Something I am very interested and passionate about is marketing. I remember I first learned the bizarre way to refer to words as ‘copy’ — and then I soon learned:

The power of words to influence, move, motivate, and impute a certain ethos or aspirational qualities.

For example, if you study the marketing copy (marketing materials, word choice) of McLaren, you will find that it alludes to aspirational ideas and qualities such as:

• Visceral precision
• Lightweight skin
• Total engagement
• Pure feel
• Light-ening fast
• Scorching acceleration
• Rewrite the rules.
• Extreme measures to cut weight

And:

• Uncompromising attitude
• The desire to become better than the best.
• Merciless weight cutting program
• Scrutinize every component.

And,

• Intoxicating power

The realization:

It is not the product you are selling, but the lifestyle, the aspirational qualities we desire.

Follow your own gumption

I say the best way to master marketing writing is this:

Figure out what kind of language draws you in, and learn how to deploy that language to your audience as well.