What is Creative Copywriting And How Does It Help Your Business?

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As a kid, if you’d asked me, “What do you want to be when you grow up?”, “a creative copywriter” wouldn’t have been on my radar. Nope, not at 5, 15, or even 25.

Why? Well, to be frank, creative copywriting doesn’t quite have the same ring to it as, say, becoming an astronaut or a marine biologist. It’s not the kind of career that steals the spotlight in those elementary school “what do you want to be?” conversations.

The name doesn’t lend itself to much either. Creative copywriting…is it imaginatively copying someone else’s writing? (No. No, it’s not). 

So let’s answer the big question today – what is creative copywriting? 

And who knows? Maybe there’s a 5-year-old out there ready to swap dreams of being a vet for the adventurous world of creative copywriting.

Let’s Start Simple – What Is Creative Copywriting?

The dictionary definition of copywriting is the activity or occupation of writing the text of advertisements or publicity materials.

When I read that, I thought of sleazy marketing slogans like ‘Make 6 Figures with These Easy 6 Steps!’ But copywriting is more than salesy slogans or snappy one-liners. 

It’s the detailed description of a guided bike tour that paints the image of long, sweaty days through welcoming villages. It’s the email newsletters you look forward to every Tuesday because they feel like you’re catching up with an old friend who shares awesome marketing advice. It’s the copy that convinces you a photographer will perfectly capture your mountain-top elopement – windblown hair, loving glances, and all. 

Copywriting is storytelling and communicating with purpose.  It’s about inspiring a feeling in a reader and motivating them to take action. Whether it’s making a purchase, signing up for a newsletter, or even just clicking “read more.”

But What’s Creative Copywriting?

‘Creative’ isn’t just there to make copywriting sound cooler. It’s actually an integral part of what sets this style of marketing apart. 

Creative copywriting doesn’t just lay down facts. It’s imaginative and emotional, and it takes you on a journey using rich narratives and imagery. Basically, it’s turning ordinary, bland words into emotional stories and triggers. 

Take, for example, the way a spin =instructor can make you want to set go to that 5 a.m. class. It’s not about touting the fitness perks; it’s about painting a picture of starting your day with an exhilarating jolt of energy.

In simple terms: traditional copywriting informs you of a service and its benefits but creative copywriting makes you feel a certain way about the same service.

And let’s not forget, creative copywriting gives you the latitude to be playful, inject some sass, get personal, break the mold, and yes—even throw in a pun or two. Why? To make your brand not just noticeable, but unforgettable and irresistibly shareable.

The Core Of Creative Copywriting: Understanding The Client

When it comes to understanding what clients want, think of creative copywriting as the ultimate personality quiz. It taps into what people are thinking, feeling, and experiencing to help show them your business is just what they need in their lives.

Now, there are a lot of different techniques to give your audience what they’re looking for via copy. Things like understanding the four buyer personas and ethical sales tactics.

But at its core, there are three main ways to connect with your audience through creative copywriting:

1. Feelings First: Write copy that makes people feel something. The more specific you can get, the easier it will be for your audience to imagine themselves experiencing your service. 

2. Be A Guide: Even though it’s your business, you’re not the start of the show. Keep the focus on your audience and how you help them, not why you’re great – even though you definitely are. 

3. Make The Invite: It might seem obvious to you what you want your website visitor to do next (inquire!) but everyone wants to be reassured they’re actually invited to the party.

Why Businesses Need To Embrace Creative Copywriting

Ah, the part where I spill the beans on why dodging creative copywriting is like refusing a map before a long hike. Sure, you might make it, but boy, are you making things hard for yourself.

Create an unforgettable brand

When Instagram, TikTok and even Google search results churn out the same style of brand, saying similar things, and offering similar services…creative copywriting stands out. It’s what creates the unforgettable tagline, the snort-laugh-inducing email, or the heartwarming founder’s story that keeps your brand top of mind. 

Beat the tricky algorithms

Good SEO might get eyes on your page, but it’s creative copy that keeps them there. So while you want to check Google’s boxes, you also want your real human readers to hang around your website, read your content, and engage with your business. That’s what makes you, Google, and your bank account happy. 

Build a loyal crew

One of my favourite parts of being a creative copywriter? Seeing how it can foster a community around a brand. People naturally gravitate towards a business that connects with them emotionally and makes them feel seen, heard, and respected. Which is what well-crafted narratives can do for your business. 

Feel confident AF

Yup, I said AF. Why? ‘Cause creative copywriting doesn’t restrict you to stuffy, corporate jargon. It allows you to show up as you, in fact, it encourages you to show up as your most genuine self. That’s where the emotional connections, personality-driven content, and unforgettable brand voice come from. 

Blaze Your Trail With Creative Copywriting

So, you’re amped about creative copywriting and not sounding like Mr. Roger’s on your website.

Me too. 

What do you do next?

You’ve got two options: dive into the world of copywriting or trust a pro to write for you. 

If you’re more of a DIYer, then check out a few resources I have on finding your brand voice, adding personality to your copy, and using testimonials in creative ways. 

Or, if you’re ready to go with a word nerd like me, then head over to my services and discover how we can work together!