What Is Copywriting and Why It Matters
Whether you want to become a copywriter yourself, understanding the fundamentals of copywriting is essential. You might also simply wish to learn how to give better feedback to your marketing team. Copywriting involves more than just writing words. It’s the art and science of using language to persuade, influence, and inspire action.
In this guide, we’ll move from the core principles of great copywriting. Then, we’ll explore advanced techniques that help your words stand out. These techniques will help your words convert and connect emotionally with your audience. By the end, you’ll understand not only how to write copy but also why certain messages work better than others.
Why Copywriting Still Matters Even in a Video World
With social media and video everywhere, you might think text is fading, but copywriting is more alive than ever. Even in videos, over 75% of the content relies on words, including scripts, subtitles, and annotations. We still depend heavily on copy to explain ideas, showcase products, and persuade people.
Copywriting isn’t just “nice to have.” The global copywriting market is expected to grow. It will increase from 25 billion dollars in 2023 to over 42 billion dollars by 2030. This shows how much brands value skilled writers.
Whether it is a short headline, a social media post, or a video script, the right words still drive action. They make ideas stick.
Is AI Killing Copywriters?
With AI tools generating text faster than ever, it is natural to wonder if copywriters will soon be obsolete. The truth is, copywriting is far from dead. It should serve as a tool for copywriters. These tools help them craft better text based on their research and expertise in writing great copy.
Copywriting is ultimately about connecting with humans, understanding their desires, emotions, and motivations. While AI can produce text, it often struggles to pinpoint real benefits. It fails to grasp human psychology. It also has difficulty crafting messages that truly relate. Too often, AI-generated copy ends up vague, generic, or inefficient, lacking the subtlety and persuasion that skilled human writers provide.
In other words, AI is a tool, not a replacement. The most successful copywriters will take advantage of AI to work smarter, not to be replaced by it.
Copywriting Fundamentals You Must Know
Copywriting starts with understanding people, not products. Great copy answers one simple question for your audience: What’s in it for me?
Here are the core fundamentals:
- Know Your Audience: Understand their needs, fears, and desires. The better you know them, the more your copy will resonate.
- Focus on Benefits, Not Features: People care about how your product or service improves their life, not the specs.
- Clear and Simple Language: Avoid jargon. The clearest message always wins.
- Strong Headlines: A headline decides whether someone reads your copy or scrolls past. Make it attention-grabbing.
- Persuasive Call-to-Action: Always guide your reader to the next step with clarity and urgency.
These fundamentals are the building blocks of every successful piece of copy, whether it’s an ad, email, or landing page.
Your Headline is 80% of Your Copy
Your headline is the first and often only chance to get someone to read your content. Studies show that 80% of people read the headline, but only 20% read the rest. This makes your headline critical for engagement.
Headlines are not one-size-fits-all. Their purpose changes depending on the type of content or platform. Here are the main headline purposes:
Different types of copywriting headlines
Content Headlines
Used for blog posts, articles, or guides. They grab attention and show the reader what value or information they will get.
Example
“10 Simple Copywriting Tweaks That Instantly Make Your Writing More Persuasive“
Sales Headlines
Found on landing pages or product pages. These headlines highlight the main benefit or value proposition to drive action and conversions.
Example
“Get the Copywriting Framework Top Marketers Swear By”
Email Headlines
Subject lines that must be short, compelling, and irresistible to boost open rates.
Example
You’re Losing Sales Because of This 1 Line (Fix It in 5 Minutes)
Social Media Headlines
Designed to stop the scroll. Often benefit-driven or curiosity-driven, optimized for fast consumption.
Example
“Most Businesses Write Terrible CTAs, Here’s How to Fix Yours in 10 Seconds“
Advertising Headlines
Direct and persuasive, emphasizing urgency, scarcity, or strong benefits to capture attention immediately.
Example
“Only 24 Hours Left to Get the Copywriting Course That Pays for Itself“
Proven Headline Examples That Always Work
Here are some common headline types that consistently work:
How-To Headlines
Show readers exactly what they will learn or achieve.
Example: How to Write Copy That Sells Without Feeling Pushy
List Headlines
Numbers promise a clear, structured read.
Example
“7 Copywriting Tricks That Boost Conversions Instantly“
Question Headlines
Engage curiosity and make readers think.
Example
“Are You Making These Copywriting Mistakes?“
Benefit-Driven Headlines
Focus on the outcome for the reader.
Example
“Double Your Email Open Rates in 30 Days“
Curiosity or Intrigue Headlines
Tease something the reader can’t resist.
Example
“The Secret Strategy Top Marketers Don’t Talk About“
Urgency or Scarcity Headlines
Encourage immediate action.
Example
“Last Chance to Access These Copywriting Templates for Free“
The key is to match your headline type with your audience and content goal. Test and tweak to see which style drives the most clicks and engagement.
