What is copywriting?
Copywriting is the art of persuasion. Copywriters harness their writing skills to create marketing and promotional materials that are easy to understand and encourage customers to choose products or services above their competitors.
Copywriting is a vital part of a business’s marketing and advertising efforts. Effective copy – like slogans and calls to action – compel readers to take action and buy from you, increasing sales and turning people into repeat customers.
- Calls to action (CTAs)
- Website and landing page copy
- Social media ads
- Sales letters
- Product descriptions
- Flyers and brochures
- Press releases
- Paper ads
- Commercial scripts
Copywriting isn’t to be confused with content writing. A copywriter’s main purpose is to encourage clients and customers to buy from your brand, while content writers attract customers by educating and entertaining them through blogs, articles, case studies and more.
A good copywriter can do both, using copy and content interchangeably to build your brand and get sales in a natural, organic and engaging way.
Why is copywriting important for your business?
Copywriting is often overlooked, but it’s the bread and butter of any business. Ineffective, poorly written words serve no purpose and risk alienating the markets you want to attract. Whether you’re an agency, entrepreneur, startup or multilingual e-commerce store, every business needs copy to communicate with their customers and ultimately make money.
While it’s tempting to try and write your own copy (especially when you’re on a tight budget), using an experienced copywriter can help:
- Increase your sales
- Generate leads that grow your client base
- Build interest in your business
- Convey value
- Engage new customers and turn them into repeat clients
- Establish a unique tone of voice that makes you stand out against your competitors
- Eliminate business jargon and make your content easier to understand
- Boost online rankings of your website or blog
- Save you time and money
Having an effective copywriting strategy also means you can plan content in advance, allowing you to keep up with your branding and marketing efforts. The benefit of this is that you can get to know your audience better and create content that truly resonates with them.
What does a copywriter do? 4 types of copywriting
Copywriters come in all shapes and sizes. While some are generalists, covering a wide range of industries and copywriting mediums, others choose to specialise in a particular niche, becoming experts in their field.
These are the four main types of copywriting:
Marketing copywriters write copy for ads and marketing materials, like flyers, brochures, blogs and articles. They harness their storytelling skills to write clear, concise copy in a way that engages their audience and compels them to take action. This is usually through short, snappy slogans and conversational copy designed to create a connection with the reader. Marketing copy doesn’t always result in a direct sale but helps build trust with the reader and forms part of a business’s overall sales strategy.
Sales copywriting is the art of encouraging readers to take specific actions – like purchasing a product or signing up for a service. Sales copywriters understand how to generate sales by using simple, targeted copy that persuades the reader to take action immediately after reading.
Creative copywriters are conceptual thinkers who build interest in a product or service through attention-grabbing ideas. In a world where most products and services have already been developed, creative copywriters are able to cut through the noise with words that make people stop and take notice. Creative copy is inspiring to read and leaves people wanting to know more about the brand behind it.
Copywriters with a solid understanding of SEO create optimised content that appeals to humans and improves a business’s rankings on Google. Long gone are the days of keyword stuffing – SEO copy has to be cleverly written with the reader in mind while utilising best practices to appear in the first positions of search engines.
How to find the right copywriter for your business
Finding the right copywriter for your business can feel like looking for a needle in a haystack. We understand the frustration, which is why we provide copywriting experts who can accurately craft web content, sales letters, campaigns and marketing collateral, keeping in mind the specifics of your market.
Before assigning a copywriter to your business, we look for:
Once you’ve decided you need a local copywriter to create content for your brand, we will assign you a native-speaking copywriter with a deep knowledge of your industry and market.
Our copywriters take a comprehensive approach to the cultural factors within your market and pride themselves on their in-depth understanding of their chosen industry. Whether you’re a B2B or B2C business, you’ll have peace of mind that our copywriters understand the market they’re writing about.
We ask all our writers to provide copywriting samples before we onboard them. That way, you can guarantee that we have vetted the writer on your project before they get to work. Having established, long working relationships with multilingual copywriters enables us to assess new samples in different languages including German, Danish, Norwegian, Spanish, French or Italian.
Familiarity with SEO
When creating content for online materials, we only work with copywriters who are familiar with SEO and use the best on-page SEO techniques to get your content ranking on Google. Our copywriters are able to create relevant content to engage your followers and boost the online rankings of your website.
Research is a vital part of the copywriting process. While you’ll no doubt have a brief you need our copywriters to stick to, our copywriters will research your market and industry in fine detail, using any new-found knowledge to amplify your copy and make it a success.
Grow your business with our copywriting services
Find out more about how copywriting can take your business to a new level. Whether you would like to create a new landing page or a successful case study, our team of copywriters are ready to help you. Start writing your story today!