10 Eye-Rolling Copywriting Myths EXPOSED

Summary

In this enlightening video, Alex debunks the top 10 myths about copywriting, revealing the reality behind the profession. From the misconception that copywriters are magicians who can sell anything to the belief that copywriting can be fully automated, Alex provides clarity and guidance for aspiring copywriters and business owners seeking to hire one. With insights into the importance of research, the value of a tailored approach, and the necessity of practical experience, this video is a must-watch for anyone interested in the dynamic world of copywriting.

Takeaways

• 📝 Copywriting is a specialized skill, not merely fast typing or writing; it involves strategic communication to sell products effectively.
• 🌐 Copywriting can be done remotely, requiring only a laptop and a good internet connection, offering location independence.
• 🚫 Common misconceptions about copywriting need to be debunked to understand its true nature and value in businesses.
• 🔍 Copywriters rely on thorough research, customer feedback, and clear communication of value to create compelling offers.
• 💰 The cost of copywriting services is not based on word count but on the strategic process and impact of the copy.
• 📈 Copywriting is not just about writing; it's about creating a conversion-focused message that resonates with the target audience.
• 🎯 Copywriting is not limited to advertising; it's needed across various mediums and industries, including small businesses.
• 🌐 Language proficiency is crucial for copywriters, but it doesn't have to be in English; copywriting is needed in every language globally.
• 🎓 Formal writing degrees are not a prerequisite for copywriting; practical skills, empathy, and marketing passion are more important.
• 🤖 Copywriting cannot be fully automated; it requires human empathy and connection to evoke emotional responses and persuade effectively.
• 🛠 Copywriters are not all the same; they have different specialties and niches, and it's important to find the right fit for a project.
• 💼 To become a professional copywriter, one must gain practical experience, build a portfolio, and learn from trial, error, and feedback.

Q & A

What is the main purpose of the video by Alex?

The main purpose of the video is to debunk 10 common myths about copywriting and to provide guidance for aspiring copywriters and entrepreneurs looking to hire copywriters.

Why did Alex decide not to go to law school and instead pursue copywriting?

Alex decided not to go to law school because they saw an opportunity to move halfway across the world, which led to the establishment of their copywriting business, one of the best decisions they've made for themselves.

What is the most important tool for a copywriter according to the video?

According to the video, the most important tool for a copywriter is a laptop and a great internet connection, as copywriting can be done completely remotely.

What misconception does the video address about copywriters being able to sell anything?

The video addresses the misconception that copywriters are like magicians who can sell anything, emphasizing that they are skilled writers who help businesses sell great products that solve real problems.

What is the role of research in the copywriting process?

Research plays a significant role in copywriting as it helps in understanding the brand voice, target audience, campaign objectives, and specifics of the offer, which are essential before writing any copy.

Why is it incorrect to price copywriting services based on word count?

Pricing copywriting services based on word count is incorrect because the process involves more than just writing; it includes research, planning, and revisions. Also, short copy like headlines and ads can have a significant impact on conversions.

How does the video differentiate between copywriting and blogging?

The video differentiates copywriting from blogging by stating that while both aim to capture attention, copywriting focuses on creating a singular conversion, whereas blogging is more about creating rapport, adding value, and starting conversations.

What is the common mistake people make when they ask a copywriter to edit their existing copy?

The common mistake is underestimating the effort required for editing. It can be as challenging as writing from scratch, as it involves reviewing, understanding, processing, and restructuring the existing content.

Why is it a myth that copywriters only work in advertising?

It's a myth because copywriters are needed in various fields beyond advertising, including small businesses, email marketing, and brand storytelling, among others.

What does the video suggest about the necessity of a formal writing degree for copywriters?

The video suggests that a formal writing degree is not necessary for copywriters. Instead, having a flair for written words, empathy, passion for marketing, and fluency in the language of writing are more important.

How does the video refute the idea that copywriting can be fully automated?

The video refutes the idea by stating that effective copywriting requires human emotions like connection, empathy, and belonging, which cannot be replicated by automated systems or templates.

What is the key advice given by Alex for aspiring copywriters to get started?

The key advice is to gain practical writing experience, build a portfolio, and not be afraid to start even if the initial work is not perfect. It's also recommended to seek feedback and guidance from clients or mentors.

Outlines

00:00

📝 Debunking Copywriting Myths

Alex introduces the video by sharing a humorous anecdote about a client's misconception of copywriting and sets the stage for debunking 10 common copywriting myths. The video aims to educate both aspiring copywriters and entrepreneurs looking to hire copywriters. Alex emphasizes the importance of understanding the true nature of copywriting, which includes the ability to work remotely, the necessity of research, and the value of authentic communication in selling products that solve real problems. The summary also touches on the importance of copywriters being discerning about the projects and clients they choose to work with.

05:00

💰 Copywriting Misconceptions and Pricing

This paragraph delves into the complexities of copywriting pricing, clarifying that it is not based on word count but rather on the research, analysis, and strategic planning that goes into creating effective copy. Alex dispels the myth that copywriting is merely writing and highlights the significant time investment required for tasks such as understanding brand voice, audience analysis, and offer mapping. The summary also addresses the misconception that editing copy is easier than writing from scratch, explaining the challenges and time involved in refining existing copy.

10:02

🌐 The Global Reach of Copywriting

Alex discusses the global demand for copywriting services, emphasizing that copywriters are needed in every language and for various types of businesses, not just in English-speaking markets. The paragraph also addresses the myth that copywriters need a formal writing degree, with Alex sharing her own background in business and her aversion to traditional writing classes. The summary points out that copywriting success comes from a combination of writing ability, marketing passion, and language fluency, rather than formal education.

🤖 The Human Touch in Copywriting

In this paragraph, Alex refutes the myth that copywriting can be fully automated, stressing the importance of human emotions and connection in crafting persuasive copy. She explains that while templates and formulas can be helpful starting points, they must be customized to resonate with a specific audience. The summary also touches on the diversity among copywriters, highlighting the importance of specialization and the need for practical experience to truly master the craft.

Keywords

💡Copywriting

Copywriting is the act of writing persuasive content that aims to drive a specific action from the reader, such as making a purchase or signing up for a service. In the video, the speaker debunks common myths about copywriting, emphasizing its complexity and the skills required beyond mere writing ability. The term is used to discuss the profession and the misconceptions people have about it.

💡Misconceptions

Misconceptions refer to incorrect or partial understandings about a subject. The video's theme revolves around clarifying these misconceptions about copywriting, such as the belief that copywriters can sell anything or that copywriting is just writing. The speaker provides insights to correct these misunderstandings and educate the audience on the true nature of copywriting.

💡Remote Work

Remote work is the ability to perform one's job from anywhere, not confined to a traditional office setting. The script mentions that copywriting can be done completely remotely, requiring only a laptop and a good internet connection. This concept is used to highlight the flexibility and freedom that copywriting offers as a profession.

💡Conversion

In the context of marketing and sales, a conversion refers to the successful completion of a desired action by a customer, such as making a purchase. The video explains that the goal of copywriting is to create a singular conversion, emphasizing the importance of writing that compels the reader to take action.

💡Myth Debunking

Myth debunking is the process of disproving widespread but false beliefs. The video's main purpose is to debunk myths about copywriting, such as the idea that copywriters can sell anything or that editing copy is easier than writing it. The speaker provides factual information to counter these myths and offer a more accurate understanding of the profession.

💡Authenticity

Authenticity in copywriting means creating content that is genuine, honest, and reflective of the brand's voice and the product's value. The script emphasizes that good copywriters help businesses sell great products by communicating their value authentically, rather than using deceptive or manipulative tactics.

💡Value Proposition

A value proposition is a statement that communicates the unique value a product or service offers to customers. The video mentions that copywriters rely on business owners to provide relevant information to convey a compelling value proposition in their sales messages, highlighting the importance of understanding what makes a product valuable to its target audience.

💡Proofreading

Proofreading is the process of checking written content for errors in spelling, grammar, and punctuation. The script points out that copywriters are sometimes the worst spellers because they focus on the broader strokes of persuasive writing, leaving the details to be corrected by proofreaders later on.

💡Specialization

Specialization in copywriting refers to focusing on a specific area, niche, or medium within the field. The video discusses the importance of copywriters understanding their niche and the type of copy they want to write, such as emails, video scripts, or sales letters, to better serve their clients and build their expertise.

💡Portfolio

A portfolio in the context of copywriting is a collection of a writer's work that showcases their skills and style. The script advises aspiring copywriters to build a portfolio to demonstrate their abilities to potential clients, emphasizing that practical writing experience is crucial for becoming a professional copywriter.

💡Launch Pad

In the script, 'Launch Pad' refers to a program designed to equip individuals with the skills needed to start or scale their copywriting business. The speaker mentions the 'Copy Posse Launch Pad' program as a resource for gaining high-converting copywriting skills and building a portfolio.

Highlights

Copywriting is often misunderstood, with many myths surrounding the profession that need debunking.

Alex shares personal anecdotes to illustrate the misconceptions about copywriting, like the expectation to type faster for quicker results.

The video aims to expose and clarify 10 common myths about copywriting for both aspiring copywriters and entrepreneurs looking to hire them.

Alex's journey from a potential law career to a successful copywriting business emphasizes the flexibility and opportunities in copywriting.

Copywriting can be done remotely, requiring only a laptop and a good internet connection.

Misconceptions about copywriting include the belief that copywriters can sell anything, which is a myth.

Good copywriters help businesses sell by showcasing value and solving real problems, not through manipulation.

The process of writing high-converting copy involves practice, dedication, and customer feedback, not just talent.

Copywriters rely on business owners for relevant information to create compelling and value-driven offers.

The importance of discerning the projects and clients a copywriter chooses to work with is highlighted.

Copywriting is not just writing; it involves extensive research and understanding of the brand and audience.

Pricing in copywriting is not based on word count but on the effort and strategy involved in creating effective copy.

Copywriting is distinct from blogging and other forms of writing due to its specific goal of driving conversions.

Editing copy is a challenging task that often requires as much effort as writing from scratch.

Copywriting is not limited to the English language; it is a global profession with opportunities in various languages.

A formal writing degree is not a prerequisite for becoming a successful copywriter; practical experience and marketing skills are more important.

Copywriting cannot be fully automated; it requires human empathy and understanding to connect with audiences.

Not all copywriters are equal; they have different specialties, niches, and mediums in which they excel.

Practical writing experience is crucial for aspiring copywriters to build a portfolio and gain real-world skills.

Alex offers a Copy Posse Launch Pad program to help develop high-converting copywriting skills and build a portfolio.

Transcripts

So, true story.

A copywriter once told me his client asked if he could type faster to produce a sales

page sooner and cheaper.

That’s not how it works, people!

This week, I am counting down 10 of the most laughable myths about copywriting that you

need to stop believing ASAP.

Hey guys! It's Alex.

I’m really glad you’re here with me this week as I EXPOSE 10 of the most eye-rolling

myths about copywriting…

And be sure to stick around because at the end of this video because I will share my

BIGGEST TIP of all to get started copywriting.

Now, I’ve had my copywriting business for about 8 years now, and it’s one of the best

decisions I have ever made for myself.

Something that would never have happened if I didn’t jump at the opportunity to move

halfway across the world instead of going to law school, which was the original plan!

But that is another story for another time...

Since then, I’ve travelled all over the world, connected with amazing entrepreneurs,

and have had countless unforgettable experiences that would've been almost impossible if I

had a location-dependent, time-restricted J.O.B.

Copywriting can be done completely remotely.

All you need is a laptop and great internet connection, of course.

But listen guys, it isn’t all sunshine and rainbows all the time!

Despite the fact that copywriting is a skillset that is needed by every single business on

the planet, it always surprises me how many people have misconceptions about what it is

that copywriters do and how they work.

So I am here to set the record straight!

This is for you aspiring copywriters out there who are looking to get into the game (for

those of you who have been freelancing for awhile…

You’ll know exactly what I’m talking about)…

But this video is also for you entrepreneurs out there who are looking to hire a copywriter

for your own business.

And no matter which camp you fall into, be sure to hit subscribe below because my channel

is 1000000% dedicated to helping you start and scale your business with copywriting.

Every single week I provide tips and resources from my copywriting vault, so go ahead and

browse the tutorials I already have up, and after you subscribe, be sure to hit that little

bell icon so you don’t miss any more videos from me!

Alright, let’s countdown the 10 copywriting myths you need to stop believing ASAP!

Myth #10.

Copywriters Can Sell Anything

We are writers, not magicians!

No, we can’t hypnotize people to hit the ‘buy now’ button, or pull money from a

black hat, or make an irresistible offer out of thin air.

Sometimes copywriters get a bad rap, like we’re using evil powers to convince the

masses of unsuspecting consumers to buy stuff they don’t need.

[Really].

Of course, like in any industry, there are bad people who do crappy things, but I’m

here to tell you that what good, authentic copywriters do is help great businesses sell

great products with great solutions that solve real problems.

That’s how we convince people to buy.

By actually helping them!

Hmm.

Interesting concept.

But, the truth of the matter is, not every single piece of copy or campaign we write

is a success!

We aren’t mind-readers, we’re highly-skilled best guessers.

Writing a high-converting piece of copy takes practice, dedication and yes, real customer

feedback.

It’s about showcasing and communicating VALUE to the people who actually need it,

without any filler, or fluff or just making stuff up!

Therefore, copywriters rely on the business owners they work with to give them all the

relevant information needed to get their sales message across in the most concise and authentic

way.

So that includes case studies, product features and benefits, target market research and anything

else required to write a compelling and value-driven offer.

But, copywriters, a word of caution…

That is not a get-out-of-jail-free card.

It’s your job to be discerning about the projects you choose and the clients you work

with.

Because ultimately you need to ask yourself what kinds of brands, people and products

you’d be proud to be aligned with.

Alright moving on to myth #9...

Copywriting Is JUST Writing

If copywriting involved nothing more than typing words into a document, everyone would

do it.

The truth is, there’s a lot that goes into great copy before even a single word gets

written.

The biggest chunk of copywriting time actually goes into research, customer and brand analysis

and offer mapping.

In order to write compelling and effective copy, you must FIRST have a clear grasp of

the brand voice you’re writing for, understand the target audience – their fears, their

aspirations, their pains, identify the objective, context and deliverables for the campaign,

and get all the specifics of the offer you’re writing.

Then you have to go outline and write the copy, which requires a whole bunch of rounds

of revisions and drafts until you end up with a version that’s worth presenting to the

client or customer.

If you want to learn my writing process, from the first outline all the way to the final

draft, you can check out my video right here on How To Write A Sales Letter.

Alright let’s move on to myth #8...

Copywriting Price Equals Word Count

So after myth #9, it’s probably no surprise to you that what you charge for copywriting

has NOTHING to do with word count.

While charging by the word is a common practice for articles and blog posts, it is not the

same for copywriting.

Every piece of copy needs to go through the planning process I just mentioned and the

shorter it is the longer it takes to write!

And that’s because it is HARD to pack a punch in just a few words.

Think about it.

What is harder...

Describing yourself in one sentence or getting five minutes to ramble on and on about yourself?

How long do you spend writing the perfect tweet compared to that heated Facebook rant?

There's a reason why short copy pieces like headlines, ads and calls-to-action have the

biggest measurable results when they are split-tested.

These words have the BIGGEST impact on your conversions, which is why I like to say, the

right phrase pays!

But it’s also why you can absolutely NOT price or pay for copy based on word count.

Even Blaise Pascal, the French mathematician and philosopher famously said — “If I

had more time, I would have written a shorter letter.”

So with that, moving right along to myth #7...

Copywriting Is Blogging

Copywriting isn’t just writing.

And writing isn’t only blogging.

I know, I know, it can be confusing.

So let’s nip this in the bud shall we?

There is one major difference between copywriting and other forms of writing, such as journalism,

blogging and creative writing...

While we are all indeed in the same business of capturing and HOLDING attention, the purpose

of copywriting is to create a singular conversion, or in other words to activate a most-wanted

response, such as a click, a signup or a sale.

So this might be copy for an ad, or a webinar script, or a sales letter, or a video sales

letter, or an email.

Blogging, and other forms of content writing, are still very important in business though,

for creating rapport, adding value and starting conversations!

So for a quick breakdown on these two commonly mixed up types of writing, check out my video

on the 3 Differences Between Content Writing and Copywriting right here.

Alright, let’s expose another myth shall we...

Myth #6.

Editing Copy Is Easier Than Writing It

Not enough writers talk about this one!

I can not tell you the number of times I’ve received a message like...

“Hey Alex, can you just take a look at my existing copy and inject some marketing lingo

into it?”

Or “Hey, I’ve already written the copy but can you just review it and make sure it

sounds ok?”

Or, “Hey Alex, do you mind glossing over this sales page to make sure it hits all the

points on your Hot Offer Checklist?”

Guys, editing work is HARD work.

It’s why I charge $500 for a simple copy critique, before I ever start writing or editing.

When a copywriter is asked to “spruce up” a page that requires extensive editing and

refining, it’s like asking an interior designer to reorganize a room using whatever mess of

furniture is already in there.

Every interior designer will tell you they prefer to have a blank slate to work their

magic…

And the same goes for us writers.

So unless your copy was previously written by another great copywriter and really DOES

only need simple optimizing, editing takes a lot time to review, understand, process,

and restructure before the re-writing even starts.

So copywriters: be sure to review the copy you’re being asked to edit before you set

your fee.

It might be that it only does need a few tweaks, but if a complete overhaul is needed, you

need a gameplan!

And business owners, sometimes it’s simply better to hire a copywriter to write something

from scratch that you can test against your current control.

That’ll make sure you’re getting something fresh and not a convoluted mix of different

writer’s works.

It also gives you a great chance to really test a copywritier’s skill level.

Alright, we’re halfway there guys, copywriting myth #5

Copywriters Only Work In Advertising

So copywriting has definitely been glamorised lately by the world of advertising and shows

like Mad Men, but it’s needed by more than just big name brands looking to come up with

a catchy slogan or an award-winning Superbowl campaign.

The truth is, we are needed everywhere.

There are many copywriters who work directly with small businesses or specialize in mediums

like email marketing or brand storytelling.

So copywriters, get really clear on what type of copy you want to write and look for brands

and businesses that use that medium and therefore have a need for your work!

And for business owners looking to hire a copywriter, remember to specify the type of

copy you need and ask for relevant samples to attract the right writer for your project.

Ok, moving along to myth #4...

Copywriters Need To Write In English

You guys, I get asked all the time if someone who doesn’t speak English can be a copywriter.

To which I say…

OF COURSE!

Just not in English.

You’re going to have a hard time finding clients to pay you for writing anything if

you can’t effectively communicate with them.

But here is the good news.

Copywriting is needed by businesses all over the world, in every language in the world.

80% of people speak a language other than English and millions of businesses around

the world are catering to those audiences.

So, if you don’t speak or write nearly perfect English, you can start your copywriting business

in your mother tongue!

The exact same tactics apply.

So take what you learn, and use it in whatever language you speak!

I know excellent copywriters who write in Spanish, French, Malay, and the list goes

on….

Cool right?

Ok next up, myth #3….

Copywriters Need A Formal Writing Degree

“But Alex, I never learned writing in school…”

Cool, neither did I!

In fact, I went to business school and stayed as far away from Literature and English Writing

classes as I could.

Because ironically, I hated those classes!

Not because I didn’t enjoy writing, but because I didn’t like the subjectivity of

it all and struggled to get straight A’s in those classes!

Ha!

Maybe that’s why I like copywriting so much.

You get immediate and objective feedback from your audience on how well your copy converts,

so you can continually learn and improve.

Makes perfect sense!

Some of the best copywriters I know actually come from unrelated backgrounds, like computer

programming!

Formally trained writers often have a really hard time grasping copywriting because they

have to UNLEARN all of those “proper” writing habits and knowledge they have around,

I don’t know how to write a white paper or a shakespearean play.

To be a copywriter, all you need is a flair for written words, empathy and passion for

marketing.

And of course — you need to be fluent in the language you’re writing in, but you

do not need to be a perfect speller!

Actually copywriters are sometimes the WORST spellers.

Not because we don’t know HOW to spell, but because we’re often moving so quickly

in our creative brains that we don’t pay attention to those tiny little details that

a proof-reader can just fix later anyway.

Copywriting is more about those broad strokes and the linking together of strategic and

persuasive ideas, not the minutia grammar or spelling.

So, guys I really do love it when you respond to my emails or comment below my videos and

tell me about my typos.

I’m the first to admit that I really need help proofreading!

So thank you!!

And when writing, remember, the average audience responds to copy written on a 7th or 8th grade

level!

So keep it simple and persuasive!

And for more super helpful tricks on how to train your copywriting brain — check out

my video on 5 Copywriting Exercises right here.

Alright, we’re getting closer to the top of the list.

Copywriting myth #2.

Copywriting Can Be Fully Automated

So you just take a bunch of powerful words and phrases, and ya slap them on a template

and you call it a day, right?

Uhh…

No.

Sales and direct response copywriting is still human and rooted in real life emotions, like

connection, empathy, and belonging.

So hear this: a memorable brand is not built with automated copy.

To convince people to take action, you need to ensure you are writing copy that appeals

to their unique needs and evokes an emotional response.

And no robot can do that!...

Yet.

Could you just imagine if every business on the planet had the exact same copy?

Something tells me people would notice...

Sure, there are tonnes of different templates and proven formulas out there that you can

use to help you START writing persuasive copy, just like the ones I share here in my video,

and I do encourage you to use them…

But you must always customize your messages to your audience, brand and offer.

And you’re way more likely to attract clients if you can demonstrate great empathy and storytelling

in your portfolio.

Alright, guys that brings us to myth #1….

All Copywriters Are Created Equal

I hate to break it to you, but we are not all the same.

It’s like saying a dentist is the same thing as doctor!

Sure, while they both have medical degrees you wouldn’t go to the dentist if you had

the flu!

A copywriter specializing in one area does not mean that they’re good at them all!

We are a diverse breed of creatives, with different specialities, niches and mediums.

So here’s the takeaway.

if you’re starting or scaling your copywriting business, think about what niche you want

to write in and for what mediums.

Do you prefer to write in real estate?

Or parenting?

Or tech?

Or lifestyle?

Do you want to specialize in emails?

Or video scripts?

Or sales letters?

Or ads?

Get clear on the type of copywriter you want to become!

And guys, here is my biggest piece of advice when it comes to getting started…

While I highly recommend you take time to study and learn the art of copywriting, in

order to become a true blue copywriter you need practical writing experience!

So, regardless of how much you’ve learned, if you haven’t yet been paid to write, you

have a hobby.

At some point you just have to trust that it’s time to get started and build your

portfolio so that you can go out there and get your first client!

And listen, I know it can be scary but I’m telling you, your first piece of copy will

suck.

Your second piece of copy won’t be that great either.

But you gotta start somewhere.

In order to call yourself a copywriter, you need to go through the process of trial and

error yourself, and get as much feedback and guidance as possible in the process, whether

that comes from your clients or a mentor.

And I might be able to help...

My Copy Posse Launch Pad program is designed to give you all the high-converting copywriting

skills you need to scale your business and build your portfolio…

So that you can confidently approach new clients and customers.

So click the link in the description below to learn more about that program and stay

tuned for another video coming your way very, very soon on simple ways to start building

your portfolio!

Please drop me a thumbs up below if you found this video helpful.

And, as always guys thank you so much for watching and subscribing!

Until next week, I’m Alex. Ciao for now!