what copywriting is

Copywriting is why people buy things.

Copywriting is defined as writing the text for advertisements or publicity material. Copy is the straw that stirs the money milkshake. Copywriting is the content you see written on websites, social profiles, ad campaigns, and email campaigns.

Copywriting is intended to move someone to action.


Copywriting is to the point.

The text written on billboards, the title of a newspaper article, and the sign outside a storefront is copywriting. Copywriting motivates people to click on a website, tells them why they need to buy the product, and persuades them to swap money for their services.

Copywriting is the promotional text.

Drive action in just a few impactful words.




the radio recipe

Effective radio advertising has a recipe.

The recipe contains 3 elements:

  1. The right amount of repetition (frequency).
  2. The right length of time (consistency).
  3. A relevant message.

If any of these 3 items is not done correctly, your radio campaign will suffer.

Of these 3, the relevant message is most important.

Better copy starts by asking the right questions. Ask, “Why will their customers care?” Write copy through the eyes of our customer’s customer. What’s in it if they shop in this store or use this product or service? What’s the one item you wish for your customers to remember about your business? What emotional need does your business satisfy?

Most of the time, when a prospective customer hears a message, they are not in the market for that particular product or service that day.

Write copy that will be stored in the customer’s brain to be retrieved at a later date. 


A good message should tap into the customer’s emotional connections and answer the question, “Why should I care?” The right message, heard the right number of times, heard long enough, will result in our client’s investment.



the blog is versatile

Consumers are relying on search engines to find the products and services they need, businesses need a way to make themselves discoverable online.

Blogs: the ideal way for brands to build up a good keyword density on their websites. This aids potential customers in their search.


A well-written blog contains lots of good research and other insightful industry news. Don’t struggle to get found online. Sharing industry news shows what you’re talking about.  Blogs gained the online reputation of being the go-to place for all the latest and most reliable industry news and insights.

Use your blog to deliver useful tips, provide advice, answer customer questions, offer opinions, conduct interviews, and provide the details of the benefits of your products or services.

Think about your blog as a valuable customer resource.

Blogs play a crucial part at each of the three stages of the buyer’s journey: the awareness stage, the consideration stage, and the decision stage.

During the awareness stage, your blog helps prospects become aware that they have a problem that needs solving. During the consideration stage,  prospects discover your product, service or solution – but will discover your competition. At the decision stage, prospects will decide to make a purchase – and so once again, your blog will become a hugely valuable resource for the prospect.

Blogs are essential to deliver valuable content. Blogs deliver communication.



sales and marketing

Sales and marketing are two different ideas.

They are usually used interchangeably and are somewhat similar. But we can determine what each is.

Marketing is the method of attracting and keeping clients.

Sales is the actual selling of the product or services to the clients.

Business models should have a structure of sales and marketing working together. Each department needs to be aware of what the other is doing. They need to work together. The organization can’t miss out on growth opportunities. When the sales department works in tandem with the marketing department, we’re sowing the seeds of growth.



get in on the conversation

No one cares about your product now because it doesn’t exist. When it does, they still won’t care.

A good product isn’t good enough.

Our job isn’t to make customers care. If we choose the right customers, they already do care. We have to get in front of them in a trusted way and tell our story.

We have to do this without customers getting out of their routine. What they’ll do today, they’ll do tomorrow. Our job is to infiltrate it.

When, where, and why do conversations between our perfect customers occur? How can we join the conversation? How can we influence it?

Products spread through the conversation. How can we align a feature of our products that people will talk about during their routine? What’s the trigger for them to bring our product into the conversation? How can we arm them with a story?

We need triggers that are natural and encourage growth. We need to know where the conversation begins and how to get in on it.

the big idea

Great advertising should ask, “Do you get the message?” The answer should be, “Yeah, I got it!”

Great advertising comes down to the big idea.

Creative advertising comes down to the big idea.

“The Big Idea” – a surprising solution to a marketing problem, expressed in memorable verbal and/or graphic imagery – is the authentic source of communicative power.

Every marketing problem embodies a surprising solution – a big idea.