The art and science coming together magically
Copywriting is not for the lazy.
It is a creative art and science that requires a lot of mental exercise to get it right, though some copies may look like a piece of cake producing it.
Moreover, the copy looking easy is not what’s important. What’s important is whether the copy had an effect on you — Was it memorable? Did it arouse any emotion in you? Did it make you want to patronize the product or service the copy was selling? Did it persuade you to take action?
According to Wikipedia, Copywriting is the act of writing text for the purpose of advertising or other forms of marketing. The product, called copy, is written content that aims to increase brand awareness and ultimately persuade a person or group to take a particular action
One thing I have noticed, and love about the art of copywriting is the clever use of the concept of wordplay sometimes aided with graphics in producing a resonating copy.
However, as Copyblogger suggests, wordplay should be used sparingly (with the online resource stating it should not be used at all in headlines) in order not to confuse your audience.
Copywriting at its finest with use of wordplay and graphic illustration (Credit: Hubspot Blog)
Check out the copy encouraging women to get help if they find themselves undergoing postpartum depression.
I find it very intriguing with the wordplay — how ”sucks” connects with the “baby sucker” on the woman’s lips.
For some that see this copy, they might find the baby sucker on her lips confusing. trying to place its significance in the message being passed across.
All in all, a balance should be struck so as to make the objective of the message as clear as daylight to as many of your target audience as possible.