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Focus On What You Say, Not How You Say It
In his book Proven Advertising Methods, Fred S. Chapels argues that what you say is more important than how you say it.
And, yes, he was talking explicitly about copywriting, since the book is a well-crafted manual of this art.
What was he basing his claims on? No, it wasn't sheer speculation nor wishful thinking.
What matters in copywriting is what you say rather than how you say it. This comes from decades of experience in trying to persuade prospects to purchase certain goods or to perform certain actions.
Focusing only on how we write a marketing text often leads to a well-ornamented text but without much substance. If your message doesn't reflect the prospect's self-interest, then you have failed in writing good copy.
Why What You Say Matters More
The simple answer is that good copy sells.
You can be a fantastic writer. Your knowledge of the English language can be way above average. However, if your words fail to reach the goal, i.e., making a conversion, it doesn't matter what a fantastic writer you are. You are not a skilled copywriter.
That's why it is important to keep the benefits of your product in mind, always. Besides that, never start researching and writing copy without knowing who your exact target audience is.
If you know to whom you are writing, you will confidently know what to say to them, i.e., what to write about in your copy.
Copywriting isn't creative writing; it's salesmanship on paper. As a copywriter, you should never write to impress, but to make a sale.
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The Power of Clear Brand Messaging
A great product can get overlooked when the message behind it isn’t clear.
In copywriting, one of the most important lessons I’m learning is that clarity creates connection.
Your audience shouldn’t have to struggle to understand:
What your business offers
Who it’s for
Why it matters
What makes it different
What they should do next
Strong brand messaging brings all of these elements together in a way that feels natural, memorable, and relevant.
Whether it’s a website headline, social media caption, product description, or email, the goal isn’t simply to sound professional.
The goal is to communicate value in a way your audience understands and remembers.
As I continue developing my copywriting portfolio, I’m focusing on creating messaging that is clear, purposeful, and audience-focused.
Because sometimes, the simplest words can make the strongest impression.
Clear message. Strong brand. Better connection.
#Copywriting #BrandMessaging #ContentWriting #Marketing #PersonalBrand #Freelancing #Copywriter
📩 Your audience is valuable—use your inbox wisely.
Every email reaches a person with limited time, specific interests, and a reason for subscribing. Make that attention count by sending messages that are relevant, clear, and useful.
Thoughtful email marketing starts with understanding your audience. A new subscriber may need an introduction to your business, while an existing customer may appreciate product guidance or a relevant update. Tailoring your message to those needs gives each email a clearer purpose.
At Saadiq IT, I offer email marketing support, including campaign planning, email copy, and branded email design. Whether you need a welcome message, a newsletter, or a promotional campaign, I can help you communicate your offer clearly.
My approach focuses on:
✅ Honest subject lines that reflect the content.
✅ Readable layouts with mobile users in mind.
✅ Relevant messages based on subscriber interests.
✅ Clear calls to action that explain the next step.
✅ Respect for subscriber preferences and easy unsubscribe options.
Before sending, check your links, review your wording, and ask: “What does the reader gain from this email?” That question helps keep your communication focused on their needs.
Ready to discuss your next email campaign? Tell me about your business, audience, and goals.
Well said. Relevant and useful emails are much more likely to keep people engaged.