Why copywriting matters

One of my passions is copywriting. (Offline, online… what line?)
Why is copywriting one of the most essential ingredients of any marketing project?
Because copywriting sits at the intersection where business meets real people.

Copywriting is not a flashy tactic.
Copywriting is about articulating and sharing a purpose compellingly.
Copywriting is a commitment—a commitment to engage with people in a manner that they will value, and yes, perhaps even enjoy.

Copywriting isn’t about writing. Copywriting is about selling.
And sales make it possible for a business to exist. Effective copywriting shifts your messages away from what you want to say toward what people want to hear, and it can be a magical thing. It can take your business from ordinary to legendary.

Case in point: Equinox fitness clubs.