Copywriting is not copying someone’s writing.
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It’s not a remote possibility that some copywriters prefer to be simply called “writers” because the well-meaning population misunderstands them and mistakes them for plagiarists when they say they do copywriting.
Copywriting is writing with a commercial intent. Copywriters write to sell or market ideas, products, and services.
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Copywriters write content for advertisements, brochures, leaflets, banners, newsletters, and other marketing materials.
Copywriting is about persuading, convincing, and their synonyms.
A good copywriter is able to sell tea to a coffee drinker. He or she can weave lines that prompt people to take action. He or she can turn a skeptic into a believer. Read: an awesome copywriter can move mountains.
Actions from readers that copywriters are aiming for:
- Buy
- Sign Up
- Watch
- Click
- Subscribe
Copywriting is about truth. It doesn’t exaggerate or lie.
Copywriters cannot deliver false promises. Consumer disappointment is hard to live with. We need disclaimers all the time.
On a slimming tea label: Only works with regular exercise
On a bottle of shampoo: Works best with conditioner
Disclaimer: Disclaimers are not excuses to create low-quality products.
Copywriting, real copywriting, is not forgettable.
If you still remember the words to your favorite TV commercial in kindergarten, then you got there a happy and fulfilled copywriter (if he or she only knew).
This doesn’t include annoying marketing earworms (things you don’t forget because you’re forced to listen to them).
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