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Are you searching for information on copywriting but have only found paid courses or unreadable texts generated by AI that haven’t answered your doubts?

Don’t worry, I’m here to help you for free.

If there’s one thing that has shaped who I am today, with the modest entrepreneurial success I’ve achieved, it’s undoubtedly copywriting.

I’ve always had a passion for writing.

It’s this unconditional love that led me to study and apply everything I could get my hands on regarding copywriting.

So, this blog post and the ones to follow are aimed at absolute beginners – those who may have barely written their name in a Word document – but they’ll also be useful for those who already know a bit about copywriting, including entrepreneurs.

Even if you have your own team of copywriters or prefer to delegate copywriting tasks externally, it’s beneficial for any entrepreneur to understand the basics.

This way, you can evaluate whether the work delivered meets your expectations or not.

All the blog posts in the copywriting category aim to take you from ground zero – starting with a blank sheet – to writing any type of advertising campaign that delivers financial results for you as an entrepreneur, or for your clients if you’re aiming to become a professional copywriter.

Let’s get started!


Definition of Copywriting


So, what is copywriting exactly?

Copywriting is essentially persuasive writing.

It’s process of writing persuasive promotional and marketing material to convince, persuade, or influence people to buy your product or service.

That’s the basic idea.

Copywriting isn’t like traditional advertising or catchy slogans; it’s not about being purely creative.

There are several principles that make copywriting effective, and in this blog, we’ll explore them all and strive for clarity.

The key thing to understand right now is that copywriting is about persuasive writing.

Some might initially find the term “manipulation” concerning, especially those new to the business world.

“Oh my goodness, do I have to manipulate someone?”

Yes, you do need to influence someone – or ideally, many people – to buy your product or service.

If you’re a professional copywriter seeking work and clients, the more effectively you can persuade on behalf of your clients, the happier your clients will be, the more work they’ll entrust to you, and the more you’ll earn.

Often, “manipulation” carries a negative connotation, but it’s not inherently bad because it depends on what you’re influencing people to do.

At its core, there must always be a good product or service involved.

If you’re guiding and influencing people towards something valuable, something that truly solves a problem or fulfills a desire – we’ll delve into these aspects in future blog posts – then you’re influencing for good.

If I’ve “manipulated” you into following my blog, for instance, I’ve done something positive: as an entrepreneur, you can gain valuable knowledge for free that’s often worth thousands of dollars by reading it.

The important thing is not to misuse the techniques you’ll learn here to sell nonsense or rip-offs.

So don’t worry about the word ‘manipulation’; here, we use it to benefit others.


Examples of Copywriting


If you’re just starting out, you might not have realized it, but copywriting is a bit like The Matrix: it’s everywhere.

It surrounds you.

It’s all the reality around you.

You find copywriting texts on your friends’ social media, on the internet, on billboards as you drive through your city, and even the words “push” and “pull” on public building doors are copywriting.

When a text tries to persuade the reader to take action, that’s copywriting.

Narratives, like novels for instance, aren’t copywriting because their goal is simply to entertain the reader.

But it’s copywriting when, at the end of a novel, you might find a page asking for your email to stay in touch with the author.

Even your friends who post nonsensical things on social media are unknowingly using copywriting; they want you to like their post, so they write silly sentences or post pictures just to get likes.

Learning copywriting and the rules of persuasive writing will make you excel in every situation, even convincing a friend to go out at night.


Objectives of Copywriting


Copywriting has many goals, but here on this blog, we focus solely on writing texts with the single goal of monetization.

Our aim is to sell our product or service, and this should be clear from the outset.

To achieve this ultimate goal, there are several intermediate objectives that your texts must meet.

What do I mean by this?

Well, initially, you can’t write advertising texts like Google or Facebook Ads to sell a product right away because it’s too soon.

People don’t know you yet and aren’t sure if they can trust you.

Moreover, they don’t understand why they should choose you over competitors they’ve been buying from for years (all topics extensively covered in blog post What Is Marketing“, which I recommend reading if you haven’t already).

Therefore, initially, your objective through your texts will be to increase brand awareness, aiming for long-term brand growth.

This involves – as explained in What Is a Marketing Strategy – creating text for a lead magnet, such as a Landing Page where you’ll need to convince people, through your writing, of the importance of downloading or viewing your lead magnet (whether it’s a webinar or an ebook).

This is the copywriting goal in a business context.


Clarity: An Essential Element of Copywriting


There are two things I constantly emphasize on my blog: proving every claim and being clear.

Clarity is something I prioritize highly, especially in copywriting.

One essential aspect of copywriting that I’ve noticed is lacking is a commitment to making every message, every ad, every… whatever you want to communicate, extremely clear.

There are copywriting principles that can help with this, which we’ll delve into in dedicated blog posts.

As I’ve mentioned before, I’ll be focusing heavily on the theme of clarity, which is sorely lacking in most modern copywriting.

I see it clearly in the blog posts I read every day.

Authors get lost in other things that, while important, and though I’ll dedicate entire blog posts to them, are overshadowed and completely ruined by lack of clarity.

Neglecting clarity and writing in an organized and clean manner – something I’ll teach you to do – is the biggest mistake you can make when writing direct-response marketing text.

Copywriting exists to clarify a sales message, making it easy for the reader to understand exactly what we’re saying.

Got it?

It might seem simple, but I assure you it’s not, and as I mentioned, we’ll explore this aspect in more detail in upcoming blog posts.


Copywriting Techniques


To learn all the copywriting rules that you can immediately apply to your marketing texts, I’ve written a complete blog post that you can read for free here: How to Do Copywriting“.

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