It is how you sell your products or services, it is how you make people feel like they need to have it and how you develop trust before even closing the transaction.. Let me tell you a story of one of my clients to give you an idea.
Someone came to me selling a high ticket service through a sales funnel sequence. He came to me because he was getting loads of traffic but not one person was converting, he was at the point of just quitting and trying some other online business.
I took a look at his funnel and it was very generic, using words like "fast" and "easy", overall the copywriting was very boring to read. And he had no email sequences in place.
So we did a total re-vamp on the sales funnel. We turned the generic copywriting into persuasive copy that makes people trust in his services and feel like they can't go without it. We took out words like "fast" and "easy" (since high ticket clients don't fall for that BS) and replaced it with more persuasive and engaging words.
We then set up the email sequences to give people value and try and get them to return and convert. Once everything was complete he relaunched the funnel and ads.
Within 48 hours he got 5 paying clients. He went from tons of traffic and 0 sales to 5 sales in 48 hours all because of copywriting. Keep in mind that his service was high ticket so 5 sales was VERY good money.
Here is the moral of the story, your copywriting can quite literally make or break your business. It can turn your amazing service into something people feel they can't trust just because of how you worded it.
Copywriting takes practice, it is like learning how to draw. You need to do it over and over again in order to figure out the best way to word things. One of the best books I have read is "How To Win Friends And Influence People". Now of course this book is mainly for human to human interaction. But you can take it and apply it to writing.
Some tips I can think of to improve:
1. Sell benefits not features
2. Write in a tone that matches your audience
3. Study successful copywriters and businesses and take note of how they word things
4. Get rid of terms like "fast" or "easy". You don't want to trick people to buy, you want them to WANT to buy.
5. Testimonials are key
6. Practice, practice, practice
If you have any questions feel free to ask