You’re A Copywriter? What’s That?
I get asked this question a lot…almost every time I tell someone new about what I do. And I get it—copywriters work behind the scenes. So unless you’re specifically trained to, you don’t even realize when you’re reading compelling copy.
Think about it this way…
When you watch a movie starring Tom Hanks or Octavia Spencer, you don’t see Tom Hanks or Octavia Spencer. You see their characters. You feel what they feel, and you completely buy into the performance. Rarely does your brain stop and remind you that they’re actors.
That’s what makes them two of the best actors of our time. They’re so phenomenal at what they do, we forget they’re even acting. Copywriting isn’t quite as glamorous as acting, but my point is this: When it’s done well, it goes undetected. Copywriters want it that way.
When you read anything from your favorite brand, we want you to think it’s coming straight from a person who knows and gets you like your best friend. Not a marketing team who spent hours researching their ideal client—you—and the way you speak, think, and live your life. Because that’s creepy.
As consumers, we want creepy-level relatability and relevance, without creepy-level psychological tactics.
That’s why copywriters exist.
In fact, some of the best copywriters niche into one industry so they’ll have their audience’s pain points, desires, and interests down—every time. They know what their audience will think before they hit “publish,” so they can minimize their fears and overcome any opposition before the reader thinks of it themselves.
So even though copywriters don’t get the invite to elementary school career days, they’re crucial team members in the game of Marketing and Sales. But one of the nuances of the job—especially when you work for yourself—is explaining your work to people who don’t fully understand what you do, or why they need your services.
When I tell people I’m a copywriter, the conversation usually goes like…
“Oh, so you work with inventors and help people start their companies. That’s so cool! I have this idea for a new app…”
Let me cut you off right there—I’m no help to you if you’re looking for a patent or trademark!
“My sister is a graphic designer, she said copywriting is kind of like that. So you make websites and ads for businesses?”
Kind of, minus the website building and graphic design—so no, not really.
“That’s great, honey. You always got good grades on your essays. You have beautiful writing.”
Okay, yes, that was my mom—but it’s good to emphasize that copywriting is nothing like the writing you learn in high school or college. It actually lets you throw a lot of those grammar rules out the window.
Don’t get me wrong… most people in the business world have heard the term ‘copywriter’ before, and have at least an idea of what they do. But every copywriter is different in the services they provide and in their process, so the overall job description can be a little muddy. Let’s clear that up.
First and foremost, copywriters write to persuade.
Most people think copywriters write to sell—end of story. But that’s not the only thing we persuade readers to do.
We can compel readers to buy your product or service (that would be the ‘big ask’) but most consumers won’t buy, enroll, or subscribe the first or even second time they meet your brand. This is why copywriters tend to start with a ‘small ask’ to build their engagement, like…
Signing up for your email list
Opening a link to learn more about your services
Following your brand on social media
Those are only three examples, but there’s a multitude of ways that copywriters can persuade your audience to engage with your brand. And if a business owner isn’t sure about the best way to get the ball rolling, a copywriter will consult with them on strategy.
copywriters are persuasive writers and marketing strategists.
A great copywriter will get on a call with you, listen to your vision and business goals, and help you make a plan to reach them. They’ll explain which of their services would be most beneficial for your needs. They’ll educate you on search engine optimization to get more leads. They’ll help you imagine your ideal client and how to reach them.
Most importantly, the right copywriter will help you prioritize action steps to reach your greatest goals first.
They won’t try to upsell you or tell you that you need everything right now—chances are, with their client load, they won’t be able to complete all of your copywriting needs in one go, anyways. Prioritizing is beneficial to both members of the partnership.
As a recap, copywriters…
Persuade the audience to take a defined action.
Assist with marketing strategy and consulting.
You might be wondering, “What does that actually look like? What are the deliverables?”
What types of writing do copywriters offer?
It really depends on the copywriter, but here’s a list of common services we provide. Some of us might not offer every service—just like how we niche into an industry to become experts in that area—but copywriters who work with a brand long-term tend to take on all of their needs.
Blogs
Website pages
Product descriptions
Ebooks, brochures, and other opt-in resources
Emails—including newsletters and campaigns
Landing pages
Social media posts
Online ads
More unique examples of copywriting include scripts for sales videos or podcasts, case studies, and whitepapers. Case studies use storytelling to illustrate how a product or service solved a customer’s problem. Whitepapers are long-form pieces of technical writing that promote a product or service using facts and logic.
Not every business will need every type of copy. The majority of businesses today need website copy, blogs, emails, and social media posts—but it varies based on the size of the business and the size of its owner’s goals.
For example, a local business that sells gourmet cupcakes won’t need a landing page. (Unless they offer some other type of service along with the cupcakes, like baking classes or special event catering.)
But a multinational biotechnology company that sells a complex product will definitely need landing pages. And they’ll probably also need case studies and whitepapers. As a general rule, the more complex or expensive the product, the more marketing that’s needed.
So yes, copywriters write, but so much more goes into it.
They inform, persuade, educate, engage, sell, reassure, connect, rebrand, and speak directly to their audience like an old friend. The best copywriters pack a punch of genuine value into every piece they write. Because that’s what causes people to buy.
You’ve probably heard that people don’t buy from businesses, they buy from people. I would take that one step further…
People don’t buy from people pushing a product or asking them for money. They buy from people offering to help them solve their toughest problems or achieve their greatest desires. People who draw them into a story of the life they want—or the life they want to escape.
A remarkable copywriter tells this story and gets your dream client emotionally invested from the start. So when you work with a copywriter, you hire them to do more than simply sell.
Are you interested in connecting with a copywriter to expand your business?
I’m a storyteller-by-trade and behind-the-scenes marketer. I’m no Tom Hanks, but like his acting, my copy goes undetected. So your customers hear the voice of a friend—not a brand.
Hop on a call with me by booking below, and we’ll talk strategy.
