Copywriting turns words into action.
But what words? And what gesture?
Often copywriters take a strategy for granted. They don’t take the time to think about what this sentence or paragraph might be used for. They are reluctant to describe the basics of their method and instead resort to proven tips and phrases.
We have a word for the strategies involved in creating a product or service that fills a niche and fixes a problem. That’s what designers do. The pretty part comes next (and it’s confusedly called design also, when it should probably be called Arts and crafts.)
The design leads to leaps and bounds. Craft makes sure that a great design accomplishes its mission.
Designing effective copy starts with the assumption that you can then craft the sentences that support that strategy.
But starting with the design ensures that the right craftsmanship won’t go to waste.
[Check out my friend Margo Aaron’s breakthrough Copy Workshop. It’s cohort-based, peer-to-peer and live, and signups begins today. She’s doing it with the folks at Akimbo, and I’ve seen how powerful this work is.]
If it’s worth writing, it’s worth writing effectively.