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What is a Copywriter (Really) - And Why You Should Care

The term "copywriter" often gets thrown around in the vast world of marketing and advertising. 

But what exactly is a copywriter, and why should you care about their role in your business?

What types of marketing writing are there?

There are two types of writing used in marketing - Content and copy. 

Content writing and copywriting are not the same. While they may share some similarities, they serve different purposes and require different skill sets.

Content writing

Content writers excel at crafting engaging narratives, educating the audience, and building brand authority through their writing. The type of content that these writers create is generally social media posts, blogs, e-books, whitepapers, and articles.


On the other hand, copywriting has a specific aim: to persuade and convert the audience. 

Copywriters are masters of concise, impactful language that captures attention, builds desire, and ultimately drives action. It’s about getting the click or the sale. 

The type of copy that copywriters produce is found in various marketing materials, including websites, product descriptions, landing pages, sales emails, and advertisements.

Do I need a copywriter or a content writer?

While some writers can excel at both content and copywriting, it's crucial to recognise that copy can be content, but content is not necessarily copy. 

Hiring a blogger or journalist to write your website copy may not give you the desired results. They may excel at creating engaging content, but crafting persuasive copy requires different skills.

So, what skills can a copywriter bring?

Copywriters are experts in the art of persuasion. They know how to tap into the emotional triggers of your target audience and compel them to take action. Whether making a purchase, subscribing to a newsletter, or filling out a form, a skilled copywriter can drive the desired behaviour.

Copywriters are well-versed in the principles of neuromarketing. They understand how the human brain processes information and can leverage this knowledge to create copy that resonates with your audience on a subconscious level. Copywriters can influence decision-making by appealing to their emotions, desires, and needs.

Copywriters are skilled in the art of conversion copywriting. They know how to optimise every word, sentence, and call-to-action to maximize conversions. They can turn visitors into customers and prospects into leads through compelling headlines, persuasive body copy, and well-crafted calls to action.

A copywriter's work is rooted in understanding the target audience. They conduct thorough research to gain insights into your customers' pain points, motivations, and desires. Armed with this knowledge, they can create copy that speaks directly to your audience's needs, establishing a strong connection and building trust.

Copywriters rely on data to inform their strategies and refine their approach. They analyse metrics such as click-through, conversion, and engagement data to identify what works and needs improvement. By leveraging data-driven insights, copywriters can continuously optimise their copy for better results.

Ethical copywriting is paramount in building a trustworthy brand. Copywriters adhere to ethical standards and ensure their copy is transparent, honest, and respectful. They aim to create a positive user experience and maintain the integrity of your brand while driving conversions.

Copywriters should be well-versed in search engine optimisation (SEO) techniques. They understand how to incorporate relevant keywords, optimise meta tags, and structure content to improve search engine rankings. By crafting SEO-friendly copy, they can drive organic traffic to your website and increase visibility.

When should you consider using a copywriter?

Launching a New Website:
Your website is often the first point of contact with potential customers. Hiring a specialist copywriter to create compelling website copy ensures you make a strong impression, clearly communicate your value proposition, and drive conversions from the get-go.

Developing Product Descriptions:
Effective product descriptions can make or break sales. A specialist copywriter knows how to highlight your products' unique features and benefits, compelling visitors to make a purchase. They can craft persuasive copy that resonates with your target audience and maximizes conversion rates.

Crafting Sales Emails and Landing Pages:
Email marketing and landing pages are powerful tools for generating leads and driving sales. A specialist copywriter can create attention-grabbing subject lines, engaging email content, and persuasive landing page copy that compels readers to take action.

Running Paid Advertising Campaigns:
Paid advertising requires concise, persuasive copy that grabs attention and encourages clicks. A specialist copywriter understands the nuances of crafting ad copy that stands out in a crowded marketplace and delivers a strong return on investment (ROI).

Copywriters have a vital part to play in your marketing and advertising efforts. 

They possess the skills and expertise to craft persuasive copy that drives conversions and connects with your target audience. 

By hiring a specialist copywriter when needed, you can ensure that your brand's message is effectively communicated and your marketing efforts give you the results you’re looking for.

Looking for a copywriter for your website?