Last Updated on July 17, 2023 by Anthony
The word ‘copy’ tends to denote duplication. When you copy something, you make something new that is nearly identical to the original. So it’s ironic that, in the copywriting world, copying someone else’s work can get you in trouble. That’s why creative copywriting is so important in our industry. Creativity avoids duplication by design.
It is fair to say that creative copywriting works best when it inspires. Yet it is hard to inspire when you are merely reiterating the same old talking points using the same old terms and phrases. Originality wins the day. It is that which gives creativity its wings.
The ‘Copy’ Part of Creative Copywriting
We don’t mean to confuse you with all this talk about copying, creativity, and originality. So let’s go back to the basics and talk about the definition of ‘copy’ itself. In the publishing industry, ‘copy’ is written material. That’s it. The definition is no more complicated than that.
Every piece of written content you come across online is considered digital copy. You are interacting with digital copy whenever you read:
- blog and guest posts
- informational and news articles
- white papers
- case studies
- press releases
- product descriptions
- digital advertisements
- terms & conditions pages.
Whether it is printed on a piece of paper or presented digitally, all published material in written form is considered copy. That being the case, copywriting is the actual process of creating written material for publication. As a writer, I am engaged in copywriting while creating this post.
Creative Copy Inspires Readers
With the technical definition of copy out of the way, let’s get to the idea of creative copywriting. Connotations offers creative copywriting as a service. We can apply it to website copy, ecommerce, social media, or just about any other digital opportunity a customer puts before us.
What is creative copywriting? It is copywriting that presents ideas and topics in unique ways. Let’s say you hired us to write promotional website copy for a tourist destination. We could describe the destination in geographic and technical detail – where it’s located, what the natural environment is like, information about the weather, etc. – and be completely accurate in our description. But would that inspire? Probably not.
Presenting the same information creatively sparks the imagination. We might use descriptive language that encourages readers to imagine themselves spending time in your location. We might employ descriptions designed to make readers feel good about what the destination offers. We might talk about things like golden sunsets, balmy breezes, and feeling the white sand beneath ones toes.
Creative Copy Encourages Action
Why would we want to inspire readers with creative copywriting? Because we also want to encourage them to take action. In the previously cited example, the goal would be to convince readers to book a holiday at your destination. But what if you don’t run a tourism-based business? What if your business is ecommerce?
We still want readers to take action. In ecommerce, this means we want them to buy the products they need from your website. Creative copywriting plays a role in multiple areas:
- Product Descriptions – The most effective product descriptions go above and beyond the facts alone. They offer reasons for customers to buy from you.
- Product Headlines – Before customers will ever read a product description, they need to be encouraged to go to a product page. That’s the job of the headline. Creative headlines encourage visitors to check out product pages.
- Promotional Language – Ecommerce sites are loaded with all sorts of promotional language separate from individual product pages. Creative copywriting turns bland promotional language into language that encourages customers to stick around and shop.
At the heart of every copywriting project is action. If consumers never take action on what they read, they have merely spent time running their eyeballs across lots of letters grouped together in words, sentences, and paragraphs. But the experience was meaningless.
Creative Copy Is Remembered
Not all copy is designed to lead to a sale. Not all copy requires an immediate and direct response. Sometimes, the goal you are trying to achieve is in no way tangible. For example, one of the things we frequently discuss with clients is improving authority. When an organisation is considered an authority in its particular industry, its ability to influence increases.
To that end, creative copy is remembered. It is copy that instantly comes to mind when a person starts thinking about related topics. And when those memories are sparked, they reinforce an organisation’s authority in the mind of that person.
Creative Copy Comes in Many Forms
It is easy to think of creative copywriting in terms of arts and entertainment. And yet it comes in many forms. Creative copywriting is less about the topic and more about how that topic is presented. Copywriters can be just as creative with cleaning products as they are with party costumes.
Even serious topics like healthcare and legal issues can be approached from a creative mindset. You just need to know who your audience are and how you can engage their thoughts and emotions in a way that will make a lasting impression. If you can do that, you have made a connection.
Connotations offers creative copywriting services. If you would like to know more about how a little creativity can dramatically change your online content, don’t hesitate to contact us. Copywriting works best when it is creative. And creative copywriting works best when it inspires.