What is Copywriting and How to Do It Right?

Copywriting is one of the most sought-after skills in the digital world. Whether you want to sell your own products, promote your services, or create engaging content for your audience, you need to know how to write copy that converts.
But what exactly is copywriting and how do you do it right?

What is Copywriting?

According to Wikipedia, copywriting is the act of writing text for the purpose of advertising or other forms of marketing. The product, called copy, is written content that aims to increase brand awareness and ultimately persuade a person or group to take a particular action.
In other words, copywriting is the art and science of using words to influence people’s behavior.
Copywriting can be used for various purposes, such as:
– Creating headlines, slogans, taglines, and names for products, services, or brands
– Writing sales pages, landing pages, web pages, emails, ads, brochures, flyers, and other marketing materials
– Writing blog posts, articles, newsletters, ebooks, white papers, case studies, and other content pieces
– Writing scripts for videos, podcasts, webinars, and other audiovisual media
– Writing social media posts, captions, stories, and other online interactions
Copywriting is not the same as content writing, although they are often used interchangeably. Content writing is more focused on providing valuable information, education, or entertainment to the audience, while copywriting is more focused on persuading the audience to take action.
However, both types of writing require similar skills, such as:
– Researching the topic, the audience, and the competitors
– Understanding the goals, the problems, and the desires of the audience
– Crafting a unique value proposition and a clear call to action
– Writing in a clear, concise, and conversational tone
– Using storytelling, emotion, and humor to connect with the audience
– Using persuasion techniques, such as social proof, scarcity, urgency, and reciprocity
– Editing, proofreading, and testing the copy for effectiveness

What are the Common Mistakes of Copywriting?

Copywriting is not easy. It takes practice, feedback, and constant improvement to master the craft. However, many beginners make some common mistakes that can ruin their copy and their results. Here are some of them:
– Writing for yourself, not for your audience. Many copywriters write what they think is interesting, clever, or funny, without considering what their audience wants, needs, or cares about. They use jargon, technical terms, or vague language that confuses or bores the reader. They forget to address the benefits, the objections, and the emotions of the reader. They fail to answer the most important question: “What’s in it for me?”
– Writing without a clear goal, a clear audience, or a clear offer. Many copywriters write without a clear purpose, a clear target, or a clear solution. They write generic, bland, or irrelevant copy that does not resonate with anyone. They write without a clear structure, a clear headline, or a clear call to action. They write without a clear value proposition, a clear differentiation, or a clear reason to act.
– Writing too much, too little, or too boring. Many copywriters write too much, too little, or too boring copy. They write too much copy that overwhelms or distracts the reader. They write too little copy that leaves the reader unsatisfied or unconvinced. They write too boring copy that does not capture or hold the reader’s attention. They write without using hooks, subheadings, bullet points, or other formatting elements that make the copy easy to read and scan.

What are the Best Practices of Copywriting?

Copywriting is not a one-size-fits-all approach. Different types of copy require different strategies, techniques, and styles. However, there are some universal best practices that can help you write better copy for any purpose. Here are some of them:
– Write for one person, not for a crowd. The best copy is personal, direct, and conversational. It makes the reader feel like you are talking to them, not to a generic audience. It uses “you” and “your” instead of “we” and “our”. It uses the reader’s name, if possible, or a relevant identifier, such as “entrepreneur”, “parent”, or “gamer”. It uses the reader’s language, slang, and expressions, not yours.
– Write with a clear goal, a clear audience, and a clear offer. The best copy is focused, targeted, and relevant. It has a clear objective, such as to inform, to educate, to entertain, or to persuade. It has a clear audience, such as a specific segment, niche, or persona. It has a clear offer, such as a product, a service, or a solution. It answers the questions: “What do you want me to do?”, “Who are you talking to?”, and “Why should I care?”
– Write with a clear structure, a clear headline, and a clear call to action. The best copy is organized, catchy, and actionable. It has a clear structure, such as a problem-solution-benefit or a before-after-bridge. It has a clear headline, such as a question, a promise, a curiosity, or a benefit. It has a clear call to action, such as a button, a link, or a form. It follows the formula: “Tell them what you’re going to tell them, tell them, and tell them what you told them.”

How to Write Copy that Converts?

Copywriting is not a magic bullet that can guarantee success. It depends on many factors, such as the quality of your product, the demand of your market, the competition of your niche, and the preferences of your audience. However, copywriting can make a huge difference in your results, if you do it right.
Here are some tips on how to write copy that converts:
– Research your topic, your audience, and your competitors. The best copy is based on facts, not assumptions. You need to know what you are talking about, who you are talking to, and what they are looking for. You need to know their pain points, their goals, their objections, and their motivations. You need to know their demographics, their psychographics, and their behavior. You need to know their sources, their influencers, and their testimonials. You need to know what works, what doesn’t, and what’s missing in your niche.
– Write with empathy, emotion, and enthusiasm. The best copy is human, not robotic. You need to connect with your reader on an emotional level, not just on a logical level. You need to show them that you understand them, that you care about them, and that you can help them. You need to use stories, examples, and analogies that make your copy relatable, memorable, and credible. You need to use words, phrases, and tones that make your copy positive, exciting, and urgent.
– Write with clarity, simplicity, and specificity. The best copy is easy to understand, easy to remember, and easy to act on. You need to avoid confusion, ambiguity, and complexity in your copy. You need to use short sentences, simple words, and active verbs in your copy. You need to use numbers, statistics, and details in your copy. You need to use contrast, comparison, and repetition in your copy.


Copywriting is a powerful skill that can help you achieve your goals, whether you want to sell more, grow more, or impact more. However, copywriting is not a skill that you can master overnight. It takes time, practice, and feedback to improve your copywriting abilities.
If you want to learn more about copywriting and how to do it right, I recommend you check out this course [ https://sean-meyer.mykajabi.com/p/landing-page-freelancer ]. It will teach you everything you need to know about writing landing pages that convert, from the basics to the advanced techniques.
I hope you enjoyed this article and found it useful. If you did, please share it with your friends, colleagues, or clients. And if you have any questions, comments, or feedback, please let me know in the comments below.
Thank you for reading and happy copywriting!






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