If you’re in the market for a copywriter - you’ve come to the right place! However, you may have come across two “flavours” of copywriter in your research: technical copywriters and creative copywriters.

Copywriters may have different niches - some copywriters write on one subject, and one subject alone. This is like having a “beat” in journalism; technology writers, business writers, sport writers, and so on. They could even fall under sub-niches such as PC writers, stock market writers, and football writers.

Technical copywriters and creative copywriters may perform the same action - writing words for others to read - but serve two totally different functions.

Put simply, a creative copywriter is here to persuade, while a technical copywriter is in the business of informing or instructing.

CREATIVE COPYWRITERS

Creative copywriters are marketers by trade. They are the “salespeople on a page” creating taglines, memorable sales letters, and advertisements. A creative copywriter is expected to take a brief (or even come up with one) and write an advertisement, webpage, social media post, et. al. that engages, persuades, and calls a reader to action. The end result is the subject taking an action such as signing up for a newsletter, following a social media page, purchasing a product, or agreeing to a follow-up call or email. A creative copywriter’s job is done when there is a distinct return on investment when their copy is being used.

TECHNICAL COPYWRITERS

Technical copywriters require a deep knowledge about a certain subject before they can write on it. Technical writing is often found after a product purchase: in an instruction manual, for example. In business, a technical copywriter may be hired to produce long and detailed policy documents, process manuals, and other collateral where writing needs to be precise and instructional. There’s little room for interpretation in technical copywriting. In OH&S situations, technical copywriting could literally mean the difference between life and death itself. The investment in technical copywriters is less tangible - sometimes technical copywriters are required by law or regulation to produce documentation for certain businesses.

CAN YOU FIND BOTH TYPES OF COPYWRITERS?

It’s certainly possible, but creative copywriting and technical copywriting seldom, if ever, meet. Creative copywriters require a certain level of lateral thinking and creativity (hence the name) while technical copywriters need a level of precision and sticking to concrete, as opposed to abstract terms.

For example, ISW is first and foremost a creative copywriting service, catering to business marketing. Though I’ve been called upon to write white papers and instructional processes in the past, it’s not the core of what ISW does. I’m much better at (and rather enjoy) creating content that persuades and makes people money!