Simplifying the complex art of copywriting

Most people tend to think of copywriting as writing ads but it’s really not that simple. As a matter of fact, that definition is extremely inaccurate. It’s easy for copywriters to just say “I write ads” instead of actually explaining the entirety of their job. So what really is copywriting?

In the most simple terms copywriting involves ideating, writing, and visualising any communication that goes from a brand to its audience. For example, let’s say that the brand wants a post for father’s day. It is the copywriter’s job to essentially do two things. One, come up with an idea (with a visual idea) and two, write the copy for it (The written part of the ad). This is not to say that designers don’t ideate with the copywriters: it’s a joint effort.

You could have read many blogs on copywriting- 23 snazzy copywriting tips or 5 mistakes that ruin your copy or anything like that. But here it’s a simple introduction which covers most of what copywriting is. The rest must come with experience as is the case in all forms of work.

What to keep in mind while writing a copy?

  1. The research: Do your research on whatever the topic is. Is it for nature day? Google it, see the theme for the year or the reason the day is celebrated. Then see if you can use that for your brand. Research and knowledge of the post can not only inspire you but also ensure that you are giving the best for the brand.
  1. Tone of the brand: Each brand has its own tone, aesthetic and way of communication. When you write a copy, you have to write in the way the brand would talk. An easy way to do this, especially if you aren’t getting the hang of it, is to just read the brand document again and go through their social media. This puts you in the right direction.
  1. The target audience: You are writing these copies to influence a certain section of the population. Not everyone. Keep in mind what your target audience might like best and ask yourself “what would they respond to?” If your target audience is in the age group of 20-25, understand their needs, what they like, and leverage that.
  1. The ultimate goal: Different posts have different goals. Sometimes you are looking for engagement and other times looking for shares. While most often the goal of any social media post is followers and engagement, there’s a lot more to it. If you want engagement, the copy should ask questions the reader wants to answer. Ask yourself if you would react to the post the way you want the followers too.
  1. One last look: Before you send in your copy or ideas, it’s worth looking at it again. Just read through it and edit yourself. It might even spark a different idea which is better. Recheck everything, grammar, syntax, and spellings. 

This is a very basic checklist for everything you should do when writing a copy. With experience, these points tend to become second nature but there’s no harm in revisiting some basics even when you are a senior copywriter. 

So what should you ask yourself as you write a copy? Just 5 basic questions

  1. Do I know everything about the topic or brief?
  2. What is the tone of the brand?
  3. Who is my target audience?
  4. How would I react to this if I saw it?
  5. Is this ready for a final presentation?

Copywriting is not easy and not as simple as it sounds. The nuance in copywriting is something nobody can teach except experience, and a good place to start would be at Clevertize.

Clevertize is one of the Top Creative Agencies in India. It has worked with many national & international clients like eBay, Nando’s, David Lloyd UK, METRO Cash & Carry, Sobha Ltd., TATA Motors, Barbeque Nation to name a few. 

Clevertize is an Award Winning Agency, known to marry marketing with technology.

Some of the services that Clevertize provides are:

Creative Services, Performance & Digital Media Marketing, Visual Identity & Branding, Campaign Management & Analysis, UI/UX & Website design, Video creation, Media planning & buying, Chatbot & more.

If Return on Investment is critical for you, talk to Clevertize!


Anupama Anand

Copywriting Intern

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