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What Is Copywriting? [With 12 Genius Examples]

Copywriter At Work At Laptop

Copywriting is the art of using the written word to influence a person’s decisions and drive them to take action. It’s not quite magic… but it’s close enough! 🪄

In today’s digital world, copywriting plays a crucial role in the success of businesses, helping them stand out from the crowd and connect with their target audience. Utilising and mastering this skill can help any website generate more sales and leads. Exciting, right?

Are you ready to dive into the world of copywriting and discover its secrets, techniques and how it shapes the digital landscape? Let’s get started!

Summary: What is Copywriting in Short?

  • Copywriting is a specialist type of writing which aims to encourage readers to take a desired action.
  • Copywriting uses a range of techniques including storytelling, social proof, scarcity and authority, making it more persuasive than content writing.
  • Copywriting can be broken down into B2B, B2C, brand copywriting, content marketing, email, social media, public relations, search engine optimisation, user experience, landing page, technical and direct response.

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Understanding Copywriting – the ABCs

Copywriting is a specialised form of writing that focuses on creating persuasive and engaging content.

The ultimate goal of copywriting is to encourage the reader to take a desired action, such as signing up for a service or making a purchase. Do you hear that? That’s the sound of money in your pocket!

Take a look at this great example of copywriting by Glossier. Who doesn’t want inbox updates about puppies? 🐶

Glossier - Newsletter Sign Up Copywriting

Copywriting is an essential component of any marketing strategy. It helps businesses establish a distinct brand identity, connect with their target audience, and – ultimately – drive conversions!

Copywriting is a powerful tool that can be used to create compelling marketing campaigns. It requires a deep understanding of the target audience, as well as the ability to craft persuasive messages that will resonate with them. By utilising good copywriting techniques, businesses can create content that will help them stand out.

A great copywriter is able to understand the audience’s needs, preferences and pain points, and then create content that addresses those aspects while showcasing the unique value proposition of the product or service. Moreover, it’s crucial to maintain a consistent brand voice and tone across all digital channels, ensuring that the content remains authentic and aligned with the brand’s identity.

Mastering the Art of Persuasion

In the world of copywriting, persuasion is key. To be a successful copywriter, one must master the art of persuading the reader to take action.

Here are a few persuasive techniques you can use on your own website…

📖 Storytelling – This is the art of creating a narrative around your brand which connects with the emotions of your target audience. People are often driven by their emotions to take a particular course of action. If you can utilise this psychological fact in your copywriting to tug at their heartstrings or create a conflict in their mind, you are more likely to drive them toward your desired outcome.

One example of storytelling in copywriting is Coca-Cola’s ‘Open Happiness’ campaign which created the narrative that drinking Coca-Cola can bring joy and positivity into people’s lives.

Storytelling Copywriting for Coca-Cola

🗣️ Social proof – In part, this is the practice of allowing readers to see how other clients/customers have benefitted from your product or service. Testimonials, case studies and product reviews are a great way to do this.

This is a powerful tool because we humans are naturally quite conformist when placed in a group. Like it or not, we follow the pack 🐑 If a business can achieve high rates of positive reviews, it is very likely to lead to more sales and further positive reviews.

Did you know that 87% of buying decisions begin with research conducted online before a purchase is made and that the average consumer reads 10 online reviews before making a purchase decision?

⚠️ Scarcity – This copywriting technique involves creating a sense of urgency by making your product or service available for a short time. This technique also leans heavily on psychology and relies on people’s tendency to experience The Fear of Missing Out (FOMO).

Here’s an email sent from Airbnb a few days after looking for places to stay in Vero Beach:


The search data shows that demand for vacation rentals in the Vero Beach area is currently very high. In fact, searches have increased by more than 44% since similar dates last year. This means that if you are planning a vacation to Vero Beach, it is important to book your rental as soon as possible. Otherwise, you may end up with limited options or having to pay more money.

Would this tempt you to press the ‘book now’ button? How about if you knew 22 other people were currently looking at booking the same room? Or that the sale price runs out in 24 hours? FOMO is a strong emotion when used correctly! Who hasn’t had FOMO remorse?

🧑‍🎓 Authority – Like Social Proof, Authority relies on the endorsement of others to confirm a product or service’s value. However, (as the name suggests) authority relies on experts! These are sources like scientists, newspapers, government studies and reports and statistics.

The practice of using authority came from consumers mistrusting adverts because the source for their assertions was ‘Trust Me 😉’

With experts in the field backing up your product or service, customers are more likely to flock to your business in droves. Understanding the target audience is essential – you can’t just pick anyone to endorse your brand, right?

Choosing the right person is crucial when it comes to growing brand awareness and reaching your target consumer. Do it right and it can make a big impact, such as this incredible team-up with Nike and Colin Kaepernick. Copywriting at its best!

Colin Kaepernick Nike Advert

Copywriting vs. Other Writing Forms

While there might be some overlap, copywriting is distinct from other forms of writing, such as content writing and advertising writing. The main difference lies in its intent, focusing on persuading the reader to take action.

Copywriting always includes a call to action (CTA) that guides the reader to the next step in the sales funnel, whereas other writing forms might not have such a direct marketing objective. In this context, crafting effective sales copy is crucial for achieving the desired results. The most important thing is that it resonates with your target audience to the extent that they feel driven to action.

Take a look at this example from Yoga International. Signing people up to the trial is the goal. The promise of ‘free’ classes with ‘no commitment’ compels people to join, boosting conversion rates. 

Yoga International CTA

Copywriting vs. Content Writing

A common misconception is that copywriting and content writing are essentially the same.

While both are important, they have different purposes. Copywriting is the art of persuading readers to take a specific action, such as buying a product or signing up for a service. Content writing, on the other hand, is the art of informing or entertaining readers.

Here is a table that summarises the key differences between copywriting and content writing:

CopywritingContent Writing
PersuasiveInformative or entertaining
Aims to drive a specific actionAims to educate or engage readers
Often used in paid advertisingOften used in organic content
Examples: PPC ads, product pages, sales emailsExamples: blog posts, articles, social media posts

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Copywriting vs. Content Writing: Which Is Right for You?

The best type of writing for you will depend on your specific goals. If you want to persuade readers to take a specific action, then copywriting is the right choice. If you want to educate or engage readers, then content writing is the one for you.

Of course, there is no hard and fast rule. Sometimes, you may need to use both copywriting and content writing in the same marketing campaign. For example, you might use copywriting in your PPC ads to persuade people to click on your ad, and then use content writing on your landing page to educate them about your product or service.

What are the Different Types of Copywriting?

Copywriting is a diverse field, encompassing a wide range of services and industries. Some of the most common types of copywriting include B2B and B2C copywriting, brand copywriting and direct response copywriting.

Each type of copywriting has its unique challenges and requirements, but they all share the same goal: to create persuasive and engaging content that drives conversions and achieves the desired marketing objectives.

Let’s take a closer look each at the main types of copywriting 👀

B2B and B2C Copywriting

B2B (business-to-business) and B2C (business-to-consumer) copywriting cater to different target audiences and require distinct approaches and styles.

  • B2B copywriting is typically more formal, factual and neutral, as it is directed towards businesses with other business professionals as its primary audience.
  • On the other hand, B2C copywriting is less formal and more conversational, catering to a broader audience of consumers.

Brand Copywriting

Brand copywriting focuses on creating a consistent brand message across various marketing materials and platforms. Its goal is to build a strong brand identity that sets the company apart from its competitors and establishes an emotional connection with the target audience.

To achieve this, brand copywriters must have a deep understanding of the brand’s values, mission and unique selling points, as well as the needs and preferences of their target audience. By crafting content that is consistent, authentic and true to the brand’s identity, brand copywriters can help businesses build customer loyalty and drive conversions.

Take a look at this incredible example of brand copywriting by La Vie. Plant-based bacon anyone? 🥓

La Vie Example Of Brand Copywriting

A strong brand voice is a crucial component of successful digital marketing campaigns. It helps businesses stand out in the crowded digital landscape, and it creates a memorable and recognisable identity that sets them apart from competitors.

By crafting content that is consistent, authentic and true to the brand’s identity, businesses can foster customer loyalty and drive conversions, ultimately contributing to their overall marketing success.

Content Marketing

Content marketing is a strategic marketing approach that involves creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined target audience. The primary aim of content marketing is to cultivate a strong connection with the intended audience and stimulate profitable customer action.

Copywriting plays a crucial role in content marketing, as it helps businesses create engaging and persuasive content, such as a well-crafted blog post, that encourages their audience to take action, like subscribing to a newsletter, downloading an eBook or making a purchase.

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If you want to promote your website and attract new customers, blogging is the business. Leading brands from across the UK and worldwide count on our talented team of bloggers. And you can too!

Direct Response Copywriting

Direct response copywriting is a form of copywriting that seeks to generate an instantaneous response or action from the audience, typically employed in marketing and advertising. The objective of direct response copywriting is to generate conversions, either by encouraging the reader to make a purchase, sign up for a service or take some other desired action.

To achieve this goal, direct response copywriters must craft compelling and persuasive copy that effectively communicates the benefits of the product or service being promoted, while also providing a clear call to action that guides the reader to the next step.

This example of direct response copy by MailChimp is clear, concise and easy to understand. It highlights four key benefits of using MailChimp, and provides links to more information below:

The copy is well-organised and easy to scan, and each benefit is followed by a brief explanation. It includes persuasive phrases, such as “say the right things”, “look like a pro” and “easy-to-use”. For businesses that are looking to improve their own direct response copy, this is an excellent example.

Email Copywriting

Email remains an essential marketing tool for businesses. Why? It’s a highly profitable marketing channel, with an average ROI of $40 for every $1 spent according to a study by Omnisend.

Email copywriting involves crafting compelling and engaging emails that encourage current or potential customers to take a desired action, such as making a purchase or signing up for a service.

This can include educational content, such as newsletters or informational brochures, or more sales-oriented approaches, such as promotional emails or limited-time offers. To be successful in email copywriting, it’s crucial to understand the target audience, create content that resonates with them, and optimise the emails for maximum impact and conversion rates.

Penguin Random House used emojis to great effect in this email marketing example — a clever and fun way to boost subscriber engagement:

Penguin Random House newsletter

Public Relations Copywriting

Public relations (PR) copywriting involves creating meaningful and valuable content to be distributed to a designated audience through multiple channels, such as press releases, media pitches and social media posts.

The goal of PR copywriting is to help businesses build a positive image, foster relationships with the public and media outlets, and generate interest in their products or services.

To be successful in PR copywriting, copywriters must be able to effectively communicate complex information in an accessible and engaging manner, while also staying up to date with the latest trends and news in their industry.

SEO Copywriting

Search engine optimisation (SEO) is a vital aspect of digital marketing, as it helps businesses rank higher in search engine results and attract more organic traffic to their websites. SEO copywriting involves creating content that is optimised for search engine algorithms, using specific keywords and phrases that search engines can detect and prioritise in search results.

By employing effective SEO copywriting techniques, businesses can improve their search engine rankings, increase their online visibility, and – most importantly – drive more traffic and conversions 🚀

UX Copywriting

User experience (UX) is a crucial aspect of any digital product or service, as it directly impacts customer satisfaction and loyalty. UX copywriting involves crafting copy that improves the user experience, guiding users through the interface intuitively and seamlessly.

To be successful in UX copywriting, copywriters must have a deep understanding of the user’s needs and objectives, as well as the product or service they are writing for. By creating clear, concise and user-friendly copy, UX copywriters can help businesses enhance the overall user experience and drive more conversions.

Take a look at this example from They understood that insurance can be a bit boring (sorry insurance folk). They have used super simple copy and fun visuals, while cutting out the jargon.

Social Media Copywriting

Social media platforms have become an integral part of digital marketing, offering businesses the opportunity to engage with their audience and build brand awareness more interactively and dynamically.

Social media copywriting involves creating content that is tailored to each platform and resonates with the target audience, effectively communicating the brand’s message and distinguishing it from competitors. By crafting content that is engaging, consistent, and true to the brand’s identity, social media copywriters can help businesses generate more website traffic, boost conversions and foster customer loyalty.

Twitter has become a social media copywriting playground in recent years, allowing brands that otherwise would have little to no established brand voice to take up some mental real estate in their customers’ minds and create a positive association between the customer and brand for the next time it’s groceries day. Take a bow Burger King! 🍔

Landing Page Copywriting

Landing pages are an essential component of any digital marketing campaign, as they serve as the primary point of conversion for visitors. Landing page copywriting involves crafting persuasive and engaging content that encourages the reader to take a desired action, such as making a purchase or signing up for a service.

To create effective landing page copy, copywriters must have a deep understanding of the target audience and the desired outcome, as well as the ability to craft compelling headlines and a call to action that guides the reader to the next step.

Looks at this example from Apple for AirPods. The USP is clear, but in a simple, elegant way.

When it comes to land pages, persuasive copywriting is the secret sauce that separates the ordinary from the extraordinary. It captures attention, engages your audience and drives action; with persuasive copy, you can conquer hearts, win trust, and have customers eating out of the palm of your hand. But to stand out in a crafted marketplace, you’ve got to get it right. Here are three tips for persuasive landing page copywriting from the team at Big Star Copywriting that will make your competitors go green with envy and your bank account go ka-ching:

  • Start with a great headline: Your headline should set a promise you intend to keep with your copy. Tell readers exactly what it is that you’re going to do in and address it with well-written words.
  • Address objections: Anticipate and address potential objections or concerns your audience may have, providing persuasive counterarguments to ease their curious minds.
  • Test and test again: You won’t always get it right the first time – and that’s okay. Great content marketing is all about trying new things, being experimental and at the foundation of all of that is trial and error. You’ve got to keep testing until you find that sweet spot. 

Technical Copywriting

Technical copywriting is a specialised form of copywriting that focuses on creating marketing materials for technical industries, such as brochures, case studies, and product guides. This type of copywriting requires a deep understanding of complex technical concepts and the ability to communicate them effectively to a non-technical audience.

By breaking down complex ideas into simple and understandable steps, technical copywriters can create content that resonates with their target audience and drives conversions.

Tips for Aspiring Copywriters

To excel in the world of copywriting, there are certain skills that every copywriter must possess. The most crucial of these are research and analytical skills, but various writing techniques and styles will be required to hone the craft. By mastering these skills, copywriters can create content that is not only persuasive and engaging but also tailored to the specific needs and preferences of their target audience.

For those looking to embark on a career in copywriting, there are a few tips and strategies that can help set you on the path to success…

1. Embrace Research

Research and analytical skills are critical for successful copywriting. Gathering data related to the target customer, comprehending the industry, and utilising the information to inform the copy is key.

By conducting thorough research, copywriters can gain valuable insights into their target audience, their preferences, and their pain points, which can then be used to create content that addresses those needs and encourages conversions.

One excellent example of customer insights being utilised is Big Issue’s Change Please campaign. They found was that people were more likely to spend money on their morning cup of coffee than they were on the magazine, even though the magazine helped homeless people better their position in life.

They took this insight and ran with it, deciding to train homeless people as baristas (paying them a full London living wage) and putting them to work on their carts for six months at a time to learn key social and vocational skills. Not only did this work, but it also led to a £1m boost in revenues for The Big Issue. Success never tasted so good! ☕

Related Reading: 8 Tips for Effective Charity Copywriting

In addition, understanding the competitive landscape and keeping up with the latest trends can help copywriters stay ahead of the curve and ensure their content remains relevant and effective.

2. Write Often. Read Often.

While research and analytical skills are very important to the craft, a copywriter must also master the ability to write concise and engaging copy that is fit for purpose in terms of formatting and writing style.

It takes time to hone your skills, so write often. Copywriters need to develop a habit of consistent writing, as this can help them hone their skills and improve their overall writing quality. Make sure you’re reading great copy too. You’re only as good as the people who you surround yourself with!

Top Tip: Did you know that website content with better readability can increase search engine rankings?

3. Build a Winning Portfolio

Developing a strong portfolio of work is essential for any aspiring copywriter. It’s a great way to showcase your skills and experience to potential clients, increase your earnings and build your reputation.

Your portfolio should include samples of your best work, as well as any awards or recognition you have received for your writing.

4. Network and Build Connections

Building a network and forming connections with fellow copywriters, industry professionals and potential clients is essential for aspiring copywriters. Networking can help you discover new job opportunities, receive referrals and gain valuable insights into the industry and its latest trends.

In addition, attending industry events, participating in online forums and social media groups, and collaborating with other professionals can help you expand your network and increase your chances of success in the competitive world of copywriting.

5. Measure Copywriting Success

To continually improve and refine their copywriting skills, copywriters must measure the success of their efforts. This can involve tracking results, such as conversion rates and return on investment (ROI), as well as conducting A/B testing.

By tracking these metrics, copywriters can gain valuable insights into the effectiveness of their content and make data-driven decisions to improve their writing and marketing strategies.

6. Continuously Learn and Develop

To stay ahead of the curve in the constantly evolving world of copywriting, it’s crucial to engage in continuous learning and development. This can involve reading industry publications, participating in conferences and seminars, taking online courses and learning from other professionals in the field.

By staying up to date with the latest trends and techniques, you can ensure that your copywriting skills remain relevant and in demand, ultimately helping you achieve your career goals and objectives.

Ready to start learning?

Start with this blog post: Punch Through The Din – 3 Copywriting Tips by Screenwriter

Ready for more? Watch these fantastic copywriting tips by serial entrepreneur Brian Dean – including the “Slippery Slide” approach which keeps people scrolling down your page:

Challenges and Misconceptions in Copywriting

Despite its many benefits and potential for success, copywriting is not without its challenges and misconceptions…

Ethical Considerations

When it comes to copywriting, several ethical considerations must be taken into account. Copywriters should strive to be honest, transparent, fair and respectful, while also avoiding making false promises or engaging in manipulative tactics.

This is particularly important as, over the years, advertising has established a reputation for being a dishonest practice, making consumers more wary of trusting companies that employ copywriters willing to stretch the truth.

By maintaining high ethical standards and ensuring the content created is genuine and truthful, copywriters can build trust with their audience and foster long-lasting relationships with their clients.

Balancing Persuasion and Authenticity

While persuasion is an essential aspect of copywriting, it’s important not to sacrifice authenticity in the process. Copywriters should strive to create content that is both persuasive and genuine, ensuring that it resonates with their target audience and effectively communicates the benefits of the product or service being promoted.

By achieving a balance between persuasion and authenticity, copywriters can create content that drives conversions while also maintaining the trust and loyalty of their audience.

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In addition to our SEO expertise, we also have a deep understanding of human psychology. We know how to write copy that grabs attention, builds trust and motivates people to take action.

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