The goal of copywriting isn’t just to help the company close more sales. It’s also to transform a search into a finding.
According to the opinion of the creator of Lifestyle al Cuadrado blog, Franck Scipion, the goal of copywriting is to “convert your readers or followers into customers”.
The email marketing consultant, Javier Cordero, finds that copywriting represents “the creation of commercial content with a single purpose: to sell”.
However, I wouldn’t use verbs “convert” or “sell” to talk about the goal of copywriting. I lean more towards the verb “transform”.
In this post, I’m going to illustrate why I consider that the goal of copywriting is to transform.
I’ll also explain my first success story and point out how copywriting helped me convert a particular search into a tremendous finding.
Table of Contents
Introduction: from “The TV Boy” to “The TV Girl”
The inspiration for this post came from the play “The TV Boy” (in Spanish, “El Niño de la Tele”). The authors of the play are Rubén Ramírez and Marc González de la Varga.
I saw the play about a year and a half ago, and I fell in love. I fell in love with the music, the dialogues, and the moral. I liked it so much that I decided to adapt its title to the title of my first success story.
Nevertheless, the inspiration for the first success story came from my professional trajectory.
In other words, despite never having stepped in any television studio, I started to feel like “The TV Girl”.
The goal of copywriting: a four-chapter story
The play “The TV Boy” consists of several chapters. Each chapter sums up in a verse of the protagonist’s favourite song. The song is “I Just Wanna Dance”.
At the end of the play, the protagonist, Rubén, learns a few lessons and undergoes a particular transformation.
On the other hand, the story of “The TV Girl” consists of four chapters. Each chapter of this story also sums up in a verse of my favourite song, “The Hero”.
Now, if you decide to read my story until the end, you’ll discover all the lessons I learned and see how copywriting helped me transform a search into a finding.
CHAPTER I: from the head in the clouds to the suitcase on the ground
“He never, ever saw it coming at all.”The Hero, Regina Spektor
The first chapter of this story begins during the 90s in Serbia.
Serbia is my homeland. It is the country where I was born, where I discovered my passion for writing, and where I lived until I turned 23.
During my life in Serbia, my primary goal was LIVING TO WRITE.
I understood that goal as:
- Studying to write – I was studying Journalism and Communication at the University of Belgrade.
- Striving to write – I was working hard to earn a university degree and work as a journalist in Serbia.
- Risking me to write – Despite the lack of freedom that Serbian journalists suffer, I was determined to exercise my vocation and do so ethically.
My friends were warning me that I had my head in the clouds. The familiars were telling me to keep my feet on the ground.
But despite all the warnings and advice, I chose to do something else.
I packed my bag, got on a plane, and disappeared among the clouds.
A few hours later, I had my bag on the ground. That’s how I arrived in Spain.
CHAPTER II: from a box to a drawer
“And we’re going to these meetings. But we’re not doing any meeting.”The Hero, Regina Spektor
I came to Barcelona for my boyfriend, now husband. I also came for postgraduate studies. But I didn’t stay for the boyfriend or the studies.
I stayed for a lesson I learned during the studies. It was referring to the importance of the work you do.
My new goal was to dedicate myself to journalism in Spain and start making my LIVING FROM WRITING.
It wasn’t easy to achieve that goal in June 2011, when I got the postgraduate degree at the Pompeu Fabra University.
But I chose not to look at the difficulties.
I liked better looking at my dreams, hidden between bags and boxes full of clothes and books. Those dreams were all over my new home in Cornellà de Llobregat, where I started living with my boyfriend.
Meanwhile, my resumes and cover letters were resting in drawers of too many hiring managers.
I couldn’t find a job as a journalist in Barcelona.
CHAPTER III: from getting far to living far away
“And we´re trying to be faithful. But we´re cheating, cheating, cheating.”The Hero, Regina Spektor
Unable to make my living (only) from writing, I thought of a plan B. The alternative was LIVING AND WRITING.
Since I had to live on something, I found a temporary job that had nothing to do with writing. At the same time, I promised myself to open a blog. I wanted to continue writing.
But my plan B soon became a plan C. In other words, the priorities, challenges, and obligations didn’t give way to dreams.
I started to LIVE WITHOUT WRITING.
It’s funny, but during that period I met my high school teacher who taught literature and Serbian language. I remember she saw me, greeted me, and said: “What a pity… You were writing pretty good. I was positive that you would get far by writing. Well, you are far away. Far from home.”
At that moment, I felt on my skin the meaning of the famous Serbian saying: “Flying high means falling low.” And it didn’t feel right, not at all.
I needed to pick up my broken dreams, turn around, and look for the way out of that low-falling story.
I needed my very own Brexit.
But I didn’t try to leave the story. It was time for the outcome.
Copywriting was waiting for me.
CHAPTER IV: from exit to success
“I´m the hero of the story. Don´t need to be saved.”The Hero, Regina Spektor
Copywriting came into my life in the fall of 2017, landing with the course “Adopt a Copywriter” by Javi Pastor. It found its way to me among doubts, winds, and clouds that were surrounding me.
By the way, I remember that at the decisive moment of the play “The TV Boy”, the father tells Rubén: “You thought you would eat the world, but you ate crap.”
In my case, the fellow copywriters told me the following: “You thought you would eat the world, but you ate your dreams. Even so, the future isn’t for those who want to turn around. It’s for those who know how to turn bad luck into good luck.”
I listened to them. I learned my lesson. And I decided to learn the copywriting.
- I didn’t do it because I was interested in LIVING TO WRITE.
- My intention was neither to LIVE FROM WRITING since I experienced LIVING WITHOUT WRITING.
- In the end, I decided not to keep trying to LIVE AND WRITE as I realized that it was impossible.
In my case, the journey from exit to success was to assimilate and accept that, for me, LIVING IS WRITING.
Copywriting made me see that.
Conclusion: from an old glory to a story
“No one´s got it all.”The Hero, Regina Spektor
Until I discovered persuasive writing, my professional trajectory was a frantic search, as my husband once defined it. I desperately looked for ways to reconcile my life with my dreams, with writing.
When I started the training in copywriting, I FOUND it. My old glory became the story you’re reading.
And as each story has a moral, this one has it too. The moral is that LIVING IS WRITING and that the goal of copywriting isn’t just to convert or sell.
- The purpose of copywriting is to CONVERT visitors or readers into customers or buyers.
- Its objective is to EMPOWER professionals and businesses to cross the bridge from a search to a finding.
- The goal of copywriting is to HELP clients to cross the bridge from a NO to a YES.
In a single word, the goal of copywriting is to TRANSFORM.
A Writing-Friendly Question: What do you think, what’s the goal of copywriting?
I'm a content writer, copywriter, and UX writer. Serbian by birth, in Barcelona by occasion, writer by decision. I'm in love with the yellow colour, the art of storytelling, and the following phrase from Don Draper (Mad Men): "The client loves to pay the media, and the CREATIVE loves the PENCILS."
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