Centre for Communication + Information Literacy
Why have copywriting categories?
The right copywriting service for your project will match your objective with your target audience’s expectations.
Each of the five copywriting categories overlap with others, but there are important distinguishing factors.
Let’s identify your core copywriting category before you start writing your project so you can communicate a seamless read-to-action experience.
Accessible copywriting works best when your project is required to generate significant retention from, and analysis of, audiences already aware of competing products and services. Project owners position their products as platforms for benefit beyond basic utility.
A financial services firm, for example, may wish to communicate utilitarian benefits of using their app to gain user-insights and spending patterns. Copywriting priority is therefore given to the app’s utility rather than its development story or brand narrative.
Accessibility is often a commodity that is traded for user-engagement, minus the organisation’s other products or backstories. Including so-called clever copy therefore runs the risk of obfuscating the product’s more pragmatic objectives and purposes.
Business copywriting works best when your project performs in service-ethos markets, where features are overlaid with strong appeals to rationale and credibility. In business copywriting, project owners choose to layer their products with qualities that espouse value over profit.
A hospitality and meetings provider, for example, will want to weave staff reliability, equipment quality, and experiential formality into its seminar and conference facilities. Copywriting priority is therefore given to zero-cost high-value benefits that reside above the basic brick-and-mortar features.
Business copywriting appeals to human-centric aspirations, and must not be mistaken as a faceless connotation of B2B communication. Business copywriting circumscribes features and benefits within human-driven ideologies.
Cultural copywriting works best when your project performs in experiential markets where price is decided more by perceptions rather than by market forces. In cultural copywriting, project owners appeal to user sensibilities and aspirations. Imagine some checkboxes with criteria ranging from basic and functional needs, to high-level ego.
All of these need to be ticked at every stage of the document, from all the headlines and paragraphs, down to the captions, images, and footnotes. An automobile manufacturer, for example, will want to combine basic comfort, with fuel consumption, with clean emissions. Varying income brackets will see each factor differently.
Copywriting priority is therefore allocated across a needs-analysis graph, and evaluated against market and moral perceptions. Cultural copywriting is directed towards the social strata of the community, and that community’s concomitant values, in which your product operates.
Statement copywriting works best when your project has something to prove in a marketplace filled with choice. In statement copywriting, project owners appeal to tribal aspects of consumer loyalty, focusing less on individual consumer image.
A high-street fashion label, for example, will want to create a club defined by its self-defined rules of membership, rather than conform to existing brand norms. The label may be environmentally aware, friendly, conscious, or assertive.
Each is different and will prescribe its own set of rules and ethics that will reinforce, risk, or disregard the status quo. Copywriting priority is therefore given to personality construction rather than consumer expectations, since a new normal is on offer.
Technical copywriting works best when your project needs first to inform and educate, then to sell. In technical copywriting, project owners continue to emphasise sales, but more through knowledge transfer and showcasing industry competencies.
A logistics company, for example, will want to balance convenience and price while educating users on customs law and international logistics. Knowledge builds trust, and complete knowledge builds a lot more trust. Competency is thus established by equating company know-how to customer trust.
The company uses all of its technical know-how as a basis for differentiation to create new features, and highlight existing ones that the other delivery services are not. Copywriting priority is therefore given more to simplicity and knowledge, not flashiness and smarts.