Why Copywriting is the Ultimate Marketing Skill

You may have heard about copywriting, or may be not. But believe me, copywriting is one of the most important skills in digital marketing.

You can make everything work, but if you can’t make your copy work, everything will fail.

Before I teach you what copywriting really is, let’s understand how these words “copy” and “copywriting” came into existence.

Long back, there was no such thing as mass advertising or marketing. I am talking like 200-300 years back. Language was born much before that. The first form of mass marketing came in the form of print.

Printing presses were invented (by Gutenberg) and people started publishing content on newspapers and magazines. For the first time content could reach a lot of people – through replication.

For approximately 4,500 years before Gutenberg invented the printing press, books were made by hand.  They were written on surfaces of clay, papyrus, wax, and parchment. There was no “copy”.

That’s why no one bothered about copy-writing!

Then came the printing press (before TV and Radio came along). Which helped people make copies of the content. That’s why it came to be called as “Copy-writing”.

So before the invention of the printing press, the only kind of sales were done through 1:1 sales by Sales men. People used to sell door to door. Or people used to have their merchandise in a market square and they sold their stuff. There was no concept of an “ad” to begin with.

Only sales, directly done by sales-men. So when the printing press was invented and newspapers started getting distributed, the concept of an ad copy was born.

And it is called an ad copy because the ad can be copied into each replica of the same newspaper that reaches 1000s of people. People who wrote content for these ads became COPY-writers.

They were Ad Copywriters, but they became known as copywriters. And the art of writing ad copies became to be known as “copywriting”.

Many people think that people who are good with the English language can write good copies.

No!

Language skills have nothing to do with copywriting. Someone might not be good with writing English and they can still be a good copywriter. Copywriting is the art of seamless communication with the target reader.

Here, I am writing a blog post “copy” and you are the target reader. Do you feel I am talking directly to you?

Like I am sitting next to you and talking about copywriting? That’s the skill I have developed over the years.

When I started writing, I wrote things online that looked like English Essays. Boring and professional. Such content is good for legal documents and school essays. But it doesn’t work online.

Because online, you need to talk to people directly. Appeal to their desires. And satisfy them.

If you have read up to this point in this blog post, that’s because you want to learn copywriting. When you opened this page, you knew that you were about to learn copywriting skills from me. And I am teaching that to you with my communication via written words.

Copywriting skill is not a skill that has to be learned (or needs to be learned). Effective copywriting is just communicating properly. We all communicate very well with our friends and family in-person. But we become boring when it comes to writing online.

That’s because writing online is a strange experience for humans. Evolution didn’t prepare us for that. The art of copywriting is to bring your online writing style to as close as possible to in-person communication.

So its more like unlearning your heavy professional English and become better at communication through writing. So everyone is a born copywriter. You just forgot it because you wrote Essays at school and project notes in college.

Albert Einstein said “Education is what remains after one has forgotten what one has learned in school.”

Not sure if it was really Einstein, but its a famous quote and it became famous because it is so true. And in the case of copywriting, it is truer than ever.

The way I am writing to you now, would have been the natural way I would have written if I didn’t go to school! After 20 years of schooling, I unlearned what I learned about writing words in the next 10 years. And now when I am 30 years of age, I am writing as I would talk to you directly, as a friend sitting next to me.

Copywriting engages people. It makes people read. It is just like speaking skill where you can make people listen to you.

You know that I write long blog posts and emails. But no one has ever complained that my mails are long.  Because it is easy to read, it captures your attention and gives you real learning value.

I am sure your thoughts about “professional English” has changed by now. They are not for communication.  School type Essay type of English is for documentation. Legal documents. Government documents. etc

Copywriting is talking with words. Talking directly, to the point, without fluff.  Talk less, say more. Write less, say more. That’s what I have learned recently.

And since then, writing has become so easy. So if you want to become a great copywriter, learn to write like you would talk. Once you get that skill, you can refine it over time.

And I say Copywriting is the most important skill in digital marketing because such copy sells. Just look at how long is the sales copy for my 100-day blogging course.

I have tested short copy vs. long copy. Long copy sells. Period!

You are already engaged on this post until this moment. If you write to the right person and send the right message, people will read.

The first question that people ask me is that “Will people have patience to read such a long sales letter?”

The answer is YES and NO. YES, the buyers will read. People who are not going to buy will not read. And in such a sales page, I expect a 2-5% conversion. Which means if I get 100 visitors to the sales page, 2-5 people will convert.

These 2-5 people converted BECAUSE it was a long sales copy. The copy helped them understand if the product is for them. If the product has good testimonials and user feedback. It helps them understand the features and benefits of the product. I will get the RIGHT BUYERS. And more buyers.

With short copy, I sell 0.5% to 1%. And they are the wrong buyers – because they bought without understanding the product completely. I don’t want such customers.

If you are parting with your money, you won’t do it very easily. You will read, if you are a serious buyer.

If you are reading up to this line, you are reading because you want to learn copywriting. Some people will never see this line even if they started reading this blog post. Those are the people who are not interested in learning copywriting skill. They are not serious enough to engage in it.

If you are buying something from a door to door sales man, you will ask all the questions that you need to know the answers for from the sales man. That’s what long sales copy does. It answers all the questions, removes all the objections, explains all the features and benefits.

Choose any product or service, a great copywriter would do the best job in talking to the prospect in the best way possible, so that the prospect converts into a buyer.

Many people teach blogging in India. They have free blogs and free YouTube videos. They make money from display ads. Many people have tried to sell a blogging course. And they failed. No one has been able to do such volume as me in India when it comes to a blogging course. So far I’ve enrolled 3,254 students in the blogging course and each sale was made at 2,000 rupees at least.

Do the math. That’s 65,08,000+ in total revenue. And this happened because of long sales emails and long sales copies. Many people think that the biggest challenge in Digital Marketing is getting traffic.

NO!

Getting traffic is not the problem. The problem lies in converting that traffic into sales. If you can convert traffic into sales, you can always pay for the traffic. Or pay for creating the content that brings in the traffic.

For every 100 visitors to this sales page on my blogging course, I make at least 2 sales. Who knows, even you might become a customer 😉

2 sales of 1999 each is 3998 INR. That’s $58.31 in revenue. Even if I have to pay 30 INR for every click or $0.50 approx, it is not a problem because I will break even. I can drive unlimited traffic to this page, because all the traffic I pay for would be paid for by the sales.

So if you can figure out how to sell online using copywriting, every damn problem in digital marketing is solved. You can hire enough content writers to write, rock with content marketing and get a lot of traffic. You can hire SEO experts and make sure the site is indexed well on the search engines. You can hire paid marketers and get them to make the best of the campaigns which brings in traffic at the lowest cost. You can hire designers to get the best website and ad copy designs.

You can hire them all because you can pay them all. Because your copy converts. Because when the traffic from all the sources makes you money, you just pay a part of that income back to traffic generation.

That’s what I have realized in the recent times. Copywriting is the ultimate skill in Digital Marketing. If you can make copywriting work, you can buy off every other skill set in digital marketing.

On the other hand, your SEO, Design, Content, Paid Ads skills will be of no use if you can’t convert the traffic into sales. That traffic will only end up costing you server bandwidth.

Right now in India even businesses don’t realize that they need long sales copies. So they are not looking for a copywriter. If you learn copywriting now, the only way you can make money off it is to sell your own products. If you don’t have your own products, you can still start learning copywriting.

Read a few books on it. Write on your blog. Write copy for other businesses for free. Eventually, it will become the ultimate DM skill. I am pretty sure you will agree with me 100% on this.

Because if you are reading this line right now, It is my copywriting skill that has held your attention up to here. I got your attention for this long.

In a world where every app, friend, family member and business is trying to grab your attention and serve their needs

In an attention deficit world: Attention is the most valuable resource. It is more valuable than gold. Scarcity creates value. And in a world where attention is the most scarce thing…

The skill to get someone’s attention for this long is the ULTIMATE SKILL.

What do you think?

Leave a reply on the comments section below and let me know what you think.

Cheers,
Deepak Kanakaraju

 

68 thoughts on “Why Copywriting is the Ultimate Marketing Skill”

  1. Hi Deepak, nice explanation of the Copywriting guide. What I understand on a high level is Copywriting is art of selling products/services through attention-grabbing copy and content writing is all about providing informational stuff like a blog , article, etc. Usually, these two are very confusing!

    Reply
  2. I totally agree with you Deepak ji.
    I love the way you write. It’s so smooth and engaging. I would love to have this skill and Horn it.

    Reply
    • Hey Deepak
      I’m a newbie copywriter and
      Now I’m learning and applying this wonderful skill.
      Can I send you some copywriting blogs
      If you don’t mind
      I’ll send you the blog on time.

      Reply
  3. Happy new year! thank you for touching on the heart of any marketing. It was interesting to read about the history of ‘copy-writing’.There was a time when copy writing was all about short phrases or rhyming sentences that the copy writer played around with clever use of words. Interesting to note how it has changed. Now it is more of how you deliver the message. Thank you for such an awesome post

    Reply
  4. Hi Deepak,
    It’s beautifully written. Capturing the attention and sustaining it till the end.
    Thanks & Regards,
    Saurabh

    Reply
  5. Perfect,Sir!
    You’ve reached to such a level, you write a subject, it becomes pure gold! And, when the subject is copywriting! Well, this has become even more useful. Many thanks for sharing your experience.

    Reply
  6. Thank you so much sir
    This attention is most valuable words: in this areas are very important for a futures. they need long sales copies. In a world where attention is the most scares things..

    Reply
  7. Hi sir I have been learning copywriting for couple of months but I am confused how to learn ,how to practice as a beginner
    which niche

    Reply
  8. I love the way you are writing. None of the blog post I’ve ever read had kept me as engaged as this one. I’ve been learning copywriting since 2 months and filling the similar agenda like reading books, writing articles for blog and even helping other businesses with my copies and without charging. Hope to see more articles from you on how to get paid work on copywriting.

    Reply
  9. Thank you for the awesome info on copy writing. The blog post has made me very clear about the roles of ‘content writing’ and ‘copy writing’. Earlier I used to think both are same. Now I have good clarity on it. Content drives the traffic and copywriting has the potential to convert into sales.
    Am I right!
    Thanks, learned one new point.
    Manju

    Reply
  10. Amazing explanation.!
    I really felt a strong personal interaction with you Deepak, while reading this article .

    And yes..
    I am one of those 2- 5 % who converted to buy your courses..

    Eagerly Waiting for your 3rd Internship Session on copywriting.

    Cheers,
    Mayank Mehani

    Reply
  11. Nicely written! I would like to add on few points here, as I consider myself a copywriting student :). Apart from being conversational, a good copy is the one that crawls in the mind of the reader to understand their pain and desires and then persuade them to take the desired action. Here in this article (https://upthereach.com/7-shrewd-phrases-copywriters-use-to-keep-you-hooked-throughout-the-article/), I have shared 7 hooks copywriters use to hook their audience.. would love your views on this. Thanks!

    Reply
  12. I passionately become a copywriter. I don’t know where and how to start this I am very interested in copywriting since childhood randomly I engage from copywriting if you learn me what is fundamental base of copywriting I am very thankful to you.

    Reply
  13. Agree with you. Copy writing is a skill and skill needs time to develop. My 2020 resolution is to become a better digital marketer than earlier.

    Reply
  14. Yes, By reading long copy sales only, I have purchased several courses though I did not finish many of them. Long copy email has that power to convert traffic into sales. I want to learn and master this skill before anything else.

    Reply
  15. I agree with you,

    The people have more objection means they are interested,
    Objection halding is only possible with long post,

    Copy-writing ultimate skill
    Thank you Deepak Sir for this post.

    Reply
  16. Its great blog. I have looked at it and liked it. Its like seeing what is at the other side without using your eyes. A good copy write writes from heart and not mind is what I feel. So writing lengthy one will help us catch people if they are truely interested and half hearted and scrolling types will not be scaling heights in the long run. So this post is awesome.

    Reply
  17. Really its awesome post. I am also an enthusiast for becoming a copy/content writer. The whole words in this post make the sense of writing well and a crisp story that attracts others to build a relationship that helps to convert them as customers. Thus, it will boost someone to write.

    Reply
  18. Beautiful and engaging content.
    What I got from this, is that write as if you are writing for your best friend.

    Easy and understandable language will always held the attention of right audience.

    Copywriting is about simplifying things and not making them complicated.

    Love the blogpost.

    Reply
  19. I have got an email whenever you had posted an article..such a good knowledge i have got from you.iam glad that i learn something from you regarding blogging,seo,digital marketing and much more..

    Reply
  20. Hi Deepak Ji
    Wish You Happy New year 2020.

    It’s really good, very basic understanding about on copywriting skill, it’s must required in DM as part, where blog is more important that with having info. on target audience, benefits incase it is reveue model. So it’s good. Nice explanation.

    Reply
  21. Let me give you my interesting analysis about this post 🙂
    I was reading this post because I was interested in Copywriting, AND I know your face with digital beard 😉
    If you make a sales video, then I think a beard plays a major role. Sales video given by long-bearded man will convert better than the sales video by clean-shaved man 🙂
    What’s your opinion on this analysis?
    And, if you have read my comment up to this point, it means I can also become a better CopyWriter 🙂
    And, if not;
    Can you tell me where to learn Copywriting effectively?

    Reply
    • I think beard converts better lol. I should split test it. Do two webinars, one with beard and one without and see which one converts better.

      Reply
  22. I totally agree with your point that the biggest challenge is not traffic but converting that traffic.
    Working in digital marketing agency, I realized that we can get more people to follow the social media page or get newsletter subscribers, but getting them to pay for the service of our clients was the biggest pain point.
    And that’s why I decided to learn closing and copywriting in great detail.
    I’ve undergone a professional in copywriting also.

    And combining the technical digital marketing knowledge with my persuasion and copy skills can become an immense advantage.

    Reply
  23. Hi Deepak
    You’ve explained very precisely about copywriting. I ‘ve read it till the end and made me clear the difference between copywriting and content writing. Because it is the only tool which convert traffic into sales.Thanks for such a valuable information
    .

    Reply
  24. I was happy when I saw your mail! Cos I was writing my Second Assignment of Internship, As it might help in copy writing, Once I started reading i was shocked because without even seeing i Was able to read out the next lines as if I already read this, Later i realised that this was from Sanjay sir TedX Speech!

    Reply
  25. Congratulations Deepak! Nicely put across & very engaging words that held me until the end, keep penning down with your great art of Writing.

    Reply
  26. Deepak,
    Wish you a happy new year
    You wrote awesome article. The way used to present the message is beautiful.

    I am an advocate, i am getting confused in selecting the niche to start my blog. If possible can you give me your phone number.

    Thànk you

    Reply
  27. Dear Deepak ji, you are an expert in not only in this copywriting skill but in the whole DM domain. Thanks for being a great motivator and guide.

    Reply
  28. I didn’t know it is just as simple as that.
    It is what I have had inside of me but never know how to use it.
    You just explained copywriting to it’s simplest for and now I can understand it well.
    I believe by now you too will be so much interested to know more about what next I will need to write .
    Thanks so much for your explanation.
    You got my attention from the very beginning .

    Reply
  29. Hi,Deepak,
    I am a doctor, attending an emergency right now in early hrs at 2.55a.m, l am thrilled by your blogging, really l want to learn the copy writing skills
    The way you maintains the momentum, and grabs attention of the reader is awesome…..

    Reply
  30. Hi digi Deepak, let’s tell me how to improve copywriting skills ? Because copywriting has mystery all time. kindly let me to become a pro copywriter?
    How to improve my value in market place…….

    Reply
  31. agree with your point that the biggest challenge is not traffic but converting that traffic.
    Getting traffic is not an issue, big issues is converting traffic in sales that can make money for you.

    Reply
  32. Seriously i don’t know how i end up reading this blog without even blinking my eyes.
    it’s like someone is talking next to me and my dear friend you are right, people read and listen good things.

    Your Writing skills are very Amazing.

    Reply
  33. Hello Deepak, this blog post is great. I did your free course 100days of blogging and it inspired me to start my blog. Also, I’m a copywriter now. Though I’m not a pro yet I’m learning a lot. I have even managed to work on some projects.

    Thank you and enjoy 2020

    Reply
  34. Congratulations Deepak,
    Wish you a happy new year ,Great writing skill ! Yes it works it engaged me through out the post I read till end .

    Reply
  35. I was looking for this type of post and this post appeared on my Google feed,I think my English is not good as you so I want to improve my English suggest me some ways to improve it

    Thank you Sir

    Reply
  36. Nicely written Deepak! As you mentioned, the article makes one read through the entire post without distractions. The flow, the short sentences and moreover the conversation style of writing is amazing.
    Thank you. This will help to write the sales copy much better!

    Reply

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