Is a good copywriter a marketer? or maybe a good marketer is a copywriter?

This question is a bit like the chicken and the egg. Which came first?

If there were no chickens how could there be eggs but if there were no eggs... how could there be chickens?

Catch 21 situation.

I recently read the Brand Gap by Marty Neumeier. If you're in sales and marketing, it's a great easy read. Short enough you can read it over an afternoon, long enough to be full of useful information.

Now to be fair, the book doesn't explicitly say COPYWRITERS are first or MARKETERS are first. What the book does is explore the relation between business strategy and creative execution. The right and left brain. Logic and emotion.

What does this have to do with copywriting or marketing?

On the surface, nothing. But let's take a deeper look.

One of the most common advice in writing copy is

Sell with emotion, justify with logic.

Think about selling a car. Volvo, maybe. It's a great car, safe, good design, great customer service. But Volvo doesn't say crap like that. They've been marketing their car as one of the safest in the world and that's their niche. Because that appeals to the type of buyers that Volvo wants. Not meth junkies making 60k/year).

A good copywriter targets the audience and to make sure their message appeals to their audience. Tapping into the correct emotions can help, copywriters capture attention and create a connection between the brand and the audience.

See, when you write copy it's not just the market, psychology and writing. You'll also need to know:

Where will their message be displayed?

Is it a facebook ad, email, or a YouTube ad? This will help decide what kind of format you should use. Text heavy? Image heavy? Videos?

What is the product?

Are you selling a digital only product? A course? A coaching session? or a physical product that needs delivery charges. All these should be addressed early and often in your copy so the customer is CRYSTAL clear on what they're getting.

Who are you selling to?

Have you ever tried giving a lecture on thermodynamics to a 7 year old? Or maybe even algebra.

They aren't going to understand the nonsense you just babbled to them. Why? Because they aren't primed yet for the message. Understanding WHO your subject is helps you to tailor your message to them. When you're writing any sales letter, make sure you're clear on the jargon and lingo that your targets use.

You'll forget better relationships with your audience and build a better foundation for your personal brand.

Amy Sedaris Reaction GIF by truTV’s At Home with Amy Sedaris

Marketers on the other hand only need to understand the importance and value of compelling copy. They don't quite need to know WHAT is being said, just how to position it and WHERE to put it.

Both of them can't claim superiority over the other. The problem is that neither would survive very long without the other. A great copywriter can't afford to ignore the market.

If you're trying to build a brand, you can't afford to ignore the benefits of a well written copy.

To wrap it up:

Good copywriters often possess marketing skills.
Effective marketers understand the importance copywriting to communicate the brand's value.
Copywriters need to tap into emotions (left brain) to capture the audience's attention and create a connection with the brand.
Marketers utilize data and analytical insights to inform their strategies, while copywriters leverage creativity to craft compelling messages.
The relationship between copywriting and marketing is symbiotic, as they complement each other in delivering impactful brand communication.

Admittedly, the book "The Brand Gap" doesn't explicitly prioritize whether copywriters or marketers come first, it highlights the need for a strong relationship and collaboration between the two disciplines.

Truth is, copywriting and marketing are like Yin and Yang. Both play vital roles in creating persuasive brand messaging and achieving marketing objectives.

So if you're a copywriter trying to get ahead, an understanding of marketing practices can be very helpful when you're trying to write your copy. Connect the logical and the emotional.

Copywriting and Marketing. The chicken or the egg?

Who comes first? The marketer or the copywriter?

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