Читать книгу Start & Run a Copywriting Business - Steve Slaunwhite - Страница 11

Copywriting can also differ from general business writing in style and structure. Here’s an example.

On the one hand, a technical writer trying to explain the safety procedures of a welding torch might write this:

It is important to turn on the acetylene before turning on the oxygen. If the oxygen valve is turned on first, an explosion may occur.

On the other hand, a copywriter might write the same thing this way:

“A” before “O” — or up you’ll go!

By the way, copywriting does not always involve catchy phrases and clever wordplays. In fact, the best copy I read gains attention simply, and then talks persuasively about the benefits of the product or service in a clear, interesting way.