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Why Communication in Copywriting is Everything


Quite simply…


When it comes to “Copywriting”…


Communication is everything and ultimately…


Communication = The “Winning Play” you Need for the……


Best Results!


Because “wining communication” throughout the Copywriting process equals:


Quicker understanding of the problem

Greater understanding of the problem, and ultimately

Total understanding of the problem which leads to the…


Very Best Solution!


And the “absolute best solution” is what all your (Copywriting) Clients want.


From ‘dazzling’ (first impressions)

to ‘focused’ (conversations)

to ‘key’ (follow-up)…


It does not matter (where in the Copywriting process)…


Without Winning Communication…


You are Destined to Fail and Miserably.

misfiring arrows at target

But now (without further hesitation) let’s dive straight into it and discuss why……


“Communication” in Copywriting is Everything!

Winning Communication with Your Client

hand pointing to green smiling face

It all starts with your “Client” and as always:


First impressions count!


And (as reported by the Association for Talent Development here) it only takes:


7 seconds to make a first impression on someone.

In this case…


Your valuable Client!


It could be your:


Winning ‘smile’ (if you meet in person)

Winning ‘opening line’ (when first speaking on the phone)

Winning ‘ability’ (to quickly show the Client you can solve their problem).


Whatever it is – make it ‘unique’ to you – and make it count!


Mind Tools reports (read here) that creating a good first impression consists of 8 steps and that is:


1. Be on Time

2. Present Yourself Appropriately

3. Be Yourself

4. Have a Winning Smile (as already mentioned!)

5. Be Open and Confident

6. Use Small Talk

7. Be Positive

8. Be Courteous and Attentive.


My biggest tips though are:


1. Winning body language if you meet in person (a great resource here)…


Because it all starts before you start talking!


2. Be a Great Listener (6 ways to become a better one discussed here)…


That way you fully understand your Client’s problem (before talking!)


3. Show plenty of ENERGY (7 great tips for keeping it high here)…


Because no matter how good you are at solving problems…


Without ENERGY…


Your Client might not think you are the best person to solve their problems!


Once you have made that ‘great’ first impression it is time to quickly establish yourself as a:


Key Problem Solver!

black key laying on surface near opening

Notice ‘how’ we said key?


Because no Client (at least ideal) wants you to solve absolutely all their problems but…


The Big Picture Problems…


Because by doing so…


They will immediately start see you as an “authority” (in their eyes)…

superman sculpture

Our third and final point to “winning communication” with your Client.


But before launching into that – the key to being great at problem-solving boils down to ‘simplicity.’

droplet of water about to hit water

As reported by the Hub Australia (read more here) you 100% need to:

half peeled orange

Peel away the excess layers of your problem until you’re left with the root of it.


Again, read more here – a great resource by the Hub for solving key problems without overcomplication!

Let’s get back to “authority” though…




Being the “Authority” (in your Client’s eyes matters!)


As the Harvard Business Review reports (read more here) people always:


Follow the leader!

orange chicken leading yellow chickens

And by being the “authority” (in your Client’s eyes) you will be not only the:


Leader in their eyes but a hero to them!


And no (not necessarily superman) but you will quickly be established as a:


“Key resource” for their business to Maximise Return on Investment.


And notice how we keep saying…


In the Client’s eyes??

Because as Goins, Writer points out in this great resource (that includes tips to becoming an authority)…


Everyone has an opportunity!


But the key is to be:


Passionate! (10 habits of passionate people here).


Because when you are passionate it is far easier to come across (and very quickly) to the Client as:


The “Authority” they are looking for!


That is Winning Communication with your “Client” discussed (step 1 / 3) and now let’s discuss…


Winning Communication with Your “Research.”



Winning Communication with Your Research

Any Copywriter knows that…


Smart Research = Winning Copy!


And we discussed this in “The Golden Keys to Success in Copywriting” blog post (which you can read here).


But what is the point if that research cannot be:






In ‘Plain English’ that any…


Client can understand (with total confidence!).


Harvard Graduate School of Education reports on readings, tips and strategies for:


Clear expression.

clear blue sky

You can read more here but to summarise…


Ask yourself 3 questions:


Who is my audience?

What is the key point of my work?

What is the impact I want this work to have?


And to briefly elaborate…


You would have had (some form) of communication with your ‘Client’ already and from that you need to quickly:


Draw a conclusion (as to what type of audience they are).


You certainly never have to pretend like you are reporting to a:


4 year-old!

kid with hand in air ready to answer question


If in doubt…


As Harvard Graduate School of Education Points out (in this resource)…


Say it so we all can understand.

That way absolutely ‘any’ of your Client’s can understand and of course…


If they ever want, you to communicate (from a more technical point of view)…

They will be sure to let you know!


Now, let’s discuss…


What is the key point of my work?

businessman holding golden key



You should have written this down at the very top of your ‘winning brief’ (discussed in this blog post).


According to Chatelaine (read more here) a big key is to always maintain a:


Tightly focused message in your mind (even before you start to speak!).

businessman cupping hands above illuminated brain

Whatever your method…


Because as reported by the Fast Company (read more here) getting to the point is an:


Art that can be mastered.


But ‘art’ (as discussed in this top blog post) does not happen overnight and takes a lot of:



Patience, and




What is the impact I want this work to have?

wood blocks being pushed over by finger

And you really need to think beyond…




Happy Client.

And go to the highest level and ask yourself from a:

person standing front of large mountain

Qualitative data point of view (defined here with examples), and

Quantitative data point of view (defined here with examples)…


What impact do you really want?

confused man scratching head

But ultimately any business owner will tell (from the biggest picture) that:


Maximising Return on Investment is their ‘underlying impact’ and:


Number 1 Goal!


But (as reported here by Harvard Graduate School of Education)…


Key to success (with research) is having the confidence to:


Speak in different levels of detail

With different language, and to

Different audiences.


That is Winning Communication with your “Research” discussed (step 2 / 3) and finally let’s discuss…


Winning Communication with Your “Copy.”



Winning Communication with Your Copy

As discussed in this top blog post


Copywriting is 80% Art and 20% Science.



Winning communication with your “copy” is no different.


But the real secret is to…


Enjoy every moment.


Because when you are in a state of ‘enjoyment’ you will also be in a:


State of passion.


And this “passion” (again discussed in this top blog post) is what ultimately will:


Motivate, and

Inspire you to…








‘Count’ and produce:


Winning Copy with Winning Communication!


But how exactly do go about enjoying every moment?


When the neighbour’s dog barks all day (and non-stop!)

When your kids are constantly hassling you (and non-stop!)

When your partner is constantly at you to do more chores (and non-stop!)

man holding both sides of face with headache

Here are 3 unique ways to enjoy the present moment but Tiny Buddha says it best (in this great resource) and that critical first step is just to:


Slow down.

woman sitting on bench with coffee enjoying nature

Because with…


The Population (constantly growing)

Technology (constantly accelerating), and

Climates (constantly evolving)


We sure live in a fast-paced world!

fast moving city intersection

Therefore, if you do not:


Take a deep breath

Relax, and

Slow down (yes and of course I know – we all have deadlines to hit!)…


It becomes almost impossible to:


Enjoy the moment = Winning Communication = Winning Copy.

person relaxing in hammock overlooking beach

Zen Habits provides a great resource here describing 10 essential rules for slowing down and enjoying life more.


But my favourite 3 of their tips (again you can read here) are:


1. Do less

2. Be present, and

3. Breathe.


Let’s start with ‘do less’ (yes and again we all know the importance of hitting deadlines!).


Because (as Zen Habits points out in this short guide) by doing ‘less’ you:


Accomplish more (by focusing on what is important).

Have less anxiety (freeing yourself from non-essential work)

Enjoy life more (and enjoy the task more rather than rushing through it)

Create time (because you are now only focused on what is important).

Being present is an ‘art.’


And according to Psychology Today there are 6 steps to living in the moment.


But the simplest way (and without overcomplicating things) to being ‘present in the moment’ is to:


Master mindfulness.


And 5 simple steps to mastering mindfulness (discussed here by Inc) are:


1. Set a timer for five (or ten minutes)

2. Sit comfortably with your back upright (but not overly tense)

3. Close your eyes

4. Focus on your breathing, and

5. Return your focus to your breathing (if it wanders).


Finally, you must master your ‘breathing.’  

woman practicing breathing in nature

Because (as reported by Michael Balchan here) mastering your breath is:


The Most Powerful Life Hack There is!


Ultimately, when you master your breathing you can easily master your:



Mental, and

Emotional well-being


Which leads to…


More moments being enjoyed equals……


Winning copy through winning communication.

confetti coming out of gold trophy

Six tips to master your breathing (as reported by Michael Balchan here) are to:


1. Sit or stand with good posture.

2. Breathe through your nose.

3. Inhale and fill your entire lungs.

4. Pause briefly after inhaling.

5. Exhale completely.

6. Practice breathing slowly and deeply.


And that is Winning Communication with your “Copy” discussed (step 3 / 3).


Yes, we told you at the very start (as discussed in this top blog post) it’s very much an art!


Now, let’s quickly wrap this blog post up!

Why Communication in Copywriting is Everything Wrap Up

video wrap
Let's Quickly Wrap this Blog Post Up!



The “C” Word.


Whatever you want to call it.


As we discussed (in this blog post) “Communication” is the…


“Ultimate Winning Play” you need to for the:

Communication is Ultimate Winning Play for Best Copywriting Results

Best Copywriting Results.


Starting with…


1. Your Client:


From ‘first impressions’ to being a ‘key problem solver’ to ‘being the authority.’




2. Your Research


From ‘knowing your audience’ to ‘key point of work’ to ‘impact of work.’




3. Your Copy


From ‘taking a deep breath’ to ‘slowing down’ to ‘enjoying the moment.’


It all matters in Copywriting…


And nothing is more important…


Because ultimately……


Communication in Copywriting is Everything!


Over to You…

Do you agree that “communication” in Copywriting is everything? Would love to hear from you in the comments – any feedback is greatly appreciated.


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