Today’s article isn’t inspired by a question; it’s inspired by a statement. I was talking to a young woman who was thinking through her career options. She was good at writing (I’m sure you can relate) and was interested in copywriting. Her big objection to it, though?
“Yeah, but I want my job to really mean something.”
She had no idea how much she didn’t understand.
People tend to think of marketing and sales as bad things; “forcing” people to buy things they don’t need.
That is so very, very much not what copywriting is.
Copywriting is about connecting people who have a need to that solution to that need.
Copywriters do that by using words that resonate with the audience, and then crafting a message that contains the key points that audience needs to hear.
Sure, some needs are greater than others. A mother-to-be with prenatal complications who needs to find a hospital with a great prenatal and natal program has a pretty serious need. A mom and pop business owner who needs to find a fast and cost-effective shipping service has a need that’s maybe not as serious, but still pretty darn important to them.
Here’s the thing: Without that effective communication, without copywriting, people would have a harder time finding solutions to their needs or problems.
I’m not in the least exaggerating when I say that businesses have folded because they were unable to convey their benefits, and convey them in a way that made sense to consumers. And if those consumers can’t find that business that perfectly meets their needs, they lose out, too.
Copywriting is crucial to a robust economy. But it’s also crucial to helping your average person find things or services or people that help them, make them happier, or make living easier.
Copywriting isn’t just “writing banner ads.” It’s creating connections that help businesses grow and lives improve. Copywriting matters. I don’t just enjoy it; I’m proud to do it. And, if you’re a fellow practitioner, you should be, too.