Why Copywriting Is Deeper Than Words


Why Copywriting Is Deeper Than Words

Do any of these statements sound familiar?

  • “Facebook advertising just doesn’t work. It’s a scam!”
  • “Nobody buys from my website anyway.”
  • “Blogging is a waste of my time, it’s just expensive toilet paper ‘scoff, scoff’.”

Welcome to the wonderful world of professional copywriting objections. My response to any of these claims is always the same, “Ever thought perhaps it’s your copy, not the platform?”

I mean it’s easy to blame the software for lack of business performance because:

  1. Software doesn’t have feelings (yet).
  2. It means you don’t have to zoom out and make any real changes to your business.

Here I’m going to address point two because copywriting really is deeper than words. The fact is, the way your business is communicated lets people know you understand them and you want to serve them and only them.

But before I get into that, let’s first address the elephant in the room.

What exactly is copywriting?

In principle, it’s the art and science of writing words that sell but the reality is somewhat different.

The thing is, it’s becoming increasingly difficult to cut through the content soup and get people’s attention.

Which means, copywriting has evolved to mean so much more than crafting a clever headline to get people to cut out a discount coupon in the Sunday paper. Couple this with a shift in consumer psychology as millennials and Gen Y ‘grow up’, and the upshot is this:

People will only stop and read something that matters to them.

It’s not that we don’t read anymore, it’s that we’re becoming very selective in where we focus our attention because there are so many ways to lose focus. A study in 2015 found that we (humans) now have a concentration span shorter than a goldfish (reassuring). This means we only align with brand messaging that shows a genuine interest in serving us.

Great copywriting is a crucial piece of this puzzle because it allows you to start meaningful conversations and build lasting connections with your audience. If you don’t, you can bet your bottom dollar someone else will! I mean what use is a pretty website with loads of words that nobody’s ever going to read? Yep, exactly!

But there’s more at stake here than your reader’s falling asleep. Not investing in professional copywriting is a significant business risk because it sends out a signal that you either don’t know or don’t care about your customer. Harsh but true.

So why are people still overlooking the art of copywriting?

To be fair, it may not be the whisky-fueled, cigar-smoking career it was back in the 1960s. But just like the ‘mad men’ back then, professional copywriters still have a unique skill set that allows them to build empathy with their clients and audience. This isn’t something you can just ‘do’, it’s a considered, thoughtful process. Admittedly, the respect for this art form has diminished.

Ironically, technology is partly responsible for the growth of ‘word factories’ which have driven down the price of copy drastically. You can literally pick up 500 words for $50 or maybe less. But like any competitive market, when you drive down price, you also drive down value. So, when you couple that with a lack of understanding of what copywriting actually is; you gotta problem Houston.

Professional copywriters might’ve swapped our typewriters for laptops, and cigars for chia puddings but the same purpose stands: To write copy that speaks straight to the heart of the reader and makes them feel like it’s just you and them.

And trust me, that ain’t easy! That’s not something you can just churn out over a can of diet coke. Not if you value your business messaging and want to actually break down digital barriers instead of ticking yet another box.

All in all, copywriting is about communicating a clear message with a specific goal in mind – to impact. I mean, I can drive, but I’m not sure how I’d go behind the wheel of a truck. Just saying. So, unless you’re trained, it’s probably best to hire a professional to do that for you.

Now over to you, what’s your take on copywriting and how’s it impacted your business?

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