Copywriting
Also called social media copywriting, marketing copy, copy
What is copywriting?
Copywriting is the craft of writing words that persuade people to take an action, such as buying, signing up, booking or clicking. The text itself is called copy. It appears in ads, websites, emails, product pages, social captions, video scripts and packaging, and is judged by results rather than by how literary it sounds.
Copywriting differs from content writing in purpose. Content writing informs or entertains and builds trust over time; copywriting asks for something now. In practice they blend: a helpful carousel still needs a sharp headline and a clear call to action.
Copywriters rely on a few repeatable tools: knowing the reader’s pain points, turning features into benefits, using frameworks such as AIDA or PAS, and cutting every word that does not earn its place.
Why copywriting matters
The same product with different words can sell very differently. Copy is often the cheapest lever to test: changing a headline or a button costs almost nothing compared with changing a product or a price.
On social media, copy decides whether anyone stops. The first line of a caption, the text on the first frame of a video and the headline on an ad all compete with everything else in the feed for a second of attention.
How to write good copy
- Know exactly who you are writing for and what they want.
- Lead with the benefit to the reader, not the feature or the company.
- Use the reader’s own words for their problem; reviews and support emails are a good source.
- Write short sentences and one idea per line, especially on mobile.
- End with one clear action and remove anything that distracts from it.
- Test variations of the headline or first line rather than guessing.
Copywriting example
Before: "Crumb & Co uses a 48-hour fermentation process." After: "Bread that stays soft for four days, because we let it rise for two." The fact is the same; the second version says what it means for the customer.
Copywriting FAQ
What is the difference between copywriting and content writing?
Copywriting aims to get a specific action now, like a click or a sale. Content writing aims to inform or entertain and build trust over time. Many marketers do both, often in the same piece.
What is social media copywriting?
Writing captions, on-screen text, hooks and ad copy for social platforms. It favors short lines, a strong first sentence that shows before "more", and a clear next step.
Can AI do copywriting?
AI tools can draft copy quickly, especially variations to test. They still need a clear brief, accurate facts about your business and a human check for claims and tone. See AI copywriting.
Related terms
A headline is the main line of text at the top of a post, ad, page or article, written to grab attention and make people read on.
Ad copy is the written text of an ad: the headline, primary text, description and call to action that persuade people to click or buy.
The AIDA model is a copywriting framework: grab Attention, build Interest, create Desire, then ask for Action.
The PAS framework is a copywriting formula: name the Problem, Agitate it so it feels urgent, then present your Solution.
Features are what a product has or does; benefits are what the customer gains from them. Good marketing leads with benefits.
AI copywriting is using AI language models to write marketing text such as captions, ads, headlines, emails and product descriptions.