“Copywriter” is the traditional advertising term for a person who manages written business communication and creates marketing collateral for a company. But what exactly does a copywriter do?
Copywriters team up with designers to craft a powerful message that combines words and visuals for a striking effect.
Copywriters manage print marketing
Before the internet, copywriters had their work cut out for them writing and editing articles, brochures, mailers, newsletters, postcards, press releases, reports, sales letters and other printed materials. Old-school copywriters still do this. But now that we have the web, copywriters have had to adapt for an entirely different audience.
Copywriters handle branding projects
Copywriters develop company branding, including the vision statement, company mission and values. We brainstorm taglines and slogans, and may come up with company brand names and product line names, if requested. This type of work really suits a copywriter’s fun, active and lively mind.
Copywriters edit and proofread
Copywriters are also hired to edit and proofread instruction manuals, white papers, packaging copy, product copy, promotions and signage. Even things like a menu for a restaurant, or the slogan for your event t-shirt can use the expert eyes and writing brain of a seasoned copywriter to help refine the message.
What about web copywriters and content managers?
In the modern age, copywriters have had to pivot into web content writing, which is a different branch of this craft and profession.
Web content writers tailor and fine-tune the message for busy and distracted web surfers, and write for search engines. Smart copywriters have moved with the times, to add valuable tech skills including website building, search engine optimization, social media strategy, digital product selling, and email marketing.
(Not every copywriter has mastered these areas; so ask the questions if you’re looking to match up talent with a particular type of project.)
Web copy should be highly targeted to the audience. You may either be writing to share information and grow your list, or hit hard with strong persuasion to convert sales.
Copywriters write SEO articles for blogs and websites
Informative web content must be written in an authoritative voice, and structured in a simple and organized way. This will help the reader catch the main point, and absorb details in the writing. Keywords factor in heavily, but they must blend into a conversational and informative writing style.
Sales copy for the web should follow a strategic formula
Just like traditional sales copy, the AIDA method works well to help a copywriter craft an impactful sales message. Attention, Interest, Desire, Action. These simple goals should live at the heart of every great sales page.
Copywriters manage all online content creation, and may specialize in certain projects or niches
Blog articles, email newsletters, auto responders, digital products, coaching and teaching packages, e-commerce websites, product descriptions, social media posts, press kits, online sales pages, video and web copy all require special techniques.
Effective web copy factors in character count, keywords, simple writing style and other, niche-specific nuances.
Some copywriters create radio ads and video scripts
Some copywriters work on radio ads, television commercials and video scripts with storyboards. With video content becoming more popular, a copywriter may benefit from learning how to edit videos using programs like Capcut and Descript.
How to find the right copywriter for your business
The best way to find a copywriter that meets your needs is to check out this person’s work samples. Look for variance in their writing voice. Check if they have experience writing for your specific niche. Ask about work habits and organizational style, to be sure it’s a complimentary match for your needs.
Reach out if you need a copywriter
Do you need a seasoned copywriter to help you find your company voice, make content, produce more projects and sell more online?
Contact us for more information and a project quote today.