Copywriting matters because…
Come on don’t roll your eyes like that.
This isn’t going to be one of those lengthy posts that harps on about the fact that copywriting is an art form. Alternatively, that only a few chosen people can harness the ancient energy of the wordsmith to conjure the magic hidden within everyday words that renders readers helpless.
There isn’t a mystical guru that sits atop a misty mountain extolling the virtues of the written word.
Also, copywriters aren’t superhuman beings from another word who perform miracles with words and sentences.
How do I know?
I am a copywriter. I’m not a sprite, apparition, or spiritual being. I am a middle-aged mother of two from Suffolk. And yet I make my living from writing. There’s no fairy dust involved, just words.
Why copywriting isn’t writing
Copywriting and writing is not the same thing.
Writing is purely a medium within which to get your thoughts and messages across to other people.
Copywriting, on the other hand, is using words to persuade someone by influencing their beliefs.
Writing is constrained by grammar rules that writers believe to be rigid and unbreakable.
Copywriters, by their very nature, love to break the rules. For them, grammar rules are mere guidelines. They are there to be played with and, at times, ignored. They aren’t allowed to get in the way if they stifle creativity or impact.
Writers love to flick through a Thesaurus, choosing the most complicated words to make them sound intellectual.
Copywriters go out of their way to use simple language because they know that hyperbole shows ignorance. After all, fluff and bluster won’t convince anyone to buy.
What generates the power behind copywriting?
The power of copywriting comes from its simplicity.
It also comes from the person writing the copy who understands that the most crucial aspect of any copy is the person who is going to read it. Tap into their psyche, understand what makes them tick, and then you can influence them.
Copywriters don’t write BS, jargon, hype, or trendy-marketing-cum-management-speak. Their power comes from the creative use of plain English.
Whether I’m writing for a global corporation, national organisation, or local SME, I only ever use plain English. The power of my words comes from my insight into the audience.
Granted, the style of writing is often dictated by the brand guidelines of my client, but the essence remains the same.
So you see, writing and copywriting are very different things.
That’s why even the best writers fail when it comes to copywriting.
Sally Ormond is an international copywriter who doesn’t use pixie dust; she uses her experience and talent to create content that influences the beliefs of your audience. Call her on +44(0) 1449 779605.