The importance of effective copywriting cannot be overstated. Whether you’re an independent publisher or a member of a larger organization, having well-written content is key to gaining the support of a potential audience. But what is copywriting, exactly? And how do I go about becoming a good copywriter? Let’s take a quick look.
What is Copywriting?
Copywriting is the art of creating compelling content for specific groups of people (known as the “target audience”) while speaking in a clear, concise, and engaging manner. You’re probably most familiar with copywriting from ads on television or online; however, this form of copywriting extends beyond traditional media to include everything from blog posts to product descriptions.
While there are many different approaches to copywriting, the core principles remain the same. You will need to pay attention to a number of factors, including the persuasive power of your language, your use of persuasive words, and your understanding of the target audience’s needs, wants, and emotions. When writing product descriptions or blog posts for instance, you must consider the words that the average consumer is likely to read. You’re aiming for the short-hand that will catch the attention of someone who is not familiar with the product. Your language must be easy to understand and engaging enough to keep your reader interested. To do this, you must consider your potential audience and the device or platform that they are using to access your content.
Why is Copywriting Important?
First off, let’s look at some of the things that your ad copy or blog post won’t tell you. In an age of information overload, it is essential to cut through the noise to get to the point and concisely state your message. To grab the attention of an online reader for instance, you must consider the following:
- The headline
- The subhead
- The first paragraph
- The body
- The conclusion
By clearly defining these five areas of a story, you will be able to craft a compelling argument that will encourage the reader to continue. In the age of digital marketing, having a team of people who can craft compelling arguments that draw in a targeted audience is a priceless asset.
Even if you’re a one-person show, having the ability to write compelling copy is essential. As an independent contractor who owns a small business, you’re probably used to doing a lot of the following:
- Generating leads
- Tracking sales
- Categorizing customers
- Maintaining relationships
- Dealing with rejection
- Researching industries
Having the ability to write compelling copy allows you to take the stress out of doing a lot of the following:
- Tracking leads
- Dealing with rejection
- Researching industries
Above all else, being a good copywriter gives you the ability to make more money from more clients. Not only that, but being a skilled copywriter gives you the ability to charge what you’re worth and improve your negotiation skills. Just remember, above all else, to be consistent.
How can I learn to be a good copywriter?
To begin with, it’s important to note that there is no specific degree that you need to earn in order to become a good copywriter. Instead, you must simply learn by doing as much freelance copywriting as possible. The more you write, the more you will learn. You may also want to consider taking a basic copywriting course online to learn the fundamental skills. Once you’ve mastered those fundamental skills, you can take a more in-depth course or pick up a copy of Master the Art of Copywriting by Roger Burch. This is also a great resource to learn more about the topic.
Freelancing is a great way to learn, as you will get experience with different industries and products. To start, you may want to look for ghostwriting jobs where you’ll get paid to write product descriptions for websites and brands. You may also want to consider getting paid to take online surveys or do simple SEO tasks for cash. Just remember to set your rates high enough that you can still make a living, but not so high that your clients will begin to question your value. Never compromise on quality just for the sake of saving money.
What is the Job Market Like for Copywriters?
Like many other creative fields, being a copywriter is a fairly easy job to get into, but quite the opposite once you’re already in it. Since there are so few companies left that are actually looking for freelance copywriters, you might find the work a little scarce. That’s why it’s important to get your foot in the door by doing as much freelancing as possible and building your portfolio. Once you’ve established yourself as a capable writer, you may find that the work comes in faster than you can keep up with.
While it can be quite the opposite, the freelancing life can also be quite the lucrative one. The ability to sell your services to various companies means that even if you aren’t able to secure regular work, you’ll still be able to fund your lifestyle. Plus, the more you write, the more you will earn.
It’s important to keep in mind that since being a copywriter is such a broad field, the title doesn’t necessarily mean that you’ll be doing all forms of writing. You may decide to specialize in SEO or content strategy. Or maybe you’ll focus on copy for an email campaign or website.
Since the demand for freelance copywriters far outstrips the supply, be sure to maintain a steady rate of productivity so that you can continue to generate income while you build your portfolio. Otherwise, you’ll find yourself with a large amount of unproductive time on your hands.
The Bottom Line
Being a good copywriter is a valuable skill that can be quite beneficial to have in your back pocket. Whether you’re an independent entrepreneur looking for freelance work or a brand looking for a well-established writer to help with content creation, having a team of people who can write compelling copy is a great idea.