How does copywriting work and what else should you know about it?

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Copywriting is a very powerful tool and can be used in many different areas, from advertising to sales to politics. It is also used as a tactic for marketing, such as advertising copy. But how does copywriting work? Find out here!

Copywriting definition

Copywriting is a very powerful tool and can be used in many different areas, from advertising to sales to politics. It is also used as a tactic for marketing, such as advertising copy. But how does copywriting work? Find out here!

The origin of the word copywriting is not entirely clear. One theory is that the term comes from English and is made up of the words copy and writing. However, this theory is not entirely certain.

It’s a marketing term and a form of writing specifically designed to get people to do something – whether it’s buy something, sign up for a newsletter, or just read on. This can be, for example, selling a product or advertising copy for a company. This involves finding the right tone of voice and choice of words to give the reader a clear picture of the product or service and convince them to use it.

Why is copywriting so important?

Whether it’s buying a product, using a service, or deciding which organization to join, copywriting can be a deciding factor. Copywriting is especially important for businesses in today’s online world, where competition is high and fierce and it can be difficult to catch customers’ attention. Strong and compelling copy can make all the difference in getting potential customers or simple readers to take notice of your offer.

Typically, copywriting is used to sell products or services by highlighting the benefits and/or advantages to the reader.

Examples of good copywriting

Some companies have already internalized copywriting and are implementing it successfully. These include, for example: Apple, Nike, Amazon and Ikea. If you look at their advertising, you will notice that they have one thing in common: A direct approach to the customer and an attempt to create an emotional connection.

Apple’s advertising, for example, is very minimalistic and appeals specifically to the target group that values design and quality. Nike, on the other hand, appeals primarily to sports enthusiasts with its advertising, while Amazon’s advertising is aimed more at online shoppers. Ikea specializes in appealing to people who like to get hands-on and create something themselves. The “Hej at Ikea” campaign, in which people are asked to send in photos of themselves in Ikea furniture, serves as an example of this.

The rules for copywriting

It’s not official, but there are some guidelines you should follow for copywriting. When you write a text – whether it’s a short email or the essay for your book – follow these tips and your writing will be better. No matter what you write – advertisements, emails, etc. – pay attention to the following points:

  • Write clearly and simply
  • Keep it short
  • Write for your readers, not for yourself
  • Stop writing when there is nothing more to say
  • Use strong and meaningful words
  • Read it aloud to notice mistakes better and faster
  • Take a break and come back to it later
  • Make it easy on yourself – use a writing program like Word or Pages
  • Write every day

Frequently asked questions & answers

How can copywriting help sell products or services?

Copywriting can help sell products or services by drawing the reader’s attention to the offerings and providing interesting information. If you are a seller of a product or service yourself, you can find out how to create the best sales copy in 15 steps here.

Can you use copywriting for SEO?

In short: Yes! SEO texts are mainly used on websites to improve search engine ranking. By choosing the right keywords and crafting the text, a website can be displayed towards the top of search results. However, copywriting for SEO refers not only to writing texts, but also to other aspects of the website, such as the structure and navigation.

How much does a copywriter earn?

The earnings of a copywriter vary widely and depend primarily on experience, skill, and client. In Germany, the average starting salary is around 2,500 euros gross per month. Depending on experience and qualifications, however, you can earn up to 4,000 euros gross per month. Find out how to become a copywriter here.

How Copywriting Works: This is What Matters

Copywriting is an art and a science. There is no magic formula for copywriting, but there are certain elements that go into any successful piece of copywriting. The elements are:

  1. Attention grabbing headlines
  2. Clear messages
  3. Simple language design
  4. User orientation
  5. Emotional resonance
  6. Convincing arguments
  7. Attention-grabbing conclusions

Useful tips for effective copywriting

1. understand your audience: before you even start writing, you need to know whose eye the writing product is intended for. What are the needs of this person? What questions does she want answered? The better you understand your readers, the easier it is to adapt relevant content for them.

2) Find your writing style: Copywriting is not a one-size-fits-all science, so there is no perfect writing style. Instead, you need to figure out what writing style works best for you and your audience. Take time to try different options and get feedback from others to make sure you’re going down the right path.

3. pay attention to your tone: while the content of your message is important, you should also pay attention to how you convey it. Your tone of voice can be critical to whether your audience perceives you as trustworthy and credible. Look for a natural and inviting tone of voice that fits your brand.

4. use simple and understandable language: if you use complicated or abstract terms, you risk that your audience will not understand you or will feel bored. Instead, use clear language to make sure your message gets across. Learn the best way to do that here.

5. in a nutshell, in today’s fast-paced world, people don’t have time or patience for long-winded texts. Therefore, keep your messages short so that your audience or customers can easily understand and remember them.

6. Stay personal: One of the best ways to connect with your audience is to send personalized messages. Be specific about the problems or needs of your target audience and show how you can help them. The personalized approach makes it easier for people to connect with you and trust you.

Having writer’s block or searching for the right words? Tools like neuroflash can help you with this. To do this, type your ideas or first words into the search box to have a generated text created. Just try it out here.


So, how does copywriting work? It is the art of writing copy that makes potential customers take a desired action. Copywriting doesn’t follow a recipe for success, but includes basic elements, for example, clear messaging and powerful headlines to take it to the next level. Now it’s your turn to give it a try yourself. Take your time and always keep in mind your target audience and the other tips mentioned above.

Florina Ademi

Florina Ademi

Originally a journalist student, Florina took the time to dive into the world of content marketing and AI to write articles for neuroflash. With her background in journalism, she provides valuable insights into the most recent AI developments. However, her creativity stretches beyond writing as Florina is also a talented digital artist, even without the help of AI.
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