Do you want to know the secret sauce that makes content pop and drives conversions? It all comes down to copywriting. From web pages and letterbox flyers to email campaigns, having the right copy can make all the difference in your real-world and online presence.
When it comes to copywriting, there is a lot more than meets the eye. Writing for different platforms can require very specific skills and an in-depth understanding of tone and voice. From crafting creative web copy to strategising effective campaigns, copywriters need to know their stuff – which can include mastering various types of copywriting.
If you’re looking to investigate the types of copywriting that will bring the most value to your business, let’s look at the different areas of expertise in the craft so you can take your audience from “What?” to “Wow!”
Before we jump in though, there are two little things we want to clarify.
Is it copy writing or copywriting?
We get this question all the time. It comes up in conversations with prospective clients and in our keyword research. So, let’s put it to bed once and for all.
It’s copywriting, folks.
We go with the industry’s preferred way of spelling it – plus it gives it a tad more gravitas than if you were to say it’s the act of copy writing.
What is copywriting?
Next up, it’s a good idea to understand what copywriting is before drilling down into the different types. Copywriting is the craft of writing persuasive words that compel readers to take action.
It’s a form of marketing communication used primarily for advertising products or services. Well-written copy can help connect brands with consumers while creating an effective call to action.
If you’re looking to get your messaging across in a creative, convincing, and impactful way, that’s exactly what a copywriter does. Bear in mind though that depending on your audience and forum, there are different types of copywriters and copywriting you’ll need.
17 types of copywriters
Whether you’re launching a new product or running an email marketing campaign, good copy is essential for getting people’s attention and driving conversions. But what type of copywriter should you use?
There are many different types of copywriters out there, each with their own specialities and skill sets. Let’s take a look at the different types of copywriting and how they can benefit your business.
PS: Some specialisations do overlap – like SEO copywriting and landing page copywriting. In addition, copywriters can specialise in copy for different industries. For example, our agency specialises in B2B, travel, healthcare, energy, tech, finance, retail, and all sorts.
A Business-to-Business (B2B) copywriter is someone who writes copy specifically for companies and organisations. This type of copywriting focuses on creating content that is designed to help companies achieve their business goals.
B2B copywriting could mean anything from thought leadership blog posts and client case studies to product descriptions and website content. It all depends on what the client needs.
The key difference between B2B and other types of copywriting lies in the audience. With B2B writing, the focus is usually on larger entities like businesses or organisations rather than individual consumers. For instance, an SAAS company may want B2B copywriting to help sell its products to other businesses.
This means that the tone of the content is usually more direct and factual – not necessarily as conversational or casual as it could be for consumer-based copywriting projects. You want to get enough information across to help the audience in making their decision to purchase. But not too much that you complicate things and create information overwhelm.
That said, it’s important to ensure that the copy remains engaging throughout so as not to lose your audience’s attention. The most important part of B2B copywriting is remembering that you’re actually speaking to another person, not a business entity.
Here’s an example of B2B copywriting in action:
Where B2B focuses on selling to businesses, B2C copywriting sells directly to consumers.
When you’re trying to reach customers and make an impact with your product or service, the power of a B2C copywriter cannot be overstated. B2C stands for Business-to-Consumer, meaning that the copywriter is responsible for writing content that speaks directly to the needs and desires of the customer.
It’s not just about having a flashy headline – it’s about understanding the customer and their journey with the product or service. A great B2C copywriter knows what strikes the right note with their target audience. They know how best to get through to potential customers by understanding their language and preferences when it comes to brands/products/services etc., as well as being aware of current trends in the industry they are writing about.
Knowing what resonates with your audience is key when it comes to getting them interested in what you have to offer – without this knowledge, it’s almost impossible to create compelling pieces of content that will actually convert into sales or leads.
The creative copywriter
Copywriting is a creative process in itself. Yet, we mean something specific when we call copywriters, creative copywriters.
The creative copywriter uses both sides of the brain when writing. They find innovative ways to tell a story to the audience so that it sticks in their hearts and minds. They write copy that leaves a lasting impression by evoking emotions – “OMG”s, and “Aha” moments.
The tone can vary from funny, blunt, ludicrous, or even downright shocking, but no matter the tone, all creative copywriting sticks in the minds of the reader.
Here’s an example of copywriting in this style:
UK KFC suffered a chicken shortage in 2018. With the three letters FCK, they managed to acknowledge the problem, give a meaningful apology to customers who were inconvenienced, and laugh at themselves all at once.
KFC’s copywriters saved the brand’s reputation, used creativity and simplicity to reach the audience, and generated a huge amount of public goodwill.
Controversial, but hugely effective.
Direct response copywriter
Have you heard the term “direct response copywriting” bandied about and never really known what it means? Well, that’s about to change.
This type of copywriter is all about action. A direct response copywriter’s chief aim is to inspire customers to act the moment they’ve finished reading their copy.
A really easy way to show how direct response copywriting differs from other types is with an example.
In the case of a magazine ad or grand London billboard, the goal of copywriting is more about the long game. These ads look to build exposure and brand awareness, but there is no direct action a reader can take from it. We can’t click on a billboard and order a new perfume (not yet, anyway).
But, with social media ads and website landing pages, the copywriter can include a direct action that they want the reader to take. For instance, “get a quote”, “contact us”, “check price”, or “add to cart”. The sale can occur directly from the ad with minimal effort from the reader.
Just remember – direct response copywriting is so much trickier than simply adding a call to action in the copy. The calls to action need to be in the right places, and the rest of the content needs to lead users to the point where they’re ready to click that button.
Landing page copywriter
Landing pages are standalone website pages that offer readers something they want. In return, the page asks for some of their details, such as their name, email, and perhaps, their occupation. The main goal of this page is to turn your reader into a lead, and so pull them further down the conversion funnel.
Similar to direct response copywriting, a landing page is persuading the reader to take an action, whether it’s providing an email address or downloading an e-book.
Landing page copywriters are the geniuses who craft the copy for the page. I say genius because this type of writing isn’t a walk in the park. They use a combination of skill and technique to unlock insane conversion powers and spellbind their audience.
Landing page copywriters know to emphasise the benefits, not the products and features. They recognise the power of the killer headline and the importance of using simple language. They are humans and write for humans.
These copywriters treat the power of testimonials and trust points with utmost reverence. And lastly, they know which call to action is the most effective in any given situation.
SEO copywriting (and pretty much anything on-page SEO) is my absolute favourite area of writing. There is something magical about using data to shape copy, yet also challenging when it comes to balancing data and creativity.
But, before I get ahead of myself, what is SEO copywriting? Search Engine Optimisation (SEO) copywriting is copy created in line with SEO best practices.
This type of copywriting aims to help a web page or blog post rank in search engine results and drive more organic traffic. SEO copywriting can be found across product descriptions, website rewrites, thought leadership articles, landing pages, and more.
SEO copywriters are skilled in the following areas:
- Keyword research
- Searcher intent
- Traffic generation
- SEO-friendly structure
- Internal and external linking best practices
- Content strategy
- And so much more!
If you’re looking to build brand awareness and trust, and receive never-seen-before amounts of traffic to your site (and the right traffic at that), an SEO copywriter is your go-to.
Traffic is lovely, but at the end of the day, conversions are king. Conversion copywriting is all about nabbing the sale, getting the lead, or encouraging people to take another step with you.
A conversion copywriter is an artist when it comes to the marketing funnel, expertly ushering potential buyers down the funnel and to the action stage. They turn a hard no into a hot yes through proven persuasion techniques, excellent research, and exceptional writing.
From data analysis, UX principles, customer research, and voice development to SEO, creative content, and conversion rate optimisation, a conversion copywriter considers every angle to get you the perfect customer response.
Conversion copywriting narrows down the objectives to one clear goal.
Yes, you guessed it. Email copywriters write copy for emails. They’re responsible for crafting engaging emails that draw readers in, get them to act, and encourage them to buy a product or service.
Email copywriters devise the subject line, preview content, and body for emails. Each one of these elements is important – especially the subject line. If a subject line falls flat, your recipient won’t even open the email. So, crafting compelling subject lines is a major part of the job.
From technical details to psychological tricks, email copywriters use clever words to bring the message home. They ensure campaigns spark the right amount of interest and have readers thinking about the product long after they’ve closed the email.
You might already write your own product and client emails and wonder why you would want to spend money on an email copywriter. Aside from freeing up your valuable time, email copywriting is one of the most important parts of any marketing strategy.
Why? Because of email marketing’s ROI. For every dollar businesses spend on email marketing, on average, they receive $40 back. This is a better ROI than even SEO.
Take note, there is a big difference between technical writers and technical copywriters.
Technical writers are the professionals behind writing user manuals and standard operating procedures. Technical copywriters, on the other hand, are responsible for the marketing materials of companies across technical industries like engineering and technology.
In short, a technical copywriter has the same aim as many types of copywriting – to get the reader to take an action or buy a product/service. But this copywriter has specialised knowledge in the tech industry and is comfortable writing about technical subjects in depth.
Examples of technical copywriting include:
- Insurtech website copy
- Fintech product pages
- In-depth case studies on past engineering projects
Technical copywriters distil complex information and the wonderful things brands’ products do into simple, easy-to-read content for target audiences – achieving increased conversions for your business.
Digital ad copywriter
Digital ad copywriting is everywhere. From the ads that pop up on social media, to sponsored search results when you Google something – these carefully-formulated words give us a peek into what these companies are all about.
It’s also a great way for businesses and brands to engage with potential customers in an informative, short, and friendly manner. And in the place where these potential customers are most likely to hang out – the internet.
With the sheer volume of ads people are subjected to every day, it’s no wonder excellent digital ad copywriting is so important. And when thousands upon thousands of voices compete for attention – yours needs to be remarkable enough to shine above them all.
As a business or organisation, you want to stay at the cutting edge of digital marketing – to ensure your online presence is seen, heard, and felt. From social media ad campaigns to PPC ad copy, a digital copywriter will help you to reach your target audience.
Video script copywriter
Do you want high-quality video content for your business? If so, then it might be time to explore hiring a professional video script copywriter. These copywriters write the script for marketing video content, digital ads, and product demonstrations.
Video script copywriting is an effective way to create captivating and engaging videos that will grab people’s attention and turn them into customers.
With great writing skills and knowledge of scripts and visuals, a skilled copywriter can help bring life to your videos.
According to Wyzowl, in their 2023 report The State of Video Marketing, 91% of surveyed businesses use video as a marketing tool. And 96% of marketers see video as integral to their marketing strategy.
That’s not all. The report went on to say that 91% of marketers said video marketing had increased their traffic, and 87% said it had increased sales. With an ROI like that, you can understand why video script copywriting is a specialism.
Are you on the hunt for copy that creatively promotes your product and drives conversions? You’re in luck — product copywriters are masters at this very craft.
A product copywriter writes persuasive words that help propel products into people’s lives. By combining creative storytelling methods with marketing strategies designed specifically for your industry, they can make all the difference when it comes to selling what you offer.
Think about it. When it comes to buying a product, there’s usually no shortage of options. That can make standing out in the crowd almost impossible. After all, how do you compete when everyone is offering essentially the same thing? The answer: copywriting.
Good copy snaps attention and drags your customers away from competitors towards YOU. Whether they’re looking for something special or just browsing around, great words will get them to click ‘Add To Cart’ every time.
Need an example? Take a look at how we unlocked our product copywriting superpowers for Experian B2B.
Social media copywriter
If you’ve dabbled in social media, you’ll know that it’s a completely different ballgame. Between pedantic platforms with word limits (I’m looking at you, Twitter) and visual-centric networks like Pinterest and Instagram, each platform has a different focus, audience, and style.
Social media is constantly changing. The trends and hype are fickle and temporary – turning at a whim. Keeping up with the Joneses and ensuring your brand’s social presence doesn’t get left behind takes continued work.
This is why many people call in reinforcements. Social media copywriters help you stay on top of the ever-changing world of content marketing. They create engaging literature that will capture your audience and bring them back for more. Plus, they can identify the right hashtags to get you seen by the people who need you most.
Through engaging content, social media copywriters can craft conversations around your brand’s mission, expand your reach, and amplify the impact of campaigns across all relevant channels – resulting in increased visibility and ROI.
Crafting stellar copy is no simple feat. You don’t just need a knack for writing, but also the ability to make meaningful connections with readers.
When it comes to PR copywriting, however, there’s an extra layer of complexity involved. It requires big-picture thinking and the creation of well-thought-out communication strategies that work for your business. It demands serious creativity and strategic thinking.
You’ll often see PR copywriting put into play when a company makes big announcements about business updates, product launches, or new partnerships. Or, when it’s releasing communications about sensitive and delicate matters.
PR copywriting is like a secret weapon – it can create positive sentiment, get people talking about your brand, and increase conversions. With well-honed words, you can alter your brand’s image in the public eye and improve customer sentiment – ultimately leading to better sales.
PR copywriters have a secret skill too – they know what will actually make the news. Journalists receive hundreds of press releases every day, so having someone on your side who knows what journos want to read, and publish, is the dream.
If you’ve ever found yourself in the audience of a powerful speaker with an amazing story to tell and a passion to match, then chances are someone may have been responsible for crafting their message.
This is an avenue that is often overshadowed by its more prolific siblings like digital, web, and email copywriting. As an art form all of its own, the nuances of speech copywriting take skill – but when done right they can be incredibly influential in getting your ideas across.
Speech copywriters have the unique ability to create powerful messages through their compositions, captivating listeners and sparking thought-provoking conversations across business contexts and political events.
From transformational speeches for CEOs and lectures from Nobel prize winners to political stumping (as our American audience would say) – effective speech copywriting is key to leaving an unforgettable impression.
If personal branding and public speaking are your forte, you may want to leverage speech copywriting in your strategies.
TV ad copywriter
Copywriters who specialise in TV ads ensure that their words have maximum impact across living rooms around the world.
From clever lines that grab your attention to memorable slogans or narratives that keep viewers hooked, one thing is certain: quality TV ad copywriting can move the needle for any business looking to bolster engagement – and a successful broadcast campaign.
If you’ve ever seen the Dominos “Domin-oh-hoo-hoo” adverts and the Pringles “once you pop you can’t stop” ad, you’ll know exactly what I’m talking about. These adverts tell a story, evoke a feeling, and establish a core marketing message for the audience to take away.
Whether you’re looking for some slick sales talk or quirky comedy material, a TV ad copywriter can help you with both the script and copy for TV adverts.
Physical ad copywriter
Offline media is not dead. Newspaper ads, print ads, billboards, letterbox promotional flyers – they’re all still relevant and getting feet through the doors of their respective businesses.
There is a power to physical ads that is often overlooked by marketers – it’s in their inescapability. When it comes to digital ads, you choose to open up your phone or laptop. Physical ads can’t be turned off or avoided.
Whether you’re at a bus stop idly staring at an ad for the newest cinema release, or you’re in Piccadilly Circus with billboards shining down from above, their messages seep in. These ads play a long-term game like no other – raising brand awareness and “stickiness”.
With 17 different types of copywriting out there, you have numerous opportunities to find the perfect match for your company’s vision. From B2B professionals who can handle the business of talking to business to creative copywriters with a gift for storytelling, now is the time to take advantage and choose wisely!
Need a copywriter right now? We might know just the people to help…Let’s chat.