Copywriting is not about grammatically correct English (though we do lay considerable emphasis on that.)
Nor is it just about clever, catchy headlines (though we like that too.)
Nor about using as many different adjectives as possible to describe a product or service. (Less is definitely more.)
And it has nothing to do with copyright!

Copywriting is writing in a marketing context. As such, it acknowledges certain tenets of marketing and advertising. The most important of these is selling benefits.
Many non-copywriters, when writing their own copy, concentrate on the features of their product or service. While these obviously need to be included, what should come across most strongly are the benefits of those features. Benefits are what sell a product, so a copywriter will highlight what the product can do for the consumer, rather than its individual features, eg this electric razor leaves your skin soft and super-smooth not this razor has three blades of varying size

Yes, you’d want to include the second statement somewhere in the copy, but the first is what really counts, and this is what the copy – and design – would major on. It’s what you were always told advertising is about – selling the dream!

A good copywriter will also:
• identify unique selling points of almost any product or service
• cut through secondary features to find the ones whose benefits really sell
• advise on what information should and should not be included, whether we’re looking at an ad, a leaflet, a poster, a brochure, a label or a website
• iron out discrepancies in style or content
• make any concept comprehensible and clear, as well as engaging and exciting
• match the style of the copy to the target audience. <back