Working with a copywriter doesn’t have to feel confronting.

You’d be surprised how often I hop on a complimentary call with a potential client and they blurt out, “I didn’t even know copywriting existed!”. They’ll go on admit that they know they need copywriting and stress how much they simply cannot string together a sentence. Usually, this little back-and-forth ends with a beat of awkwardness, a hefty sigh of relief and a final, “So, what is copywriting?”.

I tell this little tale to implore that you’re not alone. I’ve had versions of this conversation with 6-figure coaches through to brand-new business owners launching a website for the very first time. As with most industries, there’s pockets of grey everywhere: terms used interchangeably, eerily similar homophones and plenty of conflicting information.

So, to make your trepidatious tip toeing into the world of working with a copywriter just a dash easier: here’s ‘What is copywriting?’ and other common questions, answered.

What is copywriting?

Copywriting is the blanket term we use to describe the written content (or text) on your website, emails, print newsletters, social media captions, advertisements, sales pages and more. The reason we call is copywriting (as opposed to content writing) is because there’s an expectation that the content will make a sale. Or, at the very least, inch your reader along the conversion funnel toward a sale.

Every writer is going to have a slightly different approach to their copy. In my case, I’m a story-first creative copywriter who draws on SEO strategy, reader psychology and well-researched literary techniques. Some writers swear by long-form content, others stick to hard-sell tactics and (somewhat scarily) many will even offer AI-generated copywriting. Which, in my opinion, completely defeats the purpose of working with a copywriter—yet I digress.

Okay, so what is direct response copywriting?

Direct response copywriting dwells in the here and now. It’s a copywriting technique used when you want a product or service purchased immediately (e.g. sales page copywriting), are collecting email sign ups for a specific marketing workflow or campaign, want to amplify impact by getting more followers on your socials and/or have a downloadable lead generation set up (either freebie, or low cost).

But if the goal of copywriting in general is to make a sale, isn’t all copywriting direct response copywriting?

This is one of those beautifully murky grey areas. Because depending on where the content is going to be published, your industry and who your ideal audience is, will influence how I approach the “sell”. After all, a huge selling point for copywriting services is that they, well, SELL. Otherwise, you wouldn’t be two a half minutes deep into this article.

You can’t sell activewear off images alone and nobody is investing thousands into a course unless they feel confident in what the outcome – but choosing the pitch, prose and emotional drawcard for a piece of copywriting is highly individual. So, while direct response copywriting may seem interchangeable with copywriting, it’s important you work alongside a copywriter who understands your readers (and their motivators) inside and out.

I’m yet to come across an audience group who readily responds to a blanket, “quickly click this button and buy now or you’ll miss out forever!”…

Which leads me to, what’s the meaning of copywriting that incorporates storytelling?

The rise of AI has created a divide between everyday content writers and the creative copywriters who value storytelling. And the meaning of copywriting that tells a story is simple: people buy from safe connections. People buy when they feel heard, understood and aligned with a brand. Trust me when I say, people baulk at parting with their money when they feel held at arm’s length.

So, reader psychology tells us that storytelling is one of the best ways to forge connections when we cannot physically sit down over a cup of coffee, break bread and get vulnerable with every potential buyer.

Wrapping up: what is copywriting and finding confidence

Having written hundreds of thousands of words for health professionals, photographers, wedding vendors, jewellers, service providers, financial advisors and everyone in between, there’s one common thread. You need to feel confident in the copywriter you work with. Whether they’ve been penning compelling stories for 12 months or 12 years, you should feel reassured in their capabilities, capacity to put your passion into words and above all, their genuine interest in finding out what sets you apart.

Because all of the competitor research in the world isn’t going to help you rise above your competitors, unless you’re working with a copywriter who knows what questions to ask, how to rearticulate your big, brilliant ideas and can synthesise it all down into neat, downright delicious bite-size* bits of copywriting.

*I say bite-size because nobody has the attention span for a novella anymore. Good copywriters are going to get to the point and get there promptly. Especially, when it comes to website copywriting.

If reading this felt a little bit exciting, you can book me by clicking here.

Collaborative, experimental and above all, a bit of a word nerd. My speciality is website copywriting coupled with brand voice building that screams (or whispers) your strongest selling points. When working with me I promise part passion, part psychology and a whole of easy reading.