What does Copy mean in marketing terminology?


Copy is a key component of marketing campaigns, and it's important to have well-written copy that is both interesting and effective in conveying a message. Copywriting is the process of creating written content to advertise or promote a product, service, or business. It can include anything from website content, print ads, and email newsletters, to press releases and scripts for radio or TV commercials. In general, copywriting should be clear, concise, and accurate while still being engaging.

Before you start writing copy, it’s important to establish goals and objectives. What are you trying to achieve with your message? What do you want your readers to do? Knowing what you want to accomplish will help you create stronger, more effective content.

Once you know your goals, you can start thinking about the content itself. Copywriting should be targeted to the intended audience and should be written in a style and tone that appeals to them. It should capture the reader's attention, yet still provide useful information. Copy should be engaging and relevant to the topic at hand. Writing too much or using too much jargon will make it less effective.

When it comes to structure, copy should be succinct and dive straight into the point. Brevity is key - always ensure that each sentence is necessary and convey what you’re trying to say in the fewest words possible. Copy should be logically structured, with transitions between paragraphs and a clear beginning, middle, and end.

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To create persuasive, effective copy, it's essential to use persuasive language. This includes words like 'discover,' 'enjoy,' and 'free.' It also involves taking advantage of psychological biases. This can involve using scarcity tactics, highlighting exclusivity, using fear, and emphasizing the benefits of products and services.

When the copy is ready, it's important to proofread it carefully. Done correctly, proofreading can help you detect vagueness, jargon, typos, and other errors. Additionally, you may want to have a fresh pair of eyes go over your work.

After the copy is written, you should use a Call to Action (CTA) so that readers can respond to the message. CTAs can be anything from directing readers to a landing page to direct them to sign up for a newsletter to encouraging them to click on a link in the email you sent.

In short, copywriting is the process of writing text to promote a business, product, or service. To write effective copy, it's important to establish goals and objectives before starting, create content that appeals to the target audience, use persuasive language, and proofread for errors. Finally, you should use a CTA to encourage readers to take action.


Dee Blick, Best Selling Author

"In order to write [copy] that sells, you need to know who you're selling to and how you can meet their needs. Your communications need to be specific and engaging. There is no room for bland or generic statements; leave those to your competitors."

Best Selling Author