e-Moonlighting.co.uk
Marketing services for small and medium companies

Glossary of Terms - Copywriting

Copywriting is the process of writing the words that promote a business, product, service or organisation.

Copywriting is undertaken for virtually all forms of marketing communication and media both online and offline. The objective of copywriting in marketing would typically be to influence the purchasing decisions or attitudes of the target market. In the advertising business creative teams often consist of a Creative Director and a copywriter, the Creative Director develops concepts and the copywriter provides the copywriting to accompany the visual images.

Good copywriting is a precise skill. It is important that the copy is clear, concise and easily understood by those that the writer wishes to influence. The quality of the copywriting is vital to a marketing or advertising campaign and is instrumental to the success of such activity.

Usually copywriting for an advertising or marketing campaign will consist of a headline, body copy (to outline the essence of the product, service or proposition) and a ‘call to action’ which would typically include contact details such as telephone numbers and email address. Copywriting for more substantial communication such as brochures follows the same principles as copywriting for an advertisement but would usually include much more detailed information.

The key to good copywriting includes good planning, thinking through before writing commences the key points that the writer must convey and the order in which this must happen. It is also important to think about the number of words that can be written and to monitor this throughout the writing process. Copywriting for internet websites is another skill, it is important that this copy is written and worded so as to achieve the best possible search engine rankings for the website. This involves the placement and repetition of keywords.

All contents © 2007 Moonlighting (UK) Limited. All rights reserved. Technical Problems contact enquiries@e-Moonlighting.co.uk

Site Map - Glossary