FUNDAMENTALS | 13.5 MIN READ
If you thought copy meant looking at other people's writing, pasting it into a new document, then recreating it to fit your agenda𑁋you were so wrong!
What is Copy? Well, it's a broad term that has many different meanings and interpretations. To keep it simple here’s the best way to define it:
In advertising, digital marketing, and similar fields, copy refers to written materials provided by copywriters, which encourage consumers and prospects to buy a product or service.
Essentially, copy is any written text focused on turning readers into buyers.
There is a distinct difference between copy and content, even though the two terms can overlap in meaning and scope. Copy is used to increase the performance of a promotion or offer. Content can be considered as a tool that effectively communicates value to its intended audience.
If you’re starting to feel confused about the true meaning of the word copy, let’s put this into perspective with a few practical examples.
Copy is a fundamental part of increasing revenue for an online business. It can attract an audience, encourage a specific action, and convert readers into new buyers.
The success of any online business has to have good copy.
The truth is, good copy tends to break the rules of writing in pursuit of achieving its primary goal: acquiring sales.
When copy is written well it has the ability to:
Now, if you’re trying to write your own copy, it’s important to know that this isn’t the writing you were taught in school.
Writing good copy is a special skill that takes years of practice.
Writing copy requires a different skill set than the essays and assignments you were forced to do in school.
Copy that sells combines the art of persuasion with powerful storytelling techniques.
However, let’s be clear on something: copy is not meant to trick or manipulate people into buying.
Instead, copy can create genuine relationships with your intended buyers while increasing exposure of your products and services to people who are most like to want or need them.
If you’re forcing your message onto the wrong people, you’ll only end up with more customer complaints, bad reviews, and endless returns.
Fortunately, there are thousands of people, right now, who want and need your business. You don’t have to force your way into their wallets. Instead, you just have to understand who those people are, where to find them, then create the right copy to build a lasting relationship with your business.
But, that probably sounds a lot easier said than done, right? 😉