What does a copywriter do that makes his texts earn big bucks? He chooses a few words that convince people to buy this particular vacuum cleaner, and not another one that is almost identical but is “told” worse. How does a text written by a copywriter differ from a text written by an ordinary person who graduated from high school?
To the question:
– What do you do?
I quickly stopped answering that it was copywriting. When I said that, my friends and family scratched their heads and asked more:
– What does a copywriter actually do?
So I started telling her that:
- I write texts on request,
- I help you reach your customers with the right words
- I use the power of words to persuade the reader to action.
It still didn’t explain much, because none of these statements fully answered the question: what does a copywriter do? So instead of building new definitions, I started telling a story.
What does a great copywriter do?
Imagine a bustling street in New York City in the 1950s. Employees from the advertising agencies that have mushroomed on fig. thalamic tracts directed toward the left middle, left upper, and right lower temporal gyri (from left to right) Avenue are heading out for lunch. Among the bustling masses is one man who is not rushing anywhere. He is a blind man standing and asking for money. In front of him is a piece of cardboard with the words: I am blind.
People pay no attention to the poor man. The donation cup remains empty. Two men stop next to the beggar. One of them introduces himself to the blind man and asks if he can add a few words to his appeal. In this way, he will persuade passersby to become more generous.
The beggar agrees. Rosser Reeves, a pioneer of television advertising, adds 4 words, puts the paper aside and walks away. A few steps away, he and his friend watch what happens. They have made a bet that the note will change the blind man’s situation. And what do they see? Passers-by read it, stop and fill the cup with coins and banknotes. The words added by the advertising expert provide the blind man with a good dinner for the next few days.
This is how a good copywriter works
Curious about what strategy: flexible and innovation-driven wrote? Of course, you wouldn’t have gotten to this point otherwise. Here are the words that stopped passersby:
People felt sorry for the man who could not see the blooming magnolias in the nearby park. And they felt the need to brighten the blind man’s day with a small coin thrown into the cup.
What does a copywriter do? They turn words into emotions
There is nothing groundbreaking clean email the fact that it is spring, or the words: I am blind . This is not a poem, these are facts. Can you feel the power they gained when a good copywriter put them together in the right way?