Perhaps the term Copywriter is a bit old. It seems that many people repeatedly ask me what I do. In this post, I will explain what a copywriter is and what you can expect from a good Copywriter.
Copywriters write the text for advertising, including slogans and vision statements.
You may have heard the term "content writer." Both content writers and Copywriters write for business. The skills interchange. Both focus on advertising, but a content writer may only write informative content for B-B, such as White Papers and Case Studies. Web site copy is mostly considered Content writing. Its a lead generator, without the hard sell.
Research suggests that modern audiences don't like to be "sold to."
I don't want to bore you with all the details, but it's good to know some of the differences if you are planning to hire somebody. A good link is expresswriters.com/what-is-copywriting. This site explains the differences between a content writer and a copywriter.
Content writing is about using content to attract an audience without the hard sell. In other words they give readers value for reading. This is the new approach to marketing. They use persuasive writing techniques and SEO (Search engine optimization) techniques to increase website traffic and search engine rankings.
It is intended to increase customer awareness about a product or service. Often it includes business stories. This is done to increase a company's social proof. In other words is makes the company appear successful and credible, and usually involves testimonials or case studies. This type of writing is done to target audiences and establish connections; therefore a good copywriter must know your customer needs.
Copywriting focuses on short content like brochures, sales letters, and flyers. Most business writers do both and thus they are known as commercial copywriters. They often write slogans to increase brand awareness.
Now that I told you what a copywriter is, let's talk about what makes a copywriter "good."
A good copywriter/content writer will use psychology and creative marketing to increase readership. I've told my clients that if you can't get readers...you won't get conversions. They will tell you that you need a blog and they would be right. Google likes fresh content.
You can hire somebody from Fiver to do it for 5 bucks *cough.* Having said that, you can find experienced bloggers for a very reasonable fee. You might consider guest bloggers to add variety to your content.
They will know your audience because they have specific knowledge or will have done their research.
They will have good communication skills.
They will know how to write for the search engines.
They will have interview skills.
They will ask you a lot of questions. If they don't, you need to look somewhere else! Sorry, they may annoy you with questions, but that's the only way to get the job done and leave nothing to assumptions. Assumptions just don't work in marketing.
They will be great editors. They will do revisions, nobody gets it perfect the first time. Better yet, they will give you at least two revisions without charge.
A good copywriter knows where to present certain text so that it gets noticed before the average reader clicks off, 70% of readers click off before reading the whole page!
If they are writing for your website, they will test your headlines to see which ones work better. I do this on my own site all the time. It's the only way to find out what works.
A good copywriter will speak the language of your customers and not use too much jargon to overwhelm the audience.
A few tips to get the most out of your Copywriter
Provide old material, brochures or any kind of text. Yes, I said old. The reason for that is that it gives them someplace to start. Old websites are good too.
Offer reading material about your business including links. Provide client testimonials or have the copywriter interview somebody. Actually, this is the best way if its possible.
Make sure they understand the needs of your customers. Mass advertising doesn't work, especially if you are providing a service.
If they have creative writing skills it will make the material a better experience for your readers.
Finally, a good copywriter will portray your company's voice not that of the writer.
You will likely hear both terms, but actually they do pretty much the same thing. Content writing is a more modern term. Content is used more for writing longer copy like case studies and white papers to generate leads and show authority.
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Content writing and general writing tips are shared in this blog. Please feel free to share your own experiences in the comments section.