KNOWING THE DIFFERENCE BETWEEN GOOD

WRITING AND GOOD COPYWRITING

 Why Isn’t All Good Writing Good
Copywriting?

• Different goals

• Different audience

• Different purpose
 Defining Good Writing

• Good writing is almost impossible to define.

• To paraphrase Justice Stewart, "I can't define it, but I know it when I
read it."

• Good writing has some general characteristics:

• Good grammar, punctuation, and use of writing conventions

• Clear purpose and voice

• Excellent word choice and sentence fluency

• Interesting, important ideas

 Defining Good Copywriting

• Good copywriting draws from many of the

characteristics of good writing.

• At its core, good copywriting

1. Targets a specific audience to promote a

specific product

2. Compels a specific action

3. Sells something
Elements of Literature That Don’t
Always Work When Copywriting

• Long, drawn-out
metaphors

• Highly symbolic language

• Punctuated headings

• High-level vocabulary

• Clever wordplay
Key Aspects That
Define Good
Copywriting But
Rarely Good
Writing
1. Breaking grammar rules carefully is
a good thing when you’re
copywriting.

• Write copy the way you speak.

• Start sentences occasionally with conjunctions.

• End sentences with prepositions.

• Use familiar expressions, slang, and contractions.

• Occasional fragments help add urgency.

 2. Shorter really is sweeter.

• No rambling sentences

• Short, punchy paragraphs

• Exactly enough content to make your point

 3. Writing in the second person is
almost always best.

• It’s all about the reader.

• “You” copy draws the audience into the sales

process.

• Command language can help build urgency and

compel action.
 4. Redundancy and repetition help
you make your point.

• Drive your point home through repetition.

• Emphasis and clarification

• Add value through redundancy.

 5. All copy should have an urgent,
clear call-to-action.

• No such thing as a subtle CTA in copy

• An unclear CTA = missed opportunity—and

ultimately lost revenue

• Urgency helps get the yes

 Elements of Good Writing to
Remember When Copywriting
• Don’t be boring.

• Connect emotionally with the audience.

• Choose words carefully.

• Give vivid details.

• Be creative and imaginative.

• Use a unique, clear voice.

• Foster a specific mood in your reader.

• Write with conviction and passion.

“Let us prove to the world that good taste, good
art, and good writing can be good selling.”

–William Bernbach