What is the Difference Between Copywriting and Communications?
“For sale: Baby shoes. Never worn.”
Legend has it that Ernest Hemingway won a bet by penning this six-word story. Whether he did or not, it’s a great example of copy. It’s short, concise, and contextual.
Another good example of copywriting?
Effective copywriting should be like a good first date: grabs your attention, makes an instant connection, and triggers your imagination. Humour also helps.
Whilst these two examples demonstrate good copywriting skills, they also communicate a message. At its core, communication is the foundation of all copy, PR, marketing and literature. However, there are key differences between different forms of communication, which is why you could pay £50 for a 700-word blog, but £3000 for a 700-word sales letter. Let’s break it down.
Content vs Communication Objectives
What is Copywriting?
Copywriting is focussed on the objective of crafting content that sells an idea, product or service. Copywriting should reveal the story behind the information being presented.
Example: “Come to our spa, based 10 miles outside of London” turns into, “Experience London’s oasis of tranquillity. Rejuvenate your mind, body and spirit.”
What is Communications?
Communications, and PR more broadly, are concerned with disseminating clear messages to stakeholders. Effective communications should project the company’s reputation through the collaterals released, from a press release to a letter or even an email. Communication states facts, keeps things simple and doesn’t give more information than is required.
Example: “The spa will be closed on the 13th November for essential maintenance.”
Content vs Industry Research
Both copywriting and communications involve research, however the type of research differs. PR & Communications is primarily concerned with researching the industry, finding out more about the client’s brand and conducting competitor analysis. This kind of research allows more effective communication between the company, media and consumers by understanding the industry fully. When producing copy, research is usually focussed on content topics to produce a particular piece of copy. The creation and distribution of these items aims to facilitate consumer engagement and functions as a call to action for clients and end users.
Content vs Communication Strategies
Copywriters develop content strategies by compiling relevant, engaging content ideas to maximise consumer interest. The aim is to build a strong brand identity, create a connection with the intended audience and ultimately convert this into leads and sales. PR and communication strategies extend beyond content. They are designed to encompass all communication activities and develop key messages across a variety of platforms and sectors of the market, to enhance and protect a company’s reputation.
On the whole, copywriting and communications go hand-in-hand. Communications can be seen as the umbrella, and copywriting as the spokes that keep the umbrella unfurled. Both are equally as important, and strategies should be in place to reap the rewards that effective communication and copywriting can bring.
As an established full service agency, TWI has created bespoke marketing strategies for our clients and crafted stories to engage, inform and elevate brands across a broad range of industries. Maybe we could make an impact for your business too?
