Because of some of the jobs I’ve had over the past couple years, I’ve learned quite a bit about copywriting.
“Copy” refers to the words used on web pages, in ads, on promotional materials, etc. Copywriting is the art of writing copy that sells a product or service and convinces prospective customers to take action.
It surprised me to realize that a lot of the best practices in copywriting are really instructive when it comes to evangelism, but not in a creepy way.
Wait, like sleazy salespeople?
This realization took awhile, though. I used to think of copywriting as kind of a slimy line of work. In my mind, I pictured a self-absorbed genius writing copy to manipulate people into buying worthless stuff.
Of course, copywriting can be done this way, and there are lots of examples of people using shady techniques to manipulate people.
But it doesn’t have to be this way. Good, honest copywriting is mainly about clear communication. Because of this, what I learned was that good, clear, compelling copywriting can actually be an act of love.
Here’s what I mean.