A definition that I have liked for a while now and endorsed by Roger Horberry in his interesting book ‘Brilliant Copywriting’ is that it is salesmanship in print. This is a quote from the illustrious adman John E Kennedy. We’ve long chattered on about words that sell, but what about those that persuade and incite action. Roger is right (or is it just that I agree with him?); ‘selling’ is only half the task of the copywriter. If you take the construction of a rational logical argument based on a tangible financial attributes to its extreme you end up with copy that’s cold and pretty unconvincing. People rarely buy for wholly rational reasons and charm, humour and good ol’ entertainment all have a part to play in persuading our audience to act.
Is that a drum roll I hear? Enter the copywriter: professional persuader and story teller extraordinaire.