As heartbreaking as it sounds, the truth about the death of copy writing is being gradually accepted in the advertising powerhouses too. Once considered superior than silly content, it actually succumbed to the mountains of content availability on the internet.
Content is King is an accepted notion throughout the advertising circles but is it really responsible for the death of copy?
A simple answer won’t suffice this discussion and yet we need to analyse this situation to look after the future of marketing agencies. So, let’s start with arguments put up by people:
First and foremost, the millennials hate advertising. They want to buy a product not on the basis of what punchline a celebrity promotes for a particular brand. They want to conduct proper research online before pulling out their credit cards. There is an increased awareness due to internet that if you research better in a particular span of time, you can get the best deal within the best price for it. They want to make informed decisions and we can’t really blame them for it.
A good copy might help to bring them to their desired article but it won’t exactly sell the product.
Second, content as we know it, is not limited to the written word. Some of the major buckets of content are:
Games and many more multimedia forms
They are creative, informative and don’t ask the customer to trust the brand rather provides a neutral review of the products available to let them choose or let’s say they create an illusion that the customer is choosing by manipulating them through a series of content development.
Now those who defend copywriting have a very different say on the topic. According to them every title, every punchline that makes a consumer read the content online is a copy, then how is it dead. Advertising minds who understand copywriting better state that anyone can write content but writing a copy is an art that only a few possess and that is why it is getting out of the business. According to them, people are now focusing more on visuals because that’s easy and you have got several tools.
As a digital marketing company, we have seen both sides of this story. We are seeing everyday how brands are moving from traditional copy ads to content options. They want a blog on website, a page on Quora to back their marketing campaigns. They understand that a plethora of content is required behind their punchline to sell a product. And yet they don’t hate a beautifully crafted line.
Hence, the copy didn’t die rather it expanded. Copywriting is now not just the punchline, it is a package backed by equally interesting and informing content to make the sales happen.
Please share you views on the same because at the end it is all about ‘Pehle istemaal karen fir vishwas karen’. That’s all today from Grapegyan.