What is a Copywriter?

You know what kind of job you CAN get with an English Degree? A copywriter. Yes, you can do much more than just teach with an English degree - you can have a whole career in professional writing as a copywriter. So, what is a Copywriter? Copywriting is a career that many don’t understand because it’s difficult to put into a box. Any industry you can name has a need for copywriting but not every business knows the value of having an experienced copywriter on their team. I’m going to break down the mechanics of a copywriter and you may discover how much you need one.

What is a Copywriter?

Copywriters are writers of copy. This is a gross oversimplification of the work, but it’s accurate. Writers in this field create copy for anything and everything their clients may need. This can range from social media posts to operations manuals. Copywriters can specialize in different areas and may choose to stick with one industry or they can take on clients from any field and adapt their writing to suit the needs of the client.

Note: While copywriters are typically creative and good at shifting from field to field - there is a very big difference between Copywriting and Copyright Law. But more on that in a different blog.

Writing seems like an easy task at the outset, however, once you start to understand the strategy, creativity, and expertise that’s required to produce impactful and effective content for your business, you’ll see the value in bringing on a copywriter.

Check out what services Ink Forged Agency offers.

What Skills Do Copywriters Need?

There are many skills that a copywriter must possess to be successful, here are a few of the top skills I look for:

Creativity

Creativity for copywriters is so much more than flashy catchphrases or snarky tweets - it’s having the skills to know their audience and produce engaging copy to draw in the right leads. Copywriters have to be persuasive and insightful all while incorporating brand voice and avoiding cliches.

Forming connections through storytelling is crucial when it comes to marketing so copywriters utilize narratives to bring a business to a recognizable brand. Creativity is crucial for a copywriter because without it – there’s no connection.

Strategy

Just like it takes a solid strategy to meet your goals as a business owner, a copywriter must organize, structure, and distribute content strategically to accomplish the following:

• Reach the intended audience with targeted messaging
• Keep up with current trends and ahead of the competition
• Maintain your brand voice and messaging
• Generate optimal leads
• Avoid untimely posts
• Maximize engagement and conversion rates by analyzing the performance of different copy elements
• Focusing on high-impact areas to ensure the efficient use of time and resources
• Implement long-term strategies to build relationships and loyalty over time, contributing to sustained business growth
• Adapt with an ever-changing market

A strategic copywriter sets clear, measurable objectives for copywriting efforts. This makes it easier to track success, understand what works, and make data-driven decisions to improve future campaigns.

Flexibility

One of my favorite things about being a copywriter is that every single day I get to do something new. No two clients have the same needs and no two projects are the same. I have to have the flexibility to work in varying platforms, industries, markets, audiences, and have the awareness to be culturally sensitive in the markets that differ from mine.

I also must be flexible when it comes to client feedback. It’s critical to maintain the wishes of the client without compromising the quality of the content. This has meant - at times- changing the full structure of a campaign to make the client happy.

Organization

As copywriters, we often have multiple projects on our plates at once and that makes organization critical to our success. A writer with a solid organization system will meet deadlines, maintain quality of work, and manage their time efficiently.

Copywriters are often working with different clients making organized client and team communication vital. This is why many copywriters find project management software helpful.

**I use ClickUp and the Google Suite to keep my schedule, projects, and clients organized.

Communication

A communicative copywriter is an effective copywriter. From understanding client needs to setting expectations, communication cannot be ignored and a good copywriter will likely over-communicate.

Not only do copywriters need to know how to persuasively communicate with an audience, but open communication with teammates and clients can help to avoid ambiguity, issues, and missed feedback opportunities.

Research

I am not a lawyer, real estate agent, financial expert, business consultant, or seller of stuffed animals, but I play one on TV.

Just kidding – however, I did at one point or another in my career as a copywriter have to write like I was an expert in these fields. I think the mark of a great copywriter is the ability to do the research and effectively communicate the authority of the brand as if they were the expert. Our clients ARE the experts, but they don’t have time to sit down and hold our hand as we create content so we must be resourceful and rely on our research and the clients’ feedback.

Rhetoric

We’re not talking about long-winded, impassioned political speeches - we’re going back to college days. Copywriters need to have a solid understanding of the different types of rhetoric and how they can be utilized: Ethos, Pathos, and Logos.

• Ethos: What authority do you have and why should your audience listen to you. Think brand recognition, testimonials, and authoritative, primary content.
• Pathos: What emotions can you pull on to make the audience pay attention. I.e. ASPCA, those ridiculously tear-worthy Publix commercials that come out each Christmas, etc.
• Logos: The statistics. Give them the facts and analytics so they know that your service gets results.

Once your copywriter knows the audience they will be addressing, they will know what strategy will work best.

Critical Thinking

The best tool in a copywriter’s kit is the ability to analyze issues and solve them to best meet the needs of the client. You never know what issues could come up, but a good copywriter will come up with a strategic solution.

As an example, a few years ago, I worked with a nutraceutical company that found themselves in crisis due to the FCC filing new regulations on marketing non-FDA approved products. Essentially, they couldn’t suggest that their products did anything other than exist. As a result, we were asked to overhaul their social media, blogs, website copy, and product listings to meet the new requirements of the FCC to avoid any issues. It was complicated and we had to do what I called “mental gymnastics” to get the messaging right, but the team I was working with was successful.

Overall, a strong copywriter will exhibit all of these skills and more in their work. Keep an eye on our website for more blogs on the skills of copywriters.

What Industries Do Copywriters Work In?

This is a trick question. It’s all of them. Every industry has a use for copywriting in 2024.

In the advertising and marketing industry, copywriters are pivotal in creating compelling advertisements, promotional materials, and digital marketing content. They craft persuasive messages for various media, including print, television, radio, and online platforms, ensuring brands stand out in a competitive market. Additionally, in the public relations sector, copywriters produce press releases, speeches, and other communication materials that shape and maintain a positive public image for organizations and individuals.

In the digital space, copywriters are essential in industries like e-commerce, technology, and software development. They create product descriptions, user guides, and website content that not only inform but also convert visitors into customers. The finance and insurance sectors also rely heavily on copy...