I was at a networking event recently and I bumped into someone I hadn’t seen for a while. In the course of our conversation he said, “So I know you’re a copywriter, but what is it you actually do?”
I was more than a little embarrassed. I witter on endlessly advising people to write simply and clearly and avoid using jargon and yet I’d inadvertently fallen into my own trap. I’d assumed everyone knew what a copywriter was.
So what is it that I actually do?
I write things – usually marketing materials, but sometimes other things too – for people.
My work is usually passed onto a graphic designer or web designer so they can make it look good rather than just being the Word document that I supply. Sometimes I work in partnership with the designer, other times I hand the work over to the client and they handle it from then onwards.
That’s the easy part.
Perhaps the thing that’s hardest to get your head round if you haven’t come across the concept of copywriting before is why you’d need a copywriter. After all, everyone can’t write, can’t they? Well, yes, they can.
So why do you need a copywriter?
Here are the main reasons:
You don’t have time
This is the most obvious reason. You’re more than capable of writing a brochure, a leaflet, a press release, a blog. It’s just that it’s been on your To Do list for at least six months and there’s always something more important you need to be doing.
You know your best skills lie elsewhere
Some people use a copywriter because they believe (rightly or wrongly) that writing isn’t their strongest point. They probably could write the article they’ve been invited to write, but they’d struggle to find the right words and they’d never be happy with the end result.
You can’t see the wood for the trees when it comes to marketing your business
One client came to me recently and said, “I need to take my offering right back to basics. My leaflets are always too confusing because I try to tell people too much. I need someone who can help me get my message out there in a way that people can understand.” And that’s exactly what I did.
I had another client recently – a one person consultancy – who freely admitted they’d struggle to write the content for their own website because they’d feel they were being too boastful. My role was to write copy that showed off their skills in a way they were comfortable with. I’ve just heard back today that I’ve succeeded in this task!
So there we are. That’s what a copywriter does and why you need one. If you’re interested in finding out more about how a copywriter could help you, please get in touch.
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