There is an excessive amount of copywriting advice out there. Mnemonic formulas and pain point equations. Marketers that speak with a tone of infallible authority. It’s hard to keep up with what really works and what doesn’t.

Camera work is the perfect analogy for writing. Your angle, your focus, and your edits stand between you and keeping your reader engaged. Without “camera work” and thinking like a director, you can lack structure and direction in your writing.

Many people confuse copywriting with all forms of good, engaging content which, of course, is not accurate. Others assume it's simply about attention-grabbing words, hooks, and headlines. While those are forms of copywriting, there's much more to it.