Content Writing vs. Copywriting: What Works & What Doesn’t in Business
“Here’s the only thing you’re selling, no matter what business you’re in and what you ship: you’re selling your prospects a better version of themselves".”- Joanna Wiebe
Let’s talk about something that is widely misunderstood, (even by yours truly until just about two years ago-AKA relatively recently).
Content writing is not copywriting. They are two very different things.
And all too often, business owners inter-weave them as interchangeable, but they are not. Let's talk about the differences and what you can do to see which one you have on your current site + how to make improvements.
Content is informative. This is great. It is maybe related to your brand. It makes sense to be on the page where it's at. That's really where content starts, but also ends. Copywriting is an entirely different animal. And it's exactly what we need to grow our business and encourage people that land on our websites to take action.
There are a ton of tools that work when we're looking at copywriting, things like persuasion, future pacing, ideal client–or Gold Star clients as we call them here at Anchorlight. All of these things are at work when it comes to copywriting.
We are taking clients on a journey and inspiring action through words. No matter how nice your website looks, no matter how pretty and mobile optimized it is, nothing will get people to do anything unless it comes from the copy.
The copy trumps design every single time as far as getting your goals met, your conversions hit, and your people on the line for your service.
It also helps that it plays nicely with SEO and is a huge part of building the positive SEO momentum we’re all hoping for. So how do we write copy and not content? Let's do a little “this, not that” exercise shall we? Read on.
Copywriting is focused on one audience. Content writing is focused on the masses.
We know that we can't sell anything unless we sell it to one specific person. You are not a Target. And I would argue that even if you are a Target, Target still has a very specific audience. There are different people that shop at Target versus Walmart. This is parodied in the mainstream media for a reason. Whether you agree with it or not, the brand is what others SAY it is. This is why branding with intention matters.
Even Target, who sells so many things, has an ideal client. They build copy that speaks to them, promotions that play to their weakness, and bring on designers to build products their audience loves to buy. Everything is part of the strategy-nothing is left to chance.
The copy you write needs to speak to this client and it's important to have them in mind because without it, you can't possibly write persuasive copy that nails down their hopes, their dreams, their fears, or their desires. These are the things that you solve with your product and the copy moves them towards taking action. They need to read your writing and think “that's me down to a tee!” about every single piece of it. How do we do this through words?
Copywriting sells and content presents.
We don't want to present our offerings up on a platter that someone leaves on the corner of the buffet table during the party. We want it to be in someone's hands walking around excitedly talking about your puff pastry appetizer and how amazing it is. That's the difference between content and copy. It is actively selling what you are doing. It’s not being shy about it.
Again, copywriting encourages action and moves the reader down the page. You want them nodding along in agreement and then clicking the button at the end. You are actively selling to them because you offer solutions that they need. The brain is wired to absorb and respond to stories. Facts and charts are not going to get the job done. Be a human, tell stories that are worth giving a damn about and that have a point.
Copywriting is voice saturated and content is more clinical and straightforward.
We want the copy to have your voice layered in with the exact words and pain points your clients list out for you everyday. We want your website to feel exactly the way that you talk. And if it doesn't? It needs an upgrade. One amazing copywriter I follow says that "great copy is assembled not written” and I couldn't agree more. On the page there are specific levers that we want to pull–especially on work with me and sales pages.
Your sales and services pages are THE most important pages on your entire site. Are they strategically built and laced with your best copy?
Or are they formulaic and tired?
Look, we are not talking about writing a laundry list of everything provided all listed out, and we are not talking about hiding the price right now and engaging in that age old debate. We're just talking about what are those words are saying, how they are resonating (or not) with your ideal audience and are working for you in a way that effortlessly sells your product or service.
My caveat here is that I do think that some people go overboard. Some copy is SO full of voice that it comes off cartoonish-not authentic or real. Can we all agree no one says “Mmmkkay” in real life? Ever? At its worst, some of it can borderline cliché. If you look at Jenna Kutcher and Amy Porterfield, they're all using the exact same formula for those sales pages. And to some degree, I can't fault them because clearly, they work. However, I encourage you to lean into your voice and copy, and find a way to do it that works for you. Be a human, don’t be annoying, and talk like a real person, not a cheerleader. Dare I say-that works better than following a formula that doesn’t fit that you’re trying to box yourself into like those jeans back from five years ago that truly will never fit. Ever.
Make it fun, keep it real and don’t take yourself so seriously. No one cares as much as you do—I PROMISE. They are doing the same thing over in their business. Cringing over emails and convinced everyone saw the grammar errors (they didn’t).
Above all, I encourage you to look at your copy with a critical eye—or give it to someone else if you feel like you can't be objective. Have them read through it. Do they want to read more? Is it engaging? Are they bored? All the things. I want them to really audit your copy for you so you can see the unvarnished view of the outsider: what's really working for you and what you need to change.
Best of luck and happy writing! If you need a hand with this or all the things, book a chat and grab a mug of coffee. We’re standing by to help!
