Copywriting for Non-Copywriters

How one copywriter was stumped into learning more about what the heck copywriting is anyway.

Photo by Thought Catalog on Unsplash

You know when you think you know something? That is, you’re sure you know it until you have to try and explain it to someone else? I am a writer, an entrepreneur and a lover of copywriting. But a few years ago I had a moment that caused my brain to clunk to a stop and drop it’s jaw. Let me set the stage. As part of my work I help professionals that speak English as a second (or third!) language, communicate in English with confidence. In 2020, when online meetups felt like a comforting new social option, I hosted an online writing support group. As we chatted about entrepreneurial writing, we referred to “content and copy” more than once. I knew that one client probably felt left out. I imagine she was thinking about copying, like from one thing to another. Or perhaps like a copyright for a book. So I gave a quickie lesson.

“This use of “copy” is from copywriting, and copywriting is like advertising writing.”

But after that session I felt a shadow of doubt. Had I said the right thing? I realized I couldn’t quite pin down the definition of copywriting myself. This is the moment my brain went ~clunk. So I Googled it. On the one hand, yes I had said a right description, admittedly a rather limited one. But what struck me in this tumble down the Google rabbit hole is that copywriting is actually much more ~and more interesting~ than I had realized. It was this comprehension check point that spurred me on to learn more (and more!) about copywriting. And damn, am I forever thankful for that! Today, as a serious copywriting groupie, my not-so-succinct quickie definition-

Copywriting is advertising or marketing writing designed to catch the attention of your audience, make a connection and persuade them to take an action, like signing up or buying something.

And I haven’t even mentioned my hearthrob yet… branding voice! 😍

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Kristi Sansé

Kristi Sansé

An American living in the French countryside renovating an old farmhouse with my husband and finding time to write about things as I see them.