Copywriting has been around since the start of advertising and promotion. Hundreds of years ago, hand-painted posters were commonly glued or nailed to poles or walls. Today, social media posts do the same thing without requiring nails or paint. The common thread that runs (and has run) through all advertising has been copy. Without words to explain the purpose of the poster or social media post, readers won’t have a clear understanding of the message trying to be conveyed by the advertiser. So, let’s take a look at why copywriting still matters – and always will:
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Pictures aren’t enough
Award-winning copywriter, John Watson, has said on numerous occasions that, “pictures attract, but it’s copy that sells.” Marketing content uses imagery and copy together, as can be seen on pretty much any promotional content – from social media posts to printed flyers. Images are great for capturing the attention of whoever sees the content, but that’s about as far as imagery gets. It is up to copy to take over the reins and explain things to the reader in a language they understand.
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Copy gives structure
Another solid reason why copywriting still matters has to do with structure. People love reading stories because they are structured. They have a beginning, an exciting middle bit, and a conclusion that often leaves the reader with a different outlook to when they first started reading. Nothing tells a story better than copy – even graphic novels have speech bubbles with text in them. Copy can be structured, using paragraphs and headings, to create a cohesive and coherent piece of content.
