Copywriting
Words are power. Words are fun. Words are packed with meaning. When you use words correctly, you can convey empathy, you can create meaning, you can add value, and you can move mountains.
More Than Words: What is Copy? It’s Responsible
This is the last piece in my series on what copy is, so I want to end on a poignant note, especially as our society goes through health problems at an unheard-of scale and our culture is at odds over [...]
More Than Words: What is Copy? It’s Empathetic
If you’re in the marketing industry, you’re probably seeing the word “empathy” a lot these days. “Empathy” was a trendy word before March 2020, but with all of the effects of COVID-19 on our health and our businesses, marketers are [...]
More Than Words: What is Copy? It’s Personal
My prior article defined copy as being “persuasive.” By definition, the words we call “copy” should persuade a targeted audience to take a desired action. That could be a sale, a vote, a donation, a pledge or more. We [...]
More Than Words: What is Copy? It’s Persuasive
In the article that introduced this series, I described the time a non-marketer student of mine heard me talk about “copy” and asked, “What is copy?" As a person who deals in copy all day, every day, I stopped in [...]
More Than Words: What is Copy? An Introduction
This thing that I do every day – these words that I write, this material that I edit, this language that I use to persuade – was strange to someone else. It got me thinking, “How do I explain ‘copy’ to someone who probably reads it every day but doesn’t think about it the same way I do?”