What is a Copywriter - And Why Do You Need One?
I know what some of you are thinking: 'Copywriting? Isn't that something to do with that little 'c' in a circle'. Well, thankfully not. Copywriters actually do something much more interesting than specialising in copyright law ©.
Instead of stopping people from doing things (like photocopying the latest bestseller) copywriters actually open up a world of opportunity for businesses. We're 'can do' people rather than 'no you can't'.
Basically copywriters write 'copy'. That's the words you see in adverts, magazines, letters, mailshots and newspapers. We also write words you can't see, such as voice-overs in television and radio adverts. We're also creative people who think of concepts and ideas to help sell products and services.
However, to stop the definition there would do us a huge disservice. To be a copywriter - a good one anyway - you need to have excellent business sense and a thorough understanding of marketing practice.
Copywriters are, after all, salesmen; but rather than knocking on doors, or hanging around used car lots, we do our talking behind closed doors by writing clear, concise, persuasive 'copy'.
In the process, we make adverts, websites, brochures, letters, flyers, leafelts, emails and mailshots work a whole lot harder.
Copywriters are not just good writers; if they were, any Tom, Dick or Harry with an English degree could be one. Copywriters understand the science of selling - and they know which sales techniques work in different media.
A copywriter's formula has been perfected through experience and, in some cases, experimentation. We know how to structure adverts; we know the best position to put 'calls to action' (phone number, web addresses etc); and most importantly of all, we know how to write in a tone of voice that speaks to customers.
Different people - whether they're Mums to be, or senior financial accountants - respond to different types of language. If you talk to surfers in office speak they'll run a mile; say 'hey dude' to the CEO of a major corporation and they'll do the same (unless, of course, they're Richard Branson).
A copywriter therefore has to be flexible enough to know which words, and which tones of voice, appeal to different people. It's not always about writing 'copy' that's grammatically perfect. It's about getting the message across effectively. And if that means occasionally bending the rules - like starting a sentence with 'and' - then that's what we'll do.
So what do you get for your money? More money is the obvious answer. Effective business writing can generate more enquiries, boost sales, get customers on your side, improve the image of your company and ultimately improve your bottom line.
It also saves you and your employees time. Letting us, the experts, do your business writing for you lets you concentrate on your own area of expertise: running your business. Nothing should interfere with that.
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Tel: 07811 519 211
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