If you’re looking for a career in traditional marketing, you’ve probably considered the various roles involved in creating a marketing plan, pitching to clients, or copywriting for web content.
All of these roles involve some degree of writing for various purposes, which in turn requires you to learn a bit about the job of copywriting.
What is the Job of Copywriting?
Simply put, the job of copywriting is to craft words that will appeal to readers, whether it’s an article, a press release, a blog post, or an ad.
In any form, your copy will serve as an introduction to your writing — and we mean this quite literally. It will help you establish your voice and style, and it will guide your subsequent content in terms of words and sentences. If you’re new to copywriting or are looking for inspiration, read on.
The Purpose of Your Copy
Depending on your role within a company, your copy’s main purpose will either be to persuade or inform readers. Your aim is to get someone to take a specific action or make a certain judgment. This could be as simple as convincing someone to buy your product or service, or it could be more complex like convincing someone to change their mind about an issue they were previously doubtful of.
In the interest of improving your own copy, it’s important to consider the purpose of your writing. What do you want your reader to do? And what action do you want them to take? Start by defining these terms in order to give your writing the best chance to succeed.
The Influencer Role
As we mentioned, your words will be used to persuade or inform the reader. This is particularly important if you’re writing for an influencer. If you’re pitching to an editorial board or a group of prominent bloggers, you need to consider how your piece will influence the audience and whether you want to include counter arguments against the claim you’re making.
If you’re writing for a smaller audience — such as a newspaper, magazine, or blog — you don’t need to worry quite so much about influencing the reader. In this case, your main concern is getting your point across and, in a persuasive manner, convincing the reader to take your side on an argument. This is known as advocacy copywriting.
The Approach
Depending on your role, your approach will vary. If you’re pitching a story to a magazine, you will want to craft an engaging pitch to get the editor’s attention. But, if you’re a freelancer or intern, you may take a more journalistic approach, detailing each step of the editorial process.
To get the best results from your copy, you need to take the time to plan out the copywriting project, and this is where good copywriting software can really help. With features like tracked changes and annotations, you can see exactly what changes were made, who made them, and why. This transparency is important because it helps you learn from your previous mistakes and improves the quality of your work.
Style And Voice
The job of a copywriter is mostly about style and voice. You will want to learn how to use words efficiently and effectively, which in turn requires you to consider your chosen style (regardless of the purpose of your writing), and ensure that your writing is suitable for your target audience. To put it simply, you need to learn to write the right way!
To achieve the best results, you need to find a style that suits your target audience. If you’re not sure what style to choose, ask others for help or read books on the subject matter. Once you’ve found your style, you can start honing your voice. Consider what makes you different from everyone else and what you want to convey with your writing. Think of your writing as an extension of your marketing strategy and ensure that your style and voice match the overall impression you’re trying to create.
The Education
As we’ve mentioned, the job of a copywriter requires you to learn a bit about style and voice. To put it bluntly, you need a good dose of editorial professionalism. This means you need to consider your chosen subject matter, learn about it, and become an expert in your field. In today’s world, this usually means you’ll need a good degree in the subject matter.
If you’re looking for a career in copywriting, continue your education after you’ve graduated. Depending on your role, you may need to complete a professional certification program. But, even if you don’t, being a member of the American Association of Advertising Agencies (4A’s) is widely regarded as a mark of professional excellence.