This is how you win | Marketing
Copy is writing that sells. It’s the words on the landing page, the email subject line, the ad that makes you click, the product description that makes you buy.
Good copy isn’t about being clever or literary. It’s about understanding what the reader wants and showing them how you can deliver it.
The fundamentals:
- Know your audience — who are they? What keeps them up at night? What do they desire? You can’t persuade someone you don’t understand.
- Lead with benefits, not features — nobody cares that your drill has a 2000 RPM motor. They care that it makes perfectly round holes in 3 seconds.
- One idea per piece — don’t try to say everything. Pick the most compelling angle and commit.
- Write like you talk — conversational beats corporate every time. Read your copy out loud. If it sounds weird, rewrite it.
- Call to action — every piece of copy should tell the reader what to do next. Be specific and clear.
Classic frameworks:
- AIDA — Attention, Interest, Desire, Action
- PAS — Problem, Agitate, Solution
- Before/After/Bridge — show the current pain, paint the future state, bridge the gap with your solution
The secret of great copywriters: they spend more time researching than writing. Understanding the customer’s world, their language, their objections — that’s where the magic comes from. The writing itself is just translating that understanding into words.
Related: Web design, Branding, How to sell