Okay, let's get one thing straight. I love good writing. Give me a beautifully crafted sentence, a perfectly paced paragraph, a metaphor that explodes in my brain like a firework display, and I'm in heaven.
But here's the thing – sometimes, good writing just isn't good copywriting.
And that's because they have different goals.
Think of it like this: A novelist wants to transport you to another world, to make you feel things, to stay with you long after you've finished the book. A copywriter? Well, they want you to do something. Click that button. Buy that product. Sign up for that newsletter.
The Art of Persuasion
Copywriting is, at its heart, the art of persuasion. It's about understanding your audience, knowing their pain points, and offering them a solution in the most compelling way possible. It's about weaving words together to create a call to action that's irresistible.
And sometimes, that means sacrificing a bit (or A LOT) of flowery language in favour of clarity and conciseness. It means ditching the complex sentence structures for something punchier and more direct. It means putting aside your ego and focusing on what will resonate with your target audience.
When ‘Good Writing’ Goes Wrong
I've seen it happen countless times. A company hires a brilliant writer to craft their website copy, their marketing materials, their social media posts. The writing is elegant, sophisticated, maybe even award-worthy.
But it doesn't convert.
Why? Because it's focused on the wrong things.
It's too focused on sounding clever, instead of being clear. It's too wrapped up in beautiful imagery, instead of highlighting the benefits of the product or service. It's too busy trying to impress, instead of persuading.
The Power of Simplicity
Now, don't get me wrong. I'm not saying that good copywriting can't be well-written. In fact, the best copywriters are masters of language. They know how to use words to create emotion, to build trust, to drive action. But they also understand that sometimes, the simplest words are the most effective.
Think about some of the most iconic advertising slogans of all time:
‘Just Do It.’
‘Think Different.’
‘I'm Lovin' It.’
These aren't exactly literary masterpieces. But they're memorable, they're impactful, and they're incredibly effective.
How effective? Well, I didn’t mention which companies those slogans came from… but YOU KNOW, don’t you?
Finding the Right Balance
So, how do you strike the right balance between good writing and good copywriting? It's all about understanding your audience and your goals.
Who are you trying to reach? What kind of language will resonate with them?
What do you want them to do? What's the call to action?
What's the tone of your brand? Should your copy be playful or serious, formal or informal?
Once you have a clear understanding of these factors, you can start crafting copy that is both well-written and effective.
The Copywriter's Secret Weapon
And here's a little secret: Good copywriters are also good listeners. They take the time to understand their clients' needs, their target audience, and their overall marketing goals. They ask questions, they do their research, and they're not afraid to challenge the status quo.
Because at the end of the day, good copywriting is about results. It's about getting people to take action – whether that's making a purchase, signing up for a newsletter, or simply learning more about your brand.
Need a Hand With Your Copy?
If you're struggling to get your message across, I can help. I'm a Singapore copywriter with a passion for crafting compelling, persuasive copy that gets results. Whether you need website copy, marketing materials, or social media content, I can help you create something that truly connects with your audience.
Get in touch today, and let's talk about how I can help you achieve your marketing goals – with, or possibly without, the ‘fluff’.