The Adweek Copywriting Handbook

Getting Started

What is the ultimate goal of any ad copy, regardless of the medium? “To cause a person to exchange his or her hard-earned money for a product or service.” And, anyone can learn to write copy that fulfills that goal. However, the best copywriters have a natural instinct for intriguing information that motivates them to read, follow their passions, interact with interesting people and explore the world. They are not afraid of hard work. Even though the old saying affirms that there is nothing new under the sun, skilled copywriters use their life experiences to present things in a fresh, exciting, engaging way.

The best way to write great copy is to get plenty of practice. Don’t worry about producing a perfect first draft. Pour your emotions onto the paper. You’ll learn how to fine-tune your thoughts through editing. To write effective advertising, you must become an expert on the product or service you are selling, and on the customers you want to reach. For instance, when author Joseph Sugarman wanted to sell burglar alarms, he helped his prospects recognize their need for protection, the dependability of his product and its ease of installation.