In this post, you’ll find the answer to a question regarding what is copywriting and what does it have in common with Rubik’s cube.
What is copywriting?
Some of the most recognised Spanish copywriters provided us with the following definitions of the term:
“We can define copywriting as the ‘art’ of creating commercial texts with the sole objective of making your products or services more attractive to your potential customers and persuading them to take action.”What is copywriting and how to apply it to attract more customers on the Internet, Javier Cordero
“Copywriting is the set of techniques and practices that produces written texts whose goal is to stimulate a buying impulse in readers.”Discover what is copywriting and how to write texts that are authentic sales machines, Rockcontent.com
“Copywriting is a compelling writing technique.”What is copywriting and what is it for, Elena Peinador
All these definitions are useful when explaining what copywriting is. However, my intention isn’t only to define the term. My intention is to help you reach your definition of compelling writing.
Therefore, in this post, I’ll write about a particular game, the elements of copywriting, and four factors compelling writing has in common with the Rubik’s cube.
At the end of the post, I’ll provide you with my definition of copywriting and ask you for yours.
Does it seem like a good idea? Let’s go then!
Table of Contents
Copywriting and the word association game
When I was a girl, I enjoyed playing the word association game. It’s an activity in which one person proposes a word, and another one responds saying what the word reminds him of her of.
I’ll give you an example:
- “Puzzle” – I would respond with a “headache”.
- “Cube” – My answer would be the “board games”.
- “Hungary” – Since I come from Serbia, I would say the “neighbouring country”.
- “Squares” – I would answer with “traditional Scottish clothing”.
When separately, I associate these four words with concepts that have very little in common. But if we place them side by side, the terms — puzzle, cube, Hungary and squares — stand as a clear association to the Rubik’s cube.
However, if someone proposes the term “Rubik’s cube”, my first association would be copywriting.
Would you like to know why I associate copywriting with the Rubik’s cube? Let me explain it to you.
What is copywriting
Copywriting and the Rubik’s cube have four elements in common:
Therefore, before defining copywriting, I’ll write about these elements so you can better understand what compelling writing is.
A mission: to HELP
Many people need HELP to solve the Rubik’s cube, even the simplest one.
I’m one of them.
On the other hand, the mission of copywriters is to HELP companies meet their goals through compelling writing.
I’m also one of those people who understand copywriting as a way to help.
The help of copywriters consists of:
- Listening to a client’s problem and analysing the situation correctly
- Investigating the client’s competition and the market.
- Finding the solution to the client’s problem, using the power of words
Originality: to find “the MAGIC of the company”
The Rubik’s cube MAGIC begins with its original name, the “Magic cube”.
However, the real magic of the Rubik’s cube contains in:
- More than 43 trillion possible results
- Twenty movements, known as the algorithm of God
On the other hand, the job of copywriters consists of locating the “MAGIC of the company”, and using it in compelling texts.
That’s the original feature of the company, the one that differentiates it from the competition. In other words, when potential customers think about the company, they should remember that precise characteristic.
In the end, the “magic of the company” reflects on its unique value proposition. Therefore, all copies must heed the UVP.
A goal: to increase the number of SALES
The Rubik’s cube is known as the BEST SELLING TOY in history.
Since the Hungarian architect, Ernő Rubik, invented it in 1974, the Rubik’s cube has been sold in more than 350 million units worldwide.
On the other hand, in the vast majority of cases, the goal of compelling texts is to increase the number of SALES.
In other words, copywriters always have the term “sales” in their mind.
If compelling texts manage to increase sales, that means they work. If not, it’s indispensable to make some changes or adjustments.
A CHALLENGE: to resolve the cube
In the end, the CHALLENGE of the Rubik’s cube is to solve it as quickly as possible.
People who manage it, and do it fast, take part in the prestigious speedcubing competitions.
On the other hand, the CHALLENGE of copywriting is to solve the Customer’s cube as quickly as possible.
- To do so, it’s necessary to manage and fit all the squares (marketing brief, additional pieces of information, and feedback).
- Copywriters must take into account the six colours of a client’s problem (research, data, target audience profile, brand image, brand identity and the client’s goals).
- In the end, it’s essential to understand how the axis mechanism works (marketing revolves around such so-called customers’ “pain points”).
When all these elements fit together, a copywriter’s work leads to positive results.
Copywriting is the persuasion cube
Now it’s time to answer the following question: what is copywriting?
Copywriting is a writing technique that helps companies meet their goals. In a majority of cases, the main goal of compelling writing is to increase the number of sales.
To meet this goal, it’s a must for a copywriter to locate the “magic” that differentiates a client’s company from its competition (the unique value proposition).
Nevertheless, for copywriting to give results, it’s vital not to stop there.
The challenge is to fit all the squares, taking into account the six colours of the customer’s problem and understanding how the marketing axis mechanism works.
A Writing-Friendy Question: How would you define 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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