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George Ten, also known as the “Grammar Hippy,” is a notable figure in the copywriting world, particularly recognized for his “CopyThinking” approach. This approach emphasizes that effective copywriting goes beyond just the act of writing.
Key aspects of CopyThinking
Thinking Before Writing: The core of CopyThinking lies in the idea that the most crucial work of a copywriter, before even putting words on paper, involves strategic thinking.
Research and Understanding: It emphasizes in-depth research to understand the target audience, their needs, desires, fears, and the market landscape. This includes researching competitors to identify weaknesses and unique selling propositions.
Strategic Planning: CopyThinking encompasses carefully planning the message, including defining the big idea, positioning, framing, and understanding the target audience’s awareness and sophistication levels.
Audience-Centric Approach: The approach places a strong emphasis on understanding the target audience’s needs and crafting messages that resonate deeply with their emotions and motivations. According to AIContentfy, understanding the target audience is a fundamental aspect of copywriting psychology.
Focus on Results: Ultimately, CopyThinking aims to develop a deep understanding of what to write to achieve specific marketing goals and drive desired actions from the audience.
