On episode 12 of Candid Creative, Antonio speaks with Roy an administrative assistant and part-time copywriter who has been honing his craft for about a year. Roy begins by sharing his philosophy of copywriting. In order to be successful, you must fill the gaps with words that sell and evoke a strong emotional response to instill a call to action. 

Writing for brands and individuals is the same because you are always writing to people. That’s why personalization is so important. At our core, we all desire a human connection. When a copywriter mentions an individual by name, or singles out their demographic and interests, they show that they understand the customer and make a stronger case for their product.

Roy explains this further by discussing the difference between individual and company-based engagement. When he sees a corporate logo, he understands that he’ll be getting a service that he will pay for. When he discusses a project with an individual, he knows that he’s not talking to a middleman or employee. He’s speaking with the person who will do the work directly.

Since telling a story isn’t always possible, or essential, the information needs to be revealed in an enticing way. Beginner digital marketers must study each other’s content to see what works and what doesn’t. They should examine what is compelling to them and figure out why.

 To close, Roy asserts the importance of practice when it comes to a career in copywriting. You only improve your craft by working hard, getting feedback, and anticipating objections. Proactive thinking removes the ‘no’ from the process and leads to a successful campaign.



Follow Antonio on IG: @imantonioruiz

Follow Roy on IG: @copywriterroy

Follow @candidcreativepodcast and visit thecandidcreative.com