First things first, lets chat about what copywriting actually is.
Copywriting is essentially the first step in the creative process, whether you are producing an ad, a website or a company brochure. It involves conceptualisation of the “big idea” which will drive all elements of a marketing activity – from general tone, to layout and even placement.
From there, it’s a matter of putting that idea into words, and into a structure that will evoke an action, emotion or reaction to your message. Unlike news or editorial writing, copywriting is all about getting the reader to do something, whether that is buying your product, engaging with your brand, seeing the benefit of using your service over a competitors or simply requesting more information.