Which Should You Do? Copy Or Content Writing
David Ogilvy, the famous advertising maestro once said, “when I write an advertisement, I don’t want you to tell me that you find it creative, I want you to find it so interesting that you buy the product.” What Ogilvy has given us here is a simple definition of copywriting, which is writing to sell.
Copywriting (also referred to as, “copy”) is a form of writing, mainly to generate sales. It is usually persuasive and evokes emotion, so much that it gets customers to take action. This can be as major as buying a product or as basic as following a social media page.
Content writing, on the other hand, is an educative, entertaining, and informative form of writing. It focuses on producing engagement with a target audience. It fosters goodwill, builds trust, and creates bonds that go beyond instant purchases. It sells you the idea behind the product or services.
Below are some differences between both concepts
- It is written to get people to take action
- It is persuasive in nature
- Focuses on instant sales
- It is a one-way sales technique: It is interested in selling only
- Focuses on the inherent uses/features of a product or service
- Short term goals with immediate returns
- It is written to turn leads into prospects, prospects into customers, and customers into repeat buyers
- It is strategic in nature
- Focuses on productive engagement with a targeted audience
- It is a two-way sales technique: it creates room for conversation or feedbacks
- Focuses on the idea behind the product or service
- Long term goal with lifetime returns
Now, to the question of which one to do, this quote by Copyblogger will serve.
“Copywriting without content is a waste of good copy, and content without copywriting is a waste of good content.”