Copywriting is DEAD

Effective Copy Is Great Content as a Sales Pitch
Copywriting and Content Writing share 1 distinct commonality – skill – yet also diverge on 1 significantly crucial element – function
Whereas content writing is the skeleton of the internet as a knowledge hub – copywriting is the backbone of what makes the internet a marketplace
If it’s not selling the reader something, it’s not copy
If the reader is not ready to convert once they have finished reading, it’s not well-written copy
The sole function of content is to provide the reader with the information they were seeking or need
The sole function of copy is to persuade, convince, and yea – to a degree – manipulate the psyche of the reader into taking the next step ~ Whatever the writer wants that step to be
In their most elemental states, content is for the benefit of the reader, copy is for the benefit of the brand
In no way, shape, or form [or degree to that matter] is that to suggest that clickbait is a form of effective copy – or written by anyone that possesses any degree of skill
On the contrary – effective copy is great content in the form of a sales pitch
Just as content is all about providing some benefit to the reader, great and effective copy should be focused on the same thing
Effective copy is not about being great at selling ice to Eskimos
Effective copy is all about selling ice to every single person holding a drink ~
Whether it’s coffee, tea, chocolate milk, soda, or a shot of whiskey, your ice will put that drink over the top
So yea, effective copywriters need to also be great content writers
A great content writer is the modern equivalent of a great author
We are writing professionals with a talent, skill set, and expertise in telling people what they ~
- Want to know
- Need to know
- Didn’t know they wanted/needed to know
Likewise, as great copywriters, we are writing professionals that use the same talent, skill set, and expertise to get people [regardless of their intention/desire before engaging our copy] to ~
- Click-through
- Buy
- Join
- Download
To accomplish that, the conversion is not interpreted as a measure of loss [i.e.moving forward results in spending money]
Conversion is understood and accepted by the reader as their desired next step in the journey to benefit and better themselves or their current state of being [which includes personally, professionally, socially, fashionably, affordably – an entire list of adverbs that you’re not supposed to use in your copy 😁]
Thus, being a copywriter inherently has 3 operational duties ~
- Identifying who can benefit / who’s the best customer
- Effectively connecting them to the benefit
- Following up with the commitment that conversion creates
And yes, conversion creates a commitment for both the writer and the brand he/she is a writer for
Let’s say the conversion’s purpose is to capture email addresses [for a weekly newsletter] using a lead magnet [a free downloadable pdf]
Then the copywriter has 3 specific duties –
- Craft effective copy to secure the conversion and download
- Craft a pdf that provides something of value
- Continually craft good email/newsletter content that continues to provide value
Conversion creates a commitment, even if its primary goal is a one-time sale
Professional copywriters never use their talent, skill set, and expertise to create spam or participate in a scam
So what makes effective copy?
I’m glad you finally asked, otherwise I would have rambled on forever 🤣🤣
Effective copy ~
- Directly connects the reader to the benefit
- Engages the readers’ emotion-based decision-making process
- Anticipates what the reader needs to become Actionable
- Delivers to the audience, but impacts the reader
This can successfully be accomplished using only a few sentences or paragraphs – think Facebook ad copy, Google ad copy, or even landing page copy
Or, [and this is a perfect example of why an effective copywriter must also be a great content writer] can leverage an entire article of 2000 words – think native ads
Effective copy has a few crucial essentials

The HOOK 🪝
The key component to effective copy is the hook
- The headline for a native ad that gets you to read
- The email subject line that gets you to open
- The tagline that gets you to stop scrolling
The hook grabs the attention of the reader
A great hook breaks the reader’s journey of monotony and promises some excitement or at least a change of perspective – like Copywriting is DEAD

🗝️ KEYWORDS 🗝️
Even if it’s a Facebook ad or Google ad, effective copy [just like great content] requires strategic SEO ~ Keywords
Keywords achieve 2 goals –
The reason keywords are the foundation of all great SEO is that they reflect what the reader wants – their search intention
Likewise, for copy, keywords anticipate what the reader needs – whether they know it yet or not
Copy, also, needs to speak to the reader, not AT the reader
Copywriters need to craft copy that aligns the brand’s message with how the reader speaks
This can be very difficult – or at least expensive – when your target audience is massive – not to mention the possibility of being demographically or culturally diverse
Internet users all share a common thread – we’ve developed an appreciation to communicate succinctly
Where can I buy red shoes in New York is now Shoe stores near me
Using the proper & strategic keywords in your copy gets you into the readers’ conversation without seeming like you weren’t invited

🏛️ STRUCTURE 🏛️
In general, people love structure. In fact, there are entire fields of study and professions built around the concept – think interior design, architect, & architecture
Copy [and content for that matter] apply the same principles
Both copy and content need to be built soundly and aesthetically
Effective copy should please the reader’s eyes just as much as it speaks to their being
That includes –
- Bullet lists
- Images – [good rule, contrast copy & image -> conventional copy/controversial image & vice versa]
- Colors, Fonts, Spacing
- Power Verbs
- Valuable Data
- Appropriate Specificity
- Guided Generalism
Along with direction and emotion

🥸 HUMAN 🥸
The most important element of effective copy is that its human ~
Written For Humans By Humans
If you think, it is even remotely a good idea, to solely rely upon Artificial Intelligence [AI] to craft your brand’s copy [or content for that matter] instead of having a seasoned professional writer at the helm, maybe you should ask the people who lived in Hawaii in 2018
And let’s not forget about Microsoft’s Tay – the AI chatbot that autonomously turned into a Nazi and a racist
If you are willing to invest money soley into garbage gimmicks instead of genuine talent, then – simply stated – you get what you deserve
See that – very human right there 🤣
Artificial intelligence should be leveraged as a powerful tool that all professional writers and digital marketers have in their toolbox. But it cannot replace the unique elements of the craft that a writer imprints on the final product

the CTA 🎯
All copy needs to direct and get the reader to take the next step
The Call To Action 🎯 is the entire purpose of the copy
The –
- Act Now
- Buy Now
- Challenge Accepted
- I AM a VIP
- Save Now
- Subscribe
And, to increase conversion, you can pair those with an Escape CTA [I invented that by the way, so don’t even try to claim it as yours] –
- I Prefer 2nd🥈Place
- That’s More Than I Can Handle
- You’re Out Of My League
- I’m Happy Being Average
- She/He Said I’m Not Allowed
Yes, a great copywriter knows the power of reverse psychology 😏
And, your Escape CTA can take the reader directly to your tripwire
Another great conversion strategy – turn your CTA into a corny joke 😁

Why couldn’t the agent sell the castle?
Because he forgot to put the
[Only great agents know]
Too corny? But, it would work for anything real estate related 😏
The point is, your CTA needs to get the reader to act
And finally ~

the Copy Paradox ☯️
The Copy Paradox is why your brand needs a great writer to craft effective copy
All copy sells, and in fact, all copy is selling the same thing
Nope, it’s not your product or your lead magnet
Your copy is selling YOU
Copy is for the benefit of the brand by benefiting the reader – or is it, to benefit the reader by benefiting the brand 🤣
Effective copy aligns itself with the intended audience but never strays from the persona of the brand
Copy is not simply a tool, but a valuable asset of your brand – it reflects your:
- Voice
- Values
- Style
- Image
- Character
Copy must personify your brand to the world – well, to your audience [which is your whole world 😁]
From TOFU to life-long advocate, your copy is not simply a journey, but an invitation and a reminder to those that matter most to your brand
After all, you’re in the business of benefit – at least according to your copy
Now that you know and understand what effective copy is and requires, the only question is ~
Can your brand handle the power of effective copy?
If so, that button is 👇👇👇
Otherwise, click 👇👇👇