Copywriter vs content writer … How do I tell them apart?  And do they overlap?

The questions came up recently in a Facebook group.

Even experienced marketers can be bamboozled by the distinctions, which can seem about as clear as swamp water … Who’s what?  What’s on second? And what kind of writing specialist do I need?

There are many species of writers – all identified by little pads of paper, ink stains, and ergonomic keyboards. Let’s do some classification ….

 

What is a Copywriter?

“What is it you DO again?” people ask.  “Is it that LEGAL thing?”

According to The Copywriter’s Handbook by Bob Bly …

A copywriter is a person who writes the text of an ad, a commercial, or a promotion.

For now, we’ll divide them into two basic types: Direct Response and Corporate/Brand Advertising. Both require the writer to study the audience, the product, the marketing methods, past campaigns, and competition.

Here’s the difference …

 

Direct Response Copywriting has a Call to Action (CTA)

Each piece is designed to evoke an immediate and specific response. For example, the reader may be invited (or commanded) to call a phone number, submit an email address, or click a button.

Let’s take, for example, the classic ad from the Weil company:

This shocking headline speaks directly to an immediate, uncomfortable, and embarrassing problem.

Any man self-conscious about his weight is singled out from the start. After the headline, the ad offers a self-massaging belt that “not only makes you look thinner INSTANTLY – but quickly takes off rolls of excess fat.”

The product description is followed by a Call to Action: “Simply mail in the coupon and receive a free 10-day trial offer.”

 

Brand/Corporate Advertising Copywriting prepares the reader for a future action.

For example:

 

The Got Milk ads share the same headline structure as the first ad.  However, there’s no immediate problem to solve or action to take. 

You may have seen the confident, relaxed, and sometimes glamorous celebrities with their creamy-white mustaches splashed across glossy magazine pages.  Cheery elves thrust trays of cookies from tree trunks.  Kangaroos mix and mingle at beach barbecues.

The result? Now viewers are more likely to binge on Keebler fudge stripe cookies and cold milk … or enjoy a fresh bottle of Yellowtail wine after their late-night shopping sprees.

 

 

Content Writing builds value and trust by giving without direct selling.

It entertains, informs, drives traffic, and strengthens brands. And it draws potential prospects back to your business website again and again.

For example:

 

 

A well-supported article with this title establishes trust and authority for the website that publishes it. The site might be run by a health coach, a health-conscious mom, or a vitamin and supplement company.

 

Finally, as readers become more sophisticated, companies are paying attention to content strategy.  And copywriting is continually working its way into soft-sell content.  We’ve had mixed forms in print for a long time:

… the advertorial … the magalogue … the promotional eBook

And eCommerce businesses are now using “pre-sells” in their retargeting strategies. These combine elements of advertorials, listicles, and landing pages.

 

What kind of copywriter do you need?  For information about direct response copywriting services and support, contact Judy at  judy@judyolbrych.com.