"I'm a copywriter!" I said enthusiastically. Time seems to have disappeared on her, what with me doing this for half a decade. But I digress...

"A what?! What even is that?" came the reply. 

I know. Look, I get it. It's what we do when we think everyone knows what we do—and they don't, lol. Cue a blank stare and a long silence.

So go on, let me explain precisely what copywriting is right smack bang here in this post...

You're a Great Writer But...

Copywriting is a term often thrashed about in marketing like it's a badge of honour, but most people get it (desperately) wrong if you ask me.

At its core, copywriting is a pure artistic and creative process of writing words for advertising and selling stuff. Generally, 'copy' is words that persuade the reader to take action. 

​

Okay, Still, What Is Copywriting? (Tell Me!!)

Put simply, copywriting, or writing 'copy' is happening when you provide or have:

• White papers
• Blogs & articles
• Any promotional materials type things
• Social Media posts (really!)
• Websites 
• Email marketing
• Print ads
• A free e-book
• Product descriptions
• Flyers
• Advertisements
• Scripts (such as TV interviews and radio ads etc)
• Press releases - now *disclaimer! Some copywriters don't do these, but I mention them purely because I got my big break in PR - and I write them. Often, it's the PR business who'll sort out a press release (but sometimes not!)

Note! It's not an exhaustive list - just giving you an idea here. 

Whether you want your readers to buy a product, sign up for your service, or be social with you on IG (is it too much to freaking ask?!), the words you use make all the difference. 

Good copywriting is about way more than stringing together a few snazzy phrases— it requires a deep understanding of the audience and what motivates them to act.

Conversion Rates? Go On...

As a copywriter, I create content that persuades people to take a specific action, such as buying something. Most of the time it's that. Or signing up for something. Meaning - you could say that copywriting is the art of using words to sell a product or service.

Utterly brilliant copywriting requires creativity, research, and marketing know-how. It's about crafting a message that speaks to the reader's needs, desires, and fears while addressing any objections in the same way.

To be a successful copywriter (aka booked out), you must have a firm grasp of language, style, grammar, and punctuation. 

You should also be able to write in different styles and tones, depending on the audience and the product or service being advertized.

A lil' On Copywriting History

Copywriting has a loooong, rich history that dates back to the early days of advertising. The first known (believed to be!) advertisement was a flyer created by William Caxton in 1472 to promote a book! I love this stat haha! But I guarantee you market stall sellers and whatnot would've gauged chalk onto slate slabs or stone before that so people bought their goods and noticed their 'offers'.

Since then, copywriting has evolved to a complex, highly sophisticated, competitive AF field.

In the 19th century, advertising became widespread, and copywriting took on a more critical role. Advertisers realized that they needed to create compelling and persuasive copy to sell their products. This led to the development of the first ad agencies, which specialized in creating ad campaigns for their clients.

The 20th century saw the rise of mass media, which further increased the importance of copywriting. Advertisers now had access to TV, radio, and newspapers, which allowed them to reach a much larger audience. Copywriters became essential members of advertising teams, and clients closely scrutinized their work.

And now? With the rise of the internet and social media, copywriters are responsible for creating pretty much most of the content for websites, blogs, and social media platforms. 

Types of Copywriting? Go On Then...

As a copywriter, I specialize in several types of copywriting, each with its unique style and purpose. They may (or may not) include:

SEO Copywriting

This is my go-to specialty. Being an SEO copywriter (SEO stands for search engine optimization), I'm all about writing optimized content and copy for search engines so it ranks on the first page of Google, ideally in position 1. This type of copywriting involves researching keywords and phrases that people are searching for to help a website or web page (like a blog) rank higher in search engine results pages (SERPs). 

SEO copywriting aims to drive traffic to your website and increase your visibility online through organic means (free advertising rather than paid)

Technical Writing

Technical writing is a highly specialized form of copywriting focused on creating content for technical or scientific fields. This type of writing requires a deep understanding of the subject matter and the ability to explain complex concepts in a way that is easy for non-technical people to understand.

Creative Copywriting

Creative copywriting is equally my specialty, and its all about using language in a way that's engaging, entertaining, and memorable. This type of copywriting is frequently used in advertising and marketing campaigns to help brands stand out from the competition, creating a strong emotional connection with the reader.

Sales Copywriting

Sales copywriting is focused on creating content to persuade people to take a specific action, such as purchasing or signing up for a service. This is also called 'direct response copywriting.'This type of copywriting is used in direct mail campaigns, email marketing, and sales pages.

Content Copywriting

Content copywriting is all about creating high-quality content designed to inform, educate, and entertain the target audience. It's found in blog posts, articles, and social media to build brand awareness and establish your authority in your industry.

The Copywriting Process (Mine Anyhow...)

Love a process? Me too!

My copywriting process has four key ish stages: research, drafting, editing, and publishing.

Research

Before I start writing, I need to thoroughly research the brand and topic I'm writing for - more importantly, the target audience. This involves understanding pain points and identifying their wants and needs. I also research the product or service I'm writing about and the competition. During this phase, I send a creative brief to my clients to fill in as the (sometimes!) know their ideal customer better than me!

Drafting

Once I'm done with the research side of things I begin drafting the copy. I start with a first draft which is often the best in my case, but always have time for editing obviously. It's essential to keep the target audience in mind when writing, as well as the goal/aim of the copy. I frequently use persuasive language and a human, chatty, conversational tone to engage the reader and keep them interested.

Editing

After I've written the first draft, I edit the copy. This includes checking for grammar and spelling errors, ensuring the copy is clear and flows well and is engaging to read. I might make several rounds/days worth of edits before I'm satisfied with the final copy!

Publishing

Once the copy is finalized, it's time to hit the ole' publish button. This could be on a website, in an email, or a print ad. I make sure the copy is formatted correctly and looks visually attractive. I also track the performance of the copy to see how it's resonating with the target audience and make adjustments as needed at 3 and 6 month stages. 

Key Elements of Fabulous Copywriting

Clarity

Friends, if you take one thing from this post, it's this: Clarity is Queen (or King?!) You want your copy to be crystal clear so your audience knows exactly what you're trying to say. This means using simple language, avoiding jargon, and being as straightforward as possible. If your audience doesn't understand what you're saying, they won't take the action you want them to take.

Concise

In addition to being clear, your copy also needs to be concise. People have short attention spans (fact!), and if your message is too long or too complicated, they will tune out. Keep your sentences short and punchy (to the point), and use bullet points or lists when you can. This makes your copy easier to read and more engaging.

Persuasive

Without doubt, the ultimate desire of great copywriting is to persuade the audience to take a specific action. To do this, you need to be persuasive. This means using compelling and convincing language and highlighting the benefits of your product or service. Use testimonials or case studies to back up your claims, and make sure the copy is focused on the needs and desires of your target audience.

Call-to-Action

Finally, every piece of copy needs a strong call-to-action (CTA). This is the part where you tell your audience what you want them to do next. Now, don't overthink this bit!

Whether it's to buy your product, sign up for your newsletter, or contact you for more information, your CTA should be clear, concise, and compelling.

Basically, use action-oriented language and make it as easy as possible for your audience to take the desired action. 

Copywriting Examples (For Examples Sake...)

Copywriting for Social Media

Social media platforms are an integral part of our lives whether we like it or not, and businesses are leveraging them to reach their ideal audience. Good copywriting in captions can make the difference between a sale or no sale believe me!

Copywriting for Email Marketing

Email marketing is still the best way to make sales in digital marketing - with a far higher return on investment than social media. That's because your audience is already warm and primed because they signed up to your email list through choice (and an awsome lead magnet)

Copywriting for Websites

A website is the first point of contact between a business and customers in many circumstances. Understanding the importance of web copy that's informative, engaging, and search engine optimized is critical for the website to get found! Headlines, subheads and bullet points make the content more scannable and user-friendly. The goal is to keep the visitor on the website and encourage them to take action.

Improving Your Copywriting Skills

YOU can improve your copywriting skills starting, like, right now!

Here's how:

Read My Blog Posts

There's a lot of copywriting teachings on this blog already, on things like headlines, style, brand voice, and soooo much more. So what are you waiting for? Dive in! Explore. And just start writing!

Writing Workshops

Writing workshops are a fab way to improve your copywriting skills. These workshops are often led by experienced copywriters who share their knowledge and expertise. 

Online Courses

Online courses are another excellent way to improve your copywriting skills. Many courses cover various aspects of copywriting, from writing headlines to crafting compelling calls-to-action. These courses often allow you to practice your skills and receive feedback from experienced copywriters.

Practice and Feedback (and repeat!)

Practice is essential when it comes to writing better copy. The more you write, the better you'll become. It's also vital to receive feedback on your work to identify areas for improvement. Consider joining writing groups or working with a mentor who can give you constructive criticism.

"Can't I Just Use AI To Write My Copy?"

I mean sure, you could, but I think like this. As this is your business and your brand we're talking about here, don't you want to invest a little bit of your expertise into it? You can do that by practicing the art of copywriting. 

But don't get me wrong - AI and AI tools are utterly astonishing. The speed at which they're advancing is shocking and to some, scary.

To others, exciting AF. I'm curious - where do you stand on the AI topic?

What's Your Company's Marketing Strategy? (*blank face)

Let me just say this - it's totally okay if you haven't yet firmed up your marketing strategy (content marketing in particular) BUT I urge you to do it as soon as possible.

Honestly? I see so many wasteful posts online, properly utter, eyeball rolling rubbish content and a generic consensus that running a business is not worth the agro.

Which is why a marketing plan is utterly 100% essential!

To add to that - as consumers become more tech-savvy with the oncoming of AI technologies (and they will continue to get better! AI I mean...) their behavior is changing. 

They expect personalized experiences, unique, 1-1 experiences and content that directly addresses their needs and interests. A good copywriter must adapt their messaging to reflect this shift in consumer behavior.

Another trend is the rise of social media influencers over the past few years or so. As more people turn to social media for recommendations and advice, copywriters would do better to work with influencers to create content that resonates with their audience (not my idea of fun but hey ho)

Professional copywriters too MUST focus on creating content that is shareable and engaging. Imagine how many potential customers would come flooding in if you do just that!

Overall, the future of copywriting looks bright. And with AI helping us (not stealing our jobs!) it sure is set for an epic time ahead in full throttle mode. With all these new tools and techniques emerging, skilled copywriters will create more engaging and effective copy than ever before. 

If you're an eager beaver looking to grow your business, consider hiring me to write for you. I'm a freelance professional copywriter who's a dab hand at a sales page and a website (including design and creation) if you need one.

Thanks for reading this post! Love always, happy writing. Sophie x