There are three main types of copy that writers can craft. The copy you chose to write depends on both your client and their target audience. No matter what category of writing you are asked to scribe, your job as a copywriter to ensure that what you write is compelling to readers and compact in length.

The three main types of copy include:

1. Copy that informs – Copywriters are asked to turn complex processes and ideas into clear wording that can be understood by other audiences. Take for example a new manufacturing process that can take product X and turn it into product Y. The head engineer of the project could explain the process over the span of three pages using industry jargon and phrases that nobody but engineers would understand. The job of the copywriter in this scenario is to explain the process in a way that non-engineers can understand in a much more compact length. A copywriter clarifies the complex process in order to inform others about how it is done.

2. Copy that advises – If you are hoping to make a change in the lives of others, you need copy that advises them about the desired action and the reasons behind the desired action. In this example, a copywriter is asked to create information that will be used in a pamphlet on diabetes health management. Your target market is not only those with diabetes but also those wrestling with lifestyles that can lead to early onset diabetes. In this case, the writer is both informing readers about the disease as well as advising them on real changes that they can make to their lives to help control or prevent diabetes. This example pamphlet could be created for the American Diabetes association rather than for an individual firm that manufactures diabetes medicine or related products.

3. Copy that sells – This third category encompasses the other two when done correctly. Copy that sells includes marketing of products and services for specific companies or organizations. This section includes print advertising as well as website copywriting. The highest, and often most compelling, form of this type or writing includes aspects that inform the reader about a problem, advises them about what they need to do, and then gives them a solution to their problem. Well written copy is essential in the seduction of the hearts and wallets of your reader. The ultimate purpose of copy that sells is to get the reader to take the desired action discussed within the copy; to purchase the product, to buy the service, to donate to the cause, or to join the movement.

I must reiterate the importance of writing compelling copy using the fewest words possible. I always keep in mind when I sit down in front of the keyboard or notepad that I need to “Write Tight.” Eliminate unnecessary words and make your points in the shortest way possible so your copy can be informing, advising, or selling the reader about the company’s ideas.