Copywriting is writing “copy” for the purpose of advertising or marketing and created for the purpose of persuasion.
The copywriter has responsibility for the textual content of the advertising and promotional positioning of many types of organisations and businesses. They tell the story, crafting it in such a way as to resonate with the reader, ideally producing a response, whether that be to purchase, recommend, disseminate, share, subscribe or follow. They often work hand-in-hand with an art director, an account manager, or a marketing team.
Copywriters work on a multiplicity of items from direct mail pieces, straplines and pull-out lines to press releases, flyers and brochures, catalogues, book covers, jingles and commercials for television and radio, poster campaigns, sales letters, website content, the list is long.
Leading on copywriting is Susan England.