Copywriting: Definition and How It Works

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Copywriting is the practice of writing advertising copy designed to persuade someone to buy a product, sign up for a newsletter, or, more generally, take an action that benefits a business.

Copywriting, therefore, requires the ability to write persuasive copy, which means you have to learn how to turn a technical feature of a product or service into a benefit for the reader and help them understand why they should care about it.

For example, instead of writing, "These headphones have a 30-hour battery life," which simply describes a feature, in copywriting you have to write something like, "Listen to your music all weekend without looking for an outlet."

The underlying information is the same, but the second version allows the reader to immediately understand the benefit offered by that feature; and that is exactly what you'll learn to develop throughout the course you're reading.