Copywriting

Copywriting is the practice of writing advertising and marketing text designed to make readers understand a product or message and move toward a defined action, such as clicking, inquiring, signing up, or buying. It covers text across formats, including headlines, taglines, product pages, ads, emails, and social posts.

Unlike general writing, copywriting starts from a clear goal (conversion, awareness, or action) and a defined audience. It typically conveys the core value concisely and pairs it with a call to action (CTA) that guides the next step, while keeping the brand's tone of voice and factual accuracy intact.

In current practice, teams increasingly draft copy with AI tools and then have a person fact-check the claims and refine the tone.