What is Copywriting?
There are two answers. The first is simpler. Copywriting is business writing of all sorts and manipulates consumer behavior for maximum gain. The second is more accurate.
Copywriting is a process that requires empathy. First you study the product - whether it's physical or intangible - until you believe in it and what it does. Then you study the customers. What do they want? How does the product give it to them? Now you bridge the gap. Using efficient, simple English you explain why your product is such a good buy. How do you do so?
"Sell the sizzle, not the steak"
No one is driven by logic when they make consumer decisions. If someone is on a diet, the smell of what's in the frying pan tempts them to slip up, bypassing their logical mind. Copywriting is doing the same but with words, using the real advantages of your product.
For instance, imagine you're trying to sell a vacuum cleaner. It may have the newest engine, but this doesn't matter whatsoever to your future clients. Think: What are the real benefits to your customers? How do you give it to them?
The answer can take the form of a story that you then have to condense: the vacuum cleaner's new engine is so efficient that Mom can take her children to get ice cream - or she can go to the spa.
Condense the story your product offers into evocative words that appeal directly to the reader and you have succeeded.
Of course, copywriting also requires excellent writing skills to begin with. We've provided copywriting services for years, so our pen is sharp, but daily practice will lead to quick gains, no matter your current level of proficiency. Of course, you may not want to put that time in.
If so, we'd love to talk.