A close copywriter is similar to a ghost writer, but a bit different. A close copywriter takes a piece of text – usually a press release, news story or feature article – and turns it into copy that is both compelling and unique to the brand.
A lot of brand marketers choose to work with close copywriters because, as a non-salaried employee, they have the flexibility to bill by the hour and can, therefore, take on the project for less than they would as a salaried employee of a PR agency.
What is a close copywriting project?
Most often, these are projects that require an in-house editor to cut and paste pieces of text into a standard press release, feature article or news story.
This is not the ideal scenario for a business owner or CEO because it takes time away from growing the business and keeping up with critical administrative and financial responsibilities.
What makes up a close copywriting project?
The ideal scenario for a close copywriting project is one that starts with a compelling idea, topic or concept and is subsequently followed by a series of concise, compelling and easily digestible text pieces.
These text articles can be repurposed and reused for social media content and website content across platforms – from blogs to social media to emails.
You’ll notice that a lot of brand marketing content is quite similar to other content on the platform – especially content published by the brand’s competitors. This is because brands are always looking for new ways to attract customers and keep them engaged. This is especially important when you consider that the majority of content is now consumed on social media.
The key to a successful close copywriting project is to have a clear idea of what the goal is – to generate interest, engagement and most importantly, action.
The Goal of a Close Copywriting Project
The goal of a close copywriting project is not to regurgitate content that was previously published – even if it is highly relevant to the topic at hand. Instead, the goal is to take an idea, topic or concept that was previously unreachable by the brand, make it relevant and of interest to a much larger audience and to keep the attention of that audience throughout the copywriting project.
The goal is to generate interest, action or both. The closer you can get to achieving one of these goals, the better. For example, if you are writing to generate interest, you might want to consider focusing on a specific segment of the population or a specific set of circumstances. Or, if you are writing to increase action, you might want to consider testing a new offer, product or style, and measuring the results of your efforts.
The Need for Authentic Content
The need for authentic content is one of the big differences between a close copywriting project and a typical press release or article pitch.
When a business or NGO publishes an in-house editorial in favor of a brand, product or service, it is usually in the form of an op-ed or an opinion piece.
These forms of content are usually shorter than the standard feature article or news story, but they carry a lot of weight mostly because they are highly relevant to the target audience. The opinions of prominent industry figures or bloggers carry a lot of weight in today’s world of content marketing.
For example, if you are pitching a wellness products brand, you might want to consider pitching something along the lines of, “Health and fitness brand XYZ offers the best ab workout gear for women on the market. Their gear is so lightweight that it actually feels like it could be stolen right off your back. This season, they are launching a new product that will blow away users and fans of their fantastic work.”
This kind of content is more interesting because it is highly relevant to the target audience. In addition, by pitching an in-house editorial piece, you are showing that you have a level of authenticity that many brands and businesses lack.
Avoid Overselling
Overselling is another important quality to have in your copywriting efforts, especially when pitching to journalists or bloggers.
When you overly promote a product or service, it can come across as sales-y. Even when pitching to journalists or bloggers who are not necessarily looking for a paid placement, you want to avoid coming across as a hard-sell – especially when you are trying to establish a relationship.
In the example above, you are trying to gain the interest of an editor who is likely to write about health and fitness. However, if you pitch the gear as an amazing weight loss tool and top-notch workout apparel, the journalist might just write an in-house piece for the company.
Now, what if that same journalist writes about your brand, product or service? What will your customers think? Will your customers think you are trying to push your product or service?
If your answer is yes, then perhaps your next question should be, “How do I pitch this article?” This is especially important when you are pitching to journalists or bloggers who have very high levels of integrity and cannot be bought off with a brand deal. They give their in-house editorial pieces for free as part of their overall package because they believe in the cause or the product being covered. You can learn more about how to pitch an in-house editorial here.
The Difference Between a Press Release and an In-House Editorial
An in-house editorial is more like a mini-magazine or newsletter article, published by a brand or company. These are written in a similar style to a news story but are usually shorter and, therefore, more interesting to read. In addition, they are usually highly relevant to the target audience and, as such, are a great way to get your product or service – especially your brand’s – name out there.
A press release, on the other hand, is an announcement that is made by a brand, product or service to third parties – such as the media – about a new product, new service or a special offer. A press release does not have to be published by a news outlet to be considered media content. Sometimes a brand will choose to work with a media agency to get the word out about a new product or service. However, in 2019, more and more businesses are choosing to do their own PR.
The main difference between an in-house editorial and a press release is that the latter is usually longer and, therefore, more traditional and boring to read. It is important to note that not all press releases are bad. It depends on the purpose you are trying to achieve. Are you trying to gain media coverage? Are you looking for consumers to learn about a new product or service?
If the answer is yes to either question, then a press release might be the way to go. However, if you are looking for a fresh take on an already popular topic, then an in-house editorial might be the perfect place to pitch your story.
Top Tips For A Successful Close Copywriting Project
Whether you are launching a new product, improving an existing one or a combination of both, a successful close copywriting project requires a clear idea of what the goal is.
Once you have a clear idea of the goal, you can develop a series of concise, compelling and easily digestible text pieces that will keep the interest of the reader and ultimately drive action.
The Takeaway
A close copywriter is like a salvo in a battle between marketing and PR. The main difference is that a close copywriter is usually employed by a business or NGO to get its message across while a PR representative is usually hired by a brand to get its public image or message out there.
As a marketer, you will usually be responsible for coming up with the idea for a brand campaign. You will also be responsible for creating the strategy and the overarching marketing plan. On the other hand, a PR representative will be answerable to the CEO, CMO or other senior management for the overall success of a brand’s public relations campaign. The position of a close copywriter is somewhere between the two, but with a bit more freedom and independence. This is why you will often see businesses choose to work with close copywriters instead of PR agencies.
Working with a close copywriter is quite different from pitching an article to a traditional news outlet. The main difference is that you can develop a better sense of authenticity when pitching to a journalist or blogger who has a strong following. You have the opportunity to shape the reader’s opinion through your words while, at the same time, showing your company’s or brand’s human side.