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The Most Popular And Lucrative Copywriting Styles

Uncover the skills and strategies behind each style that can set you on the path to becoming a successful copywriter

The Nat Milligan Blog: Woman typing on her laptop at a desk
Crafting success: A Deep Dive into the 14 Copywriting Styles That Transform Businesses

Whether you're a new or aspiring copywriter or you are a business owner on the hunt for the perfect copywriter, there are 14 different copywriting styles you should know. These are the most in-demand and sought-after copywriting services on the market today.

If you're a freelance copywriter struggling to stand out from your competition and book ideal clients then mastering one of these copywriting styles might be a strategy worth considering.

And if you're a business owner looking to team up with a copywriter then this post will help you refine your search so you find the perfect copywriter. Every copywriting style is unique and requires different skills. Discover what they are so you can make an informed decision.

In this post, you'll learn:

  • The most in-demand copywriting styles on the market today

  • Where to use them in your business (or if you're a copywriter, where to use them in your client's businesses)

  • The specific copy skills needed to execute these styles at a high level

  • How to choose the right copywriting style for you (or find the right copywriter for your business)

It's time to elevate your copy: Here are 14 copywriting styles businesses need to flourish (and the styles new and aspiring copywriters need to know)

1. Marketing Copywriting

Marketing copywriting is used to effectively communicate the brand's core message, increase brand awareness and inspire customer engagement. Its main purpose is to persuade, engage, and connect with the target audience. It's a highly sought-after copywriting service because it helps to grow brands and businesses.

Where it's used: Commonly used in product descriptions, advertising and email marketing campaigns.

Copy skills you need: It's sales-driven content that explains the benefits of a product or service. Marketing copy should identify the target audience and their pain points and should motivate the reader to take action. It's similar to direct response copy.

2. Direct Response Copywriting

This style of copy is action-orientated. This copy focuses on driving an immediate response in the reader to drive sales. And it's this immediacy that separates it from marketing copywriting. Some marketing campaigns run for weeks and can consist of a lot of copy depending on the platform and ad format.

Direct response copywriting has deep roots in the ad print world, where small space ads would run in newspapers and magazines. This has now translated across to places like Google Ads. Google Ads have limited characters which requires the copywriter to be both strategic and creative.

Where it's used: Commonly used in direct mail campaigns, infomercials and teleshopping scripts and landing pages.

Copy skills you need: This style of copywriting requires research into keywords and a deep understanding of the client's target audience and their emotional triggers. This will allow the direct response copywriter to write attention-grabbing headlines and copy that stops the reader in their tracks. When done right, direct response copy can lead to impressive conversions.

Interested in Direct Response Copywriting? Read The Adweek Copywriting Handbook by Joseph Sugarman. He walks you through some of his most lucrative deals. You'll find the book - and other incredible noteworthy page-turners - listed here.

Quote from, Leo Burnett, reads: Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.
Quote from Copywriter and Advertising Pioneer, Leo Burnett

3. Social Media Copywriters

Social media copywriting involves crafting compelling and engaging written content specifically tailored for social media platforms. The goal is to capture the attention of the target audience, encourage interaction, and promote a brand, product, or service.

Where it's used: Social media posts, paid social media advertising and social media contests and giveaways.

Copy skills you need: Create content that aligns with the platform's culture and resonates with the specific audience on each channel. Social media copywriters need to adapt their writing style to suit the platform and audience, fostering a connection between the brand and its followers.

4. Brand Copywriting

Brand copywriters focus on creating a cohesive and memorable brand identity through their writing. Their work is integral to shaping how a brand is perceived by its audience and differentiating it from its competitors.

The goal is to create a consistent and compelling brand voice across various channels and touchpoints. Brand copywriters work to establish an emotional connection with the audience and build brand loyalty through their writing.

Where it's used: Brand messaging and taglines, website copy and advertising campaigns.

Copy skills you need: Brand understanding, creativity, versatility, research and storytelling skills.

Quote from copywriter, Nat Milligan about building a successful website
Quote from Conversion Copywriter Nat Milligan. How to make your website perform and sell

5. Website Copywriting

The ability to craft captivating website copy is a highly valuable service. Many businesses need websites that do more than simply collect digital dust. A successful website performs. It should speak to the brand's target audience and share their brand story, values and mission.

The website is a 24/7 sales rep. It needs to help convert visitors into potential customers by generating leads, sales and enquiries. The website copywriter should clarify the main objective of the website for their customer and craft the copy with that goal in mind. Learn how to write great website copy here

Where it's used: All types of website pages as well as blog posts and landing pages

Copy skills you need: SEO, clarity and conciseness, audience research, storytelling, editing, proofreading, user experience (UX) awareness and knowledge of the brand.

6. Technical Copywriting

A technical copywriter is a specialised type of copywriter. They focus on creating content that communicates complex technical information in a clear, concise, and accessible manner. Technical copywriters bridge the gap between experts and a broader audience, making complex concepts easy to understand by the general public.

Where it's used: In industries such as technology, science, engineering and healthcare, where conveying technical information to a non-technical audience is essential.

Copy skills you need: Technical proficiency, research skills, attention to detail and the ability to work with experts in a particular field.

7. PR Copywriting

A Public Relations (PR) copywriter specialises in creating written content for public relations purposes. PR copywriters work to communicate key messages, manage public perception, and generate media coverage. Their writing often aligns with strategic PR goals and aims to influence public opinion.

Where it's used: Crafting press releases, media pitches, speeches, and other materials that contribute to building and maintaining a positive public image for individuals, brands and businesses.

Copy skills you need: Storytelling, media relations, strategic thinking, crafting messages and crisis communication. An understanding of the target audience is essential, a willingness to change writing styles to fit different situations is key and the ability to network effectively is beneficial. Research skills and social media savviness will come in handy, too.

8. Leadership Copywriting

While the term "leadership copywriter" may not be widely recognised, it often refer to a copywriter who specialises in creating content specifically geared towards leadership development, executive communication, and thought leadership.

Where it's used: A leadership copywriter might work closely with business leaders, executives, or leadership development programmes to craft written materials that enhance leadership presence, communicate the business's vision, and help to establish individuals, entrepreneurs and influencers as industry thought leaders.

Copy skills you need: Executive communication, strategic thinking, interview and research skills. An understanding of branding and messaging is essential. So is the ability to show empathy, emotional intelligence, confidentiality and discretion. Collaboration, adaptability and in-depth industry knowledge.

9. SEO Copywriting

Web content designed to increase traffic using SEO strategies. Tags and keywords feature in this style of copy. Think website copy and blog posts. Businesses either need to understand SEO or work with a copywriter who does. Offering SEO copywriting services means you can help grow your client's businesses organically by using keyword research, leveraging SEO tools and implementing SEO strategies when writing website copy or blog posts. Here are some of the best SEO tools on the market right now. You might find them helpful:

Google Keyword Planner: This free tool provides keyword ideas, search volume, and competition data. It's particularly useful for beginners. You’ll need a Google Ads account to get started but it’s free and worth it.

SEMrush: A comprehensive SEO tool that offers a powerful keyword research feature along with competitive analysis, site auditing, and more.

Ahrefs: Known for its backlink analysis, Ahrefs also offers a robust keyword research tool with data on search volume, keyword difficulty, and more.

Ubersuggest: Neil Patel's Ubersuggest is a user-friendly tool for keyword research and content ideas, with both free and paid options. As I said, a moment ago, this is one of my go-to tools for keyword research. It generates keyword suggestions from Google's autocomplete feature, making it a valuable source of long-tail keyword ideas.

AnswerThePublic: This tool provides unique insights into user queries and can be a great source of content ideas.

Where it's used: Website content, blog posts and articles, product descriptions, landing pages, social media posts, email marketing, press releases, SEO audits, video descriptions and transcripts.

Copy skills you need: Exceptional writing skills, SEO knowledge, keyword research, understanding of user intent, content strategy, HTML and CSS understanding, link-building awareness, analysis and reporting, research skills, social media knowledge and creativity.

Quote from Maketer Erik Harbison about email marketing
Quote from Marketing Career Coach, Erik Harbison on the power of email marketing

10. Email Marketing Copywriting

An email marketing copywriter specialises in creating compelling and persuasive written content for email campaigns. The goal is to engage the audience, build relationships, and drive specific actions such as making a purchase, signing up for a webinar, or clicking through to a website.

Where it's used: Customer acquisition, lead nurturing, product or service promotion, event promotion, brand awareness, customer retention, cart abandonment recovery, feedback and surveys, educational content, reactivation campaigns and holiday and seasonal campaigns.

Copy skills you need: Understanding of email marketing principles, compelling copywriting, segmentation and personalisation, CTA creation, understanding brand voice, A/B testing, data analysis, an understanding of compliance and regulations, storytelling, deadline management and an understanding of mobile optimisation techniques.

11. UX Copywriting

The goal of UX copywriting is to make the user experience seamless, intuitive, and enjoyable. By carefully considering the language, tone, and placement of text throughout the user journey, businesses can create a positive and user-friendly experience that leads to customer satisfaction and brand loyalty.

Where it's used: Website and landing pages, user interfaces (UI), forms and error pages, navigation and menus, onboarding processes, product descriptions, emails and notifications, interactive elements (buttons, sliders, toggles, etc.), chatbots and VA and AI-driven systems, user-guides and help sections.

Copy skills you need: Empathy, clarity and simplicity, user research, collaboration (when working with designers and developers) and an understanding of UX principles.

12. Sales Page Copywriting

Sales Pages are created to sell one specific product or service. It lives on a website and is emotional and purpose-driven. The narrative is personal, usually switching between the use of the pronouns, "I" and "You" throughout the copy to build connection, trust and rapport. The purpose of the sales page is to sell so you'll only see 2 main options; buy or leave the page!

Sales page copywriting is a specialised skill that requires a deep understanding of consumer psychology, persuasive writing techniques, and the ability to create content that motivates specific actions.

Where it's used: E-commerce websites, product launches, online courses and training programmes, selling offers, lead generation, affiliate marketing, membership and subscription offers.

Copy skills you need: Persuasive writing, a deep understanding of the target audience, emotional appeal, benefit-stacked copywriting, overcoming objections, clarity and conciseness and SEO awareness, ethical urgency and scarcity, testimonial and social proof.

13. Blog Copywriting

Gone are the days when blogging seemed like a long and laborious waste of time. Serious bloggers and businesses that have blogs can make a lot of money when they understand the best blogging practices, how to use SEO to optimise their posts and how to market and repurpose their content. There are many ways to monetise your blog; run ads, link to affiliate deals and sell your products and services in your blog posts. The key is to write your blogs with your readers (and your clients) in mind. Be sure to include the following:

  • Attractive visual assets with alt text

  • Numbered lists and bullet points to simplify thoughts and ideas

  • Captivating headlines and subheadings

  • Keywords in the right places to optimise SEO so you rank on Google

  • Hyperlink to internal posts and external platforms of authority

  • Include a CTA at the end

Where it's used: Content marketing, search engine optimisation, thought leadership pieces and lead generation.

Copy skills you need: Strong writing skills, SEO knowledge, research skills, creativity, deep understanding of the target audience, CTA integration, headline crafting and social media savviness.

14. Video Copywriting

With the explosion of video content in recent years it's no wonder video copywriting has made the list. From influencers and content creators to small business owners and famous brands - everyone who creates videos is thinking about the words they write in their script. The same is true if you produce a podcast. Videos and podcasts start with words on a page. Video copywriters are in high demand because crafting captivating copy that translates on screen isn't easy. It requires smart timing, the right structure and the ability to remain engaging from beginning to end.

Where it's used: Marketing videos, scripts for advertising, corporate presentations, educational videos and social media content.

Copy skills you need: Scriptwriting, visual thinking, storytelling, understanding brand voice, conciseness, collaboration, SEO awareness for online videos, emotional intelligence, research skills and an understanding of video production.

And there you have it; 14 of the most popular copywriting styles in. circulation today. They are the copywriting styles most businesses and brands are looking for and if you are a new or aspiring copywriter and you can specialise in one or two of the above then you should start to position yourself as the go-to copywriter in your industry, sector or niche.

So what now? After learning the 14 different copywriting styles, the copy skills you need and where to use them, it's time to choose the right one for you, your business and (if you're a copywriter) your copywriting clients.

Quote from copywriter Nat Milligan about niching
Quote from Conversion copywriter Nat Milligan about niching

How to choose the right copywriting style for you and your clients

Choosing the right copywriting style is an important decision when you're a new or aspiring copywriter. Deciding on your copywriting style will help you stand out, set the right tone for your work and help to attract your ideal clients. Here are some steps to guide new and aspiring copywriters when making this decision:

  1. Self-assessment Look at your writing style, your strengths and your preferences. What copywriting styles do you enjoy and feel most confident doing? Are you naturally more persuasive, informative, humorous, or conversational? Understanding your writing style is the first step in choosing a copywriting style that aligns with your skills.

  2. Pick an industry, sector or niche Different industries and niches tend to need different skills and writing styles. Some sectors may favour a formal and professional tone, while others may lean towards a more conversational or creative approach. Research the industries you're interested in and observe the styles that resonate with them.

  3. Know your target audience (and find out what they need) Consider the needs and desires of your target audience. The copywriting style should align with their preferences. If your target audience is more casual and prefers informal communication, your copywriting style should reflect this. Understanding their expectations and goals will help you write copy that speaks to their specific needs.

  4. Play with different styles Experiment with different copywriting styles to see what feels most authentic and effective for you. Write sample pieces in various styles, from direct response to storytelling, and analyse the feedback and response you receive.

  5. Look at the masters Study the work of successful copywriters in various styles and industries. Analyse what makes their writing effective and consider how you can incorporate similar principles into your copywriting style. Don't copy. Learn from their techniques and approaches.

  6. Consider your client's needs Understand the needs and preferences of potential clients. Some clients may be looking for copywriters with a specific style that aligns with their brand voice. If you have a versatile style, you may be able to attract different types of clients.

  7. Build a portfolio Build a portfolio that showcases your work in different styles and then later build a more specialised portfolio that reflects your primary copywriting style. This allows potential clients to see your versatility and provides evidence of your ability to adapt to different tones and industries.

  8. Be yourself Hone your authentic voice. Choose a style that feels natural to you. People connect with words that feel authentic and sincere.

  9. Keep learning and growing Copywriting is a dynamic field, and styles may evolve down the line. Stay informed about industry trends, consumer habits, and emerging styles. Keep learning and growing. It will keep you relevant in the competitive landscape.

Finding the right copywriting style is a process. It takes time, practice and refinement. Give yourself permission to explore the different copywriting styles to unearth what you and your clients need and enjoy most. Stay open to feedback, be adaptable, and embrace the journey of becoming the best copywriter you can.

And if you're a business owner, looking to book a copywriter, consider your goals and objectives when searching for the perfect copywriter for you. Find a copywriter with the writing skills, mindset, personality and copy style that suits your needs and will help you reach your goals.

Wanna take this further? The links below have been hand-picked to help you take your copywriting game to the next level. Pick what floats your boat.

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