What is copywriting?
Copywriting is text or “copy”, written for the purposes of sales and marketing. Copywriting is both a profession and the work itself. In a nutshell, copywriters assemble vocabulary for use in advertisements, promotional material, direct mail, content marketing, press releases, leaflets, newsletters, blogs and social media posts. Copywriters may also assist with other aspects of marketing such as sales pitches and brand development.
The term “copy” is rather old; in use since the introduction of journalism at the turn of the 20th century, when “copyboys” were charged with running copy from writers to printing houses. Copywriters and journalists are different animals however. While journalists gather information and report on news and current affairs, copywriters write for the purposes of marketing consumer goods and services.
Contrary to popular misconception, copywriting is not the same thing as copyright law (the branch of Intellectual Property law that protects work from unauthorised reproduction). Copyrighting and copywriting are entirely separate. Copywriting relates to the creation of original copy that, by its very nature is widely reproduced and disseminated, and copyrighting means this: © -and all rights and protections that go along with the mark.
A further misconception is that copywriting focuses purely on advertising or advertorial copy for magazine or TV ads, à la Mad Men. Though copywriting does encompass advertising copy, there are many other branches of copywriting, including technical writing, commercial copywriting, website copywriting, editorial copywriting and creative copywriting.
Why is copywriting important?
Demand for specific, quality, results-driven copywriting has grown exponentially, since millions upon millions of companies compete for customer attention and customer acquisition and loyalty in business is highly prized. In addition, the internet means that content is now delivered in digital format moment to moment, supplementing traditional forms of marketing such as direct mail, print ads, brochures and catalogues.
With a sea of copy around us, companies must stand out by communicating in a way that is clear, informative, innovative and inspiring. Digital marketing is an art in itself, which includes writing for search engine optimisation (SEO), social media algorithms and pay-per-click (PPC) ads. Copy must be relevant and high quality in order to make readers engage with it, whilst being persuaded to make a purchase.
Ultimately, the purpose of copywriting is to help clients increase their customer acquisition, retention and engagement. Copy must fit the business and its target audience down to a tee in order to achieve its purpose. It must align with the company’s products and services yet also stretch the boundaries of what has been possible before, by speaking to the company’s customers in a way that resonates well and involves an unexpected angle or benefit.
Great companies use a voice that is both unique and consistent, often using powerful taglines. Companies that pioneer a great turn of phrase or inspiring call to action, stick in our minds often for decades, and make some businesses harder to compete with as a result. This is the essence of great copywriting.
Many business owners or founders, reach a point where producing enough engaging copy is a challenge and fresh approaches and ideas are required. At this point, employing a copywriter on retainer or on a per-project basis, eases the burden of keeping up with the volume of copy required for multiple channels and purposes. Think of copywriting as an extension of the sales and marketing department, required to help power business growth and free up managements’ time.
Where are copywriters employed?
Copywriters work for a range of companies, either as part of the in-house creative, marketing or communications team, for advertising agencies or as freelance entrepreneurs. Copywriting is a fast-paced career that can be broad-based or highly specialised. Copywriters spend time researching industries and products and services, and coming up with imaginative pieces that capture a target audiences’ attention, by adding value and inspiring customers to choose businesses and carry on choosing them.
Copywriters come in many varieties from a wide range of backgrounds, and work for businesses of all shapes and sizes, from start-ups, to family-run businesses to established and multinational corporations. It is fair to say that any business or creative house will need to produce sales and marketing copy on a regular basis and will need copywriting expertise as part of their overall customer outreach and brand visibility program.
What makes a good copywriter?
A good copywriter is skilled at listening as well as writing, and demonstrates true insight into what the client and consumer ultimately wants. Great copywriters are highly sought after. They are able to talk to the customer in terms of benefits as opposed to using sales speak or listing product features. Instead, they position the product or service in a way that is both relevant, enticing and helpful to the consumer.
A background in sales or marketing, coupled with formal training, industry knowledge or experience and passion, are also pre-requisite. The ability to work under pressure and reliably meet deadlines is a given, as is accuracy and the ability to write with clarity. According to the type of business in question, a good copywriter has the ability to speak the same language as the client and its’ customers, adopting the right tone that blends effortlessly with the brand.
The right tone might be of the boardroom, be technical or scientific, holistic, aesthetic or humorous - depending on the situation and brief. Versatility is also required, since copywriters are often tasked with writing in different tones for different publications and media. The job of a good copywriter is to blend seamlessly with the company’s mission and ethos, helping to hone, harmonise and streamline its’ sales copy and contribute towards an uptick in customer sales and engagement.
A good copywriter is also solutions-oriented, collaborative and uses reflexivity to ensure that their client’s needs are met and the partnership is beneficial. Copywriters are usually highly creative, curious people; keen observers, analysts, and natural wordsmiths that are able to present interesting angles and ideas for products or services, while offering insight or additional nuggets and trivia that may not have been paired together before.
They are adept at taking into account the mood of the time as well as being able to see what might be on the horizon in respect of the industry and competitive landscape in question. Great brands have the ability to constantly reinvent themselves, creating a new benchmark by being both innovative and prescient, and strong copy plays a role in this, alongside product quality and beautiful and inspiring visuals.
Great partnerships are built when there is real synergy between the copywriter and the client or company they work for. Effective copywriting is based on a great deal of research, coupled with imagination and deftness. Good copywriting enhances a product or service that is already great and focuses on its core and peripheral attributes and benefits in new and exciting ways.
Finally, a note from the founder:
At Lifestyle Copywriters, copywriting is the subtle craft of producing evocative, concise and engaging text to promote sales by encapsulating the client’s brand and ethos. Brand equity has never been more important and copy is a big part of the equation, alongside product value, creative and beautiful imagery, design and presentation.
As an accredited copywriter, I work with founders, small and medium or family-run businesses in the lifestyle and wellbeing industries. Having both a master’s degree in science (biology) and law degree, I have a respect for language, its’ usage and spirit, which helps me communicate in a direct and precise manner.
I am an avid reader with a broad range of interests, including the visual arts, travel, interiors, fashion, finance, fitness and the natural world. As a result, I am creative and innovative and tend to make connections that are fresh and unusual. My natural passion for all things lifestyle and wellbeing and my knack for distilling complex information and ideas into easy-to-read, powerful sales and marketing copy, make writing for my clients pleasure.
I blend my ability to listen and understand a company’s business aims, with relevant technical or scientific differentiators, to create helpful, engaging text aimed squarely at providing value for customers; helping to drive sales by positioning clients and their offering in a way that is authentic, compelling and innovative.
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