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  • Writer's pictureSarah Turnbull

What are the Different Types of Copywriting?

Copywriting is the art of writing to gain more visibility for businesses, brands and their products or services. It's an essential part of any marketing strategy and requires careful consideration of the target audience, the brand's message and the desired outcome.

Copywriting can come in many forms and each type serves a different purpose. In this blog post, we’ll explore the different types of copywriting and their applications.

Direct response copywriting

Direct response copywriting aims to encourage the reader to take immediate action. It features a call to action (CTA) that’s designed to prompt the reader to buy a product or service, sign up for a newsletter or take some other form of action. It's response copywriting is commonly used in email marketing, landing pages and sales letters.

There are different ways for structuring direct response copywriting. The best-known formula for structuring is AIDA, which stands for Attention, Interest, Desire and Action.

According to AIDA, there are 4 steps:

- First the copy must get the reader’s attention

- Then it must create an interest in the product or service

- Next it should turn the interest into a strong desire for the offering

- Finally it should ask the reader to buy the product or service or take an action that will lead to a sale.

The second best-known formula for direct response copywriting is ACCA. This stands for Awareness, Comprehension, Conviction and Action.


- Consumers are first made aware of the product or service - that it exists

- Then they must comprehend what the product or service is and what it will do for them

- Next, they must be convinced to make a purchase

- Finally, they must be asked to take action

Another ‘famous’ formula for direct response copywriting is the ‘4 Ps’ – Picture, Promise, Prove and Push.

Using the 4 Ps:

- The copywriter first creates a picture of what the product or service can do for the audience

- Then they make the promise that the picture will come true if the audience buys the products

- Next, they prove (using examples) that the picture has come true for other people who’ve bought the product or service

- Finally, they push for immediate action

Brand copywriting

Brand copywriting is focused on promoting the brand's values, tone and personality. It aims to create a brand image that resonates with the target audience and distinguishes it from its competition. This type of copywriting is commonly used in branding campaigns, social media posts and website copy.

Brand copywriting helps to establish a relationship between the brand and its target audience. It can develop or solidify a brand’s position as a market leader. Some of the benefits of branding copywriting are:

- Increased brand recognition: Effective branding copywriting helps to establish a unique brand identity that stands out from competitors. This can lead to increased brand recognition and recall among customers

- Improved customer engagement: Well-written branding copy can connect with customers on an emotional level, making them more likely to engage with the brand

- Greater credibility and trust: A consistent brand voice and messaging can help establish credibility and trust with customers

- Increased customer loyalty: By creating a strong brand identity and emotional connection with customers, branding copywriting can foster greater loyalty and more repeat business

- Better sales and revenue: Effective branding copywriting can help to differentiate the product or service from competitors and drive sales and revenue growth

- Clear and consistent messaging: Consistent branding copywriting ensures that all marketing and communication efforts are aligned and convey the same message to customers

SEO copywriting

scrabble pieces on a wooden table spelling out SEO

SEO copywriting aims to ‘optimise’ content for search engines – making it easier for searchers to find websites that answer their needs. It involves using keywords and phrases that are relevant to the brand and its target audience to increase the visibility of the content on search engine results pages (SERPs).

This type of copywriting is commonly used in blog posts, product descriptions and website copy.

Gone are the days, though, that SEO copywriting was about packing copy with keywords (thank god)! SEO copywriting needs to be readable and ‘human-first’ content. It also needs to incorporate the keywords and link them with the URL slugs and meta descriptions for maximum success.

SEO copywriting can have numerous benefits for businesses, including:

- Improved search engine ranking: SEO copywriting involves optimising website content for specific keywords and phrases, which can improve a website's search engine ranking and visibility

- Increased website traffic: By improving search engine ranking, SEO copywriting can also lead to increased website traffic from organic search

- Better user experience: Well-written SEO copy can provide valuable information and a positive user experience for website visitors, which can lead to increased engagement and higher conversion rates

Creative copywriting

Creative copywriting is focused on generating buzz and creating a memorable impression on the target audience. It can feature puns, wordplay and other creative elements to engage the reader and leave a lasting impression.

This type of copywriting is commonly used in advertising campaigns, social media posts and promotional material. It can help with:

- Increased brand awareness: Creative copywriting can help to capture the attention of potential customers

- Differentiation from competitors: It can help to set a business apart from competitors by conveying a unique brand voice and messaging

- Improved customer engagement: By using creative language and storytelling techniques, creative copywriting can connect with customers on an emotional level and foster greater engagement

- Better recall and retention: Well-written creative copy can be more memorable and easier to recall than bland or generic copy, increasing the likelihood of repeat business

- Greater impact and influence: Creative copywriting can be more persuasive and impactful than traditional marketing messages, influencing customers to take action

Technical copywriting

Technical copywriting is focused on explaining complex concepts and technical information in a way that’s easy to understand. It's commonly used in industries such as healthcare, technology and finance, where technical terms and jargon are common. This type of copywriting is commonly used in manuals, guides and other technical documentation.

Technical copywriting drives:

- Clear communication of technical information: It can help to clearly and effectively communicate complex technical information to a range of audiences

- Improved user experience: Well-written technical copy can provide helpful guidance and instructions to users, improving their experience with a product or service

- Increased customer satisfaction: By providing clear and accurate technical information, businesses can enhance customer satisfaction and loyalty

- Reduced support inquiries: Clear and helpful technical copy can reduce the need for customers to contact support for assistance, saving time and resources for businesses

- Better brand reputation: By providing accurate and helpful technical copy, businesses can enhance their brand reputation and build trust with customers.

- Improved product adoption: Clear and user-friendly technical copy can increase the likelihood of product adoption by customers, leading to increased sales and revenue

Public relations (PR) copywriting

PR copywriting is focused on creating content that generates positive publicity for a brand. It involves creating press releases, articles, speeches and other materials that promote the brand's image and message. This type of copywriting is commonly used in media relations, crisis communication and other PR activities.

Some of the benefits of PR copywriting are:

- Increased media coverage: Effective PR copywriting can help businesses to craft compelling stories and pitches that attract media attention and coverage

- Improved brand reputation: Positive media coverage can enhance brand reputation and credibility, increasing customer trust and loyalty

- Greater brand visibility: PR copywriting can help businesses to reach a wider audience and increase brand visibility through media coverage

- Crisis management: If a business or individual is involved in a crisis or receives negative publicity, PR copywriting can help to mitigate damage and respond effectively to the situation

- Enhanced industry influence: By securing media coverage and positive publicity, businesses can enhance their influence within their industry and among key stakeholders

- Improved customer perception: Positive media coverage and effective PR copywriting can improve customer perception of a business, increasing the likelihood of customer loyalty and repeat business

In conclusion, copywriting is a versatile and essential component of any marketing strategy. The different types of copywriting serve different purposes, and it's important to select the right type of copywriting for each situation. By understanding the different types of copywriting, brands can create content that resonates with their target audience and achieves their desired outcomes.

Not every copywriter covers all the different types of copy, all have niches and particular areas of expertise. Check out our list of some of the best copywriters in Yorkshire.

If you’d like to know more about copywriting and how much it costs, visit our pricing page. We also have some blogs on pricing and the factors that influence pricing, including:

If you've got any questions, please get in touch, I'd be happy to help.

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