Put simply, copywriting is any writing you do for a brand. And despite the name, the idea isn’t to ‘copy’ anything. It’s about using original ideas and language to make people sit up, take notice, and think about buying a product, using a service, donating to a cause… the list goes on.
Where design is how a brand looks, copywriting is how it talks. Let’s take Nike as an example. Its iconic piece of design is the Swoosh, and its iconic bit of copywriting is “Just do it.” Three-word taglines like this are copywriting at its punchiest, but there are countless places where writing can make its mark on a brand (more on that later).
Because brands use words in so many places, there are a tonne of different types of copywriting out there. Here are a few:
- Social media
- UX writing
- Brand voice
- Brand naming
- Charity fundraising
A lot of copywriters do a number of these, while some choose to specialise.