What is Copy?

Copy refers to the text content of a communication. This is the actual wording used in your messages, whether it's the body of an email, the caption of a social media post, the script for a video, or the text for pre-service slides.

In the Communicate App, copy can be created and stored at the campaign level, allowing you to draft and organize your messaging before applying it to individual communications. Copy fields support rich text (bold, italic, underline, bullet and numbered lists, links) via a toolbar when editing; content is stored as HTML so formatting is preserved. Copy can be tailored for different channels and audiences, with variations such as long-form copy for detailed emails or short-form copy for quick social media updates.

Why Does Copy Matter for Church Communications?

Copy matters because words are how you communicate your message. Well-written copy:

• Clarifies your message: Clear, concise copy ensures your audience understands what you're communicating
• Engages your audience: Compelling copy captures attention and encourages action
• Maintains consistency: Using consistent messaging across communications reinforces your campaign's central message
• Saves time: Creating copy at the campaign level allows you to reuse and adapt it for multiple communications

Poor copy can confuse, bore, or even alienate your audience. Good copy connects, informs, and inspires action. In church communications, copy is especially important because you're often communicating about meaningful events, programs, and opportunities that matter to your congregation.

How Does Copy Work in Communicate?

In the Communicate App, copy can be managed at two levels:

Campaign-Level Copy:

• Add copy directly to a campaign in the Campaign Content section using rich text editors (Target audience, Description, Copy long/medium/short)
• Toolbar options: Bold, Italic, Underline, Bullet list, Numbered list, Add/edit link, Remove link
• Create different versions: Long Copy, Medium Copy, and Short Copy
• Long Copy: For emails or detailed announcements (e.g., "Join us this Easter Sunday for a celebration of the resurrection! Our services at 9 AM and 11 AM will include special music, an inspiring message, and activities for kids.")
• Medium Copy: For social media or website announcements (e.g., "Celebrate Easter with us this Sunday at 9 AM or 11 AM. Special music and activities for kids!")
• Short Copy: For text messages or brief mentions (e.g., "Easter at 9 & 11 AM this Sunday. Join us!")
• Content is stored as HTML; plain text is also accepted and displayed

Communication-Level Copy:

• Use copy already added to the campaign, or create custom copy specific to a communication
• Communication copy uses the same rich text editor; preset buttons (Short/Medium/Long) copy from the campaign and preserve formatting
• When not editing, copy is shown with rich text display (read-only, formatted; links clickable)
• Preview and edit campaign copy within the communication's modal; changes don't affect the original campaign copy

This two-level system allows you to create base messaging at the campaign level while still customizing individual communications as needed.

When Should You Use Copy?

You should create copy for every communication that includes text. Copy is essential for:

• Email communications: Body text, subject lines, and call-to-action text
• Social media posts: Captions, hashtags, and engagement text
• Text messages: Brief, actionable messages
• Pre-service slides: Announcement text and bullet points
• Website content: Blog posts, event descriptions, and announcements

Creating copy at the campaign level is especially useful when you have multiple communications that share similar messaging, as you can create base copy once and adapt it for different channels and dates.

Related Terms

• Communication - The messages that contain copy
• Campaign - Where campaign-level copy is stored
• Channel - Different channels may require different copy styles
• Content Management - The broader process of managing copy and other content

Frequently Asked Questions

Q: Can I use the same copy for multiple communications?
A: Yes, you can use campaign-level copy for multiple communications. When you add copy to a communication, you can select from copy already added to the campaign, or create custom copy specific to that communication.

Q: What's the difference between long, medium, and short copy?
A: Long copy is for detailed communications like emails (several sentences or paragraphs). Medium copy is for social media or website announcements (a few sentences). Short copy is for brief messages like text messages or quick mentions (one or two sentences).

Q: Can I edit copy after it's been added to a communication?
A: Yes, you can edit copy within a communication's modal. Changes made to copy in a communication don't affect the original campaign copy—the modified version is saved only to that specific communication.

Q: Should I create copy for every communication?
A: While not every communication requires copy (some may be purely visual), most communications benefit from having text that explains, informs, or calls to action. Creating copy ensures your message is clear and complete.

Q: Can I copy text from one campaign to another?
A: Copy is specific to each campaign, but you can duplicate campaigns (which includes their copy), or manually copy and paste text when creating new campaigns. Templates can also help standardize copy patterns across campaigns.

Q: How long should my copy be?
A: Copy length depends on the channel and purpose. Email copy can be longer and more detailed, while social media copy should be concise and engaging. Text messages should be very brief. Always prioritize clarity and action over length.