How "Copywriting" Got Its Name
by: DarrelHawes |
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Baffled by the label "copywriting"? You might be wondering, "what does copying have to do with writing, anyway?"
Here's the simplest way to answer that question. All writers borrow from other writers; we never start completely from scratch. We always borrow certain phrases or stylistic elements from other writers. Advertising writers are merely more self-conscious and upfront about the process.
It makes more sense if you consider the purpose of advertising itself, which is to trigger certain emotional responses and move people to make a certain action. If the desired action is made then the writings purpose has been accomplished.
Copywriters recognize that human beings are complex. Exactly what motivates us to take action is often unclear.
Copywriters will usually start with an advertising piece that they know is effective, and will borrow elements. Every area of a sales letter is modeled from an earlier, successful piece, starting with the headline.
A great headline from the last century went like this: "They Laughed When I Sat Down At The Piano, But When I Began To Play..." This headline is the basis of hundreds of later headlines. It is effective because there are at least two emotionally charged ideas, and probably more. The good writer knows what tool is required to cause a specific effect, and knows how to use it.
There are certain elements often present in successful headlines.
Numbers can be an effective means to draw the reader in. For example, headline writers will often refer to "The Five Steps You Must Take..." or the "Seven Tricks...". The human mind appears to love specific numbers.
Another often used technique is the words "secrets". People in general like the concept of gaining a hidden knowledge that will give them an advantage. On the other hand, people also don't like the idea of others obtaining this "secret" knowledge and keeping an advantage over themselves.
My final "widely-copied element" mention today is the use a story in a headline. It only takes a few words to tell a story. The famous "One Legged Golfer" headline is based on a completely true story. I'll point out that true stories are often the best.
If we were to put these three elements together, we could write a headline like the following:
"Blind Welfare Mother of Three Discovers the 5 Hidden Secrets To Opening a Checking Account, Even If You're On ChexSystems 'Black List' ".
I hope this article has been helpful, and that you see that when copywriters "copy", they are borrowing ideas, not actual words of other writers.
About the Author
If you are trying to get more visitors to your web site, see Darrel Hawes' site for help in getting more visitors, and generating more leads.
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