Copywriting is, to a large extent, a continuation of marketing strategy.

Effective copywriting will hold the reader’s attention, whilst communicating the desired information.

Copywriting needs above all to be adapted to both the target audience and to the medium by which it is portrayed, whether that be on-line or off-line.

A thorough understanding of both the subject matter and of the potential readership is the key to successful copywriting.

Although in most instances a number of key points need to be expressed in any piece of copywriting, as a general rule ‘Less is More’, although in terms of writing, this can cause its own problems. In the words of Sir George Bernard Shaw:

“I’m sorry I wrote you a long letter. I didn’t have time to write a short one”