What does a copywriter do?

 
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Working out what a copywriter does can be pretty confusing. First of all there's the misunderstanding between copywriting and copyrighting.

The former is creating the words to help your marketing (both online and offline) whereas the latter is the act of protecting your intellectual property by legal means.

Add the traditional list of identities which we associate with the term 'writer' into the mix (authors, journalists, poets, scriptwriters, ghostwriters, technical 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 and, if you're a solo business owner, then at some time you're going to have to write copy for it.

Ok, so you might argue that you do something practical in your business (eg. a mountain guide or cafe owner), but think about it. At some point you're going to have to write one or more of the following:

  • Press releases

  • Emails (eg. newsletters and sales)

  • Content marketing: blog posts and downloads

  • Social media posts

  • Your website pages and product descriptions

  • Promotional flyers, brochures and client magazines

  • 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 means you'll be doing the accounts, sales, admin and yes, all the writing. You'll need to write everything you need to run your business - and in a compelling way which attracts customers.

It might not be a problem but, if your skills lean in a different direction, it will probably mean spending a whole load of your time researching what your competitors have written on their websites, staring at a blank screen trying to think of the 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 copywriting, then there's no reason why you can't fill in those 'lorem ipsum' gaps yourself.

You may have learned how to write academically through your years at school, college or university, so bear in mind that writing for your potential customers needs a different approach. However, I've got a killer hot tip to help you make the transition....

"Put yourself in the mind of your customer"

If you write from their perspective, then they'll feel like you are speaking directly to them. It will be like you're reading their mind and you can then give them the answers needed to make a decision to book with you.

Ta daa, simple right?

Well, you do need a little more - so here are a few extra tips, just for you:

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)

Need a helping hand?

But what if you haven't got the time, energy or inclination to write all those things you need to run your business effectively?

Well that's where a copywriter comes in.

Raise your hand if you want to spend your time doing that thing you started your business for instead of all that boring research, writing and editing...

Don't fear, it's exactly the sort of thing which we copywriters love doing.

Interested?

Get in touch today to discuss your project.


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Hi, I’m Jacquie and I provide words, websites and virtual support for small businesses with big messages.

Get in touch to chat about working together.