: Re: What exactly is a copywriter? I have always been puzzled by this, even when reading endless information about it on the internet. Why exactly is it called that, and what's the purpose? That's

@Becky328

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I understand your confusion, and likely frustration. As some of the answers here indicate, the terms "copy" and "copywriter" are used in a wide variety of environments, and the usage is not always logical.

For decades, I've been a copywriter in the field of Marketing Communications. I would describe it as any writing that is done for commercial purposes, but where the writing itself is not what is being sold. For example, an ad, brochure, website, social media post, blurb on a book jacket, commercial, billboard, etc., all include copy.

The marketing aspect is the unifying factor. "Copy" is also what a newspaper reporter hands to his or her editor. Yet, that person is not called a copywriter. In such cases, a modifier might be assumed, such as "editorial copy." In the case of commercial social media (e.g., Facebook, blog posts, etc.), we tend to call it "content," and the writer might be called its "author," "writer," or even (ugh!) "content creator," but the writer is often by trade a copywriter. And if the piece is shorter than what might be called an "article," the content can be considered "copy."

I would strongly disagree that copywriting is defined as the writing of "puff pieces." In fact, any copywriter worth his or her salt understands that "puffery" -- selling with unsupported superlatives or unsupportable product claims (e.g., "This is the world's best soap!") -- is to be avoided except as parody. Good copywriting involves many of the principles of good salesmanship, and among them is the defining and clear presentation of "reasons why." Furthermore, as with personal selling, if the writing doesn't speak to the needs and interests of the reader/viewer/listener (which may be practical, or emotional, or a mix), it's still copywriting, but it's likely bad copywriting.

In fact, I prefer not to use the word "copywriting" to refer to the process. It's a bad mindset. The department or the result is "copywriting" or "copy," but the process should be thought of simply as "writing." Writing for the purpose of seeming like an ad misses the entire point of commercial or social communication.

An advertising Copywriter may also be involved in developing and conveying a product personality, marketing strategy, collaboration with an Art Director or designer (I have often contributed the visual idea, and many of my collaborators have suggested good headlines), product descriptions, and many other aspects of marketing communications.

Although the ultimate goal is to stimulate sales, the immediate goal of a copywriter's work may or may not be a direct sale. As you know, many ads and websites, etc., are part of a comprehensive strategy to achieve and support those sales. The actual purchase is often made at a later date, or at the point of sale.

A bit more from my perspective: What is copywriting?

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