What is copywriting?

There are as many definitions to copywriting as there are copywriters in this world. In its strictest sense, copywriting is the act of writing advertisements (like headlines, slogans, brochures, direct mail packages and even websites) with the goal of making a sale. While this definition is correct, it is also far from being complete… so let’s take another shot.

The most poetic definition of copywriting I’ve come across, was written by one of the my favorite advertising copywriters in our time: Bruce Bendinger, who in his remarkable book “The Copy Workshop Workbook” writes…

What an exquisite way to define our craft, don’t you agree?

What I like most about it is that Bruce took extra care to single out the most important aspect of copywriting: salemanship. Unfortunately, too many copywriters just don’t understand what he is referring to when he talks about salesmanship… so for the sake of clarity, let me try to come up with a more technical and complete, albeit less poetic definition:

Copywriting is the art and science of writing words to promote a product, a business, a person or an idea; and carefully selecting, editing, weaving and constructing those words in a way that they’ll persuade the reader into taking a specific and measurable action.

As you can see, the term “salesmanship” is not only referring to the final sale of the product. The end goal of copywriting is not always to sell the product in a single blow, but to persuade the reader into taking a specific action. This “action” can be subscribing to a newsletter, calling the phone number on screen, clicking a link, sending an e-mail to their friends, etc. Any of those actions will be used, in turn, to advance the sale further.

Share this post:

21 comments so far ↓

Comment #:1 by Web Design Cambridge

SALESMANSHIP!
Awsome term to define copywriting…nice post - Thanks!
Comment #:2 by Theda K.

Thanks for stopping by my blog. I like your extended version of copywriting, and wholeheartedly agree. Nice post. I hope you visit again, and I’ll come back and check yours out too. By the way, when did you snag Copywriting.com? Nice URL.
Comment #:3 by Miguel Alvarez

Hi Theda.

Thanks for dropping by… I was lucky enough to get this domain 5 years ago from a very sought-after copywriter called Karl Freitag.
Comment #:4 by Sergio Rodriguez

Thanks Miguel.

I think every important subject should start by having its definition cleared before you read about it, just as you’ve done it.

So, the purpose of WHY this blog exists, becomes much better understood this way.

Well done!
Comment #:5 by Jeff.Wang

Nice definition. Simple but to the point!
Salesmanship, awesome!

Thank you for sharing.
Keep it up!

Jeff.Wang
Comment #:6 by ATIF IFTIKHAR

The above definition of “Copywriting” is simply flabbergast. It covers each and every section of this field. It has an aesthetic beauty. I salute the writer of this definition. It’s actually a jewel that will not only scatter the radiance of thoughts and ideas but it will also inspire the next writers to jot down with utter excellence.
Comment #:7 by Ravi Shankar

the poetry puts food for all thoughts.(a beauty)
Comment #:8 by Eileen

Wonderful words Miguel. If I ever get time to set up a blog at BuddyCopywriting I will certainly be referencing this entry and linking to it. You get ALL the credit, and that is as it should be.

Of course, I have to get the web site completed first. Sheesh.
Comment #:9 by sandeep bankhwal

Your definition of copywriting is superb which even a layman can understand. A good copywriter captivates the attention of reader by his magic of words. He is master of words in the world of selling.
Comment #:10 by Alok Bhatt

It’s definately a wonderful defination of copywriting.
Comment #:11 by kat

… it sums up the the definition of a copywriter
Comment #:12 by Dhane Diesil

Another good definition I came across was that a copywriter is a salesperson in front of a keyboard.

Caught me attention…
Comment #:13 by K V Shiv kumar

great and simple definition of copywriting. easy to understand for a beginner.
Comment #:14 by RG

“When someone shares something of value with you and you benefit
from it, you have a moral obligation to share it with others.”

Thus….another rendition
Comment #:15 by ANILKUMAR. P

The art of copy-writing is the art of craftmanship. It requires some creativity from the part of the copy-writer. It is the innate talent which, had already in man.
Comment #:16 by Alexander Fernandes

Great definition and wonderful salesmanship! Will surely checkout your favorite book.

Thank you for this wonderful site. Will visit again and again…Hope to learn a lot from CopyWriting.com

Alex
Comment #:17 by ANILKUMAR. P

A good copy-writer has a keen eye to watch, grasp and catch even the minute and momentary aspects of life and make them meaningful and fleeting into the words. It is purely marketing based and the job of a copy-writer will turn one into the lime-light of his career. Copy-writing is a life-long process through which, day by day one can achieve more knowledge and know the magic realism through alphabets, words, phrases, clauses and sentences.
Comment #:18 by prasanna

Thought provoking definition. The first thing that hit me like a bolt while wandering this woods.

Hope to learn a lot from here.

Prasanna
Comment #:19 by joylyn

…i think good copy writer is the one who knows the heart of the consumers….
Comment #:20 by robin

well done!

A writing craft directed to persuasion- hence “Pesuasonist”
Comment #:21 by Sudhakar Ghodekar

One of the comprehensive definition enveloped in a small envelope quity easy to take out.