It is important for copywriters to understand what their role is within the context of a business. In some cases, they are responsible for creating content to promote a company’s products; in others, their role is to instruct salespeople in how to pitch a particular product or service to a client. Either way, they should understand what makes their voice different from that of a marketing or sales person, and how they can be expected to handle certain situations more effectively than those roles would dictate.
That is one of the questions I was asked when I worked as a copywriter for a financial services company. The answer is that my role, in part, was to educate the salespeople on how to communicate effectively with prospective customers using traditional and non-traditional means (e.g., social media, SEO, etc.). Because I had specific expertise in this area, I was able to play a crucial role in the success of my company’s marketing plan, providing both editorial and creative content, and helping the sales team to become more comfortable speaking in writing.
Traditional Versus Non-traditional
Traditionally, copywriters’ jobs have revolved around copy for print publications like commercials, brochures, and magazine articles. A 2018 CareerBuilder survey found that 41% of hiring managers are currently looking for writers with SEO experience, 15% are looking for content strategists, and 10% are seeking copywriters with experience in eCommerce. These areas are in demand because more and more content is being created for the web, and businesses are realising the value of having a strong online presence.
What is interesting about this trend is that print publications aren’t going away, they are just transforming. Thanks to the proliferation of blogs and online magazines—along with the rise of influencers and content creators—readers are now accustomed to finding content that is more engaging and digestible in digital formats. This is leading to a rise in non-traditional ways of attracting and engaging customers. If you don’t own a blog or an online magazine, however, this change can seem overwhelming. With so much content floating around, how can you possibly stand out?
As a copywriter, you will be called upon to produce material in a variety of formats including:
- Web content (e.g., articles, blog posts, etc.)
- e-books (e.g., How to Be Confident)
- Social media content (e.g., blogs, tweets, etc.)
- Email marketing
- Print advertisements
- Brochures
- Direct mail pieces
- Packaging and branding material
- Label copy
While digital media can be a useful tool in promoting your products or services, nothing replaces face-to-face interaction. That is why, as a copywriter, you will be called upon to produce print advertisements, brochures, and direct mail pieces. In the right situation, these can be extremely effective mediums for conveying your message. If you are asked to write a promotional piece for a business that doesn’t have a clear understanding of how to use these tools effectively, you may find that your efforts are undermined by their lack of experience and guidance. In these situations, it is often best to decline the work and refer them to a professional who can.
For those of you who are fortunate enough to have existing content that you can use in your promotion efforts, the challenge then becomes figuring out how to use it effectively. If you are asked to promote an affiliate product or service, it is important to keep in mind that your readers—and potential customers—are now accustomed to seeking out content that is more relevant to their interests.
The Role of the Copywriter
As noted above, your job as a copywriter is to produce content which will then be used for marketing or sales purposes. In most cases, you won’t be instructed on exactly what to write, but rather will be given a topic to work with. While you are free to brainstorm ideas, it is ultimately your responsibility to create material that is cohesive and compelling. In order to do this effectively, you must approach your writing with a clear understanding of the objectives and messages you are trying to convey. At the very least, you should have an idea of what makes your product or service special and how it can be of use to the reader.
According to the experts at copywriter.com, the ideal structure for a business article or a white paper is as follows:
- Title: Give the most important and relevant information first (e.g., what is the topic, objective, or purpose of your article?).
- Body paragraph: Use multiple paragraphs for the body of the article. Make sure that each one adds important information or clarifies some aspect of the article. Use sub-headings (i.e., bold, italics, or both) to emphasize key ideas and make the text more digestible.
- Introduction: This is where you would include a short description of yourself, your company, or the topic of the article (if it’s not readily apparent from the title).
- The most effective way to write an introduction is to provide context. Your reader should understand what they’re getting into before they start reading the article. This is especially important if the article is technical in nature. In other words, if you’re writing about a topic that is not within your area of expertise, you should explain this at the outset. For example, if I were to write an article about SEO for print media, I would begin with a short description of myself, my qualifications, and why I’m writing the article. This will give the reader an idea of what they are going to learn while also setting the stage for the rest of the article.
- Summary: This is simply a compact version of the article’s body (the part that everyone usually reads!). While the body provides the meat of the article, the summary should be a concise version of the important information. It should be no more than five or six lines long. In the example above, the summary is a brief overview of what the rest of the article is going to cover. In some cases, the summary can be used as the first sentence of the article. In a nutshell, the summary is used to hook the reader and make them want to read the rest of the article.
- Conclusion: After you’ve finished explaining the important information in the article, you should wrap up with a concise conclusion. This can be the same as the summary, or it can be a slightly longer version.
- References: At the end of your article, you should include a list of at least three resources (i.e., websites, books, or other sources) that the reader can refer back to.
- Copyright: Always give credit where credit is due. This means that whenever you use someone’s else’s work, you should acknowledge them. You should also ensure that any materials that you use are properly cited. Failing to do so will make you appear untrustworthy to any academic or professional reader.
- A guide to effective article marketing for print media. You can use this sample to get a clearer picture of how an article or white paper should be organized. Just remember to tailor it to the specifics of your product or service.
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With this basic framework in mind, you’re well on your way to becoming a more effective copywriter. Always keep in mind that your goal is to produce content that will make your readers—and potential customers—more interested in what you have to offer. While you don’t need to master every tool in the content creation process, you should at least know how to use the basics like a dictionary and the Google search bar. With these tools, you can discover any number of resources that can help you along the way.