What is Copywriting: A Beginners Guide with Examples

I didn’t know anything about copywriting 3 years ago. At that time, I used to think copywriters simply copied other’s writing.

I didn’t know it was one of the highest-paid skills. I didn’t know this skill was like a superpower. I didn’t know it would be my identity someday. It’s funny.

But you don’t have to go through that. Because I will explain here what is copywriting with examples. You will get it, even if you are a beginner. So…

Let’s First Consider This Situation…

Imagine you’ve launched a T-shirt business. And let’s say your T-shirts are stylish, comfortable, long-lasting, and eco-friendly. They are also priced lower than your competitors.

But your target customers don’t know you exist. No one has tried your products. They don’t know how good your offer is. And they are happily buying from your competitors.

So, how would you sell your T-shirts?

It’s obvious. You would spread the word about your company and your products. You would write and share compelling messages about your exceptional offering. Right?

Exactly. And that’s what copywriting is. Writing messages that persuade.

Let’s understand it more deeply.

What is Copywriting?

Copywriting is the art and science of writing words that persuade people to take a specific action. The action could be making a purchase, subscribing to an email newsletter, donating to a charity, or attending an event.

And guess what? Copywriting is at the core of every business. Like the T-shirt example we saw, every business has to share its messages to build good customer relationships and promote its products. Be it a non-profit organization, investment firm, fitness coaching, or a company selling ice cream, they all require good copywriting.

And you may not have realized it, but copywriting is everywhere. It’s in the blogs you read, the emails you receive, the banners you notice on the street, and the ads you see in newspapers and magazines. All have the same purpose: promoting and selling a product or service.

So you may say copywriting is selling through words.

“Copy is a direct conversation with the consumer.” – Shirley Polykoff

What Exactly Does a Copywriter Do?

If you’ve got what is copywriting, you know what a copywriter does. A copywriter is a professional who simply crafts persuading messages (also called copy) for marketing and promotional materials.

However, the common misconception is that copywriters are merely skilled writers. Absolutely wrong. While writing ability is crucial, good copywriting is more about research, psychology, persuasion, and marketing.

Here, research is the most essential part. The legendary copywriter Eugene Schwartz said copywriting is 80% research and 20% writing. That’s why, before writing the actual copy, copywriters research the market to understand the problems, dreams, fears, and worldviews of the target audience.

Then comes product research. Copywriters must know the product inside out, from its components and manufacturing process to packaging. If possible, they should use the product to get a feel for it. Because if you haven’t felt the product, you won’t be able to make your readers feel it.

Finally, they write the copy, which can be distributed digitally through social media posts, blog posts, or emails. Or traditionally through newspapers, posters, or pamphlets.

But the job doesn’t stop there. The copywriter has to analyze the performance of the copy, see how it could be made better, and then experiment with different variations of the message. This way, they find the copy that sells the best.

“Copy is not written. Copy is assembled.” – Eugene Schwartz

How Copywriting Help Businesses?

You’ve understood what is copywriting and what exactly does a copywriter do. Now let’s see how copywriting can make your ordinary business into something extraordinary:

1. Your Message Gets Heard

The market is packed with companies having the same product as you. Perhaps they have a better one. All are trying to sell to the same audience.

But people don’t like to be sold. To them, all the ads are noise.

Here, copywriting lets you be creative and write a message that cuts through the noise. That gives you a chance to talk.

2. You gain their trust

Trust is crucial. People always buy from a company they trust. And it’s trust that turns casual visitors into the most loyal customers.

Copywriting enables you to understand your audience and talk to them in a way that feels like a friendly conversation. This helps you craft a message that resonates and connects with them emotionally.

You also give them proof, show them results, and include data to convince them logically. All these make your message more trustworthy.

3. Sparks a desire

Have you ever come across an ad that sparked an unexpected desire for a product? That’s the power of copywriting.

Good copy talks about the audience’s pain points and then tells how the product can effectively ease their pain. It shows how the product can transform their life and fulfill their goals, making the product more desirable.

“A copywriter should have an understanding of people, an insight into them, a sympathy toward them.”  – George Gribbin

Best Copywriting Examples

Here are three simple copywriting examples that will help you understand what is copywriting:

1. iPad Pro