Copywriting is the art of using words to drive action. Good copywriting challenges our thoughts and influences our decisions, making it one of the world’s most powerful marketing tools.
Want to learn more about what copywriting is? Check out our blog here.
But at the end of the day, copywriting is an umbrella term for various activities. Different types of copywriting can add tremendous value to any business, but each type requires a specific skill-set or approach.
This blog will help you get to know the 18 most useful types of copywriting — we’ll even include some real-world examples to clarify things.
Let’s get started!
Direct response copywriting motivates customers to act the second they’re finished reading the copy.
While copywriting is goal-driven, direct response copywriting is focused on immediate goals.
Think of the difference between the ads you see on TV and those on Facebook. TV commercials are playing the long game — they increase brand awareness and hope you remember their product or service the next time you’re in the market for it, but they rarely ask you to do anything. Facebook ads are usually the opposite: They try to get you to take action immediately.
Direct response copywriting can persuade customers to:
Direct response marketing should be integral to your marketing strategy because it provides an almost instantaneous return on investment (ROI).
One key element of direct response copywriting is a compelling call-to-action (CTA). This written directive explicitly encourages the reader to take a specific action. If you need a hand creating high-converting CTAs, Copy.ai's free call-to-action generator can help you boost conversion rates and sales with effective copy that spurs instant action!
Let’s take a look at an excellent example of direct response copywriting from Koala:
In this example, Koala markets its bed base with a catchy headline and persuasive copy. They also directly mention their unique value proposition (UVP): the risk-free trial. With these elements and the “Shop Now” CTA, the right reader should be compelled to take immediate action.
A landing page is a standalone web page that offers potential customers something of value, such as an e-book or white paper, in exchange for their information. Customers are typically sent to landing pages after clicking on an email or ad, and these pages are a fantastic way to ramp up lead generation.
Website landing page copywriting refers to crafting the copy on the landing page itself. After all, every landing page is created with a specific goal: to make the customer provide their email address, download an e-book, or make a purchase. Therefore, website landing page copy aims to persuade visitors to take the desired action.
Excellent landing page copywriting is crucial because it results in higher conversions. The better the copy, the more success your landing page will have.
The more copy your website landing page has, the better it will convert. According to Growth Marketing Pro, longer landing pages increase leads by 220%.
Users are sent to this Alo Yoga landing page after clicking on one of their ads. Why is it so effective? In addition to its crisp headlines, social proof, and persuasive CTAs, the copy speaks to the company’s target audience and offers up the UVP on a platter.
SEO copywriting creates high-quality copy that incorporates standard search engine optimization (SEO) strategies. SEO copywriting aims to help the website or web page rank as high as possible in search engine results to drive more organic traffic. SEO copywriting is found in product and service descriptions, websites, emails, and other digital marketing materials.
Interested in hearing more? Learn all about SEO copywriting.
There’s a reason 75% of marketers rate SEO as either extremely or very effective!
SEO copywriting increases your chances of ranking in the top results page on search engines, which is like bringing home the gold in organic marketing. It builds brand awareness and trust, and you’ll receive more high-quality traffic to your site.
The screenshot below demonstrates the importance of SEO copywriting.
Dog Food Advisor knows its target audience is searching for the best dog food brands, so they’ve created relevant content with the appropriate keywords. As a result, their page ranks first when users search for “best dog food.”
Conversion copywriting is persuasive writing that aims to sell a specific product or service. This type of copywriting considers the prospect’s stage in the marketing funnel, moving them down the funnel until they’re converted into happy buyers.
Learn everything you need to know about conversion copywriting here.
Conversion copywriting has the power to boost your sales like you wouldn’t believe. Take Lately, for example. After implementing conversion copywriting tips, Lately’s monthly recurring revenue increased by a whopping 240%, with a 98% sales conversion rate.
This example from Netflix demonstrates the power of straightforward and concise copy. It tells you precisely what you’ll get for signing up and makes it easy. This copy targets prospects at the bottom of the funnel, meaning they are ready to make a purchase.
Email copywriting is the process of writing copy for a marketing email. Like other forms of copywriting, email copywriting aims to persuade the recipient to take a specific action. That action could be a purchase, a sign-up, or a reply.
Email copywriting includes a subject line, preview text, and email body content. All of these elements are significant, but your email's single most important part might surprise you — it’s your subject line. Without a compelling subject line, your recipient won’t bother to open the email. Learn more about crafting awesome email subject lines in our guide.
Better yet, get a little help coming up with snappy copy. If you want email subject lines that stand out every time, check out Copy.ai’s free email subject line generator.
Email copywriting is one of the most important parts of any marketing strategy. Why? Email’s ROI is an astounding $36 for every $1 spent. It doesn’t get much better than that!
Email copywriting is an integral part of email marketing success. It can make a huge difference in your sales, not to mention help you build your brand and create a deeper connection with your audience.
Check out this example of how Artizia nails its email copywriting.
Aritzia sent this email to subscribers on Earth Day. In the email, Aritzia hops on the 5 love languages trend and cleverly adapts it to educate customers on their eco-friendly initiatives. Each love language describes how their business shows love for Mother Earth differently. This works well because it’s on-brand and beautifully speaks to the company’s target audience. The “Shop More Sustainably” CTA suits the email and drives action.
Digital ad copywriting is writing for paid advertising in a digital medium, either spoken or written. Most of us encounter digital ad copywriting daily in social media ads, Google search paid ads, websites, and emails.
Excellent copywriting can make all the difference when most Americans are exposed to approximately 4,000 to 10,000 ads per day (!!). It can determine whether your ads get lost in the noise or stand out from the pack.
The Oodie took social media by storm with digital ads that leveraged user-generated content with a quirky tone of voice. In this example, The Oodie uses social proof and promotions to capture attention and build trust.
Speech copywriting is the art of writing speeches that make an unforgettable impression. This copy should resonate with the audience and make them think.
Speech copywriters often write speeches for business presentations, academic lectures, and politicians.
People usually deliver speeches because they have influential information for a specific audience. Speech copywriters know how to make the message exciting and educational. Engaging storytelling can increase retention by 10%, so speech copywriters can help incorporate various storytelling tactics to hook the audience on every word.
Check out this list of 25 iconic speeches that drive impact through personal anecdotes, humor, thought, and education.
Video script copywriting is the art of writing a script for marketing video content. We often see video copywriting in digital ads and product demonstrations. It’s more than just the dialogue; it also captures the actions in the video.
Marketing videos are a powerful lead magnet. Wyzowl surveyed marketers and revealed that video helped 84% of respondents generate leads, 78% increase sales, and 86% increase site traffic. Having video content even reduced the number of support calls by 43%. That is a tremendous win for any business!
Check out this explainer video from Scrub Daddy:
It pairs simple copy with practical use cases that compel the viewer to buy. The dialogue is broken into distinct and memorable blocks of information that drive home each product’s unique selling points.
Product copywriting is the process of describing a specific product to sell it. Product copywriting should capture the product’s unique value and show the customer how to use it.
Think about the last time you searched for a product online. How many retailers were selling the same product? In most cases, the answer would be “several.”
Product copywriting can help your product or service stand out, particularly in a crowded market. When there are so many similar products on the market, good copy can determine whether your customer chooses you or goes to your competitor.
As writer Robert Collier once said, “We have become so accustomed to hearing everyone claim that his product is the best in the world, or the cheapest, that we take all such statements with a grain of salt.”
Collier is right. Product copywriters need to go beyond broad claims — they have the difficult task of focusing specifically on how the product can meet people’s individual desires.
Let’s look at this example of strong product copywriting from Apple.
Not only does it start with a catchy headline, but it follows up with a personalized description of the product's benefits. It forces you to imagine how the product would fit into your life, and it’s both easy to read and representative of Apple’s brand personality.
Physical ad copywriting is writing for advertisements you see outside of the digital space, such as those in magazines, billboards, flyers, etc.
Physical ad copywriting is harder to avoid than digital ad copywriting and can have a bigger impact. Studies have shown that people remember physical media more than digital, and copywriting is integral to that staying power in physical advertisements.
You've got a winning physical ad when you combine a great location with outstanding copy. This Corona ad, for instance, is both memorable and unique.
Who wouldn’t want a cold one after seeing this billboard?
Television ad copywriting is writing scripts or copy for advertisements that will appear on television.
Television ad copywriting helps tell a story and establish a core message they want the audience to take away.
Did you know that consumers are 11 times more likely to search for a product if they’ve seen it on TV? Television is pervasive and influential, making it a powerful marketing tool that isn’t limited by location or demographic. In fact, according to Ad Impact, it’s responsible for as much as 72% of all brand awareness.
We’re taking it back to 2010, when Old Spice released their hilarious “The Man Your Man Could Smell Like” commercial.
Old Spice copywriters used eccentric wit and a parody of macho men to create one of the most memorable commercials.
Radio ad copywriting is writing scripts and copy for radio advertisements. Think of it like TV ad copywriting but without the visual element.
The success of radio advertisements is almost entirely reliant on great copywriting. Radio allows messages to be localized and tailored to specific audiences, so radio ad copywriters have to create messages that cater to the target audience and capture their attention.
Check out this list of Top 10 radio ads in 2020. From humor to curiosity, these ads appeal to emotion to capture attention and resonate with local audiences.
Social media copywriting is the art of creating messages that brands use in their social media posts and profiles. Each piece of social media copy is usually created with a specific goal in mind.
For example, social media copywriting can help brands get their customers to:
Social media is the number one channel for brands to connect with consumers. In our increasingly digital world, social media copywriting is how you make your brand’s personality stand out and nurture your relationships with consumers. And when consumers feel connected to your brand, 57% will increase their spending, and 76% of them will choose to buy from you over your competitor.
If you’re hitting some writer’s block crafting Instagram captions for your business, try Copy.ai’s free Instagram caption generator. You’ll get engaging captions that help boost your likes, followers, and comments!
Frank Bod knows how to connect with their target audience on social media.
They write their captions in the first person, creating a relatable brand persona and unique style. It’s quirky, fun to read, and perfect for their target audience.
Creative copywriting is writing copy that attaches a concept to a product or service in a compelling way. The goal of creative copywriting is to stick with the audience and make them think about the ad long after they’ve finished reading.
As Leo Burnett said, “Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”
This is exactly what a creative copywriter does. And by doing so, they build brands that last.
In this example, we’ve got a creative copywriting classic: the double entendre.
This Hardee’s ad’s double meaning will have audiences doing a double take. Hopefully, it also makes them chuckle. The ad is unforgettable, which is the exact goal of creative copywriting.
B2B copywriting is writing content for companies targeting a business audience. This can include physical content such as brochures or manuals or digital content such as websites and email.
B2B copywriting is important because it generates brand awareness, increases visibility and trust, and attracts new business customers.
Great B2B copywriting should show the target customer how to get more value from a product or service so that they pull the trigger and buy.
There’s a reason why 64% of B2B marketers outsource their copy needs. They know B2B copywriting is essential to success, so they want to ensure it gets done right!
Check out this email from Mailchimp:
In this example of B2B copywriting, Mailchimp establishes its trustworthiness and authority by offering free masterclasses to other businesses.
As opposed to B2B copywriting, B2C copywriting is the process of writing content that speaks directly to the consumer. The goal of B2C copywriting is to connect with the consumer and entice them to purchase a product or service.
B2C copywriting is important because it appeals to emotions, which allegedly control 95% of the purchasing process. Mastering it can build a loyal audience and convert people into repeat buyers.
Princess Polly knows how to implement B2C copywriting tactics that convert.
Princess Polly uses promotions and scarcity in this email to encourage clicks and sales. This simple ad tells the reader exactly what they’ll get out of the deal, combining straightforward copy with bright colors to make a splash on the reader’s screen.
PR copywriting is the art of creating content to be dispersed through online and print media. It’s often used when businesses make big announcements such as product launches or new investment rounds. The goal is to spread the word while painting the business in the best light possible.
“If I was down to my last dollar, I would spend it on PR.” – Bill Gates.
PR copywriting can help influence your brand’s public image through carefully crafted messaging, increasing brand sentiment, and boosting conversions.
In this PR copywriting example, Apple writes about its corporate social responsibility efforts to help audiences see the brand as more than a money-making machine. Articles like this paint Apple as generous and charitable.
Technical copywriting is writing information-driven content for marketing materials in technical industries. Examples of technical copywriting include case studies, brochures, website copy, and instruction guides.
Technical copywriting is necessary because it helps break down and simplify complicated topics to give regular people the necessary information to take action.
This error message by Microsoft is a clever way to calm the user’s nerves when something goes wrong. It describes the issue in layman’s terms, explains what it is doing to fix the problem, and even gives the user an estimated timeline for the problem’s resolution.
As you can see, there are countless ways to use copywriting as a marketing tool for your business (or someone else’s business). Are you interested in a career in copywriting? Start learning today with our beginner’s guide on how to learn copywriting.
Whether you want to become a copywriter or you have a business that would benefit from different types of highly effective copy, there’s nothing more powerful than the written word.
No matter what type of copywriting you’re doing, you can always turn to Copy.ai for help when you run into a bout of writer’s block. Our artificial intelligence copywriting tools can help you kick-start your next great piece of marketing content in no time.
Write 10x faster, engage your audience, & never struggle with the blank page again.