The goal of copywriting isn’t just to help a business close more sales. It’s also to transform a search into a finding.
According to the opinion of the creator of the 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, though, that copywriting represents “the process of crafting commercial content with a single purpose: to sell”.
However, I wouldn’t use the verbs “convert” or “sell” to talk about the goal of copywriting.
I would preferably choose 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 this play about a year and a half ago and immediately fell in love. What caught my attention was both the music and the dialogues. In a nutshell, I liked the play so much that I decided to addapt the title of the play into the title of my first success story.
Nevertheless, the inspiration didn’t come only from the play, but also from my professional trajectory.
In other words, despite not having entered any television studio in my whole life, I was feeling 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, its protagonist, Rubén, learns a few lessons and experiences a particular transformation.
On the other hand, the story “The TV Girl” consists of four chapters. Each chapter of this story also sums up in a verse of my favourite song, “The Hero”.
So if you decide to read this post until the end, you’ll discover all the lessons I learned and find out 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, I was LIVING TO WRITE.
In other words, I was studying Journalism and Communication at the University of Belgrade. Needless to say, I had to invest a great deal of energy and time to earn a university degree and work as a journalist in Serbia.
Moreover, despite the lack of freedom that Serbian journalists suffer, I was determined to exercise my vocation and do it 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 follow my way.
However, my way led neither to journalism nor to life in Serbia.
So, what did I eventually do?
I packed my bag, got on a plane, and it disappeared among the clouds.
A few hours later, I had my bag on the ground. I arrived in Barcelona.
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 moved to Barcelona for my boyfriend, now husband. I also came for postgraduate studies.
But I didn’t stay either for my boyfriend or my studies.
I stayed for a lesson I learned during the studies.
The lesson was fairly simple. It was about the importance of dedicating yourself professionally to something you like and feel passionate about.
So, my new goal was to stick to journalism, but this time in Spain. To do so, I had to start making my LIVING FROM WRITING.
It wasn’t easy to achieve this goal in June 2011, when I got a postgraduate degree at Pompeu Fabra University.
But I chose not to give much importance to the difficulties.
What was important for me was my dream to continue writing. I brought that dream, like it was a suitcase full of cloth, to my new home in Cornellà de Llobregat, where I started living with my boyfriend at the time.
However, either the copies of my Resume or numerous cover letters didn’t find their way to a person interested in hiring me.
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 have a salary, I found a temporary job. The job didn’t have anything to do with writing.
At the same time, I promised myself to open a blog. I wanted to continue writing, at least as a hobby.
But my plan B soon became a plan C. In other words, the priorities, challenges, and obligations didn’t give way to my dream.
I started to LIVE WITHOUT WRITING.
During that exact period, I remember meeting my ex-high school teacher. She had been teaching me literature and the Serbian language.
I also remember her seeing me, greeting me, and then saying: “What a pity… Your talent for writing was truly exceptional. I was so sure that writing would get you far. Well, you are far away. Far from home.”
At that very moment, the famous Serbian saying came to my mind: “Flying high means falling low.” And I didn’t like it.
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 the exit to success
“I´m the hero of the story. Don´t need to be saved.”The Hero, Regina Spektor
I discovered copywriting in the fall of 2017 when I signed up for the course “Adopt a Copywriter”.
A brief digression, 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.”
Something similar I said to myself after having discovered copywriting: “You thought you would eat the world, but you ate your dreams. Nevertheless, the future isn’t for those who want to turn around and exit their stories. It’s for those who know how to turn bad luck into good luck.”
In a word, 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 the LIFE WITHOUT WRITING.
- In the end, I decided not to keep trying to LIVE AND WRITE as I realised that it was impossible.
In my case, the journey from the (Bre)exit to success consisted in assimilation and acceptance that LIVING IS WRITING.
Copywriting made me see that.
Conclusion: from the old glory to a story
“No one´s got it all.”The Hero, Regina Spektor
Thus, I embraced copywriting and transformed from a journalist to a copywriter. Until I discovered compelling writing, my professional trajectory was a frantic— almost hysteric— search, as my husband once defined it.
I desperately looked for ways to reconcile my life with my dreams, with writing.
But when I started the training in copywriting, I FOUND it. My old glory became the story you’re reading.
In the end, since each story has a moral, this one has it too.
The moral is that LIVING IS WRITING, whereas 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 bridge the gap from searching to 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 is your opinion, what’s the goal of copywriting?
From NO to YES, there is only one CLICK. Please share this text.