Copywriting: What is it, and should you learn it?

Isn't it funny how we can feel intimidated by the unknown?  I make my living as a writer, yet the term "copywriter" has always seemed so mysterious - and daunting - to me.  I can whip out articles and ebooks on all facets of personal development, home business, telecommuting, and spirituality - but ask me to write a sales letter or promotional material and I cringe.

I know other writers who can dive fearlessly into a technical manual, but ask them to write their own resume and cover letter, and they tremble in fear.

What it comes down to is that copywriting is a SKILL, like all other types of writing.  And like all skills, it can be LEARNED.

But should you learn it?  Do you really have a need for it?

Personally, I've set a goal for myself this year to learn the basics of copywriting for the web.  I have no plans to actually work as a copywriter for clients -- but I do have a desire to write better copy for my own websites, blogs, and publications.

If you're a website owner, blogger, ezine publisher, or internet marketer, copywriting is a very valuable skill to have!  Sure, you can pay someone to do your copywriting if you wish, but I think you'd be surprised how simple it is to learn it yourself once you dive into it.

See the bottom of this page for resources to learn copywriting.  I've already ordered my course and I've begun working through it - and I'm surprised and excited by what I'm learning.  It turns out that no intimidation was necessary.  ;-)

First, here's a brief overview of exactly what copywriting is:

What is Copywriting?

Though the term copywriter may be used in a variety of ways in different industries, online the title usually applies to a writer who is skilled in promotional writing.  More specialized than the general ghostwriter who provides content of many kinds, a copywriter is usually hired to write words that sell something. 

Some examples of tasks that a copywriter may take on are:

- They write item descriptions that present products in the best light.
- They write advertisements for print and the internet.
- They write copy for brochures and flyers.
- They write sales letters for the web and direct mail.

Copywriters have been trained to gently (and sometimes not so gently) induce a desired response in the reader.  They use words in a way that guides the potential customer to want to buy and overcomes objections by anticipating what they might be and responding to them in the copy itself.

Good copy involves important principles of presenting the benefits of a product rather than listing the features and keeping the focus of your words on the reader.  This is often difficult for writers without training and is what makes it particularly important that you hire the right writer for the job.  Don’t make the mistake of thinking that the same person you pay to write content articles can be tapped to write a sales letter.  The skills needed are different.

Take care in shopping around for a copywriter for your project as they often have very different styles of writing that may appeal to different target markets.  Ask for testimonials and examine examples of their work.  Great copywriters have often studied under a more experienced writer and submitted to months if not years of critiques to hone their skills.  Many have degrees in marketing or advertising or have come through the trenches learning their craft through personal experience.

Copywriting can be a very profitable business for someone who enjoys writing compelling copy and would like to have flexibility working from home. It will take a time and hard work to establish yourself, but if you are willing to put in some effort, you can reap the rewards!

Even if you don't want to work as a copywriter for clients, you can still benefit from honing your copywriting skills and putting them to use in your own online business.

More information on learning copywriting:

Affordable Copywriting Course

Write Your Sales Letters in Minutes with an easy Sales Page Builder

Free Copywriting Newsletter - you also get a free guide when you subscribe, "Writing for the Web: 7 Challenges Every Writer and Copywriter Faces When Writing for the Web."

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