Professional Copywriting: Psychology, Ethics, and Craft

The article, "Professional Copywriting: Psychology, Ethics, and Craft," defines professional copywriting as communication engineering, distinguishing it from literary talent. It emphasizes that its effectiveness is measured by the recipient's behavior, not the aesthetics of the text. The text explores the psychological mechanisms of persuasion, the ethical aspects of content creation, and the craft of building trust. It presents key methods and concepts, such as System 1 and System 2 thinking, the Benefits Bridge, and Attention Logistics, drawing on the work of copywriting masters such as Claude Hopkins and David Ogilvy. The goal is to equip the reader with the tools to design verbal and visual cues that lead to the intended decision with minimal cognitive effort, thus increasing the effectiveness of communication.