In this post, you’ll find the answers to questions regarding what copywriting is and what it has in common with Rubik’s cube.
What is copywriting? What does copywriting represent?
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 pieces of text 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 content whose goal is to stimulate a buying impulse in readers.”Discover what copywriting is and how to write copy that is an authentic sales machine, Rockcontent.com
“Copywriting is a compelling-writing technique.”What is copywriting and what is it for, Elena Peinador
The three definitions are extremely useful when it comes to explaining what copywriting is. However, my intention isn’t just to define the term “copywriting”.
What I would like to accomplish with this post is to help you come up with your definition of compelling writing.
Therefore, today I’ll write about a particular game and four elements copywriting 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 start then!
Table of Contents
Copywriting and the word association game
When I was a girl, I enjoyed playing a word association game. It’s an activity in which a person “proposes” a word, and another one responds by saying what the word reminds him or her of.
I’ll give you an example. Imagine that someone says to me the following four words:
- “Puzzle” – I would probably respond with a “headache”.
- “Cube” – My answer would be “board games”.
- “Hungary” – Since I come from Serbia, I would say “the neighbouring country”.
- “Squares” – I would answer with “traditional Scottish clothing”.
To sum up, I associate these four words with ideas that have little in common.
On the other hand, if we put them next to each other, the words “puzzle”, “cube”, “Hungary” and “squares” represent an association to the Rubik’s cube.
But what would happen, if someone says the word “Rubik’s cube”? In that case, my answer would be “copywriting”.
Want to know why I would associate copywriting with the Rubik’s cube?
Keep reading and you’ll find out.
What is copywriting?
In the beginning, copywriting and the Rubik’s cube have four elements in common.
Those elements are help, sales, magic and challenge.
Therefore, before defining copywriting, I’ll write about them so that 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, I recognise it.)
On the other hand, the mission of copywriters is to HELP companies meet their goals through compelling writing.
(I’m also one of those who understand copywriting as a way to help.)
Speaking of the help copywriters can offer and provide, it consists of:
- Listening to the client’s problem and analysing it;
- Investigating about the client’s competition and the market;
- Finding a solution to the client’s problem, using the power of persuasion.
Originality: to find “the MAGIC of a company”
The Rubik’s cube MAGIC doesn’t reduce to its original name, the “Magic cube”. The 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 a copywriter is to find “the MAGIC of a company” and express it in compelling pieces of text.
That’s the original attribute of a brand, 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 the BEST SELLING TOY in history.
This toy has been sold in more than 350 million units worldwide since the Hungarian architect, Ernő Rubik, invented it in 1974.
Regarding copywriting, in the majority of cases, the goal of the compelling copy is to increase SALES.
In other words, copywriters always have the word “sales” in their mind.
If compelling copy manages to increase sales, that means it works. In case it doesn’t, it’s mandatory to make some modifications.
A CHALLENGE: to resolve the cube
In the end, it can be CHALLENGING to solve the Rubik’s cube as quickly as possible.
People who manage to do it fast usually participate in prestigious speedcubing competitions.
On the other hand, the CHALLENGING part of copywriting is to solve the “Customer’s cube” as quickly as possible.
- To do so, it’s necessary to fit all “the SQUARES of information”, such as marketing brief, additional data, and feedback.
- Copywriters must be careful about “the six COLOURS of the 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 of marketing” works. Namely, marketing revolves around so-called customers’ “pain points”.
When all these elements fit together, the PUZZLE is solved.
Copywriting is the persuasion cube
Now it’s time to answer the question from the beginning of the post: What is copywriting?
Copywriting is a discipline whose goal is to help businesses meet their goals through compelling copy.
In the majority of cases, the main goal is to increase sales.
To meet this goal, it’s a must for a copywriter to locate the “magic” that differentiates a client’s business from its competition.
Nevertheless, for copywriting to give results, it’s vital not to stop there.
The challenging part is to fit all the squares, according to “the six colours of the client’s problem” and “the axis mechanism of marketing”.
A Writing-Friendy Question: How would you define copywriting?
My name is Stasa Durdic, and I work as a copywriter. For me, the Rubik’s cube is a synonym of childhood, while copywriting forms part of my adult life. If you would like to know more about me, please read my story or visit my LinkedIn profile. On the other hand, in case you want to get in touch with me, I’ll be happy to offer you my help with copywriting.
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