Copy is radically different from the way most people see it.
It’s less about fancy words or pushy persuasion.
It’s less about inflated claims or exaggerated promises.
And it’s surely not about being clever or tricksy.
At its core, copy uses the raw power of words — short, simple, easy to understand words.
It’s focused. It doesn’t democratize the reader’s attention or pull it in ten different directions.
The reader reads it not because of what he’ll think, but because of what he’ll not think.
That’s what we need to understand.
Copy is about clarity, simplicity, and effectively communicating just what the reader needs to know to act (buy your product, take your service, opt-in, whatever).