What does a copywriter even do anyway? Here, we answer all the questions you were too afraid to ask.
If you’re confused about what a copywriter does, you’re not alone.
Whenever I meet new people and get asked the question, “So what do you do?” more often than not, my answer elicits blank stares.
No, a copywriter doesn’t have anything to do with copyrights. But maybe that’s a blog for another day…
For now, let me answer your questions about what a copywriter does and whether you need one for your business.
What does it mean to write copy?
Writing copy is writing text for marketing or communications. This can include nearly anything, from labels on cereal boxes to detailed government tenders. Copy can be in print or digital.
Copy includes:
- Websites
- Articles
- Blogs
- Advertisements
- Brochures
- Flyers
- Social media posts
- Press releases
- Product descriptions
- Emails
- And so much more…
Who is a copywriter?
A copywriter writes copy. They might write copy in many diverse forms, such as those listed above. Or they might specialise in a specific type of copywriting.
Some of the most famous copywriters in history wrote advertising copy. For example, David Ogilvy wrote famous advertorials for Rolls Royce and Schweppes. But copywriters don’t necessarily write ads.
What are the types of content writing?
Content is a loose term. It’s meaning depends on the context in which you use it. So in this definition, we’ll stick to what it means within marketing.
Content writing is sometimes differentiated from copywriting. If so, content writing refers to content that doesn’t overtly direct you to perform an action.
For example, copywriting would refer to penning things like Facebook ads or printed product brochures. Whereas content writing would refer to scripting informative blogs or vlogs.
The terms content writing and copywriting are often used interchangeably. The same person normally has both skillsets and performs both tasks.
Types of content writing include:
- Blogging
- Scripting videos or podcasts
- Reviewing products
- Crafting case studies
- Creating social media messages
What does it mean to be a content creator?
We’ve already talked about content writing, but content isn’t limited to the written word. Content can include images, video and audio. A content creator is someone in marketing who creates, or co-ordinates the creation of, content.
Who is the best copywriter?
As you’ve seen, copywriters are very diverse. Measuring one type of copywriter against another is a bit like comparing apples and oranges. You might have better luck at finding the best copywriter within a specific industry or niche.
The answer to this question also depends on how you measure “the best”. Do you define “the best copywriter” as one who has the most successful business? Or one who produces the best results for their clients? Perhaps you measure “best” in terms of creativity, originality or industry awards.
How do I find a copywriter?
There are a few ways you can find a copywriter.
- Recommendations
If you’re looking for a new copywriter, the best place to start is by asking your contacts. Ask for a recommendation from your local businesses or partners. Follow this up with a discussion about their recommendation. Determine what the copywriter is like to work with and whether they’re a good fit for your business.
Googling for a copywriter can turn up an overwhelming number of results. It can also turn up copywriters who specialise in different industries to yours, and copywriters who are out of your price range.
If you google copywriters, narrow your search down to your industry or location.
e.g. “not-for-profit copywriter Melbourne”
Next, find out if a copywriter is a good fit by reading their website. Take a look at their digital portfolio or case studies to see if they’ve worked in your industry.
- Classifieds
You can use all the usual outlets to create a classified for a copywriter, such as Seek or Jora. Consider creating a job or “gig” listing on a creative industries website like The Loop.