What does a copywriter do?
Understanding what a copywriter does can be pretty confusing sometimes.
Firstly, let’s clear up any ambiguity between ‘copywriting’ and ‘copyrighting’. The former is writing words to help with your marketing, whereas the latter is the act of protecting your intellectual property by legal means.
Add in the traditional list of identities associated with the term 'writer' (authors, journalists, poets, scriptwriters, ghostwriters, technical writers, content writers) and it's no wonder that the term copywriter often generates vague looks and nods.
So what does a copywriter do?
In basic terms, a copywriter writes copy (words) for organisations.
If you're a solo business owner, then at some point in time you’ll need to put pen to paper (fingers to keyboard) to market your products and services - and that’s what a copywriter or content writer (we’ll get to that difference later) can help you with.
You may argue that your business is utterly practical (say you’re an outdoor guide). But think about it. When you’re looking for new customers, you’re going to need to write at least one of the following:
Social media posts
Website pages and product/service descriptions
Blog posts and digital downloads
Promotional flyers, brochures and client magazines
Emails (eg. newsletters and sales)
Press releases
Articles for magazines or trade press
...and that's just a start!
If you're a solo business owner, then in addition to doing the thing you're really good at (you know, that thing which made you want to start a business in the first place), you're also going to have to do all the other stuff that goes along with running a business. That includes writing all your marketing copy, and in a compelling way which attracts customers.
It may not be a problem but if your skills lean in a different direction, it will probably mean spending a whole load of your precious time on desk research, checking out your competitors’ websites, staring at a blank screen trying to think of the right words, scouring the internet for inspiration and generally feeling a bit stuck or clunky when you write.
You can DIY
If you have the time and energy to invest in learning the craft of marketing writing, then there's no reason why you can't fill in the 'lorem ipsum' gaps on the empty website pages yourself.
However, when going through the education system, we were often taught how to write academically rather than how to market your business, so bear in mind that writing for your potential customers will need a different approach.
If this is causing a little panic, read on for my killer hot tip to help you make the transition!
"Put yourself in the mind of your customer"
If you write from the perspective of your customers, they’ll feel like you’re speaking directly to them. They may even think that you can read their minds because you’re giving them the answers which they’d never even thought to ask, helping them to make that decision to buy your product or service.
Ta daa, simple right? Ok, so there is a little more behind it, but here are a few extra things you can do to get started:
Copywriting tips which you can put into action today
Focus on the reader (yes I know I've already told you that, but honestly, I can't emphasise it enough)
Use a framework
Introduction
Background
Specific points, ideas and tips
Conclusion
Use bullet points and numbered lists (see what I did here)
Use clear, concise and conversational words
Use short paragraphs to break up the text
Show credibility (be an expert, give statistics, numbers and testimonials)
Write and then edit later, then edit again
Get somebody to proofread your writing (and use a spell checker)
What about the difference between a copywriter and a content writer?
Ah, glad you reminded me!
Even in the world of copywriting and content writing, we writers can end up using the terms interchangeably.
However, in it’s purest terms, here are the main differences:
Copywriter
A brand sales person who creates desire and persuades readers to take certain actions.
- Ads
- Product descriptions
- Brochure texts
- Taglines
Their goals are to create interest and desire, ensure conversions and build reputation.
Content writer
A brand ambassador who creates content to entertain, inform and more, building a connection with readers
- Blog posts
- Infographics
- Web content
- Social media posts
Their goals are to inform readers, build brand awareness and build audience relationships.
Need a helping hand?
But what, after reading all this, you feel that you just don’t have the time, energy or inclination to write all the marketing content needed to run your business effectively?
Raise your hand if you’d rather spend your time doing that thing you love doing in your business!
No worries, writing your marketing content is exactly the sort of thing we content writers and copywriters love doing!
Interested?
Jacquie Budd is a content writer and strategist, helping businesses, charities and not for profits to connect with their customers.
Get in touch to chat about working together.