A subtle distinction between 2 types of writing that can make your business very profitable—content writing and copywriting.
Content is where you motivate, educate, and inspire (MEI) people. Nothing is offered. Nothing is pitched. Nothing is being sold.
It’s pure education, mixed with inspiration and motivation via the person you’re being and the wisdom you’re sharing. The reader walks away, having learned something that they can apply today.
Copywriting is where you’re making a direct pitch, an offer, a call to action (CTA). You’re selling something… you’re ASKING people to do something.
Whether it’s to book a call with you, purchase a bundle of products from you, opt in to something, or respond to something… there’s an “ask.”
(And this is where many business owners fall apart emotionally… they don’t want to “ask.”)
The reason my clients have been so successful over the last 10+ years is because we use both forms of writing consistently… and in the proper ratio.
You don’t want to be the “broke teacher” who educates but never pitches or makes an offer… so therefore, learn to add copywriting elements to your educational content.
Copywriting sells.
You also don’t want to be the spammy salesperson who’s “all offer and no education.”
Therefore, learn to add content that MEI’s.
My rule of thumb is, every piece of content I write has to MEI people: motivate, educate, inspire…AND sell.
You don’t always have to sell. But get comfortable with including a pitch, an ask, an offer in every email. (Social media posts too.)
I teach my clients to use the MEI principle, as outlined in my book, The Anti-Marketing Manifesto.
Don’t rely on one form of writing over the other (content versus copy).
Use both.
Michelle
Copywriter, Author
The Anti-Marketing Manifesto
P.S. DM me on Instagram if you know what the “ideal ratio” is for writing content that MEI’s vs. content that pitches an offer.
(Hint: see Chapter 6 of The Anti-Marketing Manifesto.)
Michelle Lopez Boggs is a copywriter, copywriting mentor, and author of "The Anti-Marketing Manifesto: How to Sell Without Being a Sellout." She's helped her clients sell millions of dollars' worth of products and services online by using the MEI(S) principle — motivate, educate, and inspire, and sell. 