What is Copywriting? Selecting the right Copywriter.

Apr 7, 2022

💡 TLDR;

Copywriting covers any kind of written content that has a strategy, research and intention behind it such as website copy, email marketing, newsletters, social media captions, ad copy and more. By fusing aspects of content and copywriting, it will ensure you produce rounded, connected copy that resonates with your audience. Enlisting a copywriter for projects which can be used across a variety of mediums will deliver the best ROI for your business, as long as they are aligning the copy with your existing business goals.

Introduction

You’d be surprised how many times I jump on a Discovery Call, only to have someone say, “I didn’t even know copywriting existed!”, which often leads me to elaborate on, what is copywriting? By definition, copywriting is writing text for advertisements or publicity material, with the intention to make a sale. In comparison to content writing where the objective is to educate, inform and entertain.

As my writing style develops and I expand my technique, my answer to what is copywriting? has morphed. As we move away from the archaic hard sell of traditional copywriting, I believe a copywriting service which blends copy and content writing delivers the most authentic and connected results.

Writing for your Audience.

I predominately write for photographers, wedding specialists, passionate entrepreneurs, editors, romantics, luxury product stores, bloggers and fervent creatives. Whilst relatively narrow, it doesn’t mean I don’t write for anyone else, but I tend to stick with a niche who put a high value on storytelling. Although you may not identify as a copywriter yourself, that doesn’t mean you can’t craft compelling content. As long as you aim to connect with your target audience, the text you write can incorporate elements of:

  • Showing not just telling
  • Using key words and phrases that evoke emotion
  • Focussing on problem solving through connected scenarios.

What is Copywriting for your business?

Ask yourself the question: what will copywriting mean for your business and your brand? Copywriting covers any kind of written content that has a strategy, research and intention behind it. This can be website copy, email marketing, newsletters, social media captions, ad copy and so much more. Not everyone is going to have the budget to enlist a copywriter for every written aspect of their business, so it is important to have a copy that is going to:

  • Offer the best chance of returning an investment
  • Can be used across a variety of mediums
  • See the most traffic = offer the most impact.

I take the time to consult with individual clients prior to starting a project. For example, copywriting is better invested into a sales page, over social media captions, when launching a new product. A sales page can always be re-purposed into social captions!

Finding the sweet spot.

Perhaps more important than anything else, is to find a copywriter you gel with. A copywriter should always offer a collaborative approach from start to finish. Look for the following:

  • Have you been actively involved in the briefing process?
  • Do you feel confident about the deliverables and directions of the project?
  • How many rounds of revisions are offered and are they collaborative in nature?
  • Is the project goal-oriented and aligned with your existing business strategy?

Above all your copywriter should want to craft copy that you love, no matter what.