Copywriting is the marketing term for writing advertising copy. In advertising language, copy stands for the text. Copywriters are therefore the advertising copywriters who write slogans, taglines and other advertising messages. They provide the content for marketing measures of all kinds and therefore play a decisive role in the success of a campaign.

Where the copywriter has a finger in the pie

TV advertising thrives on images, because images generate emotions. But even in TV commercials, text in the form of dialog plays an important role. On the Internet, the importance of text is even greater. This is because on the web, people usually work with classic ads – with a picture or a simple graphic. This makes it all the more important to stand out online from the rest of the website and score points with the reader with your own content. And that is exactly the job of a copywriter.

Copywriting: writing for sales

Copywriting always has a goal: for example, the conclusion, the sale, the action of the customer. The reader should be moved to a certain action by the content. Whether that’s signing up for a website’s newsletter or buying an electrical appliance for several thousand euros is ultimately irrelevant. To achieve this goal, there are numerous options in copywriting. Depending on the product to be advertised, the copywriter must write in a serious, witty or creative way to reach the target group.

Reaching the target – with AIDA

In all these variants, a basic concept from marketing is usually used: AIDA. The acronym stands for:

  • Attention
  • Interest
  • Desire
  • Action

The AIDA model is not always used in copywriting, and it is not always fully implemented – but it has proven itself as a guideline for copywriters. It helps copywriters create a message that resonates and has an impact.

1. Attention

In the first step, the copywriter must attract the reader’s attention. This is quite difficult, especially online, because for one thing, the attention span on the Internet is lower for many potential customers than it is in everyday life. For another, the way online advertising space is sold makes it difficult to determine in which environment the ad will appear on a website. This is because real time bidding, in which display spaces are auctioned off automatically in fractions of a second, has become established in online marketing.

Advertisers can determine the website and position on which their ads will appear, but exactly what content will appear on the page cannot always be said in advance. This is because a website with a large reach – which is therefore of interest for copywriting – will often customize the content, making it more difficult to plan for online marketing. However, as a general rule, short, snappy headlines or statements are suitable for grabbing the reader’s attention.

2. Interest

Following the attention, the reader’s interest must now be aroused. After all, it is not enough for the potential customer to just see the ad. To do this, the copywriter presents important advantages and features of the product – Unique Selling Points (USP). Ideally, this second step is fulfilled when the potential customer realizes that the content concerns him.

3. Desire

The aroused interest often seamlessly transitions to the next step: The copywriter awakens the customer’s desire to own the product. The USP of the product and images, for example of happy and successful people, which reinforce the customer’s desire, are also suitable for this. Interest and Desire are often difficult to distinguish. The Desire step, however, is more emotional.

4. Action

Action. In the AIDA concept of copywriting, this means the action of the potential customer. In most cases, the end result is a sale. For this purpose, copywriters often use a call-to-action, i.e. a request for action that moves the customer to the desired action in connection with the aroused desire. It is important in this decisive step that the person addressed does not feel pressured, but acts on his or her own impulse.

Short and simple: KISS

In addition to AIDA, there is another copywriting principle for effective advertising copy: KISS – keep it short and simple. This popular formula applies not only to advertising copy, but in principle to all texts on the Internet. The reader has little time, especially on the Internet. Copywriters take this into account. They rarely use sentences with more than 15 words.

Of course, writing short and simple does not mean that the texts are of lower quality. It is precisely the art of copywriting to bring topics to the point and to convey essential messages using simple language – without superfluous details. And above all, without spelling mistakes – this is a matter of course for a professional copywriter.

Content jungle Internet: Copywriting and SEO

Online marketing is not just about the impact of the advertising message. It’s also about being found on the Internet. With a magazine, practically every reader will come across the ads between the articles, but online, a page can quickly get lost. If you book advertising space on a website with a large reach, this problem does not arise, but the company’s own website is also intended to advertise its own products and attract potential customers.

Accordingly, the copywriter must also take search engine optimization requirements into account when creating the content for the advertising. Classically, this includes adherence to a certain keyword density, for example. But other requirements, such as text structure or composition, must also be met.

Content writer for longer SEO texts

Since advertising texts on one’s own website can usually be somewhat longer than those for ads, the AIDA model and the measures necessary for SEO can be combined here. However, it is difficult to write a well-functioning advertising text that at the same time fulfills all SEO guidelines. After all, the depth of content of texts plays an increasingly important role for search engines – and this is usually difficult to achieve with short advertising messages. If longer advertising texts have to be created for a website, a content writer is therefore often used instead of a copywriter.

The difference between copywriting and content writing

The term copywriting is often used to refer to everything that has to do with content creation in the context of online marketing. However, this generalization is not entirely correct, because depending on the objective and task, copywriters or content writers are in demand.

Copywriters specialize in short advertising texts with clear messages. The principles of the AIDA model are applied. The texts usually have the goal of persuading the reader to take an unambiguous action.

Content writers, on the other hand, specialize in creating texts with added value in terms of content, which can also be adapted to the requirements of SEO if necessary. They are used, for example, in blog marketing or more generally in content marketing.

Content is nothing without copy?

However, the mixing of the terms content writing and copywriting is no coincidence. The two fields are merging more and more. The reason for this is as simple as it is obvious: content without copy hardly works online anymore.

An article may describe the advantages of a product or service as well as it can – if the headline and the introduction are boring, the text misses the target audience stylistically or is simply too long, it will most likely miss its mark. Therefore, it is now necessary to combine interesting content with an interesting presentation.

By the way, the rule “content is nothing without copy” also works in reverse. An advertising message without content does not necessarily have to remain without effect. However, many users quickly recognize when they are only presented with hollow phrases without the actual advantages of the advertised product being mentioned. Content and form should form a unit in order to maximize the effect of an advertising campaign.

How much do copywriters cost?

The price ranges of copywriters are very wide. Earnings also depend on the form in which a copywriter is employed.

Many copy and content writers work for companies for which they create advertising copy.
Most permanent copywriters work for advertising agencies. They receive a fixed salary.
In addition to permanent copywriters, there is a large amount of freelancers. Here, the earning margins are even greater. This is because freelancers work independently and negotiate different fees for the respective projects.

Prices for texts are freely negotiated between the client and the copywriter. In most cases, freelance copywriters have individual word rates. Depending on the difficulty or research effort for individual projects, surcharges are demanded or discounts are granted.

Finding the right copywriter

And how do you find the right copywriter for a project? If you don’t know a talented copywriter personally, you can search the web – with a Google query or directly with specialized agencies. A simple and convenient way to find the right copywriter from a large number of copywriters is to use a platform on which many professional copywriters offer their services.

Nothing happens without text

Copywriting and content writing are integral parts of online marketing. It is true that images and music play a major role in advertising in general because they are an easy way to create an emotional connection with the customer. In the online sector, however, texts have at least a similar significance due to the technical requirements. The art of copywriting is to combine content with formulations that are appropriate for marketing and the target group, in order to convince the potential customer on the level of content and structure. And this is what moves him to the desired action.


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