Every Marketing Team’s Secret: What A Copywriter Does For Your Business

You're a what? I must admit. In undergrad as I sat throughout my entire communications lecture, even I (as a now wordsmith) never heard of the field of "copywriting". Almost immediately mistaken for "copyrighting", "copywriters" are actually professionals who create written content, known as "copy," for the purpose of advertising or marketing. Their primary goal is to persuade and engage the target audience, ultimately driving them to take a desired action, such as making a purchase, signing up for a newsletter, or clicking on a link.

So, that billboard you just drove pass, a copywriter wrote it. That ad you just skipped, a copywriter wrote the script. Even that book you read last week, a copywriter proofed it and edited it. Copywriters a secretly everywhere and their work can be found across various mediums, including print, digital, social media, and more. Still pondering if you should hire one? Here are some key aspects of what copywriters can do for your business:

1. Understand the Target Audience: Copywriters need to have a deep understanding of the target audience they are trying to reach. This includes demographics, interests, preferences, and behaviors.

2. Research and Gather Information: Before writing, copywriters often conduct research to gather information about the product or service they are promoting, as well as the competitive landscape.

3. Craft Persuasive Messaging: Copywriters are skilled at creating compelling and persuasive messages. They focus on highlighting the unique selling points of a product or service and framing them in a way that resonates with the audience.

4. Tailor Content to Different Channels: Copywriters adapt their writing style and tone based on the platform or medium. The approach for a social media post may differ from that of a print ad or an email campaign.

5. Create Headlines and Taglines: Crafting attention-grabbing headlines and memorable taglines is a crucial part of a copywriter's role. These elements are often the first thing that captures the audience's attention.

6. Maintain Consistency in Brand Voice: Copywriters work to ensure that the messaging aligns with the brand's identity and maintains a consistent voice across all communication channels.

7. Optimize for SEO: In the digital realm, copywriters may need to consider search engine optimization (SEO) principles to ensure that the content ranks well in search engine results and reaches a wider audience.

8. Collaborate with Designers: Copywriters often collaborate with graphic designers and other creative professionals to ensure that the visual and written elements of a campaign complement each other.

9. Meet Deadlines: Copywriters must be able to work efficiently and meet deadlines, especially in the fast-paced world of advertising and marketing.

10. Adapt to Feedback: Copywriters should be open to feedback and revisions. They often work closely with clients, marketing teams, or creative directors to refine their work based on feedback.

Overall, copywriters play a crucial role in shaping the narrative around a product or service, influencing consumer perceptions, and ultimately driving business objectives through effective and persuasive communication. Now on the hunt for one? Start here.