Copywriting Is Not the Most Important Skill

Terry Dean has recently made two public statements on his blog about the value of copywriting. In one post, he wrote, “Copywriting really is the million-dollar skill.”

Only four days later, Terry wrote, “If there was one skill you could learn that would almost guarantee the success of your Internet business, it would be copywriting.”

Of course, I love it when Terry (or anybody else, for that matter) gives the skill of copywriting such high praise. After all, I am a copywriter.

But is copywriting really the most important skill in business?

I would like to suggest that it’s not. In fact, I believe copywriting is one facet of a broader skill. And so I want to elevate your thinking a little bit.

But first, let me tell you a story…

My Dad Tells Me Something, and It Sticks

Parents must say a million things to their kids in an effort to raise them up to be successful, functioning adults. And probably only a small fraction of what parents say actually sticks.

I’m the oldest of five kids. It’s funny to talk with my siblings because often something our parents said is firmly lodged in my brain, but my siblings can’t remember it at all. And vice versa.

Well, one of things that stuck with me was something my dad said. He said:

“Ryan, the most important skill you’ll ever master is communication. If you know how to communicate well, you can do anything.”

Boom.

I never forgot that.

The Most Important Skill

It’s my belief that communication is the most important skill you could ever learn.

There are then many sub-specialties within communication. For instance, copywriting, negotiating, direct sales, etc. Heck, even body language is communication.

Occasionally, someone will say, “Everything is copy.”

This is only partially true. I think it’s more accurate to say that, “Everything is communication.”

And by adopting this view, you can begin to focus on where you want to excel in the field of communication. Perhaps you want to be a copywriter. Perhaps you want to be a negotiator. Perhaps you want to be a public speaker.

All of these are different specialties within communication.

Become a Student of Communication

Ideally, you will not become a student of copywriting only, but a student of communication.

Because at the end of the day, you’ve got TALK with customers and clients, PERSUADE influential people to joint venture with you, NETWORK with other entrepreneurs at seminars, and WRITE the copy that appears on your blog and sales pages.

The list goes on.

Now you see why I say that copywriting is not the most important skill, although it certainly is a “million-dollar skill” just like Terry says.

Really, communication is the most important skill. And copywriting is one critical part of it.

-Ryan M. Healy