Updated August 13, 2024

Every good marketing strategy is built on the framework of strong copywriting. It’s what gives life to goals and ideas and turns them into actionable assets. Bad copywriting leads to an underperforming campaign and a loss of investment, time, and opportunity. 

This reality creates a high demand for expert copywriting strategy and skills to fill billboards, magazines, social media calendars, email inboxes, ads, direct-response mailers, sales call scripts, etc. The opportunities are endless.

Over the last few years, the general awareness of what a copywriter does – and this skill’s potential for high earnings – has increased significantly as more and more of the world transitioned into operating online. 

And with AI writing assistants making a splash, the need for well-researched, high-quality content became even more critical. 

Mastering the various types of copywriting, including understanding the nuances of short form vs long form content, and knowing where they will have the most impact is crucial for the consistent growth of any brand.

Understanding Copywriting 

Copywriting is the art of persuasion. Its purpose is to massage the consumer’s desires, pain points, and goals to inspire them to take action. But it’s more than just pushy sales. 

Good copywriting uses psychological principles to connect with consumers on a deeper level. To spark that little voice inside to start asking questions, make plans, and, eventually, commit to taking action. 

Not unlike how a therapist asks strategic questions, copywriting should change the way you think about something. To engage the emotions and make you feel a certain way. It takes you on a journey from point A to point B, highlighting the benefits and features along the way.

Some familiar psychological concepts that activate an emotional journey in your copywriting include:

• The Validity Effect: Repetition, repetition, repetition. The more the audience hears an idea or fact, the more likely they will remember and believe it. This recall and belief primes the pump for future action.
• Fear of Missing Out (FOMO): Others are experiencing the benefits your audience wants. Why not them? Show them how they’re missing out on the experience, benefits, results, etc., that others just like them are getting right now.
• Goals and Future Positioning: Play into the future goals of your audience. What do they want LATER that they need to start working on NOW in order to make it happen? Show your audience what their future could/should look like and remind them of their own goals.
• Storytelling: Humans can’t help but be storytellers in one fashion or another. They want to be delighted and entertained. This makes anyone more likely to accept that they’re being sold to. (Think of those radical campaigns like Squatty Potty and Poo-Pourri. Those products sell like ice cream in Texas on the 4th of July because the story creates a strong connection with viewers.)
• Social Proof: This tactic overcomes uncertainty and fear of taking action. They need to see others making a move and experiencing the benefits they want themselves. This gives them confidence in thei