Writing is all about your audience, but it comes in two forms: creative copywriting vs business copywriting.
Before deciding which one is the best for you, start asking yourself these questions:
- What kind of messages do I want to convey to my audience?
- Is it merely a piece of information I want to share with my target audience?
- Do I want to persuade and influence my readers?
Both creative copywriting and business copywriting serve different purposes. Hence, you must acknowledge the goals and target audience before choosing the right one.
In this article, we will look into the differences between creative copywriting and business copywriting and explore the best for your brand.
Creative Copywriting: The Art of Persuasion
Creative copywriting uses languages to connect with the audience. It concerns more with emotion or the pathos of your messages.
Moreover, it aims to captivate the audience’s attention by evoking their emotional response.
Creative copywriting leans more toward the art of storytelling. Therefore, the usage of metaphors, humour, and wits is common to create the desired effect on the audience.
This type of copywriting is suitable for advertising, marketing, and campaigns.
Instead of communicating the facts and features, creative copywriting is more subjective and open to interpretation.
One of the best examples of creative writing would be Milo’s advertisement.
In their ads, they use creative copywriting to elicit feelings of nostalgia and childhood memories associated with their product. Milo’s tagline, “Milo, the energy to go further,” illustrates smart creative copywriting.
It highlighted the product’s advantages and established the emotional link that many people have with the brand.
Milo also employs storytelling and metaphors in their ads to leave a lasting impact on the viewers.
In one of their advertisements, for example, they show a young child racing a race and trying to keep up with the other kids. Once he downs a tumbler of Milo, he finds the strength to pull away from the pack and claim victory.
This advertisement employs creative copywriting to demonstrate the product’s advantages in a relatable and engaging manner.
Business Copywriting: The Science of Persuasion
On the other hand, business copywriting is more about conveying information clearly and concisely.
Malaysian organisations tend to use business copywriting for sales, marketing, and annual reports. Generally, this type of copywriting is to convince the audience to take specific actions.
Unlike creative copywriting, business copywriting should be formal and well-structured.
It should provide well-researched facts and present a clear value proposition to the audience.
For example, Yehwadam Hwansaenggo Rejuvenating Radiance Cream produced a business copy that encouraged customers to purchase the product. The copy reads, “… helps to restore ultimate radiance by strengthening the skin’s natural defences and nourishing it with a unique blend of ingredients.
“With a regenerating effect, Yehwadam Hwansaenggo Rejuvenating Radiance cream makes the skin feel more elastic and hydrated.”
This type of business copywriting by The Face Shop Malaysia presents factual information instead of emotional elements to generate sales.
The writing is straight to the point, clear, and provides insights regarding the product. It highlights the benefits of applying the cream.
Which One is Right For Your Brand?
1. Know Your Goals
First, you must know your purpose for writing and what you aim for.
Choose creative writing if it is brand awareness or to create a strong impression for potential customers. However, business copywriting would be the answer if you want to persuade your clients to buy your services or product!
2. Depend On The Industry
Different industries have different tones of voice and styles.
The car retails, for example, require business copywriting that provides more information and uses a formal tone. However, entertainment industries would adopt a more fun, creative copywriting with a quirky, less formal tone of voice.
Ultimately, choosing the best copywriting approach depends on your brand’s values and goals.
Whether you choose creative or business copywriting, the key is to persuade and inspire your target audience.
3. Know Your Target Audience
In the same industry, different messages require different styles of copies.
A promotional message about a phone, for example, can use creative writing. However, when constructing messages for technology reviewers from different magazines, business copywriting is ideal.
You will have different stakeholders with different levels of knowledge about your products.
The more knowledgeable stakeholders will only entertain logical information and facts. On the other hand, the average consumer might only pay attention to the benefits of your products.
Therefore, understand your target audience for any of your specific messages before choosing between creative copywriting vs business copywriting.
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