What is Copywriting? Types, Skills, Benefits, and Techniques

20-Second Summary

The simple answer to “What is copywriting?” is that it is the art of writing persuasive copy of content that not only grabs the recognition of your website visitors towards your products and services, but also persuades them with a call to action to make a purchase.

The main focus is on driving clicks, signups, and purchases, which all turn into higher ROI. Examples of copywriting include ads, landing pages, emails, sales copy, slogans, and taglines.

Unlike content writing, copywriting is short, conversion-driven, and persuasive, and requires a copywriter to have various skills, including storytelling, brand voice, emotional appeal, and crafting strong CTAs.

Effective copywriting boosts conversion rates, brand trust, and sales. 

This blog will walk you through all the copywriting skills, best techniques to write a perfect copy, along with its benefits and different types in detail.

What is Copywriting?

What is copywriting again? Well, it is the persuasive writing created for marketing and sales.

The major and only purpose behind persuasion with copywriting is to influence the decision of your reader to take the actions that turn into conversions, bring you leads and sales.

Copywriting plays a really crucial role in the marketing department of any business and helps them:

• And drive conversions through the copy.
• Strengthen their brand voice
• Build an emotional connection with their customers

Every business today, whether a startup or an established global brand, needs effective copywriting for persuasion and sales because:

• The global copywriting services market reached approximately $ 25.29 billion in 2023 and is expected to grow to $ 42.22 billion by 2030, according to Blogging Wizard. 
• Mordor Intelligence reports that SEO copywriting holds around 28.4 percent of the market share in 2024, while email marketing copy is projected to grow at an impressive 12.1 percent annually through 2030.

Copywriting vs Content Writing

Talking about copywriting vs content writing, copywriting has a main purpose of persuasion and sales.

• Its goal is to make the audience take immediate action, like clicking a button, signing up, or purchasing.

While content writing is a long-form content that generally informs, educates, and entertains your audience for

• Brand awareness
• Building brand trust and customer relationships
• Bringing in SEO traffic
• Drive a long-term engagement

Copywriting is usually short, punchy, and emotional, and content writing is often long-form, detailed, and informative.

• Copywriting uses sales copy, ads, CTAs, email campaigns, landing pages, and taglines.
• Content writing includes blogs, articles, guides, case studies, and thought leadership pieces.

Both are essential in marketing, but they serve different purposes in the funnel, and are not similar to each other.

Key Copywriting Skills

Below, are the key copywriting skills that a copywriter must have.

Persuasive Writing

• Use words that influence readers to take action.
• For example Shop today and save 20% is more persuasive than just Shop now.

Strong Brand Voice

      Keep the brand’s tone and personality consistent across platforms.

Example: Apple’s clean and inspiring tone appears in ads, websites, and packaging.

Storytelling

Turn marketing messages into stories customers can relate to, like being a skincare brand, and share the transformation journey of your customer rather than sharing ingredients.

Adding Emotional Appeal to Copywriting

Use feelings such as trust, ambition, or FOMO to inspire action, just the way Nike’s Just Do It connects to motivation, not just sports gear.

Clear Call to Action (CTA)

Tell readers exactly what to do next.

Example: “Get My Free Guide” is stronger than a generic “Submit.”

Audience Research

Understand your readers’ needs, language, and pain points, like while creating an ad copy for busy moms, use short, solution-driven copy that respects their time.

SEO Knowledge

Write for people and search engines without sounding forced.

Example: Naturally, adding keywords like “email copywriting” helps with ranking.

Adaptability

Adjust your style for different formats for different platform needs. For example, a casual Instagram caption cannot become a compelling landing page headline.

Attention to Detail

Deliver polished and error-free copy by giving attention to details to build credibility.

Example: One typo in an ad can lower trust in a brand.

Conciseness

Keep messages short, powerful, and clear.

Example: Instead of “Our company offers affordable digital marketing solutions,” write “Affordable digital marketing that works.”

Types of Copywriting

Now that you know what copywriting exactly is and how it is different from content writing, let us have a look at some important types of copywriting, align with their examples to help you understand them better, and recognize one when you see it anywhere.

Brand Copywriting

In brand copywriting, a copywriter gives shape to the overall brand personality and voice by focusing on building trust and emotional connection with the target audience.

• Your brand copywriting and your brand voice must align with all the touchpoints of your brand, including the ads, websites, and packaging.

A good example of brand copywriting would be Coca-Cola’s “Open Happiness” campaign, which emphasizes joy and togetherness, or Nike’s “Just Do It,” for bringing in motivation and action.

SEO Copywriting

SEO Copywriting helps to optimize the content with relevant keywords so that a business can rank high on search engine result pages.

• A copywriter ensures that the search engine visibility is not the stand-alone factor, but the copywriting should be readable for humans, while driving organic traffic, along with a CTA to guide readers into taking a certain action.

A good example can be a blog copy optimized for “Best makeup pouches 2025” or a local business service page targeting the “plumber near me” search results.

Email Copywriting

An Email copywriting starts with a persuasive email subject line, and then finishes off with an email body that boosts the click-through rates, along with persuasion for taking an action.

• A copywriter must have personalized messages in emails for building strong customer relationships, and these emails are mostly used for promotions, nurturing leads, or re-engagement campaigns.

Examples of email copywriting include:

• An e-commerce brand is sending “Cart abandonment” emails with urgency.
• A SaaS company sending a free-trial expiry reminder.
• Personalized newsletters with special offers.

Advertising Copywriting

• An advertising copy produces a short and attention-grabbing copy for print, TV, digital, or radio ads, focusing on memorability and persuasion in a very limited space.
• These copies focus on generating an instant emotional response with these ad campaigns.

For example, McDonald’s “I’m Lovin’ It” slogan and the print ads of Volkswagen saying “Think Small.”

Sales Copywriting

• A sales copywriting focus is to drive conversions, leading to immediate sales by using frameworks like AIDA (discussed later in the blog).
• These are found in long-form sales pages, product pages, and direct-response ads.

Some Examples of sales copies are given below:

• Amazon product pages with benefit-driven bullet points.
• Direct-response sales letters promise clear outcomes.
• Infomercial scripts that repeat urgency and guarantees.

Landing Pages Copywriting

Just like copywriting is meant to drive specific action, landing pages are a prime example of direct-response copywriting, as they are created for a specific marketing campaign with a goal of persuading a website visitor to take a desired action.

• These copies are designed to convert website visitors into potential leads by pairing the persuasive copy with great visuals and a strong CTA.
• The main goal of landing page copy is to remove any distractions and keep the whole page message focused.

Some landing page copywriting examples are:

• A SaaS website landing page offering a free trial.
• Webinar sign-up pages with compelling CTAs.
• Lead magnets like “Download Your Free Ebook.”
• A Marketing Agency asking to join their Newsletter. 

Slogans and Taglines

As is very clear from their names, these are the ultra-short copies that define the identity of any brand.

• A tagline is a phrase that defines a company’s overall brand identity
• While a slogan is a temporary phrase used for marketing a particular product or promotion for a temporary campaign, it is usually used in campaigns, ads, and product packaging.

Some popular examples include:

• L’Oréal: “Because You’re Worth It.”
• Disneyland: “The Happiest Place on Earth.”
• Mastercard: “There are some things money can’t buy

Social Media Copywriting

A social media copy is all about creating shareable, engaging posts that are tailored to different social media platforms like TikTok and Instagram, as each social media has a different strategy and its own algorithm.

Social media copywriting balances the brand promotion with a conversational, authentic tone and relies heavily on social media trends, hashtags, and catchy visuals for maximizing the brand reach using the copy.

Some Examples of successful social media copies are:

• Wendy’s witty Twitter roasts that went viral.
• Nike’s motivational Instagram captions are paired with athlete stories.
• LinkedIn thought-leadership posts by company executives.

Content Copywriting

• Content copywriting bridges the gap between content marketing and copywriting, and is common in blogs, guides, and e-books.
• These are not only informative (as the blog is supposed to be) but also have a CTA that drives action-based conversions (part of copywriting).

Some examples include the HubSpot blogs optimized for generating leads, guides that not only educate but also have product catalogues offering product recommendations, and case studies that highlight customer success stories, driving visitors to contact for services.

Technical Copywriting

• Technical copywriting helps to explain the products and services in a persuasive way by providing accurate and readable information for non-technical readers, converting them into leads using persuasion.
• These are common in industries like software, engineering, and healthcare.

Technical Copywriting examples include:

• Software landing pages simplify technical features.
• Medical device brochures written for patients.
• Engineering product catalogs with persuasive but accurate copy.

Public Relations Copywriting

• PR is very important for building a positive media and public image of any brand, and these copywriters do exactly the same.
• They build credibility, authority, and trust around a brand with their copy, and these are usually found in the press releases, speeches, and corporate statements.

Some key examples are:

• Crisis communication statements from airlines or tech companies.
• Press releases for new product launches.
• Corporate social responsibility (CSR) campaign messaging.

B2B and B2C Copywriting

• B2B copywriting speaks to businesses, focusing on ROI, efficiency, and professional benefits.
• B2C copywriting speaks directly to consumers, focusing on emotions, lifestyle, and instant gratification, and both require different tones and persuasion strategies.

Examples for both have been given below:

• B2B: A LinkedIn ad offering enterprise software with cost-saving benefits.
• B2C: An Instagram ad promoting a fashion brand with emotional appeal.

Copywriting Techniques

When it comes to the techniques that make your copywriting productive and result-oriented, these can be divided into audience intent-based language and strategy techniques, and some copywriting frameworks that help you build strong copies.

Language and Strategy Techniques based on Audience

Every strong piece of copy starts with tailoring the language to the people who will read it. Your language and tone must align with your brand voice as well as the needs and expectations of your audience.

• For example, if you are writing for a makeup brand, you could use a playful tone with slang language
• But you require a professional tone for a B2B copy.

Below are some strategies and language techniques for copywriting.

Know Your Audience

• Research demographics and pain points of your audience to build copywriting goals.
• Write with compassion to build trust.
• Personalize copy for different segments.

Unique Selling Proposition

• Highlight what makes your product different.
• Focus on the strongest benefit customers value.
• Keep it short and memorable.

Overcoming Objections

• Address doubts directly in the copy.
• Provide users with guarantees and free trials
• Offer clear policies to end ambiguities.
• Use frequently asked questions to clarify objections to answer common concerns.

Story Telling

• Share real customer experiences.
• Turn facts into relatable narratives.
• Use emotion to make your copy memorable.

Focusing on Benefits

• Show how features improve the customer’s life.
• Turn technical details into everyday value.
• Always answer the question: “What’s in it for me?”

Provide Social Proof

• Add testimonials, reviews, and ratings.
• Use case studies or client logos and share stats that prove credibility.

Create an Urgency

• Add some limited-time offers or discounts.
• Use copy phrases like only a few left.
• Show what customers miss if they delay.

Clear Call to Action

• Make CTAs action-oriented and direct.
• Use verbs like “get,” “start,” or “download.”
• Keep it specific instead of generic.

Use Story Telling in a Conversational Tone

• Write like you’re talking to a friend.
• Blend stories with benefits naturally.
• Keep sentences short and engaging.

The Copywriting Frameworks as Techniques 

Copywriting frameworks are really important for a copywriter because they guide them to create a copy that brings conversions.

• The AIDA framework creates a journey from awareness to purchase for customers by guiding them through a psychological journey.
• The PAS framework identifies the pain points of the customers and then showcases the product or services as their solutions, initiating purchases.
• The BAB framework shows the before and after of using a product, and using those results, they propose the product as a bridge that customers can use for their desired outcome.

Let us give you a strategy based on each framework in short, crisp points that will help you generate your best copy for any niche you are working in.

AIDA (Attention, Interest, Desire, and Action)

• Grab attention with a powerful hook or headline.
• Build interest by explaining the problem or opportunity.
• Create desire by showing clear benefits or an emotional appeal.
• Push action with a strong CTA like Sign up today.

PAS (Problem, Agitate, Solution)

• Start by stating a real problem your audience faces.
• Agitate the problem by showing its negative impact.
• Present your product or service as the solution.

A good example copy using this framework will be:

 “Struggling with local travel? Late arrivals hurt your job position. Our rides offer economical rates with swift travel.”

BAB (Before, After, Bridge)

• Paint the “before” picture by describing the current pain.
• Show the “after” state where the problem is solved.
• Build the “bridge” with your product or service as the connector.

An example copy using this framework is given below:

 “Before: acne-prone skin. After: clear skin in 30 days. Bridge: our advanced anti-acne herbal facewash.”

Benefits of Copywriting

Copywriting is really crucial for businesses of any size, whether a startup or even an established brand. The major benefits of this crucial skill set for businesses are given below:

• A strong copy helps a brand stand out in competitive markets by highlighting its unique selling point and creating an urgency for it.
• The SEO-driven marketing copies enhance brand visibility in the search engines, along with increasing their chances of ranking in the SERPS.
• A good marketing copy using a professional and personalized conversational tone helps to build strong customer relationships, improving brand loyalty and driving sales.
• Last but not least, a good copywriter can help create persuasive copies that drive website visitors to take faster action, bringing in sales and conversions, and increasing the ROI of the brand.

How to Become a Copywriter

If you want to pursue the career of a copywriter, then below is a comprehensive yet brief guideline for you:

1. Learn the foundational copywriting skills such as persuasive writing, brand voice, CTAs, and storytelling.
2. Build knowledge of SEO basics like keyword research, search intent, and on-page optimization.
3. Practice by creating sample projects, like ads, landing pages, and email sequences. This will not only help you to practice and perfect, but also become a part of your portfolio to show your copywriting style to your customers.
4. Take online courses or certifications to strengthen your credibility and increase the chances of getting freelancing projects or landing copywriting jobs.
5. Start with freelance gigs on digital freelancing platforms like UpWork and Fiverr, or opt for entry-level roles and internships to build a portfolio.
6. Focus on analytics and results-based tools that help you create reports and present them to the clients, showing them that your copy actually brings conversions and improves their ROI.

If you’d like a step-by-step guide with training paths, courses, salary insights, and career tips, check out our full blog on How to Become an SEO Copywriter.

Examples of Copywriting

Let us have a look at some fresh success stories based on good copywriting. 

This table and these real-world examples clearly show how a good marketing copy of any type can fuel sales and profits for businesses of all sizes.

Final Remarks

Copywriting is a really important skill set and a highly in-demand job in the marketing industry, too. If you are really interested in this field, then do take the required courses, practice a lot, and start working on projects or join an entry-level job to not only enhance your copywriting skills and experience, but later on, it can help you start your own copywriting or marketing agency as well. 

Keep coming back to The Digital Advice for more such informative blogs that help you understand and grow in the digital world.

Frequently Asked Questions

What is the purpose of copywriting?

The purpose of copywriting is to persuade customers into a desirable action, such as buying a subscription or joining a newsletter. 

What are copywriting skills?

Copywriting skills include persuasive writing, brand voice, storytelling, emotional appeal, SEO knowledge, and creating strong calls to action that drive conversions.

What is an average Copywriting Salary?

An average annual copywriting salary can be anywhere between $50k and $80k, with experienced or specialized writers making over $100,000.

Which copywriting courses are important?

Popular courses include AWAI’s Copywriting Course, Copy School by Copyhackers, HubSpot Academy’s Content & Copywriting courses, Neville Medhora’s Copywriting Course, and Coursera’s Writing for Marketing & SEO programs.

What is key difference between copywriting and content writing?

Copywriting is a short form of content used to persuade users to take an action like purchasing, subscribing, or signing up, while content writing is a long-form of writing used to educate, inform, and engage users for a long-term brand-customer relationship.