Eric Siu explains that copywriting is really about understanding your audience and customer psychology, not just writing words. He breaks down the AIDA framework (Attention, Interest, Desire, Action) and stresses that strong headlines, storytelling, and powerful words drive everything from ads to social captions.
Copywriting, what it does is it might seem like it's writing, but it's really understanding who is it that you are speaking to. It's understanding the psyche of the customer. Ultimately, you have to think about the type of action that you're trying to drive. So copywriters really understand psychology. They understand the AIDA framework. So that's attention, interest, desire, and action. And they know how to draw people in with stories. They know how to write great headlines. So copywriting is really important if you think about your ads, if you think about the content that you're creating, whether it's blog content or social content, the captions that you're writing. Copywriting is what will draw people in. Words are extremely powerful.
