What Is Copywriting?

I get this question a lot, so I wrote this post about it.

After being asked the same question over and over (and, over), I figured it'd be best to write about it here on the blog.

But before I wrote it here, I shared it with my email list subscribers. If you're not on on my list yet, you can sign up here for updates (it's free).

And now, let's get to my answer to the all-too-common question:

What is copywriting?

There are tons of definitions out there. You can Google and find yourself reading different definitions of copywriting for several hours. But instead of giving you a textbook definition, I'm going to give you my take. Here's how I would describe copywriting to someone I just met who has NO idea what copywriting is.

Copywriting is writing that sells. It’s writing used in marketing and advertising that directs a response. There are different types of copywriting for different types of responses. For example, there’s branding and creative copy — which is intended to do nothing else but make you aware of a product or service. This is the type of copy you see with clever slogans and images and whatnot.

Then, there’s direct-response copywriting. This is copywriting that’s designed to make someone DO something. This “something” is typically a sale, but it can also be an action like signing up for an event, sharing something on social media, completing a survey, etc.
— Raymond Duke

Personally, I prefer direct-response copywriting because I love to see results. I love looking at the data and seeing whether or not I was able to make people do something with my words. It's exciting and fun. 

But direct response isn't for everyone. There are people who prefer to be clever or cute; which is okay, to be honest. That's their thing, I guess. It's not the best for making money, but typically branding and creative copy is more about exposure than it is about getting a return on their ad cost. 

So that's the gist of what copywriting is. It's basically words and sentences written by a copywriter who's hired to communicate info about a product, service, brand, etc.

On a final note, great copy is the core of any business. I'm obviously biased about this, but it's true. Because without great copy that understands everything about the market, business, and product, you won't know how to communicate. And, you won't get sales, grow the biz, and so on. 

But when you have great copy... the sky's the limit.

On a final, final note... I'm going to link you to an example of what I believe is great copy. The link below goes to an advertisement written by one of my favorite copywriters, Joseph Sugarman. 

Here's the link: 

VISION BREAKTHROUGH

That one ad I just linked launched a multimillion dollar business. 

THAT is the power of great copy.

Make sense now?