What’s a Copywriter?
A copywriter is not a copyrighter. If you’re unsure what a copywriter is, your first thought is probably about the legal protections of a book, magazine, sound recording or other intellectual or creative property. We’ve all opened books to the first page that has the © symbol and said, “oh, here’s the copyright”.
Copywriting, on the other hand, is something else entirely its own animal. Copywriting, with a “W” and not an “R” is a writer that creates “copy” or advertising and marketing materials.
Other common forms of copywriting may be Facebook, Twitter or various social media content. Copywriters write copy for big Fortune 100 companies to the neighborhood plumber and everything in between.
If a business has any kind of marketing materials whatsoever, it has a use for copywriting.
There’s a multitude of reasons why any business owner or operator that uses logic and reason to make decisions would choose to hire a professional copywriter. Here are just 3 easy, back-of-the-napkin reasons:
You’re Not a Professional, Experienced or Naturally-Born Talented Writer
Writing is a developed skill that takes repetitive and consistent practice before any material of value starts to flourish. Can’t you just write it yourself? Sure, of course you can.
You know how to read and write. You’ve probably been reading and writing for twenty years now, but does that mean you should, or that you’re any good at it?
Let’s say a carpenter wants to start marketing his services. First, he’s going to need a web page, and that site isn’t going to write itself. Of course he can write it himself, but is this the highest and best use of the carpenters time?
He isn’t going to write the material any better than I can hang a ceiling fan, (I wouldn’t even know where to start if I had to hang a ceiling fan).
What happens when you get writer’s block? How are you going to know what to write?
Does this material sound good? Are readers going to understand what I’m trying to say? These are all issues that copywriters deal with all day, every day.
It’s a developed skill, and if you haven’t developed it, you should consider outsourcing it to someone who can tackle creating your content in a more efficient and effective way.
Imagine both a carpenter and a copywriter charge $50 an hour, the copywriter may create a website landing page in 3 hours versus a carpenter doing the same writing himself and taking 2 full days, and the copywriters will be more effective. And after 2 days, my fan would probably fall out of the ceiling!
Have you ever listened to someone who is over-educated or above your level trying to sell you a product or service and you had no idea what they were talking about?
Steve Wozniak and Steve Jobs created Apple Computers together. One of the factors of their success was Jobs knew how to connect the dots between the customer and the product. If Wozniak was up on stage giving a keynote address of a new product, none of the journalists in the audience would have any idea what he was saying. Their thoughts would’ve been lost in transistors and circuit boards.
The most money spent on advertising is in big pharma and auto sales. When these companies write their copy they don’t use doctors and engineers to do it. If they did, the amount of time and money wasted would be unimaginable because no one would understand the copy and the copy would not lead to sales.
Emotionally Disconnecting and Reconnecting With An Audience
Ask any professionally licensed Realtor and they’ll tell you how difficult it is to close a deal on any property that’s For Sale By Owner. A primary reason for this is how an owner perceives value. An owner who has raised a family and created years of memories and emotions in a property will value it much differently than an unbiased 3rd party professional.
If you’re trying to sell a product or service, you may not immediately perceive customers intentions for buying it. As Henry Ford once said, “If I had asked my customers what they wanted, they would’ve told me a faster horse.”
Copywriters are very good at determining the reasons why a customer would need a business’ product or service and exploiting those reasons by filling the copy with the correct words that a customer will identify with as suiting their needs.
All business and all sales start with good copy. If you don’t have effective copy, your customers won’t know you exist, and they won’t know why you exist. Copywriters are really translators. They know the right questions to ask a client, to carve words into copy that will connect with customers. Good copy converts to more profit.