This is not just an excuse for me to be all sweary but was an actual question a friend asked me. She’s a clever woman, so I might have thought this was a blip but she’s not the only one to have asked. So, here’s what I think it is.

What’s really interesting to me is that I started answering the question by explaining what copywriting is not. That seems a little negative so I won’t make that mistake here…not until later.

Copywriting is getting your copy (or words) right; using language to persuade, influence and guide.

IMHO, copywriting has three main components: Science, art, magic.

Science

Copywriting draws on a number of scientific disciplines, primarily linguistics, psychology and behavioural science. What language we choose to use to communicate to diverse personality types has an impact on who will buy or sign up to which goods and services, and groups and communities.

Art

Copywriting is definitely an artform. We use poetry and story-telling to take someone on a journey, to make products, services, clubs and memberships interesting, aspirational, and fun so that real people will want to get in on the action.

Magic

Copywriting is just a little bit WooWoo too. The alchemy of bringing words together (alongside good design) to influence buying, business and life decisions can be quite intangible at times.

You have to know the rules of language, to research what is important to potential clients so that you can speak to them, but you sometimes just have to follow your gut to actually speak their language. There may be myriad ways to make your point, but each will resonate differently with different listeners or readers. The intangible bit is making the call of which alternative will work best. And a little bit of A and B testing will do the rest!

Okay, so what is copywriting not?

I’ve heard various theories on this too (again from intelligent people) so I do have to address the white space.

Copywriting is not lazily using AI to fashion your words for you. Don’t get me wrong, AI has its place and I use it daily. I use ChatGPT (other generators are available) to inspire me with ideas and to research. I most recently used it to find out where my ideal clients might hang out online. And I confess, it gave me some structure when writing my bio - writing about yourself is hard.

Please don’t use AI for your actual copywriting. It clearly sounds like a bot is talking and when you’re looking for meaningful client connection, it just won’t sound like YOU. Authentic, honest conversation is what your business needs from its words and AI just does not offer that - It may one day (who knows?) but that day has not yet come.

Copy writing is not to be confused with copyright which relates to the ownership of intellectual property and one of the reasons that Taylor Swift gets so cross with the media moguls.

Speaking of getting cross, good copywriters don’t use language to manipulate. Some unscrupulous business types would say almost anything to sell their products. They focus on greed and fear to cajole people. Ultimately this will leave the purchaser with a sour taste in their mouth or feeling tricked, anxious or ripped off. They won’t be a repeat customer!

For me, copywriting is about connecting the words and their meaning with a client’s actual need so that they feel heard, seen, understood and will recognise the value in what is being sold. They can then choose to buy - now or later or not at all.

That is using the power of words wisely and responsibly.

This copywriter chooses to work with others who are ethical in their approach to business and sales. This copywriter is also a bit of a potty-mouth. There’s nothing like a well-placed expletive, delivered to a receptive audience, to bring power to your message.