28 Feb What Does A Copywriter Do – And Why Do You Need One?

Copywriting has changed dramatically since the days of Mad Men

Written by Daniela Cavalletti

One of the most important jobs of a good copywriter is to develop written content free of confusing jargon. It’s silly then that, as content writers, we have to go by the somewhat obscure name of ‘copywriters’.

My Daughter, The Copywriter!

My dad’s terribly proud of what I do, and the business I run. But he’s still a bit hazy on what his figlia gets up to when she’s ‘copywriting’. “Something to do with creating words … marketing, business stuff, I think … Cara, why don’t you tell Sandro what you’re working on right now?”

Smooth, Babbo, smooth! And understandable.

‘Copywriting’ is not a term that comes up in everyday conversation. And that is sometimes easy to forget when you are deeply immersed in it yourself; day in, day out.

Copywriting Demystified

There are a couple of common misconceptions about copywriting that we need to get out of the way first:

1. Copywriting has nothing to do with applying or specialising in copyright law – it just has, confusingly, a similarly pronounced name.
2. Thanks to the huge success of TV series Mad Men ‘copywriting’ started to roll off the tongue of many a fan. But it perpetuated the notion that all copywriters are advertisement writers. Not true. It’s just where it all started, term wise, in the 1950s.

So, What Exactly is Copywriting?

Let’s start with ‘copy’: all it means is text, words. The sentences you’re reading right now. So, at its most basic, ‘copywriting’ simply means creating written words, sentences, paragraphs.

But, beware: copywriting is not just stringing words together. So much more goes into creating text that has value and impact, and therefore is true copywriting.

Most of us can write, but few of us will become master copywriters. It takes years of experience. Of listening, of reading, of curiosity. Of loving language, of understanding the nuances of what makes us human. You must have empathy and patience. Tell a captivating story, while applying logic and emotions in varying measure (but never be without either).

Copywriter vs. Content Creator

There are probably as many varying definitions of what makes a copywriter a copywriter (and is it the same as a content creator?) as there are writers, marketers, and articles written about the subject.

Some stick with the angle that “copywriters used to write ads, so they are all about selling benefits and persuasion” while content creators “write about facts and features to inform”.

Applied in the real world copywriting and content creation are synonymous. There are specialised sub-groups of copywriters (such as technical writers, marketing writers, and tender writers, for example) but the good ones have a very similar set of qualities, skills and process to deliver the goods:

The art of copywriting, of content creation, lies in asking the right questions.
Then finding and closely listening to the answers.
And, finally, creating clear, convincing and compelling content that fulfils an objective.
Be it to sell, to inform, to teach, or to entertain.

To slightly bastardise a quote by legendary copywriter Shirley Polykoff (she of the revolutionising 1950s’ “Does she … or doesn’t she?” Clairol ad campaign):

“Copywriting is a direct conversation with the reader.” … As copywriters, it’s our task and duty to create a satisfying, engaging and purposeful dialogue with your audience.

Why Your Business Needs a Copywriter

Hey, nobody is saying you cannot write your own website, marketing brochure, white paper, annual report, tender, sales pitch, speech or awards application. There are many fine writers out there in the business world, and you may be one of them. But … here’s the crux; if you are running a business or managing a team, at least one of these problems likely applies to you:

1. You have no time to research, interview, write, review, fine-tune and proofread on top of all your other work
2. You have no real interest in writing
3. You don’t have the experience to adjust your writing to all different styles and mediums of writing
4. You don’t know how to reach your audience and make them leap into action
5. You have many people or departments that give input into a piece of writing (a product launch, an annual report, a presentation to the media, say) – and things can get political if one of you takes the lead

Are you (and your business) not better off spending your time on generating business, working with your core skills – and doing what you do and love best?

What Can a Copywriter Do for You?

The most important thing to remember is that for us copywriters it’s all about you and your goals. We use your tone of voice, adhere to your style, help you achieve your intended outcomes.

The main areas of copywriting for businesses fall into marketing writing (websites, brochures, blogs, ebooks, video scripts, newsletters, case studies, etc.) and business writing (tenders, annual reports, submissions, applications, speeches / keynotes, manuals, sales pitches, white papers, etc.).

Whatever the medium, though, you are always in control of the message we create for you. Be it to promote your service or product, helping you win that grant or award, or demonstrate your expertise and thought leadership to your audience.

Seasoned copywriters are versatile, quick learners and thinkers, thorough. They bring experience but no ego into our writing. We write, you comment, we edit as needed. Your name will be on all the content we create, and the copyright (i.e. the legal right to the content created) is all yours. At least if you work with us at CavaCom; always check this important bit when you choose a copywriter.

How to Find (and Keep) The Right Copywriter for You

Most copywriters work as individual freelancers, and they often specialise in a particular area of writing. This helps ensure deep knowledge in one niche, but can create an issue with quick and consistent availability. Us copywriters can do some amazing work – if I say so myself – but we only have 24 hours in a day as well, need a holiday and fall sick on occasion.

Each project requires delving deep into what you and your company stand for, who your target market is, distilling your message and goals, understanding your product features and benefits, … and more. The best results come through getting to know these things intimately and precisely – and adjust our understanding of them as they change.

Therefore, the first thing to decide is whether you need a one-off writer for a particular project only, and when for. Or are you in fact looking to forge an ongoing relationship with an expert team that will become a reliable part of your smoothly-run business? A one-off assistance, or your (outsourced) communications department, with specialised on-tap content creation abilities?

After uni, I worked in a number of businesses in the marketing and sales departments that required the occasional specialised copywriter on various projects. While there was not enough work to hire a staff member, we had many different projects coming up regularly, for which we tried to find freelancers. More often than not, though, things became burningly urgent because we could not find the right fit writer at all or simply not in time – and so we had to cram that work into our own busy schedules.

Unsurprisingly, the results were not always what we hoped for.

The A-Team of Copywriting

When I started my own copywriting business, Cavalletti Communications, it was important to me to always be able to help my clients exactly when they need my help. I couldn’t do that on my own (I do need sleep!).

The solution was to assemble an A-Team of copywriters, editors and proofreaders that are versatile but all have a specialisation. Key-person risk or waiting times are something our clients never need to worry about. We match the best writer(s) to each project and have back-ups in place to become valuable, supportive partners to our clients. Whether it’s to effectively work on a one-off project or build long-term relationships.

It’s a Wrap

To find the right copywriter or copywriting team for you, become clear about your needs, your worries, your constraints. Speak to a few copywriters to find the right fit – and go with your gut.

Because good, influential writing starts with open communication, understanding and trust.