If you have been venturing into the world of direct marketing, online marketing, or anything more advanced then your own classified ads or hanging up flyers, you have probably heard of this thing called “copywriting, or “copy.”
What is copy?
The best answer I have heard is “Salesmanship in print” which is the definition given by John E. Kennedy, an amazing marketer way back in the 1800′s.
So, instead of sending a salesman door to door, or cold calling 1,000 people,a good ad will allow you to have the work done for you all at once, multiplied salespeople that can be in a million places at once- and the best part is, that only the positive responses come back, so no dealing with the people that are NOT interested.
By using copy, you have generated the ability to deal with interested people only. no more wasting time with people that are NOT interested.
But the biggest secret to writing copy,without hiring a copywriter?
Write the way you speak, in a conversational tone. the way you talk to an old friend.
so
“and, As I was saying, there was an amazing new flashlight that I saw advertised…”
will keep a readers interest way more then a dry
“I was reading the daily newspaper and I saw a new flashlight for sale. The flashlight looks like a good buy.”
in short: no robot speak. think conversational, not “propaw English.”
in essence… using style the same way this blog post was written! 
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What a great post.
With all the hype and nonsense floating around about copywriting, and marketing in general, this is good, fundamental stuff.
Anyone in marketing, either for their own business or in their careers, will benefit from this insight.
Thanks, Rabbi!