Over the years, I’ve heard many people confuse copywriting with business writing. While copywriting may be considered as one of the many types of writing they do in business, they’re not the same.
Throw Out The Rules
In many ways, copywriting throws out the rules for business writing out the window. Sometimes, it even spits on the rule book on the way out. While copywriting output still needs to adhere to some basic grammar principles, it’s not the priority: the focus is always on producing inviting copy that sells.
Sell, Sell, Sell
Business writing can be about many things. Everything that’s done in copywriting often boils down to one thing: making the sale. Whether that’s getting a prospect to turn in a coupon or sticking a catchphrase in a reader’s mind, copywriting concerns itself with selling, regardless of whether it’s a product or an idea about that product.
The skills required in copywriting are more specialized than in business writing. You can’t just write clearly and concisely. Instead, your writing has to catch attention, establish credibility and distinguish a product, instead of merely conveying information. Copywriting is about marketing and advertising — hence, the writer’s need to be attuned to the finer points that make words effective in both.