What Is a Copywriter? Don’t Answer That. Just Read This.
Okay, so I’m writing this blog post for two, very important reasons:
My sanity.
So I have somewhere to direct the next person who asks me what a copywriter is (hence #1).
Whew! Glad I got that off my chest lol. Now, where we? Ah, yes…
What’s a copywriter?
The second infamous question people ask me right after I answer the first…
So, what do you do for a living?
No sooner the words “I’m a copywriter” leave my mouth, the rest is up for grabs.
That’s what’s up! Wait, what’s a copywriter?
Or, my favorite…
Oh! So, you do all the legal stuff?
No, hun. That’s copyRIGHTING, and intellectual property lawyers typically handle that. But don’t even trip! That’s why we’re here.
Which brings us back to the original question…
What’s a copywriter?
Short answer: A copywriter is simply another word for “marketing writer”.
More specifically, it’s someone who writes marketing and sales-related content — aka “copy” — to increase brand awareness and convert website browsers, social media followers and email subscribers into customers of your business. A copywriter is usually hired to write copy for your website (typically the wording that goes on your Homepage, About page, Product/Service page, etc.), ad campaigns, promotional and nurturing emails, and other brand-related materials. Long story short, any written messaging that is created for the purposes of promoting a specific product, service or aspect of your business is what a copywriter would develop.
Ohhh OK, gotcha. So how exactly does a copywriter help my business?
Let’s say you’re trying to come up with the perfect messaging and wording for your website, ad campaign, email, whatever. You know the overall message you want to get across to your audience but are having a tough time putting it into creative, compelling words that will persuade readers to take the specific action you want them to take. This action may include one or more of the following:
Purchasing your product(s) or service(s)
Signing up for your newsletter
Subscribing to your blog or YouTube channel
Attending a virtual or in-person event you’re hosting (i.e. webinar, networking/social event, etc.)
Signing up to join the waitlist for your upcoming course or product launch
If the goal is getting your target audience to do at least one of the above, your copy MUST be clear, concise and compelling enough to drive readers to take action. The process of developing quality copy that embodies your brand voice/tone and converts prospects into customers takes hella strategy, creativity, and brainpower — all of which take TIME.
So, the benefit of hiring a copywriter — excuse me — the benefit of hiring a GOOD copywriter is that it will save you loads of time on the creative process, allowing you to focus on tasks that are more in line with your scope of genius. When you invest in a copywriter, you have the luxury of handing off your vision and ideas for him or her to transform into persuasive language that: a) reflects your brand’s overall message and tone of voice, and b) converts browsers into buyers.
What are some key traits to look for when hiring a copywriter?
Excellent question. Especially because over the last couple years or so, being a copywriter has become the new wave. Why? Well, because you can make great money doing it. But don’t get it twisted — copywriting isn’t “easy money.” As I mentioned, it involves a ton of creativity, skill and strategy. Of course, you must be a good writer, but it’s way more to copywriting than just that. Someone can be a good writer and a not-so-good copywriter. In fact, someone can be a great content writer and a not-so-great copywriter (Fun fact! Content writing and copywriting are not the same thing — another post for another day).
A good copywriter will have the perfect balance of strategy and skill to develop written language that embodies the right wording, timing and tone of voice to get your message across clearly and effectively. So, if you plan on hiring a copywriter, here are a few key traits to look out for:
Competency
An expert copywriter is equally proficient at writing, marketing and brand strategy — they’re calculated and creative #atthesamed*mntime. He or she should be able to help you define/clarify the foundational elements of your brand message (which I’ll dive into in a later post) and develop copy that markets your brand, product and/or service in a creative yet strategic way that generates, nurtures and ultimately converts leads (prospects) into customers.
In my VIP Brand Messaging + Website Copy Suite, we map out a strategic framework to lay the foundation for your brand message and develop creative website copy that generates leads and sales for your business.Credibility
A copywriter with the right amount of expertise and experience will have the receipts to back it up. And by receipts, I mean a solid portfolio of previous work as well as positive client reviews. Some copywriters may also have a certification from a copywriting course or program, but the actual proof is in their portfolio of work (you can check out mine here.)
Cost
Every copywriter comes with a price. And if you’re hiring a good copywriter who knows what they’re doing, they’ll be worth the investment. But trust and believe, honey, you’ll get your return.
Welp, that’s all she wrote! Got any more questions about what a copywriter is/does? Drop ‘em in the comments below!
Thinking about hiring a copywriter? Check out my service menu and book a call with me!