Video Killed the Copywriting Star?

Bonnie Lowe of Best Career Strategies asks:

Some say 18-25 year-olds don’t read; they search YouTube vs. Google, etc. Does this mean copywriting is doomed?

This is a great question. After all, video killed the radio star way back in 1979…

Couldn’t video also kill the copywriting star?

On the surface, it seems like a plausible course of events. And yet I believe copywriting will remain just as relevant as it’s ever been.

Here’s why:

1. Some of the best buyers are also insatiable readers. Certainly, a fool and his money are soon parted, but the best long-term clients and customers are usually highly literate. They may even prefer a print letter over an online video.

2. Good sales videos require good video scripts. And good video scripts require… words! Let’s assume for a moment video becomes a better medium than the traditional online sales letter. Even if this happens, copywriters will still need to write sales copy for the video script.

Good sales copy — whether it’s in print, on video, or spoken in person — is at the heart of every sale.

And that’s why I believe video can’t kill the copywriting star.

Au contraire…

Video can only make the copywriting star more famous. ;-)

-Ryan M. Healy

P.S. Have you joined my Copywriting Code membership site yet? I can’t promise it’ll make you a copywriting star, but I can promise it’ll make you a better copywriter.

Ryan M. Healy

Ryan Healy is a financial copywriter and the author of Speed Writing for Nonfiction Writers. Since 2002, he has worked with scores of clients, including Agora Financial, Lombardi Publishing, and Contrarian Profits. He writes a popular blog about copywriting, advertising, and business growth, has been featured in publications like Feed Front magazine, and has been published on sites like,, and

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