Copywriting – It’s All In The Words


Words can be a powerful force when used correctly.

In a novel they have to conjour up an image in your head so you can visualise the characters and scenes they are playing out. In the world of marketing they have to be direct, simple and to the point.

This is something I frequently have to remind my clients – not all, but a few.

A while ago, I was writing for one client and nothing I produced seemed good enough. It was frustrating because I knew what I had written worked. No matter how many times I explained my reasons for using certain layouts and words, it wasn’t good enough.

The reason…

“I thought you were supposed to make me sound more intelligent.”

Eeek! And there was me thinking the whole purpose behind copywriting was to generate sales.

So what does a freelance copywriter do?

Working as a freelance copywriter, it is my job to create great copy which will be interesting and sell – but without being ‘in your face’ super sales hype.

I write all sorts of copy from SEO website copywriting through to reviews and just about everything else in between.

Let’s take website copywriting as an example. If you could ask someone what their reaction was when they landed on your website, which scenario would you prefer?

Scenario 1

Reader – “Gosh, what a superbly written site. You are obviously incredibly intelligent and well edcated.”

You – “Why thank you, and what did you think of our product?”

Reader – “Product? Oh, were you selling something too?”

Scenario 2

Reader – “Amazing, that’s just what I’ve been looking for. It’ll solve all my problems.”

You – “Great. What did you think of the writing on the website?”

Reader – “Writing? Oh, I don’t know. I was too interested in your product and how it would help me.”

I think I know which one I  would perfer.

Invisible writing

It sounds rather strange that your writing should be invisible to your reader, but that’s how it should come across. The words you use have one purpose only – to convince your reader the product you are selling is the one for them.

Becoming blinkered by your own writing ego is the fastest way to churn out redundant copy. If someone is reading your website or brochures, they are doing so for one reason only – they want to know if your product is a fit for their needs. If they can’t find that our quickly, they’ll move on to the next company’s product.

Clear, conscise and simple – that’s it. No frills, no sparkles and no sequins.

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#1 Katie on 12.25.09 at 5:55 pm

Brilliant and concise – and such common sense, too!

I once had a brilliant friend who loved to write. He also loved precise language and used it often. Unfortunately most people couldn’t understand what he was writing unless they had a dictionary handy.

I always thought it was such a huge waste – his ideas were quite interesting, but only a few people ever got to enjoy them.

To me the basics are (1) know your audience and (2) know your outcome.

If you’re writing just to hear yourself (or impress yourselfl), then it doesn’t matter. If you’re writing to capture the interest (and/or pocketbook) of your customer, then it matters quite a bit.

#2 admin on 12.28.09 at 9:24 am

Hi Katie, thanks for your comment – hope you have a great Christmas 🙂


#3 Copywriter on 12.26.09 at 8:42 am

This is what it’s all about!

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