What comes to your mind when you hear the word “copywriting?” Some associate it with other writing jobs like journalism, while others see it as a specialized field that only the most tech-savvy individuals can join.
In my opinion, anyone can be a copywriter.
Yes, you heard that right.
Anyone can be a copywriter because copywriting is a lot like storytelling. And any person, with the help of a compelling enough narrative, can be a storyteller.
Now, when I say that anyone can be a copywriter, I don’t mean that everyone can automatically be great at it. After all, crafting an engaging story takes time, effort, strategy, and even a bit of luck.
Imagine the emails you delete from your spam folder or the intrusive ads that pop up when you view a website. These are both examples of copywriting, but few would say that these are good examples.
The key to effective copywriting is to attract the right audience, tell them a relevant and appealing story, and then get them to take action. It’s a bit like telling your kids a fairy tale before they go to bed.
Don’t believe me? Here’s how copywriting is similar to storytelling:
Every Fairy Tale Needs a Hero
All the best narratives have a compelling hero at its center. Whether it’s a brave knight preparing to protect his kingdom from invaders or a poor servant girl working hard for a better life, the hero of the story should be someone you root for.
In copywriting, the brand or business is your hero–the asphalt maintenance company whose sole purpose is to protect citizens from falling into potholes, the fashion designer who strives to save the world from embracing outdated ensembles, the financial advisors who make sure that people don’t spend their money on stuff they don’t need.
You need to make your audience understand who your heroes are and what motivates them. When your hero is appealing, this inspires brand loyalty and trust.
Every Fairy Tale Needs Conflict
Without conflict, there’s nothing for your hero to do. Imagine if Cinderella were treated nicely by her stepmother and stepsisters. Imagine if Red Riding Hood never encountered the Big Bad Wolf.
It’s not enough for a narrative to have a likable protagonist. You need your hero to encounter a problem and find a way to solve it.
When you’re writing for a business, ask yourself, “Why is this product or service needed?” Once you’ve established what the company has to offer, you can craft your story.
Write about The Cleaning Company vs. The Unremovable Stain, The Personal Injury Attorney Vs. The Nurse Who Forgot to Wash the Syringe Before Using It on Another Patient, The Philosophy Book Author vs. The Mysteries of Existence, etc.
Every Fairy Tale Needs a Conclusion
No fairy tale is complete without a moral. Parents usually tell their children stories to help them understand complex concepts, such as love, compassion, bravery, sacrifice, or the importance of eating your vegetables.
The best stories can change a person’s perspective about an idea or inspire them to take action on something.
Your job as a copywriter is to get them invested in a business enough to want to pay for their products or services.
The journey may be different each time, but the main goal is for your hero to win. Everyone wants the rheumatologist to win the fight against arthritis or the shoemaker to win the battle against bare feet.
See? Copywriting is a lot like fairy tale.
With some practice and a lot of luck, you, too, can persuade people about the benefits of selling old cars to an auto junkyard.
Well, these are only my own ideas (as someone who works as a copywriter but is very much an author at heart). But I hope you learned a thing or two about copywriting, storytelling, or both. Stay tuned for more writing tips and tricks from yours truly!
(written by MOVIE GEEK)
(Image credits to The Writing Cooperative)