What does a copywriter do?
Copywriting plays a vital role in raising brand awareness and connecting with your ideal audience. But what exactly does a copywriter do? They are known for crafting compelling website copy and high-converting sales pages, as well as writing engaging email marketing campaigns. But a copywriter also uses the power of words to persuade a reader to take a desired action using buyer psychology and empathy. No matter the kind of size of your business, understanding how strategic copy can elevate your messaging is key to standing out and converting your audience. Keep reading to learn more.
The Definition of a Copywriter
A copywriter is a professional writer who specializes in writing engaging and persuasive text (or copy). Well-written copy drives the reader to take a desired action such as buying a product or a service.
Copy and messaging are the backbone of your marketing strategy and shape all the content you make for your business. Consistency in both copy and messaging is also key to having regular and predictable incoming leads.
What Types of Copy Can a Copywriter Write?
There’s a long list of the different types of copy that a copywriter can write. Here’s a few to give you and idea:
• Sales pages and landing pages
• Email marketing campaigns
• Website copy (e.g., home pages, about pages, service pages)
• Social media content
• Ad copy (for digital and print advertising)
• Blog posts and long-form articles for SEO and brand authority
All of these types of copy play a part in your marketing strategy and they all work together to guide the reader to the final action - to buy from you. For example, you could start with your social media content promoting your email marketing list. When people sign up for your email marketing list you can then guide them to a blog post that interests them. Once they’re on your blog on your website they’ll explore your website and hopefully make an inquiry or buy from you.
I say hopefully, because this is where the well-written copy comes into play. It’s not just nice words put together, there’s strategy and research involved.
Strategy and Research
A huge part of a copywriter’s job is strategy and research. A copywriter needs to know as much about marketing and sales strategy as they do about writing really well.
Copywriters are excellent problem solvers. They should always be checking in on analytics to see what’s working and what’s not. When something’s not working, they tweak the copy in a different angle to continue to optimize it for the best results.
Not only that but at least half of a copywriting project is usually spent doing research. They should know the ins and outs of your business including your brand voice and your messaging. They should also know about what your competitors are doing and saying and how you can sound different from them.
Finally, they should know your ideal client like the back of their own hand. A good copywriter knows how to understand your ideal client’s pain points and struggles in order to capture their attention and show them how your product or service is the best solution for them.
This can include creating an in-dept Ideal Client Persona.
SEO Copywriting
Not all copywriters are familiar with SEO (Search Engine Optimization) because it's not always a necessity. But it’s worth noting that there are SEO copywriters who will write blogs and web copy that is SEO optimized. That means that it will improve your ranking on Google and make it easier for people to find you, all while still increasing your conversions.
Collaboration with Other Teams
Copywriters may write alone most of the time, but they’re usually collaborating with a team. Whether it’s a web designer, SEO Expert or marketing strategist a copywriter is great at consulting with team members to make sure they’re writing fits into the BIG picture.
Many web designers will have copywriters they work with on a regular basis and vice versa. If you’re wondering who I love working with, check out some of my go-to web designers on my resources page here.
The Impact of Good Copywriting
Even with ChatGPT content on the rise, there’s no denying that having well-crafted copy can have a substantial impact on brand awareness and growth. Copywriters have a knack for knowing exactly what your audience needs to hear (or read) from you before they’re ready to hit the ‘buy now’ button.
Not only can they increase sales conversions, but they can also help you to build a lasting, and strong connection with your audience - turning them from passive viewers to die-hard fans.
Hiring a copywriter isn’t just hiring a good writer. You’re hiring someone who is well versed and experienced in marketing strategy, buyer psychology and the art of persuasion. If you’re getting eyes on your website, landing page, sales page and emails but not conversions - then it’s time to hire a copywriter.
Now you’ve learned what a copywriter does, how they do what they do and some valuable information to know before hiring one. Sometimes ‘testing’ out a copywriter is a great way to know if they’re a good fit. A good, free way to do that is to sign up for their email list and get a feel for their writing style.
Speaking of which - if you haven’t already, sign up for my Spill the Tea emails. Not only will you get a feel for my writing style, but you’ll also get practical tips to use in your business marketing.
Thanks for reading and I’ll see you in the next one!