What is Copywriting?

Copywriting is key in the world of advertising and marketing. It refers to the strategy used in writing words that persuade, inspire or encourage people to take a specific action - usually to buy a product or service.

Copywriting is everywhere. In the world of print, it's in newspapers, magazines, at bus stops, in your mail and brochures. You'll also see it whilst shopping online as it's the words that you see, the adverts that pop up and in your emails, this form of copywriting is known as digital copywriting. Copy is also used on television, radio and podcasts.

What is a Copywriter?

A copywriter writes persuasive words that make a customer take action.  The copywriter aims to create content that resonates with the target audience. They do this by learning everything they can about them, understanding their needs, their problems and their desires. The copywriter uses strategies, the goal of which are to show how the product or service is the right solution for the customer. They use the copy to connect with the target audience to motivate them to buy.

Who needs a Copywriter?

Any business that wants to sell a product or service needs a copywriter. The size of your business doesn't matter, being able to communicate effectively with your target audience is the key to your success.

Here are some examples of businesses and organisations that commonly use copywriters:

• E-commerce websites - Online retailers need to be able to showcase their products in a way that encourages customers to buy. A copywriter can create product descriptions, sales pages, and email campaigns that persuade potential customers to buy.
• Service-based businesses - Businesses who sell a service instead of a product also need to find a way to connect with their target audience. A copywriter can create adverts, email campaigns, webpages and sales pages to encourage clients to take action.
• Non-profit organisations - Non-profit organisations need to be able to communicate their message in a way that resonates with donors and supporters. A copywriter can create compelling fundraising appeals and website content that motivates people to take action.
• Startups - Startups often have a limited budget and need to be able to make a big impact with their marketing efforts. A copywriter can help startups create messaging that stands out in a crowded marketplace and drives customer acquisition.

Why Would You Hire a Copywriter?

Not sure if you need a copywriter for your business. There’s a few reasons why you should consider it:

• To increase sales: Good copywriting can persuade your target audience to take action, whether that's making a purchase or signing up for a newsletter. A copywriter can create messaging that highlights the benefits of your product or service and creates a sense of urgency that encourages customers to act.
• To improve your rankings on search engine results pages (SERP): Copywriters can help businesses optimise their website content for search engines by using relevant keywords and phrases (known as SEO). This can improve rankings in search engine results pages and drive more traffic to the site.
• To create a strong brand identity: A copywriter can help a business create a unique brand voice that sets them apart from the competition. They can create messaging that reflects the values and personality of the brand and resonates with the target audience.
• To save time: Writing copy can be time-consuming, which is a problem for businesses that have limited resources. Hiring a copywriter can free up time for business owners and employees to focus on other important tasks.
• To create a consistent message: A copywriter can help businesses ensure that their messaging is consistent across all marketing channels, from social media to email campaigns to website content. This can help build brand recognition and create a cohesive marketing strategy.
• To improve customer engagement: Copywriters can create content that engages customers and encourages them to interact with the brand. This can include social media posts, blog articles, and email newsletters that provide valuable information and build trust with the target audience.
• To launch a new product or service: A copywriter can help businesses create a launch strategy for a new product or service. They can create messaging that generates excitement and interest in the product and motivates customers to try it out.
• To stand out in a crowded marketplace: In today's digital age, businesses need to find ways to stand out in a crowded marketplace. A copywriter can create messaging that grabs attention and differentiates a business from its competitors.

What's The Difference Between Copywriting And Content Writing?

Copywriters write to sell or to persuade the target audience to take a certain action, for example, to sign up for a mailing list. The purpose of content is to build awareness, entertain, increase engagement and foster a sense of community by connecting with the target audience. This blog post is content as are most social media posts and reels. Content is not normally used for sales but it can inadvertently lead to sales so is well worth considering. Not all copywriters write content and not all content writers write copy, but there are freelancers like myself who do and that can be a great investment for your business.

Final Thoughts

A creative copywriter can be a great asset to your business and can help you increase your sales. Whether you need copy for a new website or want to retarget your existing client base, a copywriter can be a great investment. With a strategy in place using both copy and content, you’ll be able to connect consistently with your target audience and elevate your brand.

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