What Is Copywriting? The Best Examples, Services, and Tips

It’s the digital marketing service on everybody’s lips, but what actually is copywriting? What does it involve? And what makes a good copywriter? 

Copywriting Definition 

Before we start, let’s make it clear that we are talking about copyWRITING, not copyRIGHTING. They are very different things. 

copywriting definition

According to Oxford Languages, copywriting is “the activity or occupation of writing the text of advertisements or publicity material”. Copyrighting, on the other hand, is the act of securing legal ownership of IP.  

To save any future confusion, remember that the clue is in the name – it’s copy-writing. You write it.

Copywriting is, essentially, the art of selling with words, and as you’ll soon find out, there are many, many different ways to do this. 

What Are The Different Types Of Copywriting Services?

Technically, copywriting is any form of text where the goal is to advertise, sell, or evoke a specific response from the reader. This is also known as ‘direct response copywriting’. The main copywriting examples are:  

Landing page content

Landing pages are single-page websites or product/service pages. Landing pages are usually designed to explain the benefits of a business’ offering and convert visitors on the first visit. 

Website content

The goal of website content is to give visitors an overarching view of your business, including your offering, your team, company history, and values. Website content should be punchy, SEO-friendly, and conversion-focused, with plenty of calls to action throughout. 

Sales copy

Sales copy refers to any text that persuades readers to take action. Whether that’s signing up for a newsletter, downloading a pdf, or purchasing a product. 

Ad copy

Ad copy is everywhere – billboards, television, radio, Facebook. Ad copy is the purest form of copywriting. Its goal is to get readers, listeners, and watchers to make a purchase. 

Social media captions 

Social media captions are like copywriting in disguise. A brand may use them to stay relevant and hop on the latest trends, but the end goal never changes – they want to sell to you. 

Brochure copy 

The goal of brochure copy is primarily to educate the reader, though you’ll usually find a call to action in there too. Hotel welcome packs might give you some great recommendations on local attractions and restaurants, but they’ll also advertise their room service and concierge. 

Email copy 

Monthly newsletters, welcome letters, seasonal campaigns, and promotional email marketing sequences are all great examples of email copywriting

Slogans

Yep, even business slogans are a form of copywriting (you’ll see there’s a lot of crossover with copywriting, branding, and content marketing). 

Product descriptions

Features, benefits, and storytelling – a good product description covers all the bases, converting visitors to customers in under 400 words. High-ticket items usually require a dedicated product page and higher word count, whereas low-ticket items or apparel only need around 100 words. 

Product category pages

Similar to product descriptions, category pages allow customers to navigate an e-commerce website and find what they’re looking for. Category pages may also include brand stories. 

Press releases 

Press releases usually announce company news, whether it’s a new product, hire, or partnership. While they may not explicitly try to sell anything, press releases are an important part of the marketing and PR jigsaw. 

Articles and SEO blogs

Articles and SEO blogs definitely lean more on the content marketing side of things. However, articles that advertise, explain, or review a business’ products or services can be classed as copywriting. 

Video or radio scripts 

Any ads you watch on TV or hear on the radio have been written by a copywriter. This kind of copywriting needs to be timed to perfection, getting a specific message across in a very limited timeframe. 

Presentation copy 

From pitch decks to b2b presentations, we all know how boring a PowerPoint can be. A presentation copywriter’s job is to keep audiences engaged with the right information, increasing the chances of conversion.  

Report copy

Reports are research-based documents that offer insight into a specific industry or topic. The goal of most reports is to use the information found to present the sponsoring business in a positive light. 

White papers

White papers are research-based opinion pieces issued by an organisation to promote a product, service or idea. They are designed to help the reader fully understand the problem, before presenting them with a proposed solution. 

SEO copywriting

Designed to appeal to search engines as well as humans, SEO copywriting is optimised to help you rank higher on Google without sacrificing conversions. 

Lead magnets

Lead magnets are powerful lead generation materials that can help you capture data in return for tacit knowledge. Free PDFs, ebooks, and how-to guides are common examples of lead magnets that can help you build a mailing list quickly and easily. 

Flyers and direct mail 

The stuff that comes through your door. Many people see this as junk mail, which is why it’s imperative to get this kind of copywriting right. 

Case studies

Case studies are a clever way for businesses to advertise their services and results without being too in-your-face about it. They’re often presented in a problem>solution>results structure, and they present a great opportunity to name-drop big clients. 

Ebooks

Again, this service probably leans more on the content marketing side of things, but ebooks allow companies to simultaneously promote their products while sharing valuable information. 

Editing

Proofreading, editing, or rewriting existing copy that falls under any of the above services. Copy may need to be optimised for Google, edited for a specific tone of voice, or cut down for a punchier result. 

You might think that’s pretty much everything. But before you ask a local copywriter to take care of your dissertation, here are some services that are NOT classed as copywriting:

  • Academic writing 
  • Poem or fiction writing 
  • User guides and manuals
  • Eulogies 

What Is The Difference Between Copywriting and Content Marketing?

There is a lot of crossover between copywriting and content writing these days. That’s because it’s now just as important to write for search engines as it is for humans. That said, there are still some key differences between the two: 

Intent

If the main intent of copywriting is to inspire immediate action, the role of content marketing is to tell a story, build trust, and establish a brand. 

Copywriting is all about the here and now, whereas content marketing is more about the bigger picture. 

Copywriting might talk about a product and its benefits, whereas content marketing might talk about challenges and solutions surrounding that product. 

Here’s an example: 

Copywriting: ‘this ultra-soft cashmere sweater is the ultimate workwear staple’

Content writing: ‘10 essential workwear staples that won’t go out of style’ 

Content marketing is all about giving your reader a well-rounded, more objective overview of a particular topic. This allows you to establish trust and helps your audience make their buying decision on their own terms. 

Priorities

While the goal of copywriting is to sell, sell, sell, the goal of content writing could be something entirely different. 

Content marketing can be used to increase SEO, position someone as a thought leader in their space, or provide genuine value to your followers – usually, it’s a mix of all three.

For this reason, copywriting is typically very snappy, creative, and impactful, whereas content marketing is more detail-oriented, journalistic, and comprehensive. 

Measures of success 

This one’s easy. 

The success of a copywriter is measured by conversion rates, leads captured, and sign-ups.  

The success of a content marketer is measured by social shares, domain authority, and website traffic.

 

7 Traits of Good Copywriting (With Examples) 

We’ve listed some traits that good copywriting tends to have, with real-life examples for good measure. 

  1. It brings around change

Good copywriting might make you want to buy a product or service. It might make you want to pick up the phone to book a free consultation. It could also encourage you to think differently, or shift your perspective. 

great copywriting example by pinterest

Take the above Pinterest ad, for example. They teamed up with FunWorks to show how checking a user’s Pinterest board is the best way to get gift inspiration. A brilliant example of copywriting, summed up in just 5 words – ’gift like you get them’. 

  1. It plays on words

Simple copywriting might talk about the benefits of a product, but a play on words is the best way to stand out. 

great copywriting example by oscar mayer

Oscar Mayer, a brand actually known for its meat products, used this clever play on words to promote World Vegan Day. In a way, this is like reverse psychological copywriting – telling someone to NOT buy your product in return for good press and exposure. Genius. 

  1. It uses numbers for impact 

Numbers help our brains organise the information we’re exposed to. They make everything easier to digest, and therefore, remember. According to a study by the Conductor, headlines and hooks with numbers resonate more with audiences than any other kind.

(infographic credit: Moz)

  1. It addresses real life pain points

Audiences are tired of hearing about benefits. The best examples of copywriting take real-life problems and offer the customer a solution. 

great copywriting example by Hanes

This ad from Hanes is just *chef’s kiss*. 

  1. It doesn’t exaggerate or add fluff 

Authenticity is in. Acting like your product is going to transform lives it out (unless it actually does that). When it comes to copywriting, the simpler, more impactful, the better. We’re all leading busy lives in an oversaturated digital world. If your copy isn’t direct, kill it.  

great copywriting example by Simba
  1. It’s skimmable 

The importance of brevity in copywriting should never be underestimated. Studies show that 55% of web users spend less than 15 seconds on any web page. You need to make sure every single word on that page is adding value. 

great copywriting example by Hello Fresh

Hello Fresh’s website copy conveys the value proposition of time saved without taking up too much of it in the process.

  1. It speaks like a human

We all know the best advertisements are word-of-mouth referrals from a friend. If you can make your copy sound like this, you’re onto a winner. 

great copywriting example by Jack's Flight Club

We love how Jack’s Flight Club have summed up what they do in this really, reaaally playful headline. Love the call to action, too! It makes you feel like Jack is a one-man band who really cares about bagging you an amazing holiday for cheap. 

What Is The Difference Between A Copywriting Agency and Freelance Copywriter?

 

Range of services 

The main difference between working with a copywriting agency and a freelance copywriter is the number of people involved. Copywriting agencies are usually made up of teams of specialist copywriters, content strategists, SEO experts, and account managers. The combined experience an agency offers means that you can benefit from a whole range of complementary services that span far beyond good copy. Additional services can include: 

  • Content strategy
  • Tone of voice and branding 
  • SEO services such as backlink building and keywords research
  • Monthly reports on how your site is performing

This means that, with a copywriting agency, you can get fantastic copy that converts and is optimised for Google by a specialist. You may also be advised on the most effective content strategy for your goals and have the option to receive monthly reports to track the results. All of this will be handed to you on a virtual plate with excellent customer service too.

Expertise 

Another benefit of choosing a copywriting agency over a freelance copywriter is the breadth of experience available. Freelance writers usually have a preferred niche, and if you don’t fit in that box, they may not want to work with you.

Copywriting agencies will typically have a variety of writers who specialise in particular subjects. The agency does the vetting for you, so you won’t have to spend hours trawling through Linkedin or freelance marketplaces to find someone suitable. 

Outsourcing content writing and copywriting to an agency is particularly beneficial for digital marketing agencies, who work with a variety of clients from different industries. 

Packages and Delivery 

Because a business’ marketing needs are always changing, copywriting agencies usually offer bespoke content packages based on your needs. If you don’t know what you’re looking for, they can advise you according to your goals during a free consultation. On the other hand, freelance writers usually have a set price list, and will need to receive a full brief in order to quote and start the work. 

Scalability

Talented and reliable as some freelance copywriters may be, it can be difficult for them to commit to large volumes of work for a single client. They’ll also need to take breaks for holidays, other projects and commitments from time to time. 

A copywriting agency combines many minds and hands, so they have the capacity to meet tight deadlines for large projects. This makes choosing a copywriting agency favourable over a freelancer if you need to produce huge amounts of content each month. 

Reliability 

Freelancers can be super reliable when they’re working, but they also need to take breaks. Working with a copywriting agency means you can receive a consistent flow of copy and content, year-round, without worrying about an individual’s schedule. 

Price 

As you might expect, choosing a copywriting agency over a freelance writer will be more expensive. But here’s why: 

  • Copywriting agencies take a more consultative approach to working with clients. They will advise you on what you need, provide you with a content strategy, and deliver everything in a bespoke package
  • Copywriting agencies have overheads, which allows them to increase capacity for clients who require large amounts of content. 
  • Copywriting agencies take on a much higher volume of work than freelance writers, and have more experience. 
  • Searching for a freelance writer can be confusing and stressful. Choosing a copywriting agency ensures you’ll receive work written by a vetted writer. 
  • The work a copywriting agency delivers has to go through a number of rounds of approval, usually with a professional editor. This reduces the likelihood of the work containing mistakes. 

Where To Find A Copywriter 

If you’re planning on scaling your business and have more demanding content requirements, you can look for local copywriting agencies. But as copywriting and content writing are digital services, copywriting agencies can actually work with anyone in the world. So far, we’ve worked with thousands of clients in over 50 countries! You can ask us more about our copywriting services by booking a free consultation

If you’d rather work with a freelance copywriter, you could check out freelancer marketplaces such as Fiverr, UpWork and ProCopywriters. You can also find some great freelance writers on Linkedin

Still Have Some Questions About Copywriting? 

We’d love to clear things up for you. Why not get in touch and tell us a bit about yourself? We’ve delivered great copy to thousands of happy clients, and we’d love to help you next!


Inspired Copy is a UK copywriting agency specialising in SEO-friendly content such as blogs, web copy, product descriptions, social media captions, and more. We’re based in the heart of Manchester, but our client base spans over 50 countries. If you’d like to get copywriting and content that effortlessly converts visitors, readers, and scrollers to customers, we’d love to help. We’re here to make words work for you, because great copy sells.

what is copywriting