Lesson 3: The Art, The Science, The Business
We’ve just covered the importance of the existence of copywriters, but it’s also crucial to understand exactly what’s involved in copywriting itself.
How does it all work? What are the different components? How does it all fit together?
We like to think of copywriting as being a mix of art and science. It’s an art form, yet it’s applied with scientific thought behind it. Then, on top of that, you have an overarching element of business, which is what it’s all about at the end of the day.
Here it is broken down:
THE ART
Copywriters are wordsmiths. They craft words the same way that an artist paints. The same way that a potter makes ornate vases from clay. The same way a fashion designer creates a beautiful scarf out of silk.
Copywriters play with words and take the same amount of pride in the outcome as an artist does. Copywriters weave stories that enchant readers. The timbre of copywriting can echo the way music sounds, with a noticeable structure and rhythm.
THE SCIENCE
Let’s think about the potter making a vase from clay. They know what they want it to look like visually, but there are scientific principles they have to follow to achieve the desired result. They have to make sure the kiln is at the right temperature. The ingredients have to be mixed correctly so it’s the right consistency.
Copywriting is the same, it’s an art form applied with science. And the science behind copywriting is interesting.
Making people feel something means you have to understand the triggers in a human brain. You can’t force a feeling on someone, you have to learn how to tap into a feeling that’s already there, which is where the science bit comes in.
THE BUSINESS
This is where everything ties in nicely together. Writing for business is what it’s all about. It’s why there’s a need for copywriters. The job of a copywriter is to take the art, apply it with the science and an innate understanding of consumer behaviour.
A business needs marketing to sell a product. Marketing needs a copywriter to convey its messaging. Messages are what attract people to their products. And the right messages, presented to the right people, at the right time, might just end up converting prospects into paying customers – which is the holy grail for every business.
But what different types of copywriters are there, and which one will you be?
Get stuck into lesson 4 of this module.