 Copywriting often gets dismissed as “just writing.” People see the finished product—a headline, a website, or an ad—and assume it’s a simple task of putting a few words together. But in reality, copywriting is a complex blend of strategy, creativity, and empathy. It’s not just about writing words—it’s about crafting messages that connect, persuade, and deliver results.
Let’s explore what makes copywriting such a multifaceted discipline and why the best copywriters are so much more than wordsmiths. The Strategic Core of Copywriting Every piece of copy begins with a purpose. A copywriter’s job is to dig into that purpose and build a message that achieves it. Whether it’s driving sales, educating customers, or building trust, copywriters approach their work with strategy at the forefront.
The Many Layers of Copywriting While writing is the visible output, copywriting involves much more than stringing words together. It’s a layered process that includes content design, editing, and data-driven refinement.
The Traits of a Great Copywriter Not everyone has what it takes to excel in this field. Copywriting demands a specific blend of skills and personality traits that enable success. Here’s what sets great copywriters apart:
Why Copywriting Matters Copywriting is far more than putting words on a page. It’s about connecting with people, solving problems, and making an impact. From small startups to global corporations, copywriters help brands communicate their value in ways that are memorable and meaningful. In a world saturated with content, great copywriting cuts through the noise. It’s what makes a customer stop scrolling, click “Buy Now,” or feel loyal to a brand. And behind every great piece of copy is a professional who thought deeply, researched thoroughly, and wrote strategically. So the next time you encounter a powerful tagline, an engaging email, or a user-friendly website, remember: it’s more than just words. It’s the work of a copywriter who brought strategy, creativity, and empathy together to make it happen.  Object permanence, a fundamental concept in developmental psychology, describes the understanding that objects continue to exist even when out of sight. While often discussed in relation to infant cognition, this principle has surprising relevance in the world of marketing. Brands can use the psychology behind object permanence to create lasting impressions, foster loyalty, and maintain customer engagement—even when they are not in the consumer's immediate awareness.
Object Permanence and Brand Visibility At its core, marketing aims to ensure that a brand remains top of mind. When customers interact with a product or advertisement, it creates a memory trace. The challenge lies in keeping that trace active in a crowded marketplace. This is where the concept of object permanence plays a role: even when a customer is not actively engaging with a brand, marketers must find ways to ensure the brand "exists" in their consciousness. 1. Branding and Emotional Associations Object permanence in marketing is tied to the emotional and psychological connections a brand establishes. For example:
2. Omnichannel Marketing: Reinforcing Visibility Omnichannel marketing strategies align closely with the principles of object permanence. By maintaining a presence across multiple channels—social media, email, in-store displays, and traditional ads—brands ensure they remain "visible" even when the consumer’s attention shifts. Example: A customer may first encounter a product through a Facebook ad, see it featured in a newsletter, and later find it displayed prominently in-store. These repeated interactions reinforce the perception of the brand's presence. 3. Subtle Reminders: The Power of Push Marketing Just as infants occasionally need to see an object to solidify its existence, consumers often need reminders of a brand. Push notifications, retargeting ads, and personalized emails are subtle ways to bring a product or service back into the customer’s mental frame. Example: E-commerce platforms excel at this, sending reminders about items left in a cart or suggesting similar products, keeping the brand top of mind. Maintaining Object Permanence in Long-Term Relationships Customer retention relies on creating a sense of reliability and consistency. Just as infants develop trust when caregivers repeatedly respond to their needs, customers trust brands that consistently meet their expectations. Loyalty programs, subscription models, and regular communication help ensure that the brand remains a constant presence in a consumer’s life. Building Trust
In the digital age, object permanence takes on a new dimension. Social media platforms, for instance, allow brands to stay visible through algorithms that favor consistent posting. However, the challenge is balancing visibility with value—overexposure can lead to fatigue, which diminishes the positive association. Social Proof and UGC (User-Generated Content) Social proof, such as reviews and user-generated content, reinforces a brand’s presence without direct input from the company. When customers see peers engaging with a brand, it solidifies the perception of the brand’s reliability and existence. Making Your Brand "Permanent" By applying the psychological principles of object permanence, marketers can ensure their brands remain present in consumers' minds, fostering deeper connections and loyalty. Whether through consistent branding, omnichannel strategies, or emotional associations, the goal is to create a brand that feels ever-present—even when it’s out of sight. In the same way infants learn to trust the continued existence of an object, customers learn to trust a brand that remains visible, reliable, and consistent in its messaging. Mastering this psychological principle can turn fleeting interactions into enduring relationships.  Brand success hinges on more than just providing a product or service—it’s about creating emotional connections with your audience, conveying a clear brand message, and ensuring seamless experiences across all touchpoints. As a versatile creative professional, my approach blends excellent copywriting, strategic creative direction, and user-centered design to deliver content that not only resonates but also elevates the brand experience.
Crafting Copy that Evokes Emotion Words have power. The right message, at the right time, can spark a deep emotional response that turns casual observers into loyal customers. Effective copy doesn’t just inform—it connects on a human level. When crafting copy, I focus on:
Providing Creative Direction that Reflects Brand Identity Creative direction is about ensuring the brand’s essence is conveyed consistently across all mediums. My role as a creative director involves collaborating with teams, guiding visual design, and aligning copy with the broader brand strategy. Here’s how I approach creative direction:
At the heart of every successful digital interaction is a seamless, intuitive experience. Content design goes beyond aesthetics—it’s about anticipating the user’s needs and guiding them through an experience that feels effortless. Here’s how I approach designing content with the user experience in mind:
Brand success is built on more than just clever advertising or flashy design. It’s about creating experiences that resonate emotionally, convey a cohesive narrative, and guide users seamlessly toward a positive outcome. By combining expert copywriting, creative direction, and user-centered design, I help brands craft stories that connect and inspire while ensuring a smooth, enjoyable experience for an audience.  When ChatGPT was first released in November of 2022, I was nervous. I'd seen the Terminator films and giving a computer the ability to learn from us seemed like a pretty big risk. With a little coaxing, my friends explained to me how it wasn't that much different from the algorithms that search engines use. "Every time you use Google to look something up that information is being collected about you," I was reminded. Still, I didn't have a good feeling about it.
Fast forward to today nearly two years later, and I've had the opportunity to use it in my work when copywriting. I've found it significantly lacking in emotional language, understanding double entendres, humor or puns that are powerful ways to connect with people in a meaningful way. If you want to create genuine relationships with your audience, ChatGPT (and most language-learning A.I. models) will likely fall short. Can ChatGPT learn all the colloquialisms, dialects, idioms, and jargon for each specific region of the world? We'll have to wait and see. Where ChatGPT does seem to be most helpful is in organizing information logically, as well as assisting with brainstorming topics and ideas. If you like things to be the same all the time, you'll probably like it's predictable output. Another danger of A.I. (outside of ChatGPT) is how it is being used by scammers to replicate legitimate communications and social media posts. Cybersecurity issues are at an all-time high with believable phishing emails, smishing texts, and what appears to be celebrity-endorsed promotional scam bait videos. As we move full-steam ahead in the world of artificial intelligence, it does create a great deal of anxiety for those who work in industries that could seemingly be replaced. But most people will learn quickly, that A.I. doesn't have a soul and can therefore not capture the depth (or grammatical errors I've discovered) that a human being can. Pros: Great for helping organize our thoughts and ideas. Cons: Terrible at understanding the depth of the creative human mind (plus a tool for manipulation by those bad actors looking to take advantage of the misinformed). Like Uncle Ben said to Peter Parker, "...with great power, comes great responsibility." Here's to shaping A.I. to be a powerful tool for good. |