Copywriting, the art of writing text for advertising and marketing, has undergone a fascinating evolution from print ads to modern digital platforms.
We’ll look at the rich history of copywriting, how it has changed over time, and the wide range of uses that make it an indispensable tool in today’s marketing world. From print ads to digital campaigns, copywriting has shaped how brands communicate with their customers.
Foundation of online marketing or an overpriced service?
Copywriting is an irreplaceable pillar of online marketing because the right words can attract, inspire, and prompt action. Quality copy not only conveys information, it also builds relationships with customers and shapes brand image. Without thoughtful content, even the best website or ad would lose effectiveness and come across as uninteresting or unprofessional.
Investing in copywriting isn’t a luxury—it’s a necessity for anyone who wants to succeed in the digital world. Well-crafted content brings visitors, builds trust, and helps improve conversions.
What is copywriting and when did it arise?
Copywriting is the art and strategy of creating text designed to persuade, inform, or engage the reader. Its primary function is to support marketing activities by using words to influence customer behavior and strengthen the relationship between a brand and its target audience.
The history of copywriting
Copywriting has its roots in the Industrial Revolution, when growing competition required thoughtful messaging to reach customers. As media evolved from print to digital platforms, the discipline became a key marketing tool.
Key milestones in the history of copywriting
- 1477 – the first printed advertisement in England.
- 1841 – the first advertising agency, Volney Palmer, is founded.
- 1920 – the creation of the slogan “A Diamond is Forever” for De Beers.
- 1949 – David Ogilvy formulates the principles of modern advertising.
- 1971 – the first TV ad for IBM computers.
- 1994 – the first online banner ad appears.
The biggest names in copywriting: who to study?
The world of copywriting has been shaped by figures whose approaches and innovations changed how brands communicate with their customers. Their work continues to inspire and offers valuable lessons to anyone aiming to master persuasive writing.
- David Ogilvy – the “Father of Advertising,” whose work defined the foundations of modern copywriting. He became known for emphasizing research and understanding the customer, which led to iconic campaigns for brands like Rolls-Royce and Hathaway Shirts.
- Leo Burnett – creator of ad characters that became cultural icons, such as the Marlboro Man and Tony the Tiger. His philosophy focused on emotional connection with customers and brand authenticity.
- Claude C. Hopkins – a pioneer of the scientific approach to advertising who advocated testing campaigns and precisely measuring results. His book Scientific Advertising is still considered a bible of the field.
- Eugene Schwartz – a master of direct marketing and author of concepts that emphasize understanding customer needs. His book Breakthrough Advertising is essential reading for every copywriter.
- Rosser Reeves – founder of the USP (Unique Selling Proposition) concept, teaching brands to highlight what sets them apart from the competition. His ads were simple yet extremely effective.
- Gary Halbert – a genius of direct marketing whose letters and sales copy rank among the most successful in history. He focused on strong storytelling and emotional bonds with the audience.
- John Caples – a specialist in powerful, creative headlines who believed the first sentence determines an ad’s success. His work underscores the importance of thorough testing.
- Joseph Sugarman – a pioneer of modern copywriting and creator of legendary catalogs whose texts combined storytelling with a strong focus on customer benefits.
Books: what to read to break into the field?
Copywriting and online marketing are disciplines that demand not only creativity but also a deep understanding of communication and sales principles. The Czech market offers several translated and original books that provide both theoretical and practical foundations for mastering these fields.
Books for copywriting
- How to write advertising copy (John Caples) – a practical guide that teaches you how to write persuasive copy and test its effectiveness.
- Copywriting (Robert Němec) – a Czech book presenting the basic principles of copywriting, including practical examples.
- Creative writing for everyone (Ivana Březinová) – an inspiring book focused on developing style and a creative approach to writing.
- Write like a copywriter (Jakub Stříbrný) – a guide to creating copy that not only engages but also sells.
Books for online marketing
- Marketing on social media (Jan Podzimek) – a practical guide to effective communication on social platforms.
- Digital marketing in a nutshell (David Lörincz) – a Czech handbook summarizing key strategies for success in the digital environment.
- Online marketing – building a successful campaign (Eva Klímová) – a step-by-step book on creating strong campaigns.
- Web copywriting for self-study (Pavel Šenkapoun) – a guide to writing copy that improves your website and increases its appeal to customers.
Practical overlap with other fields
In copywriting, it helps to have skills that overlap with other disciplines. What should you reach for and what should you learn?
- Basics of vector graphics – basic work with vector tools lets you quickly adjust graphics, prepare simple visuals, or communicate effectively with designers. This skill is useful when creating ad banners, infographics, or other graphic materials in online marketing.
- Basic photo editing – the ability to edit and enhance photos gives you greater flexibility when preparing visuals for the web, blog, or social media. A good copywriter can take care not only of the text but also the look of the visual component of an ad or campaign.
- Typesetting and typography basics – knowledge of typesetting and typography helps you create text that is both attractive and readable. The ability to arrange copy properly on pages, in newsletters, or in ad banners ensures better visual appeal and a better user experience, which is crucial for success in online marketing.