I mean sure! I could write boring words and make my writing a snooze-fest but does the audience really want it?
If there’s one thing I’ve learned about copywriting, it’s this.
Whenever you want to play with words that sell, you also have the responsibility of educating, informing, and persuasion.
With great power comes great responsibility, as they say.
Most people can write really good words (like writers for books or films) or write informative and educational content. (Like academics)
What makes copywriting a distinguished game is the ability to bring this opera together.
It’s like jazz music.
Each instrument has to be played at a certain frequency perfectly in sync with the others with the added responsibility of not breaking the flow.
The audience doesn’t care how you do it, but as a copywriter, you have to make sure all that Jazz is simple, significant but still reminds people of why they listen to (and pay!) for Jazz in the first place.
Shall we take an example?
I’m sorry for this rhetorical question.
We will take an example because this is my blog post!
I can do whatever the hell I want.
Anyway, Ah! Yes, the example.
So, let’s say I’m writing a product description for a t-shirt.
I could say: This t-shirt is designed to keep you warm and cozy in winters. It comes in countless colors & sizes at affordable prices, plus it’s eco-friendly.
“Okay, that was informative, but where’s the Jazz?“
Or, I could say: We’ll make you sweat in winters because this t-shirt is THAT warm. Designed to fit you like a cozy hug on a chilly evening, it doesn’t discriminate between shapes and sizes, plus it makes your wallet happy and gives your mother earth a longer life.
Nil. None. Nada.
Not a single piece of information has been added or subtracted, and the meaning remains the same.
I just brought the Jazz because it’s what people want.
You gotta give the people what they want because the show must go on.
Your copy is the show, words bring the Jazz and audience, well, they bring the fees for the Jazz.
And always remember, it’s not what you say. It’s how you say it.