“So what sort of work do you do?” - a time tested ice-breaker in social situations, when you are meeting new people. Quite often I am met with a blank look when I say I write copy.
I explain a little further…. “I write copy for websites, blogs and e-newsletters – that sort of thing.” That usually helps and then people say, “Oh I need help with that. I just don’t have the time and I am not a wordsmith.”
The thing about being a copywriter is that it is so much more than WRITING.
What you are paying for:
- Writing
- Research
- Interviewing
- Editing
- Proofreading
- Project management
- Sourcing of images
- Planning and implementing marketing plans
If you are looking for a copywriter, you need someone who has a marketing head. Being good with words is not enough. Your client will have an agenda, usually to promote a product, educate, demonstrate expertise, tell a story. Your writer needs to be able to put themselves in the customer’s shoes so that they can influence them to act.
My favourite clients are those that have a clear vision on their key messages. They know who they are as a brand and what problems they are solving! Brand personality and a consistent tone of voice are golden tools for the copywriter. They are also key to you establishing your point of difference in a cluttered market place.
Copywriters have to be versatile and quick learners to keep their clients happy! They also have to make edits that not only keep the client's marketing department happy, but their legal, sales and brand police happy too.
Words are what you will get in the end, but we spend a significant part of our time researching, interviewing, thinking, tweaking and formatting. These are seemingly peripheral tasks that take TIME – and they are essential to achieving a quality result!
If you need help get in touch.