Understanding the 11 Main Varieties of Copywriting (Infographic)


What we all know as copywriting in the present day isn’t altogether new. Copywriting is among the oldest professions identified in historical past.

Mark Tungate in his 2007 guide Adland notes that there are promotional pamphlets discovered way back to Pompeii selling a brand new brothel on the town. Tungate even famous that some cave drawings might be interpreted as promotional materials.

Copywriting has developed from cryptic photographs on a wall to messages shared everywhere in the world. You will discover copywriting nearly in all places you look.

However which sorts of copywriting do you have to take note of when creating your advertising and marketing marketing campaign? Listed here are the eleven main sorts and why they matter.

Desk of Contents

  1. Advertising and marketing Copywriting
  2. Search engine marketing Copywriting
  3. Electronic mail Copywriting
  4. Social Media Copywriting
  5. Web site Copywriting
  6. Direct Response Copywriting
  7. Model Copywriting
  8. Public Relations Copywriting
  9. Thought Management Copywriting
  10. Product and Gross sales
  11. Technical Copywriting
Understanding the 9 Major Types of Copywriting


1. Advertising and marketing Copywriting

That is the kind of copywriting that individuals are most aware of. Advertising and marketing copywriting might be something you see and listen to that’s promotional in nature.

Advertising and marketing copywriting consists of:

  • On-line show adverts.
  • YouTube movies.
  • Radio commercials.
  • TV commercials.
  • Flyers.
  • Billboards.
  • Branded stickers.
  • Junk mail.

Advertising and marketing copywriting can come within the type of paid ads or conventional advertising and marketing property. They’re clear sales-driven items of content material which have an apparent aim of attempting to promote.

Kate Spade’s advert demonstrates advertising and marketing copywriting by its copy written on the high of this Fb advert. They opted for lower-case kind for an on-brand writing fashion and instantly provided the low cost to immediate their prospect to click on on the advert. This commercial is clearly created with the intent of promoting their purses on this instance.

Advertising and marketing copywriting is a tried and true option to talk new merchandise to potential clients. You need to use a focused paid advert like this Adidas promotion or attain a broader viewers with a billboard or a radio industrial. So long as it’s a part of a advertising and marketing marketing campaign, it’s thought-about advertising and marketing copywriting.

2. Search engine marketing Copywriting

Search engine marketing copywriting entails optimizing copy utilizing key phrases and phrases for search engines like google and yahoo to extra simply uncover the copy and listing it as a high end result. A gross sales web page might be optimized for a search engine outcomes web page (SERP) if completed accurately.

This web page from Hatfield consists of Search engine marketing copywriting that’s promoting the corporate’s merchandise whereas utilizing keyphrases to optimize the web page for a high SERP spot.

3. Electronic mail Copywriting

Among the many many causes to make use of electronic mail advertising and marketing, writing nice electronic mail copy is the one among finest methods to instantly join together with your most focused viewers. There are various strategies for writing nice electronic mail copy that works together with your advertising and marketing campaigns and your clients.

Electronic mail copywriting consists of:

  • A fantastic topic line.
  • A considerate preview sentence.
  • An intro sentence for the physique of your electronic mail.
  • A compelling CTA.

This electronic mail from Wanderlust is selling the corporate’s meditation webinar. The topic line for this electronic mail is “Don’t hesitate, meditate!” It’s an attention-grabbing topic line that’s certain to face out within the sea of emails for anybody’s inbox.

The picture included within the electronic mail has the title of the webinar, the length of the problem and the host’s identify. Following the important thing data is one other eye-catching headline that urges subscribers to maintain studying.

Electronic mail copy might be each instructional, as with newsletters and roundups, or extra sales-oriented in nature, like a direct response or free trial promotion.

B2B electronic mail copy is slightly totally different from B2C in a couple of methods:

  • Write for a logical shopping for course of vs. emotional.
  • Construct a private relationship with the subscriber.
  • Open up the e-mail to have interaction in conversations.
  • Make the most of extra trade terminology.

Here’s a gross sales electronic mail from Exectras. The e-mail’s opening two strains communicate on to the shopper’s questions and ache factors, adopted by a direct outlining of the character of their service providing. 

Chances are you’ll discover that the e-mail isn’t overly image-heavy — B2B electronic mail copy goals to get to the purpose rapidly. Companies undergo an extended shopping for course of as a result of they should take into account budgets and the way the acquisition will have an effect on their enterprise. To which, a B2B copywriter ought to have interaction subscribers on a extra logical foundation to assist an argument for making the acquisition. This consists of why the worth of the product is justified, the way it will assist their enterprise and the methods this collaboration might be leveraged sooner or later.

Individuals who subscribe to your electronic mail listing are a few of your most valued prospects. They subscribe as a result of they need to keep knowledgeable on your corporation’ new services. Writing electronic mail copy might be muddled with trials and errors, however direct communication together with your subscribers is invaluable.

4. Social Media Copywriting

There are various totally different social media platforms you need to use to speak together with your viewers. Doing analysis to seek out out the place your clients are spending their time will enable you to write the best message for them.

Primarily based on that analysis, you may tailor the voice and tone of your social media copywriting to talk to your viewers successfully.

Smashburger is understood to have humorous, endearing social media posts as a result of its viewers is a youthful era of fast-casual diners who love nice meals. Whereas the restaurant’s posts generally depict younger households having fun with a Smash burger meal accompanied by brand-nuanced copy, they don’t draw back from some comedic copywriting to have interaction their viewers: 

Writing social media copy entails a couple of distinct parts due to its viewers. Listed here are a couple of methods any such copywriting is totally different:

  • Emojis are extensively used and accepted.
  • A casual tone is extra accepted.
  • Your copy is normally paired with a visible part.
  • Chances are you’ll be writing for paid adverts throughout a number of platforms.
  • KPIs are measured in another way on every platform.
  • Your advert will redirect to your web site’s touchdown web page instantly.
  • Your copy must be temporary.

Due to these key components, give attention to shareability and clearly present that you just perceive who your viewers is once you’re writing copy for social media.

The construction of a social media submit can be distinct. Whether or not or not they’re sponsored, most posts you’ve seen on social media have one thing visible like an image, informational copy and promotional copy. And notably, social media copy can be utilized for each B2B and B2C advertising and marketing methods.

5. Web site Copywriting 

From the top-of-funnel attraction of a high-level, participating article explaining a product to a extremely focused service touchdown web page that speaks on to these on the bottom-of-funnel, web site copywriting is utilized by firms of all sizes and industries to speak their choices. 

Web site copywriters undertake a handful of finest practices and concerns: model tone, Search engine marketing-friendliness and relevant CTAs amongst them. Additional nonetheless on finest practices, glorious web site copywriting conveys a transparent message in regards to the model and its services whereas additionally encouraging readers to take that subsequent step down the funnel — whether or not that’s to enroll to an electronic mail listing, take into account subscribing or to make a purchase order.

This web site copywriting from Saphisle, labored out by the group at Brafton, takes an in-depth service providing and communicates it in easy, interesting language — accompanied by clear CTAs. The way in which the copy is laid out encourages readers to navigate to the touchdown web page that most closely fits the place they’re on the patron funnel.  

6. Direct Response Copywriting

Direct response copywriting is a sort of communication that’s compelling sufficient for the shopper to take motion. It’s any type of copy that encourages the recipient to take an motion immediately.

Direct response copywriting can be utilized in:

  • Touchdown pages after clicking on an advert.
  • Open-ended emails.
  • Pop-ups.
  • Restricted time provide explanations.

You’ll discover right here that Nuuly’s touchdown web page has its brand, slogan and a number of other CTAs that ask for an motion. “Be a part of Now” is the direct response button that can transfer the shopper alongside of their gross sales course of.

Oftentimes, as a buyer scrolls by an internet site, a pop-up will seem earlier than altering pages or exiting out. That is one other type of direct response prompting them to remain on the web page by signing up for one thing the corporate presents.

These are nice methods to see extra responses out of your clients. Generally all a buyer must buy or obtain your eBook is the CTA button or kind inviting them to take action.

7. Model Copywriting

Speaking what your model represents is an enormous a part of gaining recognition in your trade and connecting with clients. You are able to do that by writing with a particular picture of your model in thoughts. It may well come within the type of a brand, theme track, phrase or a model persona trait.

Nevertheless, this picture should resonate together with your viewers or else it’ll fall quick. For model copy to work, the shopper wants to remain on the high of your thoughts. Take this model copywriting from AirBnB for instance — one which engages each the center and thoughts. 

By way of Medium.

Whereas realizing your viewers is useful, you may collect suggestions in your model copy by a collection of trials, akin to:

  • Viewers surveys.
  • Focus teams.
  • Blind testing.
  • A/B testing.

8. Public Relations Copywriting

By way of a uniform construction and journalistic voice, public relations copywriting goals to tell media publications and the general public with a pointed directive of selling a enterprise, services or products. It’s usually written by a public relations specialist. They write about an occasion from their group and share the copy with a number of totally different media retailers.

Public relations copywriting might be discovered on websites like PR Newswire, however the identical story might be shared by information retailers and radio exhibits if it will get picked up. It really works to kind a relationship with the general public and organizations in a direct communication medium by way of information media organizations.

The viewers for a press launch is particular to B2B attain like:

  • A journalist in search of leads.
  • An entrepreneur seeking to make investments.
  • A enterprise proprietor doing analysis.

Though clients will ultimately get the knowledge within the press launch, press releases are usually written for B2B advertising and marketing.

9. Thought Management Copywriting

Thought management copywriting is available in many kinds however is normally from a distinguished determine in an trade. If a high healthcare govt got here out with an article recommending the general public to undertake a brand new kind of non-public care follow, that article can be often known as thought management copywriting.

Such a copywriting might be written for B2C markets, in addition to for most of the people. The articles are typically put collectively by writers who use the well-known information medium to speak their ideas on a selected challenge. It amplifies their opinions on stated challenge and beneficial properties authority as an professional on that subject.

Take this text on Search Engine Land, for instance, the place Danny Goodwin — Search Engine Land’s Managing Editor — expressed his opposition to an article put out by The Verge which conflates Search engine marketing specialists with the downfall of the web. Past serving as a rebuttal, it additionally gave Danny Goodwin a possibility to supply thought management for Search engine marketing extra typically. 

Whereas thought management copywriting isn’t promoting a product, it’s urging readers to imagine in a selected topic.

10. Product and Gross sales 

Product and gross sales copywriting encompasses the net description of a services or products, brochures, product catalogs and packaging labels, amongst different kinds — naturally, something that’s meant to carry in regards to the buy of a services or products. 

The character of product and gross sales copy in additional conventional types of writing — whether or not that of newspapers, magazines or print media extra typically — hasn’t modified too considerably in comparison with the copywriting concerned in additional standard channels. At its core, product and gross sales copywriting is about crafting persuasive messages based mostly on an in-depth understanding of the patron, meant to result in an meant finish — typically, the sale of a services or products. 

Semrush’s product catalog is to-the-point, simple to navigate and attracts on action-oriented, persuasive language. By way of their copywriting, companies are crystal clear on what they stand to realize by Semrush’s service choices, and are promoted to take motion by way of direct CTAs. 

11. Technical Copywriting

Technical copywriting is a bit of copy that goals to clarify expertise (like cloud-based expertise) whereas promoting a product (like IBM’s new Mono2Micro).

To promote a technical product, copywriters should first clarify what it’s, the way it works and why clients can purchase it as an alternative of a competing product. Then, as soon as the shopper understands the product, they’re in a position to resolve whether or not to purchase or not.

Industries within the tech world are consistently altering and upgrading their merchandise. Technical copywriting helps the enterprise of tech progress.

This can be a gross sales web page for IBM’s Cloud Infrastructure. Examine this gross sales web page to that of the clothes manufacturers Nuuly or SunChild above. Neither of those manufacturers consists of FAQ sections for his or her merchandise as a result of garments are simple to grasp. To reveal the significance of IBM’s new cloud companies, the shopper will possible want extra data on how the service addresses their wants earlier than they make a purchase order.

A Deeper Look Into Web site Copywriting

Web site copywriting is available in a handful of kinds, every with their very own related nuance and finest practices. The way in which a copywriter crafts copy for a shopper is totally different from that of focusing on a enterprise. Additional nonetheless, copy that appeals to a company differs from that which is interesting/related to authorities organizations. Broadly talking, and making use of to content material advertising and marketing extra typically, we will break up web site copywriting into three kinds: B2B (Enterprise to Enterprise), B2C (Enterprise to Client) and B2G (Enterprise to Authorities). 


B2B copywriting typically focuses on the utility of a product and/or service and its particular software to a different firm. Whether or not it’s Microsoft promoting their cloud computing companies or IBM advertising and marketing their enterprise-level software program options, B2B copywriting usually emphasizes the technical specs, effectivity and cost-effectiveness of an providing. 


B2C copywriting is a type of content material advertising and marketing that speaks on to the shopper, aiming to invoke emotion, set up a relationship, invoke credibility and in the end immediate an motion. Whereas the character of B2C copywriting is in the end decided by an organization’s trade and target market, it differs — typically talking — from B2B copywriting in that it usually depends much less on promoting effectivity and cost-effectiveness, and extra on making a reference to a distinct segment’s occupants. It’s copy that’s usually persuasive, story-oriented and emotion-evoking, amongst different means of creating connection and prompting motion. 


B2G copywriting is oftentimes extra technical and formal in comparison with its B2B and B2C counterparts, because it not solely considers the particular wants of presidency organizations but additionally the related laws, laws and protocols of such audiences. 

That’s to not say B2G copywriting should be dry, nevertheless. B2G copywriting nonetheless adopts persuasive, inventive copywriting strategies and clear, convincing call-to-actions to obviously talk an providing and drive the call-to-action. 

Changing into a Profitable Copywriter

Writing copy is a inventive and enjoyable course of for connecting together with your viewers and selling your group’s services. A copywriter is somebody who is aware of probably the most about their patrons. Whereas not each piece you write needs to be as iconic as a brothel promo from 70’s AD Pompeii, it ought to make each effort to talk to the individuals who like your product.

When you assume you don’t have any copywriting expertise, you could be stunned that you just do. Consider the instances you’ve written a canopy letter, emailed somebody asking in the event that they need to go on a visit with you or despatched a textual content urging a good friend to strive a brand new facial cream you bought that really helped.

Copywriting entails making a case for one thing that you really want individuals to purchase into, in a means they’ll get on board with. Your cowl letter has a proper tone and supporting arguments for why you have to be employed. In the meantime, a textual content to your good friend about your new cream will probably be extra laid again and private.

Once you write copy, remember that you’re writing for whoever is studying it, not essentially the enterprise you’re working with.

In Ann Handley’s 2014 guide All people Writes, she says writing is “half behavior, half data of some elementary guidelines, and half giving a rattling.” You don’t must be a Pulitzer Prize winner to put in writing nice copy; you simply must step into the sneakers of who you’re writing for and follow talking to them.

Some expertise an excellent copywriter has are:

  • Empathy for the reader.
  • Analysis-based writing expertise.
  • Skill to take criticism.
  • Capability to put in writing the identical factor in numerous methods.
  • Data of grammar guidelines.
  • Drive to follow writing nearly daily.

An effective way to get began is as a contract copywriter or asking your division chief to tackle a couple of writing tasks. Any means you may obtain direct suggestions is useful to study the place you may develop as you construct a writing portfolio.

And, as Handley says, it’s all about getting your palms transferring to the purpose the place “the typing turns into writing.”

Alternatively, you may all the time rent a copywriter or outsource one to fill your wants. An skilled author might make all of the distinction in your advertising and marketing marketing campaign for those who’re in search of nice outcomes, quick.


Editor’s Be aware: Up to date November 2023