Do you remember the tagline of brands like Airtel (Express
Yourself), Adidas (Nothing is Impossible), and Amway (We are
Listening)? Did you ever give a thought about the taglines? What is
their purpose? Well, some of you must have given a thought about the taglines
and some would know their purpose too. Those who do not, there is no need to
overthink it because I am here to tell you. The act of creating these taglines is called
Copywriting. These taglines are used to attract customers and thus, increase
marketing productivity.
Wikipedia defines copywriting as “the act of
writing text for the purpose of advertising or other forms of marketing. The
product, called copy, is written content that aims to increase brand
awareness and ultimately persuade a person or group to take a particular action.”
Well, that was some mugged up definition, no? Let
us understand it in a better way with an example, shall we?
There is a salesperson
named Lex. Lex creates a sales content that he sends to ten people.
Lex content:
Hey there, we sell various engineering products and
services like web designing, machine design hydraulic parts and a lot more.
Our products are good and reliable, and we are
dedicated to our strong customers. We recognise the importance of customer care
and we are here to help you implement your organisational needs.
Sincerely,
Lex
Of the ten
recipients, only one replies, while remaining nine ignore it. Why? Because this
email is boring and is a waste of the recipient’s time.
Later Lex discovers
the art of ‘copywriting’ while going through the book ‘how to write a better
content.’ He studies ‘copywriting’ thoroughly and furiously and now, he decides
to rewrite the sales content that he created earlier.
Lex content (recreated):
Dealing with engineering problems? Come to us, we
have the solution to every engineering problem.
Services starting @ Rs 199/- only
You want the best and we give the best!
For further details, contact:
Lex (9971xxxxxx)
Lex now sends this
to ten people and this time he receives six replies. Thus, copywriting
increased his marketing productivity.
I assume now you understand the meaning of
copywriting and its purpose. However, as an engineer, I would like to take
“factor of safety” into consideration and would brief ‘copywriting’ and its
purpose. Copywriting is a one or two line content that has the same meaning as
that a lengthy content has. The only difference is that it is more effective
than lengthy content and boosts marketing productivity.
Few more examples:
Well, did you notice what I
did with the title of the article? That is also copywriting.
What are
you waiting for? Start COPYWRITING