What is a Copywriter?

Telling people I’m a copywriter elicits some pretty interesting reactions. 

Sometimes I wonder if telling people I’m a ghostbuster might be more straightforward.

The first thing is that people generally associate it with the other “copyright”ing, and then I get asked if I’m a lawyer or into trademarks and IP.

And then when I explain that I help founders write their websites, people scratch their heads and i can see them asking themselves: that’s an entire person’s job??

And then even after we’ve talked for awhile some people refer to what I do as copyediting, which is NOT what I do, and then it becomes a very publishing-house, buttoned up, English-majors-only, lit library vibe. 

All in all, not at all answering what is a copywriter, let alone why our work is essential to small businesses and founders.

What is a copywriter?

And what do I do?

Sorry to break it to you, but being trained in the art of writing is only a small part of what a copywriter actually does.

I’d put a bulk of copywriting on the research phase:

Possessing an ability to see and listen to what your clients are doing. And who they attract, and what how they want to be perceived.

It relies on messaging, audience analysis, and yes, often good ol’ fashioned online stalking for quite some time. 

It's being the ultimate community builder, except you're doing it in someone else's voice.

Being a good copywriter relies on an ability to extract a big idea and pare it down to a few words, which requires a lot of choices about what to share and when. 

It brings in marketing knowledge in the organization and strategy of ideas, the psychology of relationships, plus the entrepreneurial spirit knowing that passion, quirkiness and wit can go a long way in some industries.

Those are the skills that will set a good copywriter – or any business owner who writes their own copy – apart from AI. It’s what will set a good, conversational, sales-focused copywriter apart from any of the buttoned-up writers you might find in Corporate.

What will a copywriter do for you?

The biggest thing a copywriter does is pull you out of your own world. And we all need that from time to time.

But also, copywriters bring strategy and psychology to a piece of marketing. How headlines land, how alliteration can be effectively employed, how the visual design of text can be compelling, and where elements should be structured on each page. It's all far more intentional than it might seem upon first glance.

Even more, a copywriter will help guide any user who visits your website to specific calls-to-action. Hence, sales-focused copywriting, which ALL copywriters should be doing.

A copywriter convinces the reader to always keep reading your material, continues educating your thought leadership, and infuses the right amount of social proof and evidence and industry knowledge to make your reader convinced you’re the solution to their problem.

A copywriter will write in a way that is compelling, strategic, and psychologically enticing while incorporating the rest of your business holistically. Copywriters often were many other things before they were copywriters, for good reason.

Could you DIY it?

Yes — Of course you can! I certainly did. I learned copywriting through years of Googling, practicing marketing on various projects and consulting, and honestly, too much trial and error on my own sites.

So I'm never going to be the one to tell you I'm the only one who can do this. 

But do you know how many times I’ve come to work with someone after they have been trying – for years – to put their site live online, only to have it been a work in progress…for years?

A copywriter has a well-practiced system, can guide you from strategy to implementation in just a few weeks. A copywriter should have audited a ton of sites, have a network of resources at their disposal, and be the guiding light to a new website revamp. If you want something done well, done professionally, and will really help your business get to the next level, a copywriter is one of the most valuable investments you can make.

Curious?

Ready to work with a copywriter?

If you’re interested in collaborating or hiring a copywriter, or god forbid becoming one?!? I’d love to chat! Reach out today and let me know which adventure you’re on, and how we can work together.