There’s something that’s been bugging me.
It’s about my fellow copywriters. Well, some of them. “Copywriters,” in scare quotes, if you will.
I’m talking about the folks who brand themselves as copywriters, and then mainly sell blogging services.
Yeah … that’s not copy.
And these “professionals” should know that! (And that’s why I’ve very purposefully branded myself as a copywriter and content marketer).
You can be one helluva travel blogger, without scoring a single client.
Or, you can advertise your travel services on a big ol’ billboard — or a flashy Facebook ad — and book tons of trips. But then those new clients never book with you again.
That’s what happens when you master content or copy, but not both. Because you don’t know the difference.
Want to know the difference? I thought so! Here you go:
The Difference Between Copy and Content
By using psychological persuasion techniques, emotional triggers, and other fun copywriting tricks, copy convinces people to take a specific action.
Copy is traditional advertising a la Mad Men (Jon Hamm, be still my heart!), but it’s also: what’s written on your home page and services page, the email you send out to your list when you’re trying to fill a group trip, and the landing page you’ve created to capture leads for your awesome free report or giveaway.
On the other side of the “words” coin … there’s content.
By being useful, relevant, and consistent with your business’s personality, content keeps prospects engaged and grows their love for your brand.
Content is blogging, yes, but it’s also: the free checklist download you’ve created for your fans on Facebook, your weekly newsletter, and the ebook that details your biggest travel lessons.
Copy convinces. Content is valuable.
Each kind of writing takes a different skill set and approach.
And when you do both, you’re continuously attracting new clients (thanks to your copy), who stick around after they initially pay for your services because they like what you deliver for free (that’s your content), until they book with you again. You’re always growing your list of prospects that make you money. It’s a
vicious very, very profitable cycle.
But here’s where it gets tricky (or fun, if you’re a copy and content geek like me).
You can use copywriting techniques to improve your content, and vice versa. For example, put on your “copywriter” cap when you’re writing your e-newsletter subject lines … if you want people to actually open them.
Does the difference make sense? Holler in the comments below if you want to know if something you’ve written is copy or content!