copywriting

Copywriting

Overview

Copywriting is salesmanship in print. Every word either moves the reader toward action or gives them a reason to leave. This skill covers conversion copywriting: headlines that stop the scroll, body copy that builds desire, and CTAs that convert. Draws from the best practitioners in the field.

When to Use

• "Write landing page copy"
• "Create ad headlines"
• "Write email marketing copy"
• "Craft a tagline"
• "Improve our messaging"
• "Write social media captions"
• "Rewrite this to convert better"

Authoritative Foundations

• Joanna Wiebe (Copyhackers) — conversion copywriting. Start with the prospect's problem, not your product. "What's in it for me?" answered in the first 3 seconds.
• Eugene Schwartz — 5 awareness levels: Unaware, Problem-Aware, Solution-Aware, Product-Aware, Most Aware. Match copy to awareness.
• Robert Cialdini — 7 persuasion principles: reciprocity, commitment, social proof, authority, liking, scarcity, unity.
• Neville Medhora (Kopywriting Kourse) — practical frameworks. AIDA, PAS, features-to-benefits transformation.

Step-by-Step Process

Phase 1: Intake

Who is the audience? What awareness level? What's the desired action? What's the primary objection? What's the proof?

Phase 2: Framework Selection

• AIDA: Attention → Interest → Desire → Action (universal)
• PAS: Problem → Agitation → Solution (pain-first)
• BAB: Before → After → Bridge (transformation story)
• 4Ps: Promise → Picture → Proof → Push (direct response)
• Features-to-Benefits: "This does X" → "So you can Y"

Phase 3: Headline Writing

Headlines do 80% of the work. Rules: specific > clever, benefit > feature, under 15 words, no jargon. Test multiple variants. The best headline makes the reader think "tell me more."

Phase 4: Body Copy

Lead with the problem. Show you understand. Prove you can solve it. End with a single clear action. Write like you talk — read it aloud. If it sounds like marketing, rewrite it.