What does a copywriter do?
The Mad Men days of brooding copywriters are long gone. Copywriters today don many more hats (puns are our vice) and play a part in everything from strategy to distribution.
So what does a copywriter do? I've been asked this by employers, friends, family, and prospective clients, and it's usually before or after the infamous 'do I need a copywriter' question. The short answer: copywriters write to compel action, and yes, in all probability, you do need a copywriter.
Here's the long answer:
We write
It isn't as easy or straightforward as it sounds. Writing is a craft that you have to work on every day to perfect. Every good writer is not necessarily a good copywriter. Effective copywriting strikes a fine balance between the art of writing and the science of persuasion. What we write today has to be driven by data, seamlessly integrate keywords, stay relevant to multiple audiences, and stand out from the hundreds of thousands of pieces of content customers are exposed to every day.
We build brands
Just like what you say is a reflection of your personality, a brand's copy becomes the upholder of its values. Copywriters work with you to define your unique voice that reflects your values and beliefs. Branding is a long-term investment; brands can outlive businesses. In today's digital era, your brand is what will make your customers choose you over someone else. Having a copywriter helps you identify your distinct voice and uphold it in all your communications.
We research
Who is your target audience? What do they like? Where are they? What moves them? Why will they choose you? What are your competitors doing and saying? Any copywriter worth their salt knows that their writing needs to build on the answers to these questions. Why? Because when you base your communication on these insights, you strike a chord with your customers and make them take action.
We marry creativity with data
Marriage is tough, but copywriters know that this is the holy union that produces impactful content. Insight-fuelled creativity is a rock-solid foundation for digital marketing that delivers results. There are always a million ways to say the same thing. Copywriters today use data to give them direction and choose the most powerful way to say it.
We drive action and create trust
Set your objective – grow engagement, increase sales, add credibility, retain loyalty, build a community – and copywriters will gear your communications towards achieving them. With a combination of brilliant writing skills, analytical approaches and tactful placements, copywriters help you align your content with your business goals, and craft pieces that inspire trust, loyalty and action among customers.
If you're looking for a job description for a copywriter, here's a handy one: create social media content, write advertisements, develop scripts, craft blog articles, write press releases, establish thought leadership pieces, prepare sales pitches and decks, proofread, edit – you get the idea. But copywriters also work towards the larger goal of breathing new life to brands, with writing driven by incisive strategy and measurable results.