Copywriting is the process of producing the textual elements that appear within an interface. Historically, a copywriter only focused on marketing and advertising information, such as adverts, product descriptions or direct mail. However, as more organisations recognise that the writing style is part of the Brand, many now apply copywriting to all textual elements that are visually displayed to a user. This could include headings, instructions and error messages.
It is usual for a copywriter to be provided with guidance about the writing style that should be followed for external communications. This guidance is normally documented within the Brand Guidelines as the Tone of Voice.