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What is copywriting? You might be surprised if I told you that we actually have four types of copywriting instead of just one. Today, I’ll explain the most important aspects of these four types of copywriting based on my experience as a full-time SEO copywriter.

What is copywriting: See the 4 types of copywriting

What is copywriting? Copywriting is a set of strategies designed to inspire, persuade, or inform readers to take a specific action—whether it’s buying a product, subscribing to a channel, or following someone on social media. 

As you can see, copywriting is not just about sales. That’s why we have four types of copywriting, not just one. They are:

• Sales copywriting
• Content copywriting
• SEO Copywriting
• Advertising Copywriting

As a full-time SEO copywriter, I see many people assuming these types of copywriting are all the same. However, everything changes once we start evaluating different marketing campaigns. Check out my other content: A Guide for Beginners on Copywriting in 3 Steps.

How to understand the types in simple terms?

For instance, I often think about McDonald’s “I’m Loving It” campaign, which you’ve probably seen with numerous celebrity endorsements worldwide. Even though products are visible, this isn’t an advertising copy—it’s actually content copy.

If you consider the slogan “I’m Loving It,” they aren’t talking about the product itself; instead, they’re shaping how the brand is perceived. 

This doesn’t compel you to buy instantly, but if I asked you to list the best burger brands, McDonald’s would likely make your top five.

There may be better fast food options, but you remember McDonald’s because of its ads. So, when you’re out and want something quick, you probably consider McDonald’s.

Another example is comparing a movie trailer to a movie ad. Trailers are typically released 3-6 months before the film, while ads appear during the release week. 

Why? Because the trailer is content copy—it builds awareness of the movie. But during release week, the ads say, “Buy your ticket now,” which is advertising copy. 

It doesn’t make sense to tell people to buy a ticket if they don’t even know what the movie is about, right? In the same way, it’s not effective to post a trailer during release week, as engagement would come too late—when the movie is already out of theaters.

Why is it important to understand the difference?

Every set of strategies has a goal, right? So it’s important to know the difference between each of the four types to increase the chances of the reader taking that specific action.

Think of it like a comedy movie: if it doesn’t make you laugh, it’s missed its mark because it was created with a specific goal in mind. If you’re doing advertising copywriting but aiming for sales, you probably won’t achieve this goal effectively. 

Once you understand the goals and characteristics of each of the four types, you’ll be able to write more effectively and create a compelling copy.

What is Copywriting: What is the Goal of the 4 Types of Copywriting?

While all types of copywriting aim to communicate a message effectively, they differ in their specific objectives depending on the stage of the marketing funnel. Let’s take a closer look at the goals of the four main types of copywriting:

Sales Copywriting 

The goal of sales copywriting is to showcase products and drive sales. This type of copy is crafted to persuade potential customers to make a purchase by highlighting the benefits of a product or service. 

It addresses the audience’s pain points and offers solutions, moving them closer to a buying decision. 

Sales copy typically targets people in the middle of the funnel—those who are already aware of the brand and seriously considering a purchase. 

The language isn’t as strong as in advertising copy, but it focuses on clearly showcasing the advantages of the product or service.

Content Writing 

The goal of content writing is to engage and educate. Instead of directly selling a product, this type of writing focuses on delivering valuable information to the audience.

Whether it’s blog posts, guides, or social media updates, content writing aims to build trust and provide useful insights.

The audience here is usually at the top of the funnel—people who are just becoming aware of your brand or solution.

SEO Copywriting 

SEO copywriting is designed to drive organic traffic by helping content rank higher on search engines like Google. 

The primary goal is to increase visibility and attract clicks through optimized content. This type of copywriting shares similarities with content writing but incorporates additional strategies like keyword optimization and SEO techniques. 

In simple terms, all SEO copywriting is content copywriting, but not all content copywriting is SEO copywriting.

Like content writing, SEO copywriting targets an audience at the top of the funnel, with a focus on building visibility. If you want more about why SEO is important, we have another article with 7 reasons why matters

Advertising Copywriting 

The main goal of advertising copywriting is to trigger immediate action. Whether it’s an online ad, a Google banner, or a social media post.

This type of copy is all about prompting the audience to make a quick decision, like signing up for a newsletter or purchasing a product. 

Advertising copy typically targets those at the bottom of the funnel—people who are already familiar with your brand and are ready to make a purchase. At this stage, copy like “Buy the ticket now” is all about conversion.

What is Copywriting: What Are the Key Elements of the 4 Types of Copywriting?

Each type of copywriting has distinct elements that make it effective in achieving its specific goal. Understanding these key components will help you craft more effective copy for any stage of the customer journey.

What are the key elements of sales copywriting?

Sales copywriting has three elements: value proposition, call to action (CTA), and objection handling:

• Value Proposition: The most critical element in sales copywriting is the value proposition. It clearly communicates why the product is worth purchasing and how it solves the customer’s problems.
• Objection Handling: Addressing potential concerns or objections is essential to persuading the reader that your product is the best solution.
• Call to Action (CTA): A strong CTA guides the reader toward making a decision, whether it’s adding the product to their cart or contacting your sales team.

What are the key elements of content writing?

Content copywriting has three elements: headline, storytelling, and, most important of all, educational value:

• Headline: For short-form content like social media posts, the headline is crucial for grabbing attention and encouraging readers to engage.
• Storytelling: For long-form content, storytelling helps keep the reader engaged, making the information more relatable and memorable.
• Educational Value: The copy must provide real value, answering questions, solving problems, or offering insights without pushing a sale.

Wanna know how to make a headline? Click here, and learn this important part of copywriting in just 3 steps in this content!

What are the key elements of SEO copywriting?

SEO copywriting has three key elements: keyword optimization, on-page SEO, and storytelling:

• Keyword Optimization: The strategic use of keywords helps content rank better on search engines and attract more traffic.
• On-Page SEO: Proper use of headings, meta descriptions, and internal links ensures that the content is optimized for search engines.
• Storytelling: Similar to content writing, the headline and storytelling are essential for drawing in readers and keeping them engaged once they click on your content.

What are the key elements of advertising copywriting?

Advertising copywriting has three elements: psychological triggers, conciseness, and, most importantly, a strong CTA.

• Psychological Triggers: Advertising copy relies heavily on psychological triggers like urgency (“limited time offer”) or exclusivity (“only for members”) to encourage immediate action.
• Brevity: Since advertising space is limited, the copy must be concise while still conveying a strong message.
• Strong CTA: The CTA in advertising copy must be direct and compelling, urging the audience to take the desired action right away.

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Uma publicação partilhada por Matheus Xavier Copy (@matheusxaviercopy)

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