“Remember, what we do is not copywriting…..”
Said the editor after reading my comments about a piece I had rewritten. “We do content writing.”
She lifted her eyebrows as if looking down on me, where she was probably seeing me on her computer screen.
“Sure,” I replied, “but you do want your readers to take action. I mean, you want them to click on one of the CTAs, right?”
Her eyes moved back to the second computer screen, where the text must have been displayed.
“But we don’t sell”, her tone of voice was dry and decisive. And before I could explain what I was getting at, she added: “We never want people to feel like we are trying to sell them something.”
At this point I, wished we weren’t on Zoom. Should I enlighten her and explain that she had just described the essence of copywriting?