What the hell is Copywriting anyway?
When recently introducing myself as a copywriter in a group zoom, I was taken aback by our facilitator saying that there’s no such thing as a copywriter. She continued by saying: “It’s an outdated term and the correct term is content developer or content designer.”
Rather than argue I just nodded and thought to myself with a grin, 'well I know about 450 other copywriters who still call themselves that.’ Yes, I’m a member of a copywriting cult.
It got me thinking though that perhaps people don’t know what a copywriter actually does and why people need them. It can be confusing when there are so many other terms that people have thought up, but they really all come under the copywriting banner.
Architect, developer or designer
So, whether you are a content architect, developer or designer, the common theme is that you write copy, that is the end result.
Unlike Good Coffee
Unlike good coffee most people, when they read good copy, don’t even notice. That’s when You. Know. It’s. Good. It flows like a conversation with a friend, it talks to you, answering all your queries without you even having to ask. It’s easy to understand, talks your language, they ‘get‘ you and it feels comfortable.
Brands that come to mind are Who Gives a Crap, Koala Mattresses, Zero Co are a few of my faves.
Not so good copy
On the other hand, people do notice when copy is, I won’t say bad, simply not so good. It feels clunky and forced. You have to search for the info you need and it may be in too much industry gobbledygook for you to understand, or hidden deep within thousands of words. It just becomes too difficult and you leave the website or throw away the flier.
It’s all about words
Are you beginning to understand? It’s all about words.
Copywriting is crafting words for websites, emails, letters, fliers, scripts and signage. Anywhere a business interacts with customers and potential customers using the written word.
Why do people need others to write for them? Well, a myriad of reasons spring to mind:
Writing’s not their thing
Time poor
Too close to the industry
Uncomfortable writing about themselves
Use professional services for other areas
English is a second language
Writers Block
Engage your audience
When you’re telling the world about what you offer you have to engage with your audience, and you don’t have much time to do it. Using a professional writer gives you an advantage. They cut the crap and help you to find your target and talk to them in a way they can relate to. People buy from people, so starting a conversation they understand from the get-go is a winning strategy.
So next time you’re faced with a blank doc you have to fill, get a professional to help you tell your story.
