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.

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11 comments so far ↓

Comment #:1 by Web Design Cambridge » Jun 15, 2007 at 11:20 pm

SALESMANSHIP!
Awsome term to define copywriting…nice post - Thanks!
Comment #:2 by Theda K. » Jun 17, 2007 at 2:08 am

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 » Jun 17, 2007 at 11:25 am

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 » Jun 19, 2007 at 7:48 pm

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 » Jun 20, 2007 at 3:15 am

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

Thank you for sharing.
Keep it up!

Jeff.Wang
Comment #:6 by ATIF IFTIKHAR » Jun 20, 2007 at 3:52 pm

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 » Sep 7, 2007 at 12:44 pm

the poetry puts food for all thoughts.(a beauty)
Comment #:8 by Eileen » Sep 8, 2007 at 2:21 am

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 » Nov 29, 2007 at 5:49 am

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 » Dec 21, 2007 at 2:54 pm

It’s definately a wonderful defination of copywriting.
Comment #:11 by kat » May 7, 2008 at 2:34 am

… it sums up the the definition of a copywriter