What Does a Copywriter Do Well (Their Super Power)
What does a copywriter do? It’s a question commonly asked by those new to business and marketing, who hear about the perks of using a copywriter but aren’t sure of what that actually means.
The question is really based on a lack of understanding of the difference between writing ‘copy’ and ‘normal writing.’ So, what is a copywriter?
The Basics of Copywriting
Basically, copywriting involves writing words in a way that present a business, product or service in the best possible light to a targeted customer. In that sense, copywriting is clearly a different skill from writing a research essay or a letter to the editor of a newspaper.
Writing copy that sells is not a skill that comes naturally to many people.
That’s where copywriters come in. If you’re self-employed or run a small business, the odds that you or one of your employees has the necessary skills to craft really effective copy for your marketing needs are low.
This is why many businesses outsource their copywriting projects to a freelancer.
The Process of Copywriting
A freelance copywriter will discuss your project with you to get a clear understanding of how your business works.
A copywriter needs to know about aspects of your business like your target market, the services or products you offer, and what makes you different from your competitors.
The goal of a copywriter is to draw out the benefits of what you offer and express them in a way that will speak clearly to your target audience.
Your copywriter should also be able to present your business succinctly in a way that clearly emphasizes the areas in which you stand head and shoulders above your competitors.
Evaluating the Results of a Copywriting Project
Ultimately, the job of a copywriter is to ensure that a significant percentage of the people who see your marketing message will actually take the time to read it, and then take action that benefits your business.
When you hear talk about conversion rates, this is what is being discussed.
In order to do this a copywriter needs to be able to get inside the head of your ideal customers, to write copy that will grab attention and create an emotional response in the reader.
Creating an emotional response is the best way to lead a reader towards taking further action.
What Makes Online Copywriters Different
An online copywriter also has another responsibility. Being visible on the Internet can be a lot more difficult than it is in the physical world – it’s not just a matter of putting up a billboard on a busy street and waiting for the phone to ring.
On the Internet, the traffic must come to you. The way your marketing materials are written will influence the amount of traffic you get, how targeted it is, and how well it converts to sales.
For instance, in order for your website copy to be found and indexed by major search engines like Google, your website content copywriter needs to have a solid understanding of how to use specific keywords to optimize your site for the search engines.
This must be done without sacrificing readability for humans or compromising conversion rates – which can be a very delicate balancing act.
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