baby the softest hair and download a coupon to our website to purchase your Johnson’s Baby Conditioner.”
(Subject Line and CTA for SPEC Email from Johnson & Johnson)
Content
“In our exponentially expanding online space, the battle for consumer attention rages on as ads, pop-ups and deals populate your screens, all tugging at you to buy into their product/service. To mix your company’s messaging in that mayhem is a disservice to your business, blurring the path for audiences to see its value. Nah… Your business needs space. Your business needs breath. Your business needs the right words to connect with the right people to cultivate rewarding connections. Your business needs copywriting.
Words without purpose and strategy are just empty text. But in the hands of the right copywriter, effective word design can compel new and existing customers to gravitate toward your business. Like bees to flowers (but with less pollen). Not all copywriters are created equal though and finding the right one can be a challenging exercise.”
(Blog article excerpt, “Copywritin’ Matchmaker: Finding Mr./Mrs. Write”)
Curious to know what makes a good copywriter? Copywritin’ Matchmaker: Finding Mr./Mrs. Write lays out the ideal traits to look out for when hiring your writer.
Copy and Content Complement Each Other
While copy and content writing have distinct purposes, they complement each other in a successful marketing strategy. An effective marketing approach often includes creating valuable content to attract and nurture the audience, followed by compelling copy that converts those engaged leads into customers.
Final Thoughts
I hope this clears the air about copy – because once you know what it is, you can wield the power to influence people to do things in your favour….with the right words, of course.
Did you learn anything new from this article? What piece of copywriting have you seen recently and how effective was it? Let me know and comment below!
Thanks for reading and catch you on the next one!
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