Inevitably, when getting ready for work, we look at the clock and remember that it is time for us to be at our desks. We prepare ourselves for the workday ahead and begin to check our email, review our to-do lists, and get ready for our meetings. As we review our schedules and think about what needs to get done, we wonder about the state of our to-do lists. Are we really going to get everything done that we need to get done? Will we have time to take care of all our responsibilities? While we are all aware that we have a lot on our to-do lists, sometimes we wonder if there is any actual value in checking them all off. After all, doesn’t getting everything done just mean that we didn’t do enough earlier?
To help you figure out if you are actually making a difference by getting everything you need to do done, we are going to discuss what copywriting work is and why it’s so important. From understanding the difference between marketing and advertising to knowing when to pitch an idea and when to just write a pitch, we will cover it all.
What Is Copywriting Work?
Copywriting is the process of converting a customer into a lifelong customer, or potential customer, by inspiring them to action through words and compelling narratives. Let’s take a minute to review what that means.
First, we need to establish that customers come in all shapes and sizes. While some might argue that certain demographics are more valuable than others, when it comes to attracting and retaining customers, we know that it’s not necessarily the case. This is why when we think about copywriting, we should never forget about the power of the individual consumer.
Second, we need to understand that every relationship has two sides: the customer’s side, and the business’ side. In order to effectively write a pitch or sell a product, we need to understand what the other person wants, but we also need to understand how we can help. One of the best things that ever happened to me was when I started to see my work this way. When you are working in a vacuum, isolating yourself from the world, you might miss the mark.
As copywriters, we need to look for the beauty in the weeds, so to speak. We need to look at the small things that customers might do, such as leaving a comment on a blog post or making a purchase from a small business, and we need to figure out how to communicate with them.
In my experience, when I do a blog post on copywriting and why it’s important, I get a lot of comments from people who are new to the field or people who want to improve their skills. Even more so, I get a lot of “me too’s” from people who want to communicate that they, too, are a copywriter.
When we write, we are not just communicating with the reader; we are also trying to persuade the reader to take a certain action. That is the very nature of effective communication, and it is why we have speechwriting and copywriting. The difference is that speechwriting is generally for delivering a speech, delivering a pitch, or marketing a product. In most cases, the goal is to persuade the listener, and the approach is typically logical and linear. Although it is effective in some instances, in my opinion, the best approach is storytelling. A good story can convince anyone of anything.
A pitch, on the other hand, is usually shorter than a speech, and it is used to sell a product or idea. The goal of a pitch is to attract and persuade an individual or group to take a certain action. It should be concise, easy to understand, and memorable. A good pitch can make or break a business relationship, especially if done well.
To help you figure out how to write a pitch that will inspire your customers to action, we have provided a short course on how to write a pitch. Although the content is brief, it will teach you the most essential elements you need to know in order to write a pitch that will make your customers act.
Why Is Copywriting Work Important?
Every business, no matter the size, will always have something to sell. If you are reading this now, I assume that you already know that you need to be doing something to make money, and you are just wondering what that is. As we discussed in the previous section, copywriting is the process of inspiring action through words and compelling narratives. This is why the work of a copywriter is so important because we are responsible for inspiring people to action and keeping them engaged.
When you consider that over 90% of Fortune500 companies have marketing and advertising budgets, it’s easy to see how critical copywriters’ work is to keep profitable brands alive in a world dominated by marketing and advertising. If you think about it, the vast majority of the marketing and advertising you see is just to get you to consume the product or service. Once you’ve been marketed to, whether you liked it or not, you’re now a part of a massive consumer base that the company can continue to mine for profit. In order to keep that steady stream of profit coming in, businesses need people like you — copywriters — to keep the wheels turning.
If you are a business owner, CMO, or marketing director who is reading this and interested in finding out more about what we do, drop us a line at hello@captainjackie.com. We would be delighted to talk with you about the importance of copywriting work and how we could help you make a difference.