Definition of copywriting
The Oxford English Dictionary defines copywriting as “The activity or occupation of writing the text of advertisements or publicity material.”
But what does a copywriter do?
However, this definition is a bit vague. A copywriter can write the text or copy that convinces your potential customers to buy your product or service. This can include writing blog posts, brochures, and reports. Copywriting can also involve informing customers about your product by creating your web content. But many people class this as a separate skill known as content writing.
Apart from writing, a copywriter’s role can involve product research, editing, finding images, running marketing campaigns, and planning SEO (Search Engine Optimisation) strategies.
What skills does a copywriter need?
A copywriter needs excellent writing skills. But this doesn’t mean that they blindly follow the grammar rules we learnt at school; they know when breaking these rules will make great copy. They can come up with creative ideas. They also need research skills to find out as much about the topic they’re writing about as they can. Good copywriters understand people and their needs and desires, and how to use this knowledge to write persuasive copy.
How can copywriters help your business?
Copywriters don’t just write catchy advertising slogans. Here are just some of the thing they often work on:
- Annual reports
- Blog posts
- Case studies
- Press releases
- Sales pages
- Social media campaigns
- Terms & conditions
- User Guides
A good copywriter knows how to attract and keep your audience’s attention. They help you sell your product or service. Their copy is consistent with the rest of your branding. They speak to your customers using your company’s tone of voice and language. Good copy is cliché-free and doesn’t make outlandish claims. It’s clear and easy to read. It outlines the benefits and not just the features of your product or service. Advertising copy should have your readers dreaming about how your company can make their lives better. Copy for information purposes should leave the reader with no unanswered questions. Most of all, good copywriting gets straight to the point and creates an impact.
How to work with a copywriter
It’s a copywriter’s job to write your texts using your tone of voice and your way of speaking to your customers to convey your values. This means that they need to know everything about your company. When they start working with you, a copywriter will ask you for a brief. This is a detailed outline of the copywriting project including who the intended reader of the copy is, the tone of the text to be written, and what action you want them to take after reading the copy. It’s important to provide your copywriter with as much information about your company and its products or services as possible. It’s a good idea to provide them with any existing marketing materials you might have. Be realistic when it comes to deadlines – it takes time to create polished copy. Most of the time, you’ll need to review the first draft of the copy and give feedback to ensure the finished text meets your exact needs.