Here are reasons why I don't use the word "copywriting" to describe my work as a writer.
1) The term copy implies that what's being written is filler, e.g., "we need some copy to flesh out our website."
2) Copy is often a commodity - e.g., copy purchased from news services.
3) The word "copy" doesn't sound very promising if your goal is differentiation.
4) The practice of copywriting often (but not always) uses a style of writing that seeks to manipulate readers in a very forumlaic way.
5) Copy tries to sell to people rather than engage them.
To sum up, copy implies all fluff and no content. Engaging with content, on the other hand, is what good writing is all about.
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