If you’re reading this, I assume you’re someone who writes marketing or sales copy for a living. If not, then maybe this guide will change your mind.
You may know what copywriting is, but you may not be sure how it fits in to your own job – or even if it is something you should care about. That’s what I want to clear up in this article. So let’s dive in.
What is Copywriting?
Copywriting is the process of taking plain English and transforming it into marketing or sales copy. It’s a form of spin doctoring, but with a purpose. When you’re writing copy for the legal or financial industries, you have to be sure that you’re not misleading people. That’s why they pay you the big bucks.
In the digital marketing world, we sometimes call this type of copy “native advertising.” Google defined native advertising as “sponsored content that appears in the natural search results on a Google site. It’s a form of content marketing that uses advertising to generate and deliver content that is highly relevant to potential customers’ interests. Essentially, it is content that you’re trying to sell, but it falls under the guise of an informational article.”
Whether you’re a freelancer, part of a content team, or work in-house as a content strategist, copywriter, or marketing content manager, you’ll be creating and editing this type of content often.
Why Should You Care About Copywriting?
If you’re an entrepreneur or small business owner, you should care about copywriting for several reasons. First, to maximize your reach to your audience. If someone is reading your copy and is not already a customer, they may never become one. Second, to engage with your audience. In today’s world, people want to be ‘heard’, and that means they’ll often entertain an idea or proposal just to listen to what you have to say. And finally, because you want to be perceived as an expert in your industry. To get there, you have to educate your audience about the topic, via compelling copy that is easily digestible.
So, how does copywriting fit into your job as a digital marketer or content strategist? Let’s explore.
Copywriting Jobs
If you’re reading this, I assume you’re looking for work. Just kidding. I want to provide some helpful guidance so that you can do your job better. If you’re looking for digital marketing or content strategy jobs, then you should look for freelance writer or marketing content creator roles.
Writing marketing or sales copy is a great way to gain experience and to build your portfolio. Many of the world’s largest brands are turning to marketing and content writing agencies like Convince and Grow to fuel their growth. If you want to become a professional copywriter, then start by creating mini-books on various topics for large companies or marketing agencies. These are great places to start, and they’ll give you plenty of experience to show for. Plus, you can always add these mini-books to your LinkedIn profile. In today’s world, employers and clients can easily find your work, regardless of where you do your job.
Once you’ve built up a portfolio of mini-books or other content, you can take on larger projects. You can also use your blog to build up a following. Once you’ve got a decent amount of content published, you can look for positions in-house or freelance as a copywriter. Keep in mind that marketing and content writing is a competitive arena, so be ready to pitch your services to clients or potential employers.
Where Do I Find Clients?
If you’re looking to take on a permanent position in a marketing or content agency, then build up a long list of potential employers. If you’ve been working remotely as a digital marketer or content strategist, then take advantage of your contacts in your industry. Word of mouth is still one of the most effective ways of attracting business, so be sure to surround yourself with people who can provide you with credibility.
When you’ve got a shortlist of potential employers, it’s time to put your network to work. Start by making a list of all the people you know, and then remove anyone who isn’t a potential employer. After that, you’re ready to contact the remaining contacts and ask them to provide you with feedback on your application. Once you’ve got that feedback, you can hit the reset button and start again.
This process takes time, so be patient. In the meantime, you can start working on your own projects, take on some side work, or look for virtual internships to gain experience.
How Do I Become a Copywriting Master?
If you’re looking for a shortcut to becoming a skilled copywriter, then you’ve come to the right place. Below, you’re going to discover the top 15 skills you need to possess as a copywriter.
So, let’s get to it. Here’s the list.
1. Creative Brain
Whether you love to write creatively or find that your best work comes from brainstorming ideas, you need to have some sort of creativity. Some people think that writing creatively is a dying art, but I think that’s far from true. As long as there are businesses and marketers who want to learn how to write, there will be a market for creative writing. That means you can always find work. Use your creativity to find different ways of presenting information to your audience. Some of the best copywriters out there can really put ideas into words, so be sure to develop that creative side.
2. Attention To Detail
You’ve probably seen a lot of copy in your life, whether you’re reading it on a blog post or an ad. Most likely, you’ve noticed people who don’t take the time to detail things are usually the ones who end up producing sloppy, low-quality work. It’s pretty easy to spot when someone isn’t giving their best effort, so be sure to give it your all, no matter the size of the task. Make sure that each and every line of copy is flawless – from the way it is written to the number of words used. Think of your work as a form of art, and you’ll be able to produce beautiful pieces.
3. Language Skills
Speaking multiple languages is a great way to get ahead in life. Even if you don’t know a single word in another language, having a basic understanding of what people are saying will put you at an advantage. Learning a new language is difficult, but having a wider understanding of the world and its people will make you a more effective copywriter. With the right support and dedication, you can learn a new language in a short amount of time, and be confident using it in a professional capacity.
Knowing how to write in English isn’t enough anymore. As a copywriter, you’ll be working with English words and phrases regularly, but you’ll also need to be able to think in another language. Learning a new language opens up a whole new world of ideas and words, which you can then use to your advantage. The more you know, the better. Learning how to write in a different language won’t hurt either.
4. Research Skills
Just because you’re writing for a living doesn’t mean that you know everything about the topic! Far from it. If you’re a perfectionist, then be sure to do your research before jumping into any project. Always try to do more research than necessary, as adding more information will only help you produce better work.
When I first got started, I made the mistake of trying to do too much research for too long. I ended up getting overwhelmed and frustrated, and my first piece of work suffered as a result. Don’t make the same mistake I did! Try to find reputable sources of information, and make sure to familiarize yourself with the basic facts. Familiarize yourself with industry terms and jargon. These are all things that will help you do your job better. In addition to this, make sure you’re always seeking out new information and learning from others.
5. Editing Skills
While you’re researching and putting the final touches on a piece of copy, there will be times when you need to go back and edit something. Sometimes, you’ll need to go back and fix a factual error or tidy up some poor copy. If you’re good at finding your own mistakes and knowing when something needs to be changed, you’ll be able to improve the quality of your work greatly. Editing is an important skill, and it will help you find the perfection in your own writing. Try to get good at finding spelling mistakes and grammatical errors, as well as taking things like repeated words or phrases out.