Everything You Need To Know About Copywriting and Copywriters
written byTrevor Vernon
A Complete Guide To Copywriting
Advertising your business and marketing your products and services is not easy. Very often, your marketing strategy fails due to poorly written content that is unable to grab the audience’s attention. Thus, it is extremely important to work on your content so that it can help in the engagement, marketing, and sales of your products, and that is what copywriting is all about.
! In this article, we will tell you what copywriting is, what copywriters do, and everything you need to know about copywriting!
So let’s get started!
What is Copywriting?
As discussed, copywriting is one of the most important aspects of marketing. It is basically a way of writing engaging and persuasive content that can inspire people and motivate them to take an action.
Let’s explain this with the example of an online store. Whenever you open a certain website to buy a product, you see some persuasive words that convince you to buy it. Those words are basically known as the copy and this process is copywriting. Similarly, we often see advertisements in magazines and newspapers with words that prompt you to buy those products, these words are the result of copywriting. Hence, we can say that you will find copies everywhere where a product, service, or business is being advertised.
Now the question arises; who writes these copies and who is a copywriter? So the answer to this is that all these copies are written by individuals known as copywriters. A copywriter is an individual to writes persuasive words that can connect to the audience and motivate them to take a specific action. People usually hire either an in-house copywriter or on a contract basis to help them with their businesses and increase sales through copies.
Another thing that must be mentioned here is that copywriting must not be confused with copyright. Copyright is an entirely different thing and it is a protection that the U.S. government provides for the authorship of your belonging. For example, your piece of art, musical creation, or literary work entirely belongs to you and thus only you have the rights to publish or distribute it.
Coming towards the next question now!
What do copywriters do?
Copywriters write persuasive content that motivates the audience to take a certain action. Copywriting has several types, however, all of them require the copywriter to analyse the audience, understand what they are looking for, and write content that best connects with them. Thus, a copywriter needs to study the targeted audience, and show them that they are provided with what they are looking for.
So basically, a copywriter provides those valuable words to the businessmen which they can use in their web pages, social media posts, ads, posters, emails, blogs, billboards, etc. to attract and persuade the audience to take a specific action. The goals can be variable. Either these words are meant to create brand awareness, or they can be used to position a brand or business as an authority or for the closure of sales.
Job Description of a Copywriter
Summarizing it up, we can say that a copywriter does the following jobs:
Writing words that motivate, inform, inspire, and educate the audience
Writing persuasive content to motivate the audience to take a specific action
Doing complete research from finding the right keywords and topics to information and statistics
Thoroughly going through the grammar and editing to refine the readability, writing style, accuracy, and tone
Working with other creators as a project manager and coming up with new ideas
Thus, this job requires a lot of research and hard work and you need to have a high level of skills to become a copywriter.
How to Find Work as a Copywriter?
Every business needs copywriters to write persuasive content from them. Thus you can find jobs as a copywriter almost everywhere, whether it is a sole proprietor to a large brand.
Let’s discuss these in detail.
As a copywriter, you can work with these:
Solopreneurs: These are the individuals who run their businesses. Examples include interior designers, graphic designers, party planners, coaches, etc
Marketing agencies: They help the clients with all aspects of marketing, thus they require a copywriter for the content.
Small privately owned businesses: These are the ones that usually generate less revenue and thus have fewer employees.
Large companies: Those having a lot of employees
Non-profit organizations: Those that don’t work for profit for example charity foundations, social advocacy groups, etc
Online businesses: The ones that sell products and services on the internet.
An the list goes on!
The need for a copywriter always remains no matter how big or how small a business is or what its niche is. This is because the most important part of running any business is interacting with the audience and driving them to take action. For that, you always need words that are persuasive and motivating. Crafting such words is not easy as it requires a lot of research, knowledge, and skill. Each copy created has a huge impact on the marketing strategy and plays a great role in the overall brand’s identity.
Thus, a competent copywriter is always needed to study the audience thoroughly and come up with some impactful words. He/she must be able to analyse the bigger picture and must cover every aspect including the brand’s mission, its identity, and the goals.
So if you are looking for a copywriter job, you have a lot of options. From renowned brands to dentists, parlors, and clinics, just choose your pick. The key here is to find something you love writing about. Also, make sure that the niche is high in demand and is profitable. Once you become an expert in the field, you can earn a good income by working on bigger projects.
Hiring a copywriter for your business: What to ask?
Till now, we have been discussing how a person can become a copywriter, what skills are required, and what the job opportunities are. Now let us look at how to interview a copywriter for your business.
To do that, you need to know what you have to ask. Good communication is required and a positive professional attitude is a must. With that, here are a few questions that you may ask to judge the skills:
Ask about the experience:After the basic introductory questions, ask if the interviewee has any experience in a similar industry and/or niche. If the answer is no, ask if they could take it as a challenge.
Ask if they have an established research process:To be a good copywriter, you must know how to dig deep into the company for the UVP. Thus, the answer to this is important. If the interviewee says that they just need a brief, they might not be suitable for the post.
Ask for some sample work:Another very important question! They will have their best work in hand, so you can analyse it to see if they are competent enough or not. If any of their work is available live on the internet, it’s better to see it as well. Also, ask questions like was the project in which they worked successful or good, and are the clients seeing any positive results?
Ask about their writing preference:Every copywriter has a writing style. Some like it to be like storytelling whereas others like it to be straightforward. Make sure that their writing style matches what your company wants.
Ask about their preferred industry to work for:Every person has their preferred category so it is better to ask this question from the interviewee. Nothing to worry about, even if the interviewee has another preference but is ready to take up the challenge, it is a good sign.
Ask if they are familiar with the keyword research and Google analytics:Some copywriters know about this, and some don’t. This is a plus point if the copywriter can take your copy in the right direction.
After conducting the interview, you can shortlist top one or two candidates and give them a test to choose the final. It is always best to go with a two-part test for better screening and selection of the best candidate.
How to conduct a test?
That is simple. Ask them to write something as a test. Choose a closely related task. For example, if you want product descriptions, ask them to write a one-line description for some products of a similar niche. It is good if you pay them for the test. The payment can definitely be lesser than the one you will finalize after selection. But this will motivate the candidates to write a good copy and show better results. Make sure that the testing process is honest and transparent and you choose the best one according to your skills and expertise.
And that is not the end. After the test is over, give feedback to each candidate about their work and suggest to them how they can improve it for better results. See how they go about with your feedback. Their reaction will show how they can confront criticism.
That is how you can choose the best copywriter that can fit well into the post.
FAQ (Frequently asked questions) About Copywriting
Here are some of the frequently asked questions about copywriting.
Define a marketing copywriter?
A marketing copywriter is a person behind every word and every content that is written by a business to drive the audience to take action. This post is essential in today’s digital marketing world and a marketing copywriter is behind it all.
Define SEO copywriting?
SEO (Search Engine Optimization) is required to bring the content to the top of the search engines. Thus SEO-optimized copy is carefully written to include everything that appeals to the audience and also brings it to the top on the search engine pages. This is important as being on top will result in more traffic on the page, and thus, an increase in sales.
Define creative copywriting?
Creative copywriting, as the name indicates, works on creativity. A creative copy has to be attention-grabbing, memorable, and interesting. You can find creative copywriting in different TV commercials, magazines, headlines, and ad slogans. It includes all that can make it interesting and fun.
Why is hiring a copywriter so important in business?
If you are a business owner, it does not mean that you are a good copywriter as well. It requires special skills, creativity, and the right frame of mind to come up with the words that can motivate the audience. Your marketing strategy can fail if you have not chosen the right content, and thus the role of a copywriter is very important in any business.
A copywriter can help you in numerous ways. Here are some:
Write a powerful copy that meets your business requirements and targets the right audience.
Proofreads and edits to ensure that there are no grammatical errors and the content has good readability
Analyse your business and see it from a new perspective
Save your from the tension of writing an effective copy
Gives you enough time to work on other projects.
Why is a powerful copy so important?
A business can only do well if the audience can relate to it. Thus a powerful copy is important as it has a huge emotional impact and drives them to take the action. This, in return, increases the sales and conversions, all of which are great for your business.
Every business needs a copywriter for a successful marketing strategy. To be a good copywriter, you need to have good writing skills, and you must know how to do thorough research to come up with the best content. This requires a lot of hard work but is definitely rewarding. A skilled copywriting can help your business grow exponentially by targeting the right audience and increasing sales and conversions.