What is Copywriting Really? Part 1: Appreciating Writing

There is no escaping the fact that to copywrite, one has to have a strong grasp on language. There’s a minimum technical skill requirement that accompanies any form of writing, any form of art, or any form of job, for that matter. But with the help of word editors and AI, people are somewhat protected from their lack of knowledge when they take a swing at writing. Acquiring the technical understanding of the craft (grammar, syntax, semantics…) is possible for anyone with internet access and the will to learn. However, appreciating the craft is something different, and it is what separates a good copy from a great one.

Stripped down to the technicals, copywriting is a part of a marketing strategy that aims to turn prospects into leads, leads into clients, and clients into returnees. Find, connect, trade, and keep trading. But beyond the minimum requirement set by this general objective, copywriting is an art form—the art of persuasion. So, whether it’s in the general manner of choosing a proper form and medium or in the specific manner of personal style, how a message is executed and delivered is an integral part of the process itself.

Some things are best spoken plainly, some are best tucked between the lines, and some are best left unsaid. Rules can be broken with intent and for good reasons. Meaning, context, and implication. Human language. There is more to consider than clarity and correctness. And there is no technique to study here, or an editor to ask for directions, just an appreciation and a desire to step away from what copywriting does, and step into what it can do.  

In writing, every story is unique, even those narrating the same event. In copywriting, every copy is unique, even those describing the same business. That’s simply how it is. Uniqueness is not what separates good from great, nor is it grammar, diction, or tone. Until you test and witness the impact, you can’t really pinpoint what part makes the copy great. If you want results you can expect, understand copywriting, but if you’re aiming for more, then appreciate it. 

It’s not easy to copywrite sometimes. It is heavily reliant on people as a source and destination. And so, the challenges and limitations are different each time, and frustrations can arise for a lot of reasons that have nothing to do with words. It requires adaptability and flexibility that extend toward the circumstances as a whole, and that’s an unavoidable part of the process. But it is endurable, and it can even be beneficial when the craft is practiced with appreciation.