Philosophy and copywriting. Not subjects you’d expect to be spliced together and yet here we are. Aristotle would’ve been a great copywriter. Don’t believe me? Ignore your gut feeling to leave, instead keep reading to find out why.
Here’s what we’re covering:
The Bee Gees sang, it’s only words but that’s one phrase a copywriter shouldn’t mutter. Marketing and selling wouldn’t exist without words. Words are persuasive, compelling and convincing so let’s not underestimate their power.
When users land on your web pages, you want them to do something. Getting people to take action happens because of copywriting.
“After content writing has attracted prospects to your homepage, copywriting has the task of giving those visitors a reason to stay. You ask them to do something. And you do it in a way that would induce the Man from Del Monte to say yes.”
>>Content writing and copywriting: your website needs both<<
Let’s go back to ancient Greece and…
The art of discourse.
1. Grammar.
Ah, the mechanics of language! I struggle with this. I often think I may be mildly dyslexic (can you be mildly dyslexic?). It took me ages to learn to read and my spelling still sucks.
Off-topic fact: the part of the brain that deals with memory and spelling is the same. My ability to remember how words are formed has been cocked up somehow.
Grammar is the formation and structure of words and sentences. It’s pretty important for copywriting (so if you’re like me, terrible at spelling, hire a proofreader).
2. Logic.
The process of thought, analysis, and the assembly of factual information supporting a point of view. Sounds super sexy, right? Yes, it does and this aspect of discourse is key to displaying knowledge in your copywriting. It also demonstrates that you can be trusted.
“Experience and expertise culminate in building trust. When you include blogs and pages that demonstrate the two E’s of E-E-A-T, along with testimonials and case studies, you’re saying to Google, look here, I know what I’m talking about and I have the experience and expertise to prove it!”
>>E-E-A-T: the SEO principle to feed your website users<<
3. Rhetoric.
Rhetoric is a word heavy with contentious connotations. That’s probably because we associate it with political debate. But the skill of being able to inform and convince an audience sounds like copywriting. Don’t misinterpret persuasion for arm twisting, if a customer doesn’t want your product, no amount of brilliant copy will get them to part with cash. Conditions have to be right.
Let’s welcome Aristotle to the stage…
The three modes of persuasion.
1. Ethos
Ethos: the person doing the talking. In a copy context, it’s the author of the content. Brand credibility is the focus. Aristotle notes the importance of expertise and knowledge (which sounds very much like that ole devil called E-E-A-T). You can’t build a decent rep in your industry without being credible. Google also expects quality information. (And we’re back to E-E-A-T again.)
2. Pathos.
This reminds me of English Literature A-Level (which I barely passed). We had an eccentric teacher who’d disappear to the supply cupboard and return with a full face of slap. When she wasn’t applying makeup (and likely also glugging gin), she was banging on about pathos.
Funny/sad, that.
Anyway, pathos——appeal to emotions. It’s what Aristotle would have wanted. Elicit feelings (with your copy). If most of the audience feels indifferent, you’re doing something wrong, especially if you want them to buy summat. Weave a tale, add something anecdotal. Metaphors are shit hot for making someone get exactly what you mean. I love them as much as Fred West loves a patio.
(Christ.)
3. Logos.
Aristotle is repeating stuff here (must be his age), meaning we’re back to logic. To rehash a point, slightly differently, well-researched info AKA getting your facts straight is probably the most important thing to excellent copywriting. Support what you’re saying with evidence. Those Greeks were pretty great, huh?
First published, 4th April 2024.
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