Written by Copycat Staff
April 30th, 2022
Written by Copycat Staff
Meet Nigel, the owner of a small electronics shop. That’s him in his office, wearing a look of pure consternation as he reviews his most recent quarterly reports. The numbers only affirm what he already knows: business could be better.
All things considered, Nigel is a star at running his business. He works hard to make sure his business is profitable. He stocks his shelves with the latest electronics, offers them at pocket-pleasing prices, and hires the friendliest, most knowledgeable staff he can find.
Recently, he’s even devoted extra resources to his marketing budget with the hope of attracting new business.
So, why aren’t the results of his efforts just as impressive?
It’s not that Nigel doesn’t have what it takes to succeed, or that his shop isn’t giving people what they want and need. He just doesn’t have the secret ingredient that makes his advertising and his business stand out from the competition: top-notch copywriting.
Wondering what copywriting in advertising is, and how it makes a difference for businesses big and small? Here’s what we told Nigel.
The first thing Nigel needed to know was what copywriting in advertising even was. Although the term was familiar to him, it didn’t conjure very clear associations in his mind.
Copywriting is the art of creating compelling, interesting, and engaging writing to sell or promote a company, service, brand, or product.
If that seems like a broad definition, that’s because copywriting includes a broad range of advertising mediums, from the classic to the newfangled.
A few examples include:
Whenever you encounter a piece of advertising, you’re also encountering the work of a copywriter (or a whole team of copywriters). From unforgettable fast-food slogans to that email letting you know about the latest shoe sale, copywriters diligently craft expert pieces of content that connect people with the products and services they need.
Are we really saying that the guy who wrote “I Wish I Were an Oscar Mayer Weiner” is comparable to renowned artists like Leonardo DaVinci or Beethoven?
In some ways, yes. Just as DaVinci’s paintings and Beethoven’s compositions have stood the test of time, we know that copywriting in advertising has the same potential for impact, endurance, and longevity.
To illustrate our point, we asked Nigel to close his eyes and think of as many specific advertising examples as he could in three minutes. No mediums or ad types were off-limits. At the end of that three minutes, no one was more surprised than Nigel by the number of ads he’d been able to think up.
Just a few of his examples included:
There’s a good chance that if we asked you to do the same, your list might not look too different from Nigel’s—and may even include a few more.
That’s because effective copywriting implants itself into the consumer’s consciousness and stays there. Just ask anyone who still thinks of those late-90s Budweiser commercials whenever they hear someone say, “Wazzuuuuup?”
Most artists can only wish for that sort of cultural cache.
Specific examples of successful advertising are a great start, but we knew Nigel needed more information. If he was hoping to spruce up his advertising efforts, either by hiring an in-house marketing team or outsourcing to a copywriting agency, he needed to know the characteristics that distinguish the best from the rest.
You know you’ve encountered a stellar piece of copywriting when it:
It should be obvious that incredible copy begins with a team of skilled copywriters. But what are the qualities that make up a good copywriter? Nigel wondered.
Like all artists, copywriters must be:
By now, Nigel’s interests were piqued. It was time to convince him of the ways copywriting in advertising could help his business scale and grow.
Professional copywriting helps businesses:
After learning all about copywriting in advertising, Nigel knew the best thing he could do for his electronics shop was find a top-notch team of copywriters. He found them at Copycat Copywriters.
Okay, Nigel is a fictional character we made up for this article. But if he was real, he definitely would have gone with Copycat for all his copywriting needs—and he would have been tickled pink by the results.
Why? Because we’re the coolest and most creative copywriters around. From email and web copy to white papers, blog posts, and listicles, we know how to craft online content that’s cohesive with your brand and threaded with your story.
At Copycat Copywriters, nothing makes us purr like helping businesses stand out online. Try us for free today.