What is Copywriting?

At Quantico Copywriting Agency Singapore, we’re often asked an important question: what is copywriting? Many of our clients and interns in Singapore want to know how to maximize their copywriting abilities to create awesome communication. A large part of creating robust, engaging communication is to understand the function of aspiration that goes into the process. Communication comprises everything. Everything. From designing a banner, to re-writing the speech of a politician, communication happens every day in every place with one or more human being. Even the simple act of indicating to change lanes communicates to road users an intention of shifting away from the expected. This principle factors strongly in copywriting.

Copywriting is first and foremost a sales function. Copywriting is an element of communication, with an articulated purpose of selling. It’s important to note that copywriting is used not just to sell goods and services, but ideas, inspiration, motivation, conflict, resolution, and humanity. Every organization in Singapore (in fact on our entire planet) uses copywriting. Not every organization uses copywriting for its purpose. This is the primary reason why entities who offer copywriting (and organizations who accept these services) sometimes get it wrong. Copywriting is a sales function. To use copywriting to only catch the attention of someone, is like using a screwdriver to hammer a nail in a wall. It is possible to use the handle of a screwdriver to drive a nail through a wall, but that is not the purpose of a screwdriver. Similarly, copywriting can be used for virtually any piece of communication, but if it is not selling someone on something, then it’s probably not the best tool of communication to use.

Singapore has no shortage of English speakers, many of whom have proper qualifications in the English language. But just as a professional carpenter would not use a screwdriver to insert a nail into the wall, a professional organization would not use an English teacher or speech and drama tutor to sell a new product or convince customers to make a purchase. Copywriting has a well-articulated purpose, which is to sell. This purpose of copywriting has been around for a long time, but as is the case with most creative fields, the core purpose of copywriting is often subsumed by other areas of intention.

The copywriting trend in Singapore is heading towards ever more importance. Quantico Copywriting Agency Singapore now offers copywriting and communication services to Singapore government agencies, public institutions, private companies, and to individuals. The agency’s clients are as diverse as their functions and requirements. Yet each of these entities has something in common with the others — they all want to sell something, be it a product, service, idea, or concept. To be a copywriter is to know what the client is looking for, and anticipate (well in advance where possible) if the function of copywriting suits the requirements of your client.

To be a copywriter in Singapore (and to know what copywriting is) is to understand that there is no such thing as the copywriter’s style. A professional copywriter always ascertains the tone and style that is most appropriate to the clients’ requirements. A client must never have to accept a copywriter’s style. A copywriter must always deliver a style that suits the client. These are the stringent requirements of a professional copywriter, be it in Singapore, New York, London, Sydney, Ulan Bator, Lima, Nairobi, or Berlin. To call oneself a professional copywriter is to know that one does not possess a few styles to apply to all clients, but to be able to write proficiently in every style for every client. It is safe to say that a copywriter must be able to write in an infinite number of styles, none of which are driven by the copywriter’s preference, but established by the client’s requirements. If that is not enough to deter most but the truly dedicated, a professional copywriter must be able to articulate the client’s style for the client, even when the client has difficulty doing so.

The demands of being a professional copywriter seem a tad high to some, but when you think about it, there are no surprises. Why do our clients choose us to be their copywriters? Because we are communication experts, with a special focus on written communications. It is our job, and duty, to extract what is in our clients’ minds, and articulate these objectives in styles that engage our clients and our clients’ customers. To this effect, copywriting is by no means a simple profession. It is a communication function that is easy to understand, difficult to consistently apply, and almost impossible to master in a short period of time. Copywriting in Singapore follows the same rules as it does everywhere else — people are different and people are selling different things, and people are almost always selling something. As copywriters, it is our duty to make this process seamless and simultaneously effective so that when we write, people don’t just read the words, they understand the message, and are motivated to act.

In other words, when a customer reads our copywriting and willingly takes out a credit card to pay or a pen to sign, we know we’ve done our job well. This is copywriting. This is the art and science of writing copy that actually works. And this is the recipe for producing effective copywriting at Quantico Copywriting Agency Singapore.