LITERTURE REVIEW
MRKT 600: Literature Review
Bridgette Adams
School of Business, Liberty University
Professor Emily Knowles
September 1, 2023
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Literature Review of Copywriting
Effective online marketing requires copywriting because it uses well-chosen words to
compel readers to act. To become an expert copywriter, one must practice and perfect their craft
(Mitchell, 2020). Ten popular copywriting templates for marketing are examined in this HubSpot
article. On HubSpot, Dedra Michell creates copy templates for call-to-action, memos, case
studies, eBooks, blogging, social media, email marketing, and customer and crisis
communications. For each template area to draw in viewers, they must have high-quality
copywriting material.
If you notice a copywriting advertisement online or in the street and choose to ignore it,
the copywriter did not do exceptionally well. To catch the audience off guard and make them
look twice is the aim (Lister, 2020). The Word Stream post by Mary Lister covers 21 suggestions
for copywriters looking to create effective and captivating marketing material. Finding the right
audience, drawing attention, and following your instincts Lister supplies reliable and beneficial
copywriting tips in his post. This study examines copy writing’s various sides and provides
examples of both successful and unsuccessful copywriting. Through a survey of the literature, we
will gain an understanding of every side of marketing-related copywriting.
Current Situation
Every year, new trends continue to appear, and customer expectations and behavior shift
(Forsey, 2021). One of the most important and economical efforts that helps businesses expand is
content authoring. Caroline Forsey examines content tactics used by marketers and offers advice
on creating effective content in a HubSpot article. The cornerstone of copywriting should still be
a sound content strategy. Copywriting gives you the chance to differentiate yourself from the
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fierce competition. A copywriter can stay successful in shifting environments by adjusting to
changes and prospering from them. A writer can make sure their material is still relevant by
following current trends. Writers need to consider the following: who is the intended reader, the
audience, the problem the content is trying to solve, what makes the continent special, focus
formats, publishing channels, and content creation management (Forsey, 2021). Copywriting can
no longer effectively affect a marketing campaign without a content marketing plan.
History of Copywriting
For many years, copywriting has been a popular strategy. According to Jones (2018), the
earliest known printed document was a prayer book advertisement from 1477. To be a competent
copywriter, one must have a solid understanding of copywriting history. An informative
chronology from 1477 to the present was offered in Writer Jones' Medium essay. After a
thorough investigation, we discover that copywriting is the practice of crafting words with the
intention of making a sale. Originally, copywriters would write with feathers and ink to produce
big billboard adverts. Content distribution was more challenging than it is now; copywriters had
to put their advertisements on city walls and poles. Since there was no means to print duplicates
before mass printing technology was perfected in 1605, each page would need to be made
separately (Jones, 2018). Like today, each advertisement must be carefully planned and produced
with an artistic eye to promote the product.
In 1664, Oxford Gazette became the first English newspaper publisher. Newspapers then
carried copywriter-written advertisements, either as whole pages or scattered throughout the
publication. Brochures and printed booklets quickly developed; the first brochure was released in
1748 (Plath, 2014). A series of educational pieces are released on Sylvia Plath's blog. By reading
this article, we learn the distinctions between a leaflet, pamphlet, and brochure. A brief printed
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document with descriptive or promotional content is called a brochure or pamphlet. Brochures
offer a multitude of design opportunities for photographs and a great deal of creative freedom.
Producing little materials took less time than producing several large posters.
According to legend, the first person to operate as an independent copywriter was John
Emory Powers, who lived from 1837 until 1919. Lord & Taylor and Wanamaker's, two apparel
companies who valued excellent content in magazines and newspapers, hired Powers to write six
advertisements per week (Franks, 2019). Our knowledge of John Powers' life is expanded upon
in Sandy Franks' article. Powers had six copywriting guidelines that he adhered to: Rule 1, "Tell
a Story," Rule 2, "Use Discounts," Rule 3, "Offer Free Trials," Rule 4, "Use Simple Language,"
Rule 5, "Make Headlines Short," and Rule 6, "Make It Easy to Buy the Product." As one of the
successful early copywriters who contributed to the development of copywriting into what it is
today, copywriters should be familiar with Powers' style.
Copywriting Relation to Marketing Practice
Sales are prompted to act by copywriting. A purchase, an email list sign-up, or a call for
more information could all be considered activities. Proper copywriter marketing and the
potential leads it generates can help acts be carried out more successfully. Gaining a consumer's
attention and motivating them to act is the aim of digital marketing, which makes copywriting
crucial. Written material is a waste of valuable stuff; copywriters create advertisements daily. By
Simone (2021). Content marketing and copywriting are not the same thing, as Sonia Simone's
essay on Copy blogger clarifies. Simone articulates copywriting as writing that "persuades a
reader to take a specific action" with a straightforward definition. That can involve making a
purchase at times, but it can also involve calling you for more information or joining your email
list. In Simone's 2021. Copywriters will find Simone's post useful in understanding that while
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content marketing generates more customers who make repeat purchases, strong copywriting
will compel readers to act.
Poor copywriting is reflected in boring headlines, a lack of cogent thought, a failure to
build rapport and trust, and a weak call to action in advertisements. If the headline is
uninteresting, the reader may choose to stop reading. Headlines draw the reader in and motivate
them to continue. The effectiveness or failure of a sales endeavor may be attributed to marketing
copy (Elias, 2018). In his post on ACTIVE Campaign, Benyamin Elias dispels a lot of myths.
Misconceptions often are still misperceptions until they are exposed, and the truth is clarified.
One myth is that demand is created by copy. To a certain extent, marketing language creates a
demand for things; buyers typically already have an interest in or want for the products; the copy
merely serves to reinforce this desire. When copywriting, the writer needs to be aware of the
reader's point of view and ensure that the material is well-written. A simple call to action would
be unsuccessful without first building the reader's trust in the work; the reader must feel
accepted, comfortable, and confident. Lastly, the piece's main point and the most important call
to action. To sell to the reader too often, a copywriter needs them to act, make a purchase,
subscribe, or become a lead.
Copywriting Became Recognized
People started to realize that copywriting was an important part of marketing in the
1800s. Wanamaker's exceptional copywriting content helped them treble their annual revenues.
While it was once a risky strategy for businesses looking to expand, advertising is today a vital
tool for staying one step ahead of the competition. When copywriting gained popularity, many
companies needed to fill the position, which is how the match was made. Every day, writers need
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to produce material with the hopes of making revenue in the next 24 to 48 hours (Farnworth,
2014). We all know that understanding the past is crucial when beginning a copywriting career.
Farnworth discussed 13 insightful suggestions from past copywriters in the Copy blogger post.
The article counts various concepts and explains each one's viability.
Good copywriting may now enhance all aspect of a person's marketing. Copywriters have
a wide range of possibilities for delivering copy content thanks to the different channels available
for distributing marketing materials. Copy can be used for a variety of purposes, including press
releases, about pages, video scripts, blog posts, outreach emails, YouTube descriptions, podcast
descriptions, interview questions, and social media postings. The field of copywriting in 2021
requires a wide range of product knowledge and writing abilities. To stay at the top of their field
and support businesses in their marketing efforts, copywriters must write every day and research
products and competitors.
What to Use to Research
Researching before writing is one of the most important aspects of copywriting. Writers
can gain a good understanding of the target audience's mindset and the product they are selling
by doing analysis (Bram, 2019). Readers can understand why research is essential for great
copywriting from Bram's article. Without doing research, how can one write about a subject? The
market, audience, product, and SEO are all important components of effective copywriting.
Writing outstanding content for both familiar and unexpected subjects is a must for being a great
copywriter. Write about topics you are unfamiliar with; you need to do your research. In order to
produce the greatest copy for the client, writers need to set up a method for conducting in-depth
research.
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Best Methods for Copywriting
There are many ways to gather data for copywriting. Making something out of nothing is
a common copywriting difficulty faced by marketers. When copywriting, it is conceivable for the
writer to suggest subjects that are uninteresting to them or about which they are completely
ignorant. It will be difficult to find an informed source to receive information from if the topic is
difficult to investigate (Greene, 2020). The essay by Susan Greene offers specifics on how to
become a freelance copywriter. It requires a great deal of time and practice and is a hard role.
The difficulty for copywriters is coming up with something from nothing. For readers aspiring to
be copywriters, Greene included a thorough account of a conversation between herself and a
client in her essay. Speaking with the customer or organization to cover every point in the writing
while conducting primary research is helpful when copywriting for them. Discussions of the
topics will give the reader direct influence on the specifics that will be included in the text.
The most reliable information is not always available when relying only on online
research to find content for a particular piece. The writer can get much-needed information by
having a conversation with the expert for whom the copywriting is intended. To gather material
for a copy, primary and secondary research are equally crucial. The writer will be able to
generate excellent copy if they have a thorough awareness of the product's history and have read
articles to understand the product. One of a copywriter's most significant research areas is the
target audience. (Riddle, 2020). James Riddle's Learn Hub post can be reviewed so that we can
write copy the converts. Copywriters want their audience to stop and think about what the brand
has to offer. Authors accomplish this by creating engrossing, visually striking content. The
Rhetorical Triangle, which Aristotle developed, is a helpful framework for maintaining reader
interest (Riddle, 2020). Pathos is the appeal to feeling and emotion; Ethos is the appeal to ethics
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and credibility; and Logos is the appeal to reason and logic. Copywriters can set up a stronger
connection with their target audience by using this structure.
Type of Copywriter Best for Jobs
A subject matter expert copywriter may be an expert in a particular area of writing, such
as dentistry, medical, fashion, sports, or electronics. Because they lack the breadth of knowledge
required to be a copywriter, subject matter experts are unable to write about everything (Ormond,
2019). Copywriters ought to be proficient writers. Sally Ormond's article is a fantastic resource
for information on why copywriters should be allowed to write without having to become subject
matter experts. After reading the content in this article, a writer might understand why focusing
on improving one's writing skills is more important than trying to become an authority in a
particular topic. The creation and implementation of an Automatic Product Copywriting
Generation (APCG) system for the JD.com online product suggestion platform is presented in
this study. Using internal training data, the system generates natural text and does copywriting
quality control. 2.53 million product descriptions have been produced by the system, and the
average click-through rate (CTR) and conversion rate (CVR) have increased by 4.22 and 3.61%,
respectively, overall. The gross merchandise volume (GMV) has increased by 213.42% as well.
Enhancing model performance and increasing application scenarios—such as personalized
copywriting, domain-specific pretrained models, and expanding application scenarios like
personalized product description generation and multiproduct advertisement post generation—
will be the key goals of future development. The goal of the APCG system is to improve user
experience and spark interest in e-commerce suggestions among users (Zou et al., 2023).
Failure in Successful Copywriting
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There's much more to poor copywriting than just run-on phrases, misspelled words,
improper punctuation, typos, and grammar errors. In her blog post, Alex Cattoni offers great
illustrations of what not to write in copy. Errors have the potential to generate a great deal of
backlash, content can be shared quickly and widely, and mistakes can result in negative publicity
for both the author and the seller (Cattoni, 2020). The content was checked by several team
members before printing at the start of the copywriting era. These days, information needs to be
produced and shared so fast that errors are often ignored. Errors made by writers should be
carefully considered before publishing, blogging, or sharing their work because they will remain
visible online indefinitely (Cattoni, 2020). Content for copywriting needs to be original,
imaginative, and witty. It is easy for writers to exploit their creativity and produce work that is
poorly written, pretentious, contentious, unclear, or just plain lousy.
Bad Copywriting Examples
The Scatter Editorial Desk post provides readers with samples of poor writing. Seeing a
poor copy can help you define it and learn how to make better copies. A problematic and
thoughtless example of copy was the "White is Purity" campaign by Nivea. The black and white
invisible antiperspirant from Nivea was the product of the campaign. The Facebook
advertisement's slogan was "WHITE IS PURITY" in all caps (Desk, 2020). Targeting people in
the Middle East, the advertisement was quickly interpreted as a metaphor for skin tone and was
seen as a call for racial prejudice. This kind of error will not be easily forgotten, and even after
the corporation issued an apology, many customers took offense on social media.
Another instance of poor copywriting is the Mother's Day advertisement by Mr. Clean,
which stereotypes women (Desk, 2020). The print commercial and social media campaign linked
women to housework. "On Mother's Day, return to the work that truly matters," the
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advertisement said. According to this message, moms oversee conducting home chores and
cleaning the house. The authors and marketing team at Mr. Clean got caught up in making an
advertisement for Mother's Day and neglected to consider how it could come across to viewers,
therefore they were unaware that their ad would be viewed as sexist and disrespectful. The
marketing team should analyze the content produced to prevent producing poor copy. A varied
marketing team makes it easier to find topics that can be contentious to other demographics.
Further Research
How will copywriting change in ten years? We examine some predictions for the future
of copywriting in a piece by Nicki Krawczyk. "Whether or not copywriting will still be around in
the future" is the article's central question (Krawczyk, 2021). We can conclude that copywriting
will continue to exist in the future. Since copywriting has been a major component of advertising
for millennia, it is here to stay. According to Krawczyk, there will be more online cooperation.
Since technology is constantly developing, it is easy to predict how copywriting will change in
the future in terms of its usage in technology. It's anticipated that content translation will be
improved. Translation software ought to have contextual translation capabilities in the future. For
instance, an English banner may instantly translate to Spanish. More means of communication is
something else we hope to introduce in the future. More means of communication will be
available, such as free Wi-Fi everywhere or advertisements in automobiles that allow users to
drive themselves to work. Lastly, Krawczyk talked about how copy can be customized for
individual users. Copywriters will keep improving their customized content creation skills with
knowledge like Big, Data.
The ever-changing market and digital landscape have given rise to options for self-
directed learning on the Internet and lifelong learning. Copywriters and other professional
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profiles connected to online communication should be especially aware of this situation. One
potential answer is the use of info-products, which are digital resources having an educational
purpose for professional training. The primary goals of this article are to outline info-products on
copywriting and assess how well-suited they are as online learning tools (Escandell-Poveda &
PapÍ-GÁLvez, 2023). The sample consists of nine websites and eight writers. The primary
format is free e-books that can be downloaded. The findings write down that although the
eBooks’ have decent substance, their didactic description is not very noteworthy. It is suggested
that further research be done to enhance the format's quality and suitability for self-directed
learning.
Few Ideas for Copywriting
Writing content is crucial to marketing; copywriting makes up most of the marketing
content. Copywriting is an essential part of marketing, from print advertisements to videos. We
can see from reading the articles in this article review that copywriting is a skill that has to be
practiced. Copywriting is to capture readers' attention and persuade them to act. Every day, a
copywriter puts forth a lot of effort to produce quality content. Copywriters need to be mindful
of the fact that consumer behaviors are ever-changing due to the emergence of new trends.
Duplicates were first produced in 1605 thanks to the creation of the first printed material in 1477.
Powers, the pioneer copywriter, achieved great success for his clients by penning six
advertisements per week. Copywriters need to be aware of their target audience and employ a
variety of strategies to do this, such as summarizing the Rhetorical Triangle. For many years to
come, copywriting will grow and be used in marketing campaigns.
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References
Bram, N., & *. (2019, May 18). Copywriting Research - Why it's important and how you can do
it! Bram Vergouwen. https://bramvergouwen.com/copywriting-research/.
Cattoni, A. (2019, September 18). How to not write copy: 8 Bad Copywriting Examples &
Marketing Fails. Alex Cattoni.
Desk, S. (2020, July 27). Bad copy: 11 Examples that can teach you what not to do. Scatter.
Elias, B. (2019, November 26). The secret to writing great marketing copy is market research.
Email Marketing - Marketing Automation - Small Business CRM.
Escandell-Poveda, R., & PapÍ-GÁLvez, N. (2023). Training resources in digital
communication: info products about copywriting. Vivat Academia, (156), 1-18.
https://go.openathens.net/redirector/liberty.edu?url=https://www.proquest.com/scholarly-
journals/training-resources-digital-communication/docview/2763565625/se-2
Farnworth, D. (2020, April 19). 13 Good ideas from 13 dead copywriters. Copy blogger.
https://copyblogger.com/ideas-from-dead-copywriters/.
Franks, S. (n.d.). 6 Favorite rules from the first full-time copywriter. American Writers & Artists
Institute.
Krawczyk, N. (2015, November 2). What will copywriting look like in 10 years? Filthy Rich
Writer.
Greene, S. (2020, February 14). Want to be a freelance copywriter? Consider these challenges
first. Susan Greene Copywriter.
Lister, M. (n.d.). 21 Ways to write more compelling marketing copy. Word Stream.
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Mitchell, D. (2020, December 21). 10 Common copywriting templates to use in marketing.
HubSpot Blog.
Ormond, S. (2020, September 14). Subject matter experts should not be allowed to write content:
briar copywriting. briar copywriting. Freelance Copywriter.
Plath, S. (2014, January 9). Difference between Brochure and Leaflet. Cypher.
Reh, F. J. (n.d.). What is a subject matter expert? The Balance Careers.
Riddle, J. (n.d.). The keys to copywriting: How to write copy that converts. Learning Hub
Rozell, S. (2021, March 23). Copywriting: The definitive guide (2021). Back linko.
Simone, S. (2021, April 22). What’s the difference between content marketing and copywriting?
Copy blogger.
Tice, C. (2020, November 25). 10 Ways to find your first copywriting clients. Make a Living
Writing
Writer, J. the. (2018, February 5). The history and evolution of copywriting. Medium.
Zou, Y., Zhang, X., Zhou, J., Diao, S., Chen, J., Ding, Z., He, Z., He, X., Xiao, Y., Long, B., Ma,
M., Xu, S., Yu, H., & Wu, L. (2023). Automatic product copywriting for e‐commerce. AI
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