What is copywriting?

Copywriting is a word that gets thrown around a lot, and different people mean different things when they say it. So let’s define what we mean by the term “copywriting”.

Copywriting means writing content that persuades the reader to take a specific action.

Sales copywriting is the ability to write content that persuades the reader to take action on your offer. Depending on the specific scenario, this could mean clicking a link in an email, filling out a form to request a quote, completing an ecommerce purchase, etc.

In the context of this course, here are a few things we don’t mean by copywriting:

  • Writing ads for building brand awareness
  • Writing website content for brand voice
  • Writing PR content

While there is some overlap, those are really separate skills. What we’re focused on in this course is writing content that converts website visitors into leads/sales for your company.

AKA: sales copywriting, conversion copywriting

The type of copywriting we’re talking about is sometimes referred to as “sales copywriting” or “conversion copywriting”.

Copywriting is the art and science of writing copy (words used on web pages, ads, promotional materials, etc.) that sells your product or service and convinces prospective customers to take action. In many ways, it’s like hiring one salesman to reach all of your customers. A sales team contacts customers one at a time; a copywriter reaches all of them at once through billboards, magazine ads, sales letters, blog posts, and more.


Copywriting is intended to move you to action. It is strategical and to the point. So anything that doesn’t do that? Not copywriting.