May 11
20
What is Copywriting?
Copywriting is the art and science of using words to persuade individuals to take some form of action.
Traditionally speaking, copywriters write advertisements. The modern definition of copywriting has expanded to include many forms of communication and marketing. The “copy” produced by copywriters can be used in printed ads, but also includes all the words used in scripts for video and audio messages. Copywriters also produce slogans used to brand companies, as well as all the elements found in individual promotions such as headlines, body copy, jingles, photo captions, lead lines, tags lines, dialogue, bullets, calls to action, etc.
Examples of copywriting (things written and/or scripted by a copywriter):
- Sales letters (including video sales letters)
- Televison ads
- Radio ads
- Magazine ads
- Internet ads
- Display ads (online and printed media)
- Pay-per-click text ads
- Catalogs
- Brochures
- Fliers
While writing copy requires good writing skills, copywriting is a very specific form of writing. It requires clarity and creativity. Many people are good creative writers. Others are excellent technical writers who can write very clearly and precisely. Copywriters use elements of both, but what really makes copywriting different is that copywriting is meant to sell something.
Copywriting influences everyone each day. Not just the ads that bombard you on TV, print, web and radio, but copywriting is also used by politicians to solicit donations, charitable causes to rally support, churches to raise funds, non-profits to help disaster-stricken areas, or special interest groups to promote awareness of specific causes (like child abuse, drunk driving, animal cruelty, saving the planet, women’s rights, etc.)
What you need to be a good copywriter:
A good copywriter is an effective copywriter.
It doesn’t matter how slick, clever, pithy or creative your words are; if they don’t sell, it’s not good copy. Copywriting and advertising giant David Ogilvy once said, “If it doesn’t sell, it’s not creative.”
The best copywriters are often not people who were the best writers in school. Yes, you need to know the basic elements of style and grammar – but good copy often bypasses some of the formalities of language. Effective copy is copy that speaks the language and style of the customer. The vocabulary and worldview will therefore be different for each different product or sales message.
You will use different language and style when writing copy for a course on money management for finance experts than you will if you are selling a guide on how to become a better surfer to young adults.
Therefore, unless you work for a firm or write copy for your own specific niche exclusively, you will be most effective if you understand a little bit about human nature and are willing to learn about how different people react to certain things. The technical term for this is empathy. Empathy means you can relate to and develop a real sense of the prospect’s problems, needs and desires.
A good copywriter will also have a passion for information – someone who knows what they are selling inside and out, and are sold themselves on the benefits of the product or service being sold.
Salesmanship is also critical – but not in the stereotypical bad sense (hard-core hype of a telemarketer or used-car salesman). Salesmanship is all about understanding the prospect, indentifying their needs, offering a believable solution, and then, by building trust and authenticity, offer ample proof that you can deliver the goods. It takes time to build trust, and sometimes the best selling techniques are NOT to try to get a one-off sale at any cost. It will be about building a relationship and fostering trust.
Copywriting also requires some time-management skills. You need to be able to work well under pressure, meet deadlines, and work well both individually and in a team setting.
Browse through our site for or specific examples of different types of copywriting, examples you can add to your swipe file, and solutions to many of the roadblocks copywriters face in their craft.
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