What is copywriting anyway?
The dictionary definition is “original writing that is meant to be copied”. Originally, this meant writing that was produced for newspapers or other types of print. Times have moved on.
These days, copywriters are working on websites, online advertising, social media, video, radio or TV commercial, business presentations, conference speeches…whatever needs writing professionally.
The actual writing bit is the easy part
Anyone can put words on a screen and see them appear in print or on a website.
You need a copywriter for different reasons. Yes, they can write. That should be a given.
Here’s what else you should expect from a good copywriter.
Your copywriter should act as an advocate for you. So, be prepared to brief your copywriter just as thoroughly as you would a barrister or anyone else presenting a case on your behalf. They’ll want to ask questions such as:
The answers to all of these questions may seem blindingly obvious. But the copywriter is only asking them because of another important part of their role.
A good copywriter is also an actor.
Your copywriter will play the role of your target audience. The copywriter will stand in their shoes, think how they think, talk how they talk, and ask the questions they would ask.
Ultimately, your copywriter will be a communicator. Their job is to make sure your message is communicated, understood and acted upon by the target audience you are trying to reach.
So, yes, anyone can write copy. But not everyone is cut out to be a copywriter.
How can I help? It costs nothing to find out more and get a quote.
Top: Facebook banner promoting pre-season servicing for Harley Davidson (Big Communications)
Top Middle: Quirky promotional brochure for Shropshire tourism (Cogent)
Bottom Middle: Safari shoes advertisement for Westley Richards (WM Creative)
Bottom: Souvenir brochure for the Herbert Gallery, Coventry (Blind Mice Design)