Why the 4 Cs Are Fundamental to Copywriting

Always lean on these copywriting principles, especially if you’re a beginning copywriter.

Benjamin Watkins
Practice in Public

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Photo by Super Snapper on Unsplash

If you’re going to learn anything about copywriting, you should at least learn the 4 Cs.

These are fundamental principles that can give your copywriting some stability. It’s a principle that works wonders because it helps you write landing pages, emails, social ads, sales pages, and more.

Is your copywriting clear, compelling, concise, and credible?

Breaking Down the 4 Cs

A great example of the 4 Cs is with this homepage example.

Oscar Health’s home page does a lot of things well. It has a beautiful design that complements the copy. And it has clear headlines and subheadlines.

Using “actually” is a great way to challenge the status quo, making it more compelling to read.

But there’s no credibility. Where’s the social proof? I looked all over the homepage and found no numbers or stats to back up their claims. No testimonials. No social proof.

You need social proof to validate what you’re saying, claiming, and promising.

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Benjamin Watkins
Practice in Public

Founder of ThisIsCopy.com | Health Tech Copywriter | Copywriting examples at https://laviebenrose.substack.com/. Dad of five adventurous kids..