Copywriting = “Salesmanship in print”
WHY is that my favorite definition of copywriting?
It makes copywriting seem less scary and more doable(as it should seem).
And it (rightly) communicates that copywriting isn’t some complicated set of equations that you have to memorize in order to magically make your words more persuasive. But rather, it’s something that every human being is already doing all the time – selling stuff. But just in written word, instead of spoken word.
It (rightly) communicates that writing good copy is actually a very simple thing.
…because salesmanship is a very simple thing.
Selling stuff may be hard to actually do… and substantially improve in… (just like every other worthwile skill…)
But it’s not complicated. There are a few fundamental principles you should learn. But once you learn them, it’s just a matter of practicing them. And getting better at moving the “head” knowledge into your body.
Likewise with copywriting.
It’s a very simple thing.
It may be hard to actually do. And to improve in, if you’re not good at it. But it’s not complicated. There are a very few principles that you need to learn… and once you learn them, then it’s just a matter of practicing. Writing crap. Trying again. Getting better. Trying again. Getting better.
In other words…
Don’t beat yourself if you’re not a rockstar copywriter right now.
And don’t make the mistake of thinking that “if only” you knew some hidden trick or technique, your “inner copywriting rockstar” would be instantly unleashed. That’s just not how it works. It takes time. And you probably already know 50-75% of the most important things to know about copywriting – without even realizing it. But I bet you’re only applying 10%-20% of what you know in your head… in your copy.
Just work on getting a little better. And a little bit better.
And before you know it, you’ll rock.
