Please note: This is a companion version & not the original book. Book Preview: #1 The short version of this chapter is that copywriting is about communicating with clarity and impact. It's about getting your message across without being boring, being confusing, or using too many words. It's about being conversational, but not too conversational. Copywriting is about being compelling and ensuring your words are read. The long version of this chapter is designed to answer these three key questions: What is copywriting. How has it changed in the digital age. How do you write copy that gets people to do what you want them to do. The first question we'll tackle is whether copywriting is a thing at all anymore. The answer is a resounding yes. But you must understand that copywriting was a very specific thing back in the pre-digital age. It had very specific merits (and flaws). Nowadays, it's a much broader field with many different disciplines using similar language and creative structures to accomplish their goals. As a result, there are some commonalities among the best examples of writing in each category (and understanding those commonalities will help you better understand the copywriters who are most successful at what they do). Copywriting is about communicating with clarity and impact

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