Copywriter
Definition
A Copywriter is a creative professional who writes the text (or "copy") for advertising and marketing materials. Copywriters are responsible for crafting the words that communicate a brand's message — from the headline of a print advertisement to the script of a television commercial to the body copy of a website. Great copywriting is both creative and strategic, combining a deep understanding of the target audience with a mastery of language and persuasion. In an agency context, copywriters typically work in partnership with art directors to develop creative concepts.
Contextual Usage
The creative director reviews the copy for a new campaign with the copywriter: "The headline is strong — it's unexpected and it immediately communicates the key benefit. But the body copy is too long and too rational. Our audience doesn't have time to read six paragraphs of features and benefits. Can you cut it down to two or three sentences that capture the emotional essence of the message?"
About this section
Brand and marketing strategy is the intellectual and creative foundation upon which all marketing activity is built. A strong brand strategy defines who the brand is, what it stands for, who it speaks...
View all 18 terms