Content Marketing

Understanding Different Types of Copywriting

The ability to write good copy is a skill.  Good copy can make you laugh, make you cry, and especially make you buy!

If you are considering hiring a copywriter it’s important to understand exactly what they do and what types of copy they can provide.

What is Copywriting?

On Wikipedia, it states that:

Copywriting is the act of writing copy (text) for the purpose of advertising or marketing a product, business, person, opinion or idea

So it’s understandable that writing good copy can get amazing results in terms of increasing sales across various marketing tools including website, advertising, newsletters and other materials that are viewed by your target customers.

But before you rush off to hire a copywriter, it’s important that you understand exactly what you want the copywriter to do.

Here are the 3 most popular types of copywriting at the moment:

1. Lead Generation Copy

The purpose of this particular copy is just to get a lead, or details of a potential customer.  The persuasive argument in this copy is just for the visitor to hand over their details, whether it is just a name and email address, or even slightly more information.

If you are wanting a copywriter to generate leads for your business, you first need to define exactly what a “lead” is to your business, and what you are going to exchange in order to obtain that lead.  This can be a helpful eBook, whitepaper, or some information that solves a problem your customer has.

Lead Gen Copy is frequently used in short website Landing Pages and also in emails to an existing email newsletter list, that you would like to convert into customers.

2. Order Generation Copy

The purpose of this particular copy is to close a sale, and get the customer to purchase your product or service from you.  This tends to require the copy to be longer, deal with objections, and be a lot more persuasive, driving attention, interest and creating desire for the customer to take action and go ahead with a purchase.

If you are wanting a copywriter to create copy that sales, you need to be clear on what defines a sale in your business for that particular copy.

Order Gen Copy is most frequently seen in long “Sales” pages or Landing Pages.

3. Engagement Copy

The purpose of this particular copy is not to gain a lead, or close a sale, but simply draw out engagement from your target customer.  This type of copy is rapidly growing in popularity, as it forms a good basis to lead the prospect onto Lead Gen or Order Gen copy.

If you need a copywriter to create copy that engages, you need to determine exactly what kind of engagements you are hoping for from your potential customers.

Engagement Copy is prevalent in social media marketing and can sometimes blend with market research, either online or offline.

Have you used a copywriter before?  How was your experience?  Which type of copy works best for your business?

Marketing Manager, Content Strategist and Writer driving Engagement and ROI. On weekends I'm a Property Investor, Traveler & Coffee Snob


  • Bill Fryer

    Copywriter must be able to read human mind understand what they want and present it in the way people want. Copywriters deals in direct response communications like emails, direct mail, off-the-page advertising, websites, micro sites, door to door leaflets and inserts.They must have very good writing skills.

  • Mike Robinson

    It seems so obvious but so many clients forget what the purpose of the copy they ask you to write is. Perhaps the worst offender in this way is the corporate brochure as so many businesses think they need one but don’t understand why and therefore never get the best out of having one produced.

    • Fiona McEachran

      Hi Mike, thanks for your comment. Yes, it’s funny how client’s don’t really clarify what they want the copy to achieve – in detail!

      And I have to agree with you on the corporate brochure. I think they are mainly a brochure of habit, and never really treated like the proper marketing tool that they are 🙂