Lawyer (yep-a-dee-yep, I used to write things people never read) turned Brand and Copy Strategist, and Word-ucator for brands like you, who want to ZIG when others zag.
Photo credit: @charlottelovely
Podcast Shownotes (Bullet)
Podcast Shownotes (Timestamps)
00:50 – 01:23: The day Anita left her corporate job.
01:24 – 01:59: Three potential scenarios of how people think about what copywriting is.
02:01 – 02:45: Definition of Copywriting.
03:09 – 03:59: Why do some business owners fail to understand what copywriting really is?
04:05 – 04:29: Copywriting as a skill matters.
04:30 – 04:37: Great words take time.
04:50 – 05:05: More tips about Copywriting.
Ah. I still remember the day when I left my corporate job, and one of the Directors asked:
“Hey Anita, what are you going to be doing now? Will you be like selling trinkets at the markets?”
I shook my head and said “Nay! I’m going to start writing words for brands. Like the copy for websites, brochures!”
And I’ll never forget his reaction:
“There’s a job for that?”
PS. Yes, there is a job for that.
When people think “copywriting” one of the three potential scenarios is likely.
Copywriting is the ability to write well. And being about to communicate what you do clearly and concisely, it’s about grammar, SEO, and appearing high on the radar of Google Gods.
Is it like legal stuff, like copyrighting something to protect it? This one gets confusing cause I’m an ex-lawyer.
If you are my Mother (Hi Mum) – Copywriting is… Haikus and Poetry.
Well. Here is my own definition.
Copywriting is the combination of art (the originality, the creativity), science (the understanding of consumer psychology and behaviour), and a brand’s unique sauce (everything that comes together collectively to set the brand apart: from the message, the tone of voice, the brand personality to the words they use)
It is the cornerstone of effective online marketing.
It’s like an automated machine that runs on autopilot when you get it right. It’s an online salesperson who works all day and all night.
Copywriting is the science of using words to persuade someone to act, to feel something.
And ultimately sell.
There’s a reason why it’s a $50B industry.
Now. Copywriting IS about writing words but, what I feel a lot of people (particularly business owners) fail to understand is that while the outputs are words, the decisions, the ideas, the strategy and the Rubix cube that go behind a copywriter’s brain to produce those words is what you’re paying a great copywriter for.
It’s the understanding of how certain words have the ability to trigger different emotions in a reader.
It’s the appreciation of how emotions and feelings play a role in the way people make decisions.
Why do people buy.
Why people don’t buy.
And it’s knowing the difference between words like ‘huge’ and ‘massive’ and both have similar meanings, but the latter sounds bigger, right?
Words can change the way your audience thinks, feel and act.
As a brand or a business owner like yourself? Your words matter. (And this is backed by science, not my bias.)
It’s knowing that changing one small word can make a big difference to the way your message is delivered and what the reader feels and does with those words.
Want to level up your own copywriting? There’s a freebie for that! Sign up for my free 5 part e-lesson that walks you through how to take your copy from meh to WOAH and get more of ME in your ears on the Brandfetti podcast.
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