The great debate: is a copywriter a writer or a marketer.

One of the questions that consistently comes at me is “Are you a copywriter or a marketer?”

It’s a torture to address it as the answer should be understood: every copywriter has to be a marketer!

But making people understand is quite a different matter altogether.

The simplest definition I provide is that copywriting comes under promotions part of the 4 Ps of marketing. So naturally a copywriter is a marketer.

This is the advice I provide rookie copywriters who think it’s all about writing and their place in library is literature section.

To be honest, I was no different. Even I made that mistake and paid for it. Thankfully, before much was lost I figured out that my real place in the library is the marketing section.

And now, in addition to my copywriting practise I also teach marketing communications paper to post graduate students at St. Aloysius College. Because that's what it's all about. Copywriting is not literature, it's marketing communications!

How Can Marketing Knowledge Help You

One of the important marketing concepts is that in any promotional piece, copywriting and other creatives form only 20% of the success.

30% depends on the people who read the piece and 50% on the offer. You might have the brightest and most hard hitting copy around but if you do not have the right offer, no one is going to buy your product.

Also, the audience or the consumers of the copy matter more than the copy itself. I have heard lot of people being credited as masters who can sell the ice to Eskimos.

But has anyone tried it yet?

If yes, have they been successful in actually selling ice?

One can surely sell ice to an Eskimo but they have to position the product as something more valuable than just frozen water. I don’t think ice can be positioned as anything else in a honest manner.

And selling something as something else is called conning and is, in fact, frowned upon by most civilized societies.

Knowing such concepts saves tons of trouble AND keep your copy structured for the audience and vice versa.

Marketing Knowledge Can Get You Far

Six-figure copywriters Joshua Boswell says “By understanding marketing as a whole, you can write better and give better insights to your clients.”

Better insights translate to better copy, which, in turn, translates to better sales and revenues.

Copywriters who understand marketing concepts and have the knowledge of how to apply them to their copies are favoured by clients because they can produce consistent results. This means repeat business and more trips to the bank.

That’s the secret of six-figure copywriters. They not only make the copy work for the clients and make them tons of money but also help in making their marketing activities easier.

Who would not like to work with such a charming pro!

Contact Vishal Nayak to discuss your copywriting and marketing needs!