What is copywriting?

Copywriting is anything written that includes a Call to Action (CTA).

A CTA encourages people to take some kind of action. It may be to buy something, sign up for something, or get further information.

Why Is Copywriting Important?

Most people can write, but only copywriters know how to write in a way that helps persuade people to do things they may not otherwise have thought of doing.

This can only happen if deep knowledge of human behaviour is understood. Unless we know why people make the choices and decisions they make, we can never know how to steer them to make the choices and decisions we believe they should be making.

Copywriting is therefore a form of control.

Is Copywriting Manipulative?

Ethical copywriting does not manipulate people. If we have a product we believe the world needs, copywriting makes sure the message is clear, truthful, and to the point.

The heroes of our world (the products, services, and people who improve our lives) need all the help they can get, so members of the International Copywriters Association follow strict ethical guidelines to ensure that happens. Ethics is at the heart of everything the ICA does.

Heroes And Villains

There are, and always will be, villains. Copywriters who manipulate people through devious means (false promises, click-bait, fraud, lies etc.) detract from every aspect of society.

The ICA exposes all such fraud whenever it can. By exposing fraud and other manipulation by criminals and others involved in its practice, the ICA helps us all spot the villains more quickly.

Education

Part of the ICA's mission is to teach copywriting to those interested in learning more about the the profession and industry.

The ICA runs a year-long mentoring and copywriter learning program called ProCopyClub.

ProCopyClub is available to all ICA Members as part of their ICA membership.

How To Join The ICA

Copywriters of all grades are encouraged to join the ICA and go through ProCopyClub to learn copywriting, and apply it every day.

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