Good writing is essential for any business, but particularly for marketing and advertising. Without quality copy, a business will struggle to connect with its audience, and may even lose customers to competing brands.
What is copywriting, you may ask?
Copywriting is the ‘art’ of producing words and phrases that will attract consumers, convince them to purchase the company’s products or services, and hopefully, make them feel appreciated. An effective copywriter will understand the purpose of each piece of writing, and craft the message to match the target audience.
Why should you care about copywriting?
Good copy is the key to effective marketing and advertising. When done well, it can engage potential customers, compel them to take action, and convince them of the benefits of purchasing your product or service. In a nutshell, good copy can help you convert mere shoppers into passionate advocates for your brand.
Unfortunately, not all businesses are blessed with naturally gifted copywriters. For those of you who are blessed with a fantastic writer within your team, copywriting may seem like a breeze. For those of you who are looking to ramp up your copywriting skills in an efficient manner, check out these tips on how to become a successful copywriter.
Study The Craft
Before you can start writing effective copy, you must first understand the craft. Do some research and read as much as you can about the subject. Even better, find a mentor or take a course specifically on copywriting. As a writer, you should already have a solid understanding of grammar, sentence structure, and the elements that make up a compelling story. Mastering the craft will only enhance your ability to write exceptional copy.
Join The Club
Once you have mastered the craft, you can join the club of exceptional copywriters. To be considered a master of copywriting, you should have been writing professionally for at least a year and should be considered among the best in your field. Joining the club does not mean that you will automatically become a good copywriter. However, it puts you in the company of some very talented individuals who can help you elevate your craft.
Understand The Functionality
Every piece of writing that you will produce for the company will serve a specific purpose. When creating an ad or marketing piece, for example, you will want to ensure that the information conveyed is concise, to the point, and easy to understand. When crafting press releases and other company communications, you should keep in mind that you are trying to engage potential investors, customers, and other relevant groups of people.
Create A Niche
Your expertise as a copywriter will be most valuable to your clients if you can demonstrate a clear understanding of how different groups of people behave in specific situations. For example, let’s say that you are writing an ad for a travel agency that specializes in luxury cruises. You will want to approach this project with a unique spin, as the target audience for this type of ad is likely to have a very different set of priorities than those of a regular travel agency.
If you want to become a successful copywriter, you should start by identifying a niche market – a group of people with specific needs or problems that you can solve with your advertising or marketing strategies. In the example above, you could say that you want to target women between the ages of 25 and 50 who are looking for luxury cruises. Once you have established yourself as an expert in your chosen field, you can pitch your services to businesses that operate in related industries.
Know When To Utilize Humor
Humor can be a powerful tool when used appropriately in copywriting. Some businesses, such as Amway and Estee Lauder, have seen great success by incorporating humor into their communications. When done right, humor can increase your odds of a reader or viewer being engaged in the content that you are presenting. Using humor to make a point can be a great way to make it more memorable.
When you are first starting out as a copywriter, it can be difficult to know what ideas to choose from. The more you know about your chosen subject, the better. Ideally, you should have a strong understanding of marketing and advertising, consumer behavior, and the principles of good writing.
Knowing what to include and what to leave out can be tricky. In most cases, you will want to include information that is both accurate and engaging. To determine what is relevant and what is not, you can use a research tool such as Google Scholar, which gives you access to thousands of academic articles and publications. Use this tool to read as much as you can about your chosen subject matter.
Being a versatile writer means being able to tackle numerous projects, without getting bored or limiting yourself. To ensure that you are not limiting yourself, you should try and become familiar with as many fields of writing as possible. These include, but are not limited to, brochures, ad copy, press releases, and corporate annual reports. Additionally, being a versatile writer often means being called upon to write for different clients. Your experience as a copywriter will only be beneficial if you can demonstrate the ability to write for various industries and companies.
Become A Freelancer
If you are looking to become a successful copywriter, you should seriously consider turning your hobbies into professional activities. Instead of spending your time watching TV or playing video games, why not use your talents to help businesses achieve their goals? There are many online platforms, such as Fiverr and Upwork, that allow you to connect with companies that need some extra help with their content. For a small fee, you can provide them with editorial support or copywriting services. In most cases, you will be asked to write a short proposal, which will then be followed by a series of detailed assignments.
For a more traditional approach, you could try and join a freelance writing agency. Working for an established company will give you the opportunity to expand your skill set and gain valuable experience. Established agencies typically provide you with a platform to demonstrate your talents and gain credibility.
Start A Blog
Blogs can be a great tool for any business, but in particular for those who want to become more established in their fields. When done right, a blog can become a platform for your expertise, allow you to build an audience, and potentially, grow your business.
As a blogger, you will want to establish yourself as an authoritative voice in your chosen topic. When writing for a business or brand, make sure that you have worked out the right tone of voice and strategy. Creating an engaging narrative for your blog posts will be the key to attracting and retaining an audience.
In summary, if you want to become a successful copywriter, you should start by identifying a niche market, use humor appropriately, conduct thorough research, and make sure to diversify your experience. Good luck out there.