© Eleazar Hernández 2017

Eleazar Hernández, Leading Creative Teams, 10.1007/978-1-4842-2056-6_9

9. The Art of Copywriting

Writing copy for an overstimulated world

Eleazar Hernández

(1)San Antonio, Texas, USA

What is copywriting? Simply put, you can think of it as salesmanship in written form. It is used for the purpose of relaying a client’s advertising or marketing message. Great copywriting has the ability to deliver messages of value to the right people at the right time. Effective messaging will motivate readers to respond with thoughts, words, or actions. If they are not motivated to act or at least consider taking action, the copy was not successful. You may be thinking, “Yeah. Sure. Whatever. That’s easy. It’s just words.” Don’t underestimate ...

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