I’m always surprised how often I’m asked, “So, what does a copywriter do?”
To me, it seems obvious. But, I have to remember it’s obvious to me because I do it. Not everyone is entirely familiar with all the things a copywriter does.
I worked at an accounting office as an administrative assistant for the audit department for more than five years. I have to admit, I still don’t fully understand what an auditor does.
How can I expect an outsider to know what I do unless I tell them?
Well, today’s your lucky day. If you’ve been thinking about hiring a copywriter but aren’t exactly sure what they do, I’m going to give you a run down of some of the ways copywriters help their clients.
Sales writing
Much of what a copywriter does is sales writing: ads, sales emails, brochures, direct mail packages, promotional materials, catalogs, websites and more. The text we create is called “copy,” thus copywriter.
The goal of sales copy is to convince someone to ultimately spend their money or their time on something. This may happen in small steps, with each step moving the prospect closer to the goal. Or it may happen with the first contact they have with the sales copy. It’s a crucial part of a company’s marketing plan.
Good copywriters help their clients grow their businesses with great sales writing.
Sales copy sets up a trail for prospects to follow through the sales funnel, ideally coming to a decision at the end. Copywriters are bread-crumb spreaders. With skill and a bit of luck, we help a prospect make a buying decision.
Article writing
Many copywriters also write articles for magazines, website blogs, newspapers and newsletters. These articles provide information or entertainment for readers. They’re typically feature-type articles using interviews to personalize and give authority to the information presented.
How do articles help businesses? Great question.
Consumers today are looking for authentic companies to do business with. They want to trust you and believe you stand for something more than just selling them a product. And they don’t want you to ONLY sell to them. They want more.
Articles give them what they want. Copywriters write articles that draw attention to your company through trade magazines, blog posts and newsletters. They build your authority and spotlight your company’s personality. A good copywriter will take your company’s voice and show your target market who you are and why they should love you.
Article writing and content creation are often long games in marketing. You must have patience because building authority and trust takes time. Sometimes it takes years. Don’t lose heart! It will pay off if you keep the writing consistent and of high quality.
Press releases
Press releases could also fall under the article writing category, but I separated them because of their effectiveness.
These all-important marketing pieces are used to entice newspapers and trade publications to publish a story about your company. A copywriter with a journalism background is especially adept at writing press releases.
Why should you care about using press releases?
In the eyes of a prospect, a story in a newspaper or trade publication lends a sense of authority you can’t get another way. When someone besides the business runs a story about a new product or other company news, it comes across as more credible and easier to believe.
Seems like a slam dunk, huh? It is.
Case studies and whitepapers
Case studies and whitepapers are different animals, but I put them together because some copywriters specialize in writing them. Why?
Because these are two of the most effective marketing pieces used. Those who specialize in writing them are experts at getting you the most from your investment in them.
Case studies are the story of how you helped a happy customer solve a problem with your product or service. They’re effective because they’re like a testimonial combined with a stellar review.
This is one marketing piece you as a business owner should try to avoid doing on your own. A case study written by the company instead of an outsider lacks credibility. It’s also more difficult to get the customer to open up and provide good quotes about their experiences.
HubSpot defines whitepapers this way:
A persuasive, authoritative, in-depth report on a specific topic that presents a problem and provides a solution.
It’s a good definition because it makes clear that these are not a tool to sell your specific product. Whitepapers educate your audience about an issue or explain a methodology. They use facts and evidence to persuade readers to see a new solution.
Whitepapers are much longer marketing pieces with a high conversion rate. They take a lot of time to produce, which makes them a perfect candidate to hand off to a freelancer.
This is what we do
Now that you have a better idea what a copywriter does, you can be comfortable knowing when you need to hire one, whether freelance or as an employee.
Give your business the best shot at success with professional, quality copywriting. And, as always, get in touch with me if you need help.