While this article specifically focuses on Christian copywriting, it’s also applicable to all other Christian business endeavors.
Isn’t All Copywriting the Same?
Is there such a thing as Christian copywriting? Isn’t copywriting the same, whether you’re a Christian or not … writing in order to persuade your audience? Education is a helpful illustration. There are public and private Christian schools. Both seek to properly educate their students with a well-rounded education. However, the foundation and focus are significantly different.
Public schools are secular, holding to evolution and a humanistic worldview. God is nowhere to be found. Christian schools, on the other hand, acknowledge God as the Creator, Sustainer, and Savior. How does that relate to copywriting?
The Essence of Christian Copywriting
Christian Copywriting considers God as first, foremost, and final. It takes the Bible as His inspired word and submits itself accordingly. The main question: is my copy pleasing to Him? Does He approve of it? To help you answer that, you can ask these four questions:
Does my copy truly seek the benefit of my audience?
Are there any falsehoods or is there any truth-stretching?
Am I using self-centered manipulation tactics?
Does my audience feel respected and valued?
No doubt, there are many copywriters who aren’t Christians, but hold to the same convictions. The difference, though, is the acknowledgement of God, considering Him as the final Arbiter of one’s copy. It purposely seeks to please Him.
The Two Copy Commandments
A genuine Christian copywriter centers on God—the One to whom he has to give an account for how he wrote his copy. The Bible doesn’t mince words when it states: “So, whether you eat or drink, or whatever you do, do all to the glory of God” (1 Cor. 10:31). His copy should be God-honoring. That’s not optional!
“You shall love your neighbor as yourself” (Matt. 22:39) is also applicable to Christian copywriting, whether in relation to the one who hired you or your audience. Otherwise, Paul’s words will ring true: “If I speak [or write] in the tongues of men and of angels, but have not love, I am a noisy gong or a clanging cymbal” (1 Cor. 13:1).
A Radical Truth
“Come now, you who say, ‘Today or tomorrow we will go into such and such a town and spend a year there and trade and make a profit’—yet you do not know what tomorrow will bring. What is your life? For you are a mist that appears for a little time and then vanishes. Instead you ought to say, ‘If the Lord wills, we will live and do this or that.’ As it is, you boast in your arrogance. All such boast is evil” (James 4:13-16).
That’s a radical mindset! Actually, it’s a radical truth. As a Christian copywriter, you do well to heed God’s Word, including when it comes to making boastful claims on how your services will produce a greater return—“you do not know what tomorrow will bring.” Ultimately, all wealth—all profit—stands in relation to His will. God is much more involved in copywriting than you realize.
That doesn’t mean you’re passive. Not at all! It means you pursue your best possible copy, leaving the final results up to the One who’s sovereign and supreme over all things.
Christian copywriting employs all the elements of good, properly-formatted, persuasive copy. However, it does have a very distinct feature that isn’t found with others kinds of copywriting. More than anything, it seeks to please God. It filters all its copy through the lens of God’s glory and genuine love to one’s neighbor.
Jan Blonk – The Christian Copywriter
P.S. I’m doing a series on “The Greatest Copywriter.” With all respect, God is the greatest “Copywriter.” This series, I believe, will conclusively proof that. You’ll gain Instruction and Inspiration from His Maximum Persuasion and Matchless Profit. When you join, you’ll also get a FREE book: www.christian-copywriting.com/sign-up
P.P.S. don’t hesitate to contact me if you have a need for copy, content, or SEO, whether to write from start or for review and editing. Just click right here.