Always remember, a copywriters job is to sell. Whatever it is, it is to sell it.
It is not limited to money, it can be ANYTHING. Getting a lead to call, click, buy, subscribe, etc. The best of the best in the copywriting world have this down to a science as they understand how the human mind operates.
Copywriters know how to entice people to do something . A sort of mind control if you will. They know what MOTIVATES people to perform an action.
A common and simplistic example we often use in the copywriting world is the drill example.
No one likes the look of an ugly drill, right? Yes, but people aren’t buying the drill for aesthetic reasons they are buying the drill for a task that ONLY the drill can perform, thus when it comes to selling a drill the copywriter knows that the look of the drill matters the least. It’s the function of the drill and the feeling the user of the drill gets from using it.
This example points to the task of the copywriter to find the underlying “why” that leads someone to purchasing the product. The customer purchased the drill for the holes it can create. Yes, but it also goes deeper than that.
It’s not just what the drill is capable of doing, there is always an underlying motivation for every purchase. It’s the copywriters job to figure this out to sell the product.