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Why Communication in Copywriting is Everything

Communication is copywriting is everything.

It leads to quicker understanding of the problem to find the best solution.

And it starts with ‘winning communication’ with your:

1. Client

2. Research

3. Copy.

Because lousy communication (anywhere in the copywriting process) will only result in failure, so let’s discuss!

1. Winning Communication with Your Client

It starts with your ‘client’ and 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.

It could be your winning:

  • Smile (if you meet in person)
  • Opening line (when first speaking on the phone)
  • 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) 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 starts before you start talking.

2. Be a great listener (6 ways to become a better one here) – that way you 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’re the best person to solve their problems.

Once you’ve made that ‘great’ first impression, it’s time to quickly establish yourself as a key problem solver.

Notice ‘how’ we said key?

Because no client (at least ideal) wants you to solve all their problems, but the problems that matter. And this makes you an ‘authority’ to them.

But before explaining that – you need to understand that the key to being great at problem solving is ‘simplicity.’

As reported by the Hub Australia (read more here), you need to 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.

Now back to ‘authority.’

Because being the ‘authority’ to your client matters.

As the Harvard Business Review reports (read more here), people follow the leader.

And by being the ‘authority’ (to your client), you will be not only be a leader to them, but a hero.

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 ‘be the authority’ from a client’s viewpoint? 

Because as Goins Writer states in this great resource (that includes tips to becoming an authority), everyone has an opportunity to become the authority, but the key is to be passionate (10 habits of passionate people here).

Takeaway: When you’re passionate it’s easier (and quicker) to establish yourself as the ‘authority’ your client is looking for.


2. Winning Communication with Your Research

Any copywriter knows that smart research leads to better copy.

And we discussed this in the 3 golden keys to success in copywriting blog post (which you can read here).

But research needs to be clearly understood by any client.

Harvard Graduate School of Education reports on readings, tips and strategies for clear expression.

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?

Note: You would have had (some form) of communication with your ‘client’ and from that you need to quickly draw a conclusion (as to what type of audience they are).

But you never have to pretend you’re reporting to a 4 year-old!

And if in doubt, as Harvard Graduate School of Education Points summarises (in this resource), say it so we all can understand.

That way ‘any’ of your clients can understand, and If they ever want you to communicate more technically, they will let you know.

What is the key point of my work?

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

According to Chatelaine (read more here), the key is to maintain a tightly focused message in your mind (even before you start to speak).

But whatever your method, getting to the point is an ‘art’ that can be mastered, according to Fast Company.

And this ‘art’ (as discussed in this top blog post) takes much:

  • Practice
  • Patience
  • Perseverance.

What is the impact I want this work to have?

And think beyond ‘results’ and a ‘happy’ client.

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

  • Qualitative data viewpoint (defined here with examples)
  • Quantitative data viewpoint (defined here with examples)

What impact do you want?

Because any business owner will tell you that maximising return on investment is their ‘underlying impact’ (number 1 goal).

Takeaway: As reported here (by Harvard Graduate School of Education), the key to success with research is having the confidence to speak in different levels of detail, and with different language, to different audiences.

3. Winning Communication with Your Copy

As discussed in this top blog post, copywriting is 80% art and 20% science.

And winning communication with your ‘copy’ is no different. But the 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 will motivate and inspire you to make every ‘single’ word count, to produce winning copy, with winning communication.

But how do you go about ‘enjoying every moment’ when:

  • The neighbours dog barks all day?
  • When your kids are constantly hassling you?
  • When your partner is constantly telling you to do more chores?

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 to slow down.

Because with:

  • The Population (growing)
  • Technology (accelerating)
  • Climates (evolving)

We sure live in a fast-paced world!

Therefore, if you do not:

  • Take a deep breath
  • Relax
  • Slow down (yes and we know everyone has deadlines to hit)

It becomes almost impossible to enjoy the moment = winning communication = winning copy.

Zen Habits provides a reat 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

3. Breathe.

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

Because (as Zen Habits states 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 to be ‘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

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

Finally, you must master your breathing.  

Because mastering your ‘breath’ is the most powerful life hack there is.

When you master your breathing, you can easily master your:

  • Physical
  • Mental
  • Emotional well-being

Which leads to more moments being enjoyed = winning copy through winning communication.

Six tips to master your breathing 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.


As stoic Greek philosopher Epictetus once said: “We have two ears and one mouth so that we can listen twice as much as we speak.”

So take these ‘wise words’ onboard and learn from this post to master ‘communication’ in copywriting, because it’s everything!

Over to You…

Do you agree that Communication in Copywriting is Everything? Or is there something missing, or you would like to add?? Would love to hear from you in the comments – any feedback is greatly appreciated.

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