What Does a Copywriter Do? & Common Myths About Copywriting Busted
Here's a typical conversation I have with someone at an event:
Newly met person: Nice to meet you! What do you do?
Me: I'm a copywriter for small businesses and consultants.
Person: Oh wow, that's cool.
***20 mintes later***
Person: So... wait... what do you actually do?
Alright, if you're a transformational coach, I'm sure you've had this experience as well. So this email is gonna be a bit of a catharsis for me as so many people ask me this question.
I'm gonna answer it once, and for ALL! (woot!)
Pro Tip: I'm writing this email so I can put it on my blog as a piece of content as well... #multipurposeeverything
First off, let's bust a few common myths:
Copywriters typically write advertising to generate revenue for businesses. Copyright is about legal rights.
Generally speaking the publicly visible words of a business is considered copy.
However!!!
The difference is subtle, but specific. Someone who writes a blog, for example, is generally writing to nurture and inform rather than elicit an emotional response so someone takes action.
The technical term for writing for action is: Direct Response Copywriting (this is what I do).
Any piece of writing who's sole purpose is to get the reader to take action falls in the direct response category.
Most of the time is spent in research, editing, learning new skills, and running the business.
In fact, I spend about 25% of my time writing.
To create an emotional response that elicits the energy to take action means understanding: who you're talking to, what they're struggling with, how they want to get their results, what they've tried in the past, the internal and external beliefs they have... the list goes on.
Direct response copywriting is more about understanding who you're writing to than it is about writing.
A good copywriter will understand how your entire business works. They'll know how a funnel operates. They'll know how the piece they're working on fits into the bigger picture of the business.
Most copywriters don't understand the overall strategy. They get stuck in the minutia of the words and the single project.
If you consider hiring a copywriter, make sure they understand how yourbusiness works.
So... what does a copywriter actually do?
Here's a (non-exhaustive) list:
The #1 goal of a direct response copywriter is to get their client more customers.
We are in the client results business.
The big difference between a content writer or informational writer and a copywriter is: copywriters produce trackable, consistent results that lead to more customers.
Meaning the work a copywriter does will have the direct result of increasing their client's business.
Hope this is making sense for you 😉
Alright that's it for now, if you're interested in increasing your business, schedule a call with me:
http://chenlehner.com/schedule/
Cheers!
Chen "I totally repurposed this from an email" Lehner
Me: I'm a copywriter for small businesses and consultants.
Person: Oh wow, that's cool.
1. Copywriting is different than copyright.
2. Not all writing is copywriting.
There is a big difference between copy to inform vs. copy for action.
3. Copywriters don't usually spend most of their time writing.
4. Not all copywriters provide marketing strategy.
- Write *duh*
- Research (lots of it)
- Outline & plan
- Interview
- Edit
- Proofread
- Manage projects
- Review statistics
- Edit (yes lots of editing)
- Strategize and implement marketing campaigns
- Get businesses customers!
We are in the client results business.
Persuasion Pirate