Copywriting is the art and science of crafting written content that sells a product, service or idea. Unlike general writing which can simply inform or entertain, copywriting utilizes rhetorical strategies and psychological principles to influence behavior and motivate a desired response from readers. The goal of copywriting is most often to generate conversion by persuading audiences to take action, whether that is to buy a product, donate to a cause, sign up for a newsletter or any other definable outcome intended to benefit the client. Effective copy speaks to the specific needs, interests, or desires of its target market in an authentic way that feels organic rather than promotional. Masterful copywriters combine persuasiveness, storytelling and conciseness in highly readable content tailored to diverse mediums like websites, brochures, advertisements, emails, direct mail and more. The best copy blends creativity with strategic planning rooted in market research and buyer personas. It builds trust in the brand while achieving the business objectives or conversions sought by the client.