CopyWRITING dead?

Its' ok...

You probably don't know any better.

Couple things:

Obviously someone will point out that copywriters write scripts for VSLs.

But, did you know there's a whole world of copywriters out there that do more than just write sales letters?

Everything from display ads to package covers, commercials, infomercials, blogs, etc.

I realize most think a copywriter is just someone that writes sales letters...but they're usually people that discovered the whole copywriting thing from the internet.

There are multi-million dollar copywriters that have never written a sales letter.

Sales letter writers are just a small part of the equation.

Most of the products that have sold in the billions and millions of dollars, have never had a sales letter written for them. It was all accomplished by very creative copywriters.

Once you realize what all copywriting covers, you'll see you were using a very narrow focus when you thought copywriting was dead.

thanks but what about people like me who only know how to 'write' copy??

Also,curious how copywriters got their copy written by someone else?

You guys are bad.

Joshua, the script for the videos you mentioned *are* written by copywriters. They are written, and then they are spoken on video by the actor or actress in the video - or the voiceover guy or gal.

It's okay if you only know how to write copy. You can do that and hand the copy you have written off to someone else to speak it on camera.

The thing these guys have (so far) left out of their answers is that copyWRITING isn't dead. It is simply being presented in a different format (aka video) than that in which it was created.

A lot of good replies here. Copywriting has developed a lot since the creation of radio, then TV and especially so for the Internet. Sales letters are perhaps the most obvious form of copywriting, but as others have said it includes scripts for ads, social media work and good copy on websites. A lot of writers now perform copywriting duties for their companies or for agencies. As the internet develops, it is becoming increasingly important to know how to write good, subtle copy.

lol Damn videos. Oh well, guess my days as a copywriter are numbered. I wonder who will come up with those words though. You know, the ones you hear when the video is on. Hmmm....

I've seen video out perform sales letters for cold traffic quite a bit.

They cant just scroll down to see what it costs before you've had a chance to build value. and you are engaging more of the senses.

I've found those sales video forumulas very dissappointing though.

I still go with the core elements of a sales letter translated onto the screen.

It's all just salesmanship in one form or another.

The video sales letter requires someone to write the copy
for it (and a good video sales letter really is just a sales
letter...it has all the components).

An optin form, a follow up email...it's all persuasion of some
kind and they all require good quality sales copy.

The communication methods we use may change but the
core methods of persuasion don't.

And for the record I still have plenty of regular sales letters
without video performing very well.

Video sales letters have their place but like most innovations
they perform better when they're first used then slowly lose
some of their effectiveness as people begin to recognize
the form you're using.

Put another way early on just plain full on selling ads were
effective in newspapers but over time ads that looked like
articles or reports became more effective because they
reflected what people were reading.

Online there's a similar scenario...sales letters that read
like reports often get a higher response.

Early days in video sales letters but I would expect videos
that deliver some enticing content are going to get a better
response in many cases than a straight sales letter.

And creating video sales letters that include high quality
content is a skill that's going to take a good copywriter.

Kindest regards,
Andrew Cavanagh

Every time someone writes and posts an article about sales copy being "dead", an angel strangles a kitten.

If it's dead then, why, when I go to a seminar and tell the room that I'm a copywriter, do I get chased down and people virtually stand in line to talk with me?

It can't solely be my manly physique and my beautifully British accent.

I think it has to do with the fact that people everywhere are desperate for direction and input from someone who can increase their sales thru smart marketing.

--- Ross

Ross,

It's your shaved head, I know that from personal experience.

I just shaved my head a few weeks ago and I must say, the ladies are loving it.

Well, okay, with that I mean that less restraining orders are being placed on me, and I'm being pepper sprayed less and less.... but still, it's a start.

Bald and shaved heads rule!!!!!

Erm how did this thread go from copywriting vs video to shaved heads? Personally I dislike both video and shaved heads! I'd much rather read than listen, mainly because I read faster than most people talk - and if they do talk fast I can't understand them. As for the shaved heads - all I can say is if you want to look like a bald, old guy, go ahead and shave it all off.

I don’t think it’s “dead” dead. There are no more magical secrets left to burn people with though. A good product will just …sell
Here’s the magic bullet my friend. Listen up; I had to spend five years learning this the hard way. Now I drive a 2007 SUV so I’m obviously rich and famous. This is a three step formula that’s going to make everyone here rich!!!
1. Show results in advance. If you can’t then you have no business selling the thing.
2. Get social proof. The best way is to make them piss their selves because of the value you’ve provided them.
3. Be ready to sell more when they come back.
Do all of this in a video that doesn’t suck and you will get them to buy the product.

If your own copywriting clients are pestering you with that same refrain, 'but i just want a video!' then prove to them why they need your services and how you can write the script for the video they want. Show samples of your script work done for other campaigns. Don't let go of the copywriting opportunities so easily just because your clients are uninformed.

I'm guessing that Agora thinks the sales letter is alive and very well. Go to any of the promotions they are running right now and the first thing you will see is a pop up that asks if you would like to watch the video or read the transcript.
I'm betting most people go with the video, but I'd also be willing to speculate that conversions are higher and total lifetime value per customer is higher amongst the readers.

Also - I suspect that copy long form, direct response copy has been "dying" since the very day it was born. The other day I was at the public library and came across some old copies of Advertising Age magazine. It's a trade publication for those in the advertising and marketing industry. I was looking at several issues from the mid to late 80's and guess what, traditional, direct response copy, ESPECIALLY LOOOOOOOOONG Copy that nobody will ever read, had one foot in the grave and the other on a banana peel back then too. I expect that if I would have looked back further I would have found the same thing in other periods too.
Until people become 100% rational creatures, my guess is that a good copywriter will be able to continue to make good money.

Copywriting is more alive today than it ever was.

More and more people are turning to the internet and looking for ways to earn enough money to live like a fukcing human being - instead of endlessly trading their time for money.

As an entrepreneur myself, there are months when I make a killing.

As well as months where I don't.

But the fact that everyday breeds opportunities most people don't have is a miracle.

And I owe that miracle to copywriting.

A lot of people owe that miracle to copywriting.

So...

Is copywriting dead - just because the mediums are changing and expanding?

Fukc no.

That's ignorant.

It's a sign that whomever thinks copywriting is dead... doesn't understand what the hell copywriting IS.

Mark