Copywriting as a creativity tool in marketing

Abstract

Academic interest in copywriting, as one of the fundamental elements of marketing, is not proportionate to its contribution and importance to marketing as a whole. Starting from the visible advertisements on street billboards, through traditional media such as radio and TV, to the limitless expanses of the internet, copywriting finds its significant role in the promotional aspect of marketing. However, advertising companies to their end customers is not the only use case for copywriting, considering that it is also used in so-called B2B marketing, where companies communicate with other companies for the purpose of promotion, opening new communication channels between them, or simply sales. Every email, every landing page, every sales letter, product description, and many other forms of written text fall under copywriting. In this master's thesis, the focus was on the psychological aspect of a copywriter's approach when writing their copy. The paper deals with specific persuasion methods and their grounding in the understanding of customer psychology. An attempt was made to answer the question: "Which persuasion methods/techniques do copywriters the most and why do they consider these techniques to be the most effective?". Furthermore, the focus was on the moral aspect of their work, as well as their moral principles and views on the overall process of persuasion, sales, and general communication with potential customers.