The art and science of writing persuasive text (copy) that motivates people to take a specific action, such as making a purchase, clicking a link, or signing up for a service.
Copywriting is a specialized form of writing focused on conversion and persuasion. Unlike content writing (which informs or entertains), copywriting has a clear commercial objective. Great copywriting understands customer psychology, addresses pain points, highlights benefits over features, and creates urgency. It's used in ads, landing pages, emails, sales letters, and product descriptions. The best copywriters combine creativity with data - testing headlines, calls-to-action, and messaging to optimize conversion rates. In the digital age, copywriting has evolved to include SEO considerations, mobile-first thinking, and multi-channel consistency.
Context: Brand Advertising
Emotional copywriting that positioned Apple as brand for rebels and innovators, not just computer specs
Context: Video Marketing
Humorous, benefit-focused copy that disrupted razor market: 'Our blades are f***ing great'
Context: SaaS Landing Page
Clear value proposition: 'Basecamp is the all-in-one toolkit for working remotely' - simple, benefit-driven
Context: Product Packaging
Conversational, quirky copy that builds brand personality: 'Wow, no cow!' on plant-based milk
Động lực bên trong thúc đẩy khách hàng tìm kiếm, đánh giá, và lựa chọn giải pháp cho vấn đề hoặc nhu cầu của họ
A clear statement of the tangible benefits customers receive from a product or service, explaining why they should choose it over alternatives.
The process of distinguishing a product or service from others to make it more attractive to a particular target market by emphasizing unique characteristics or benefits.
Structured formulas and templates for writing persuasive copy, including AIDA (Attention-Interest-Desire-Action), PAS (Problem-Agitate-Solution), and FAB (Features-Advantages-Benefits).
A systematic approach to understanding customer psychology, motivations, and decision-making processes for effective marketing.
Framework 7 bước apply Hero's Journey vào brand messaging, position customer là hero và brand là guide