What is a copywriter?
A copywriter is a professional who specializes in writing persuasive sales copy for product sales pages, landing pages, email opt-ins, social media posts, and just about anything that requires a customer to take action.
Copywriters are obviously writers by trade. That’s the primary part of their job. But they also must possess specialized copywriting skills and search engine optimization experience so they can write persuasively.
Many experienced copywriters have a background in creative writing studied the psychology of buyers so they know what buttons to push in their language. They also understand your products in detail so they can highlight the right benefits to the right potential buyers.
You can find plenty of copywriters online. A simple Google search will provide results. There are also many freelance work sites that feature copywriters, along with other marketing professionals.
When interviewing full-time or freelance copywriters, be sure to review examples of their work, especially if they have examples in your industry.
How does copywriting differ from content marketing?
You may have heard the term “content marketing,” which is another form of professional writing. While content marketing and copywriting are similar, they are not the same.
As we’ve discussed, copywriting is persuasive in nature. It is meant to persuade a person to take action. Good copywriting convinces a person to buy the product or join the email list or make some other decision that moves them along the buying journey.
Content marketing is informational for the reader while being optimized for search engines. Blog posts, infographics, and white papers educate and inform the target audience so they may move closer to making a buying decision. High-quality content marketing can also enhance the knowledge and authority of the business so it has more credibility with potential buyers.
Assume you own an air conditioning company. An example of content marketing could be a blog post that educates readers on why it is important to regularly change their air filter. It educates your readers, provides them with free information, and makes you look reputable and knowledgeable.
A landing page where the customer can sign up for a discounted spring air conditioner tuneup would be an example of copywriting. You’re trying to convince the reader to take action (action words always help). There’s a persuasive element that must compel the buyer to register for the service.
Both types of writing are important, and both can influence your sales. However, content marketing and copywriting are two very different types of writing.
Why is writing copy important?
How important are copywriting strategies to business outcomes? Copywriting is important for a few reasons. One is that it can have a tangible, substantial impact on your sales and thus your business’s success.
If effective copywriting increases conversions by even just 1%, that can be enough to make or break a business depending on the volume of visitors and the price of your product.
The other critical part of writing copy is that it represents your brand to buyers---either through a social media post, website or email marketing.
Whether or not they take action, website visitors will walk away from the experience with a perception of you and your company. The copy on your landing page is your opportunity to convey who you are and establish your identity.
Should your copy be professional and serious? Maybe it should be fun and quirky? Maybe a sarcastic tone is appropriate?
There’s no right or wrong answer on voice and tone in copywriting but once you choose a writing style---stick to it . It depends on who you are as a business, and then it’s up to the copywriter to capture that tone.
7 elements of great copywriting strategies
What makes for great copy? There are a lot of different elements that could be on that list, but below are seven common elements you’ll find in effective copywriting:
Grammatically correct language
Copywriting doesn’t have to be 100% perfect grammar. It’s not like the English papers you had to write in college, where grammar errors are never acceptable.