Copywriting plays a crucial role in online marketing. A comprehensive online marketing strategy is comprised of many elements, including Search Engine Optimization (SEO), optimization, growth hacking, and design, among others. However, it is copywriting that serves as the bridge that connects them all. Writing better and effective copy allows you to deliver words that empower people to take some form of action; converting casual readers into loyal customers.

If you’re running a small- or medium-sized business, selling a product online, or one who’s trying to make it big in the copywriting industry, learning and understanding the fundamentals of writing effective, sales-oriented copy paves the way to success. It could either be a well-spent advertising investment or a complete waste of advertising money.

A well-written copy can make or break your ad or marketing piece. Effective and well-written copy should not be too overwhelming on the part of your readers. It does not have to be embellished with bold fonts and excessive capitalization, and the message you wish to convey to your audience should stand on its own without resorting to forceful sales language and overstated design. Remember that copywriting should be a call-to-action, and that action might be to purchase, opt-in, or engage your customers with a certain product, service, and/or company.