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Copywriting: Unveiling the Truth Behind the Craft

Copywriting, a powerful art form, lies at the heart of persuasive communication. From captivating headlines to compelling calls to action (CTA), copywriters craft words that engage, inform, and inspire.
In this blog post, we delve into the facades of copywriting, exploring the truths behind the craft, and how to overcome its bought about challenges:

  • Out-of-the-Box …… thinking?

How much does “It’s All About Creativity!” ring true for Copywriting?

I think Joanne Wieb, the creator of Copyhackers and Copy Chief at CH Agency,  sums up the ideation behind copywriting well in this quote

“Your job is not to write copy. Your job is to know your visitors, customers and prospects so well, you understand the situation they’re in right now, where they’d like to be, and exactly how your solution can and will get them to their ideal self.” – Joanna Wiebe


While creativity is undeniably essential in copywriting, it is not the sole driving force. Effective copywriting combines creativity with strategy and research. Successful copywriters understand the agility of their target audience and therefore are constantly conducting market analysis, to pen down compelling messages that align with brand objectives. 


Here is an eloquent article explaining the psychic of creativity

  • Copywriting is making everything sound colourful and over-the-top

Jessica Graham of Jessica Graham Brand Studio sums up the intention when portraying a brand well – ‘Know your audience and be authentically you.” Copywriters are not magicians who can transform mediocre products or services into exceptional ones. Their role is to find the brand’s unique selling propositions and emphasise the benefits to resonate with the target audience. If the brand’s undertones include a professional voice, then your copy should be amplifying it. If the brand is more modern and youthful, your content echoes that. That being said some companies utilise offensive language and crude humour; Like Old Spice, and Dollar Shave Club. 

“So just be true to your brand, narrow down your brand voice as much as you can, and write copy that reads in that voice.”

  • Self-analysis is always crucial

Contrary to popular belief, copywriting skills take years to sharpen, but by track of the metric data, which is now made easier to acquire thanks to With the help of analytics and tracking tools, copywriters can assess the performance of their work. By checking the performance of data like click-through rates, conversions, and engagement metrics you can find out what content connects more to your audience. This data allows for continuous improvement and optimisation of future campaigns.

  • Conclusion

“The greatest thing you have working for you is not the photo you take or the picture you paint; it’s the imagination of the consumer. They have no budget, they have no time limit, and if you can get into that space, your ad can run all day.” – Don Draper, Mad Men

Behind the facade of creative and persuasive language lies a world of truth in the field of copywriting. By recognizing these facets and embracing the realities, copywriters can refine their skills and deliver even more compelling content. Understanding the importance of strategy, honesty, and collaboration, while appreciating the balance between brevity and depth, empowers copywriters to excel in their craft. So, let us embrace the truth and continue to craft words that captivate, inspire, and drive action.

Should you feel the need to craft good copy for your brand, do connect with us over WhatsApp on +91 85300 82202 or for a more official conversation mail us on cs@futuremercury.com