Copywriting : The art of writing knowledgable articles, books, and other text content that would eventually be in front of readers.
To write an article or page that people want to read, you have to know how to keep their attention in one place… your page. To do this you have to write with a bit of personality and pair that with extensive research. If you write without researching you risk a good chance of being called out and exposed for your mistake.
The information you write should be clearly thought out and professionally written. You have to speak the language of your reader. If your target is an average American then you do not want to write a book in Klingon, but you also want to make sure you do not turn off readers by using American slang also. Your information should be read in plain english and come to a clear point quickly.
Ghost Writing is even more important when it comes to these rules. When you ghost write you are doing it for a customer and quality is key.
Your research should include every little piece of information about the subject. You can carry on about a specific tid-bit by explaining it in detail. If you write professionally for a living then you will notice yourself counting the lines in your paragraphs to make sure that little chunk was covered in enough detail.
In the end, copywriting should be fun. If you do not enjoy jotting down your thoughts and knowledge then you are not in the right business.