The Impact Of Words

Some of us, born with the ability to hear and speak, tend to overlook the power that lies behind the letters, syllables, and tone. We use words daily to communicate our feelings, needs, boundaries, desires, and much more. When it comes to copywriting, it’s key to keep in mind the following principles:

The phrase “perception is reality” should live rent-free in your head. This does not only apply to when you’re writing copy— but also to your personal life. “Reality” is solely derived from perception. The way we perceive things = the way we experience them.

For example, if your first piece of copy isn’t successful at driving sales, you could perceive this small setback as the ultimate “sign” that you suck as a copywriter OR you could perceive it as a learning experience, and try a different approach for your next piece. Depending on which perception you choose to adopt, the outcomes that follow will be completely different.

As copywriters, we have the power to shape perception through persuasive writing, and the responsibility to use it ethically. From branding slogans to product descriptions, the language used in marketing materials can evoke specific emotions, create vivid imagery, and establish a brand's personality. Using the right words can leave a positive lasting impression on our audience.

Words are also capable of influencing the decisions we make. Whether it’s a compelling CTA (call to action) or a persuasive sales pitch, the language used in copywriting can sway opinions, overcome objections, and drive conversions. Great copywriters can guide their audience towards taking a desired action by understanding and tapping into the psychology of persuasion– whether it's making a purchase, signing up for a newsletter, or downloading an ebook.

Ultimately, copywriters utilize a powerful tool—the written word. So, let's embrace the power of words and use them to positively impact the world around us.